Virgin Wines

Enhancing the onboarding process, and creating a simple flow for voucher use.

Virgin Wines

Enhancing the onboarding process, and creating a simple flow for voucher use.

Web & app UI | research analytics

Virgin Wines

Enhancing the onboarding process, and creating a simple flow for voucher use.

Overview

The Brief

Virgin Wines asked us to improve their onboarding experience for new customers.
They identified several key issues: high drop-out rates, low mobile engagement, and confusion caused by unclear branding and website copy.
Our main goal was to boost conversion rates while also making the experience smoother and more satisfying for users.
Everything we designed aimed to make the process clearer, faster, and more engaging.

The Approach

We used real user data and insights from the existing Virgin Wines site to identify key pain points and patterns in user behaviour.
This analysis helped us understand where users were dropping off and what was causing friction.
We also looked at competitor sites to gather inspiration and spot best practices in onboarding and user flow.
Our focus was on creating a more streamlined, intuitive experience that would drive better engagement and smoother conversions.

Research

Research & Ideation

The research process utilised multiple methodologies to create a centred approach to our final design. Our research included (but is not limited to) user interviews to gain direct insights, heuristic mark-ups of the old site and by using Don Norman's design principles I was able to create charts and graphs which identified weak points in the original site.

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Research

Research & Ideation

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Competitor Analysis

We conducted thorough competitor analysis, from both indirect and direct competitors. Their strengths and weaknesses were assed, which allowed us to identify opportunities for improvement. Flow breakdowns, along with markups helped us refine the user journey for Virgin Wines - research which was used to optimise conversion rates.

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Competitor Analysis

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Competitor Analysis

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Low-fidelity Wireframes

Development

Building on our research, we created low-fidelity wireframes, which were then merged to create the final wireframes.

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Development

Low-fidelity Wireframes

Building on our research, we created low-fidelity wireframes, which were then merged to create the final wireframes.

View in Figma

High-fidelity Wireframes

Like before, we individually created designs which were then merged together to create the final desktop and mobile prototypes.

View in Figma

High-fidelity Wireframes

Like before, we individually created designs which were then merged together to create the final desktop and mobile prototypes.

View in Figma

Overview

The Brief

As briefed by Virgin Wines, the goal was to enhance the onboarding experience. The company had found multiple pain points which included high drop-out rates, a lack of mobile traffic, and user confusion (in regards to branding and also the copy within the site).

With this in mind, the goal was to increase conversion rates and improve overall customer satisfaction.

The Approach

Using direct data and insights from the original Virgin Wines site, we analysed pain points and user behaviour. Inspiration was taken from competitors in order to create a more streamlined and user-friendly experience to optimise engagement.

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