Virgin Wines Checkout Flow Redesign

Industry Brief set by Virgin Wines

Virgin Wines gave us the task of redesigning the voucher scheme system for their Wine Bank subscription service. This was a collaborative project involving a team including myself and other UX students. We worked effectively as a group, meeting twice weekly to brainstorm and share our progress. Throughout the project, we collaborated closely with Graham Tracy, the creative director at Virgin Wines, to ensure we met the company's business objectives. Upon completion, we presented our work to the creative team at Virgin Wines headquarters in Norwich.

Collaboratively, we created a body of research alongside redesigning mobile and desktop interfaces for Virgin Wines to improve their customer experience on the checkout pages, and reduce drop out opportunities. By simplifying the layout and reducing steps in the user flow, we made signups quicker and easier for the users whilst reducing friction and boosting conversion rates. Extensive research such as data analysis, user testing, and competitor benchmarking helped us address user pain points to create a user friendly seamless design. Finally, we pitched our ideas to Virgin Wines in person resulting in the company taking our ideas on board and recreating their checkout interfaces for mobile and desktop.

Project Overview

Desktop

Competitor analysis