Mystery Wine Club

Direct Wines Inc. provides marketing services to a number of different parter brands, one being Laithwaite's Wine. The brand has a strong focus on their two quarterly wine clubs, which left their Mystery Case Club with an outdated website needing a revamp.

The goal: Redesign the landing page for Laithwaite's Wine Mystery Case Club to better communicate value to the customer and increase efficiency of navigation while modernizing the look and feel of the site.

The program: Adobe XD

The date: January 2018




The Old Site

The old website was outdated and features many different CTA's which all lead to the same page, none being the order form, causing confusion and very little orders placed.




Challenges

This club provides customers with a case of mystery wine bottles, so it can be a challenge to sell a product that you cannot display visually. This presented difficulty when choosing imagery and writing copy for the site.

My Approach

Rather than trying to sell a product that can be presented clearly in images or text, I suggested we focus on building trust between company and consumer, and clearly articulate the experience the customer will have as a part of the club.

Hi-Fi Mock

The page is lead off with a tag line sharing the deal, then moves along to share information to build trust. It is clear the wines are of great value, the user has some level of control, and that any bottle can be returned. The decision to elaborate on the case contents using sample imagery (without showing the case contents) allows the user to feel they have greater understanding of the purchase and that it is not a total mystery.

The excitement to receive mystery bottles of high-value wine is created on this page with a more modern design and CTA's at varying points to create ease of purchase.

Takeaways
  • I enjoyed the challenge of designing a site to sell a product that cannot actually be shown. I discovered I worked well when I placed myself in a consumer's position, ultimately creating a landing page that conveys an intriguing experience.
  • This project also allowed me to experiment using a new tool, AdobeXD, which presented a slight learning curve, but ultimately allowed me to learn the ins and outs of a new technology and grow to work faster throughout the process as I became more familiar with the software.