Mayjune SpaceUX/UIVisual DesignAbout






Oh So Vino




01 Project Brief

Project timeline
Oct 2024Project Type
Sponsored by Oh So Vino
UX & UI Design
Graphic Design Contributor
Designer
Meijun WangMy ContributionInterface Design
User Experience Research
Graphic DesignToolsFigma
Adobe Illustrator



Providing SaaS solutions to an Australia wine e-commerce website.

Oh So Vino offers a curated selection of small-bottle wines, catering to individuals who prefer moderate consumption. The current design solution focuses on delivering a user-friendly interface to support the company in launching its minimum viable product (MVP) for their pitch presentation, with the goal of enhancing the conversion rate.



The current project includes design solutions for
  • Full-page design for the brand's official website (UI & UX)
  • Visual representation of the brand mission and user journey (including icon design)




02Problem Statement

02-01
Customer Needs

Client Request
The client, Oh So Vino, an e-commerce startup specializing in small bottle wines, needed a customer-focused website design to effectively engage their target audience during their MVP launch.
The previous product website design failed to fully understand user behavior, leading to a disorganized information architecture. As a result, users struggled to navigate quickly to their desired product pages, negatively impacting user experience and conversion rates.

Design Goal
  • Develop an intuitive, user-friendly interface to help the brand showcase its MVP (Minimum Viable Product) during roadshows.
  • Collaborate with the marketing team to integrate SEO strategies, enhancing brand visibility and conversion rates.


02-02
Research To better understand the behaviors and preferences of wine enthusiasts, I employed various research methods and identified two primary customer types:

  1. Decisive Shoppers: These customers know exactly what they’re looking for. They tend to navigate directly to specific sections via the navigation bar or use the search feature to find their desired products.

  2. Explorative Shoppers: These customers are unsure of what they want and rely on recommendations to guide their choices.

Based on these insights, I defined the design approach to cater to both user types: efficient search and navigation features for decisive shoppers and personalized recommendations and guidance for exploratory shoppers.

02-03
Design GoalsConsidering client needs, user behavior, and time constraints, this design project focuses on three key objectives:

1. Enhance Visual Appeal

  • Use modern, clean design language to create a visually striking website that encourages users to engage and explore.

2. Optimize Navigation Experience

  • Simplify the shopping process to ensure users can quickly find their desired products, improving overall user experience.

3. Establish Brand Identity

  • Differentiate the website from competitors by incorporating unique visual elements and interaction designs that strengthen brand recognition.


02-03
Design PlanThe overall website design has four sections:

    1. Home Page

    Highlight brand identity, featuring selected products and promotional activities.

    Provide a clear navigation path to meet the needs of different user types.

    2. Product Page

    Display categorized product listings and recommendations, supporting quick filtering and search functionalities.

    3. Product Detail Page

    Present detailed product information (e.g., origin, taste, pairing suggestions) to assist users in making informed purchase decisions.

    4. Just For Fun Page

    Enhance user engagement by offering entertaining content, such as wine knowledge, brand stories, and creative ideas related to wine, fostering brand affinity and customer retention.

03Graphic Design

03-01
Brand Value

Tool: Adobe IllustratorTo strengthen brand influence, I designed a set of icons that closely align with the brand's core values, visually conveying the following key selling points:

  • Half bottles and piccolos only – Focused on small-bottle wines, catering to users who prefer moderate drinking.
  • From independent wineries
  •  – Curated selections from independent wineries, reinforcing a unique and high-quality brand image.
  • Less wasted wine
  •  – Reducing waste and promoting a more sustainable way of enjoying wine.
  • More chance to discover
  •  – Offering users more opportunities to explore and discover new wines.


03-02
User Journey


Tool: Adobe Illustrator
To address the challenge of low market trust for a new brand, I visually represented the shopping process, guiding users through each step from browsing to checkout.

This design not only reduces the learning curve for users but also enhances transparency, strengthening user trust in the brand.

Ultimately, this approach contributes to improved conversion rates.

04Website Design

04-01
Landing Page

This is the landing page design for the website, including:
  • UX research for wine categorisation
  • Graphic design for brand sale points
  • Graphic design for user journey
  • Personalised recommendation section design
  • Page layout design
  • Call to action button design





04-02
Product Page
This is the product page design for the website, including:
  • Customised filters
  • Add to cart button
  • Page layout design






Based on the customer behaviour. For someone knows a lot about wine, they usually search for wines based on the region. Thus, in the “Filter” section, I designed a section to group different regions for all of the Australian wines, because we have a lot of Australian wines in stock. I also designed a section for international wines for customers to filter out their preferred wine countries.



04-03
Product Detail




This is the product detail page design for the website, including:
  • Product detail layout design
  • Recommendation
  • Social media promotion
  • Reviews






This section includes major product details.
The picture section here will present thumbnails of a product on the left-hand-side and only one big product picture will be presented at a time. This creates a visual hierarchy and keeps tidiness of the product detail page.

04-04
Just For Fun




This is the just for fun page design, including:
  • Filters
  • Posts arrangement design










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    Contact: meijunwang2022@gmail.com
    ©2024 Mayjune Space
    All rights reserved.


    Contact: meijunwang2022@gmail.com
    ©2024 Mayjune Space
    All rights reserved.