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Resources - Case Studies - User Centred Design / Virgin Wines

Client Information

Virgin Wines is an online wine club which specialises in hand made wine whilst offering a truly personal service.

The Objectives

Provide the Managing Director of Virgin Wines with a new wine browsing concept to promote the experience and E-commerce expertise which PRWD offers clients across the UK

The Solution

  • analysis of the range of wine consumer behaviour and shopping methods to ensure all shopping routes are catered for
  • looking at the potential to include web 2.0 style user interactions to facilitate a smoother and more intuitive browsing experience
  • provide customers with clear and highly visible options in which for them to carry out key E-commerce tasks such as viewing the shopping basket, checking out, viewing their personal account area and searching for wine

The Method

The following areas were the key recommendations made by PRWD

  • customer to feel in control at all times - ensure each customer has quick and clear access to the most important and personal information for them - wine account (and sub areas) and shopping basket
  • customer can shop in the way that suits them - make it clear for returning customers that they have a personal choice of how to shop for their wine (I would definitely recommend tailoring the homepage for new and returning customers - it should also be clear for new customers that Virgin Wines offer a completely flexible shopping experience)
  • give customers the ability to filter the wine range to their individual needs - for the specific area shown on the visual, browse the range, allow a customer to sort and filter the full range of wine by whichever detail of wine they prefer (ie. colour, style, country, price, ratings, alc. content etc)
  • provide targeted sites for new/returning/existing visitors - create a richer and more personal site for existing customers, whilst providing a USP driven experience for new visitors
  • clear, customer friendly search facility - providing the search engine is advanced enough to pick out any detail for each bottle of wine, provide a clear, prime and consistently located search tool for customers to quickly type in what they are looking for

The Result