Redesigning a smoother digital journey for wine discovery, events and checkout
Industry brief / UX & UI redesign / Collaborative university project – 2nd Year University Project
Role
Co-lead UX/UI Designer
Research, competitor analysis, heuristic evaluation, user flows, wireframes, prototyping, UI development
Research, competitor analysis, heuristic evaluation, user flows, wireframes, prototyping, UI development
Platform
Mobile and desktop
Timeline
6 weeks
Overview
For this collaborative industry brief, I worked on a redesign of selected Virgin Wines digital touchpoints, including the checkout journey, Wine Tastings / Wine Events page, and About page. The brief responded to Virgin Wines’ recent rebrand and asked us to apply a fresher, bolder visual identity while improving the overall user experience.
The aim was not just to make the pages look better, but to make the journey feel more natural, enjoyable and commercially effective.
The Brief
Virgin Wines asked us to rethink three key areas of their website:
Checkout
Improving the flow from sign-in/account creation through to order confirmation.
Improving the flow from sign-in/account creation through to order confirmation.
Wine Tastings / Wine Events
Making event discovery clearer, more exciting and easier to book.
Making event discovery clearer, more exciting and easier to book.
About page
Creating a stronger brand storytelling experience that communicates Virgin Wines’ personality, values and tone.
Creating a stronger brand storytelling experience that communicates Virgin Wines’ personality, values and tone.
The brief also asked us to consider business impact, particularly how UX and UI changes could support clearer journeys, reduce friction and potentially improve conversion.
The challenge
The existing experience had strong brand potential, but some parts of the journey felt inconsistent or unclear. Users needed to understand where they were in the checkout process, how to move through the event pages, and what Virgin Wines stood for as a brand.
The main design challenge was:
How might we create a more streamlined experience where users can browse, shop and discover Virgin Wines with confidence?
This became the central question behind the redesign.
The Research
Through competitor research, heuristic evaluation and journey mapping, we identified opportunities to simplify the checkout flow, make event discovery more informative, and turn the About page into a stronger brand storytelling experience
Developing prototypes
Our design approach focused on clarity, confidence and consistency. We wanted each touchpoint to feel purposeful, visually engaging and easy to use, while still reflecting the personality of Virgin Wines.
About Page
For the About page, we developed a more expressive structure that communicated Virgin Wines’ personality, values and tone of voice. The aim was to make the page feel less like standard company information and more like part of the brand experience.
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