UX Strategy, Systems Framework, and Design Language for the 100,000+ member wine club.

Rebuilding the Plane in the Sky.

Challenge

After the post-pandemic acquisition peak, LTV was decreasing due to poor NPS, necessitating more aggressive acquisition strategies. Customer interactions with the CX team increased, particularly for help with gift card redemption and wine selection.

Approach

Data, brainstorms, and common sense brought us to our approach: implement a richer membership dashboard, build a higher-converting quiz funnel, and implement a reimagined gifting experience.

Outcomes

  • Refocus on Customer Experience

  • New Major Features & Flows

  • Coded Design System

  • 24% Increase in Conversion

  • 20% Increase in Order Cash

Designing a true
membership home.

NPS was low, reflecting customer dissatisfaction as we failed to meet the expectations set by our marketing. Customers joined to "discover a world of wine," but their membership landing was a basic collection page of 30 unfiltered wines.

To add insult to injury, any preexisting helpful tools like ratings and pairings were on separate pages.

  • Based on intuition, I developed the concept Self-Guided Giveback.

  • I authored a concise strategic document and sketched out the wireframe within the same G Doc.

  • After sell-in I designed the MVP for discussion.

  • I handed off to the team for testing and implementation.

The New
Dashboard

  • Re-tooled member navigation: introduction of “Dashboard” and “My Wines.”

  • Pertinent information at the tip of customers’ fingers.

  • UX copy to educate and influence behavior.

  • Application of design system; vibes plus way finding.

  • Discovery and enjoyment information collected and presented cohesively.

  • Personal ratings.

  • Native upsell.

  • Application of design system.

The New
My Wines

Innovating a higher
converting quiz funnel.

Winc was the first to create a quiz funnel for wine, but it had since been copied by every competitor, leading to a lack of differentiation, with some competitors even surpassing us in engagement, education, and creativity.

  • The Director of Retention and I authored a brief that presented the case.

  • We briefed the team and handed off the discovery.

  • Our designer built prototypes and tested them with our customers.

  • We used the final designs to flesh out our design system implementation.

The New
Palate Profile Quiz

  • Introduced gesture-based engagement–sliding and swiping.

  • Re-visited the question set to increase differentiation, eg “Skittles or M&Ms”.

  • Infused the brand voice.

  • Introduced food imagery and branded illustrations.

  • Applied the design system.

The New
Box One Reveal

  • Referenced quiz choices in box one recommendation.

  • Encouraged exploring the wines in their box versus sprinting toward checkout.

  • Created a rich education experience to preview membership: ratings, abv, tasting notes. (Influenced by Self-Guided Giveback).

The New
Checkout

  • Transparent.

  • Consistent and cohesive.

Increase in conversion.

+24%

Reimagining the
gifting experience.

Gift card recipients were required to create an account. The verbiage was was unclear, making it difficult for buyers to know if they were gifting credits or a subscription. Plus, there was no option to schedule the gift card delivery.

  • The cross-functional team–engineer, designer, PM–wrote a brief.

  • I reviewed the brief (assumptions and approach)

  • The team planned the work and assigned responsibilities.

  • I interrogated the approach and the work, pushing for excellence.

The New
Gifting Experience

  • Application of design system.

  • Improved UX.

  • Herculean effort refactoring the code base–send date, redeem without membership, funnel choice (quiz or build).

  • Implemented Send Date functionality.

  • Better education for recipient.

Increase in order cash.

+20%

Creative & Brand

VP, Creative & Brand: Shiloh Gray

Creative Director: Leona Frey

Director, Brand: Tarini Shrikhande

Lead Experience Designer: Christina Foy

Copywriter: Courtney Lichtenberger

Marketing

VP, Growth: Chief Marketing Officer

Director, Performance Marketing: Paige Mohan

Senior Manager, CX: Katie Roddey

Engineering

VP, Engineering: Adam Scheich

Head of Technology & Data: Brandon Burns

Engineering Managers: Scott Kennedy & Kelly Robinson

Software Engineers: Jon Eddy & Eitan Ser-Levi

Technical Project Manager: Jae Lee

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