Total Wine Optimization

otal Wine approached us to make rapid UX enhancements to their site. I spent 6 weeks in NYC working closely with the client to provide the greatest impact on the site within our limited time frame. Working with a client in the liquor industry provided a very unique set of challenges, and it was my task to make the experience easy as frictionless as possible for the user. The simplest way to improve the experience was to increase the visibility and utility of the “Your Store” function, as the site only displays products available in that selected store. Other enhancements were made to the mobile experience, account sign in/creation flow, and cart. To validate all findings, I conducted in-store user testing with Total Wine customers. Since its release, the client has been thrilled with the outcome that these small changes have done for their business and the usability of the site. I led this project with the assistance of a Visual Design Contractor.