Year
2022
Project
Cinquième | La Maison du Vin
E-Commerce Website
Role
UI/UX Designer
Copywriter
Cinquième | La Maison du Vin E-Commerce Website
An e-commerce website to sell wine products and services through the online store
Cinquième E-Commerce Website
The Client
Cinquième | La Maison du Vin is a Swiss company that imports and sells selected European wines.
Scenario
The Client wanted to build an e-commerce website to sell his wine products online, along with tasting experiences and other services.
Challenge
The briefing was to create an e-commerce experience, easy to navigate and that could convert purchasing users from different age ranges, not usually e-commerce clients for wine purchasing.
Cinquième E-Commerce Website
User Context
As a current business heavily supported on personal sales, the objective was to attract new customers to online purchasing.
The second goal was to convert B2B Clients into online customers.
After analyzing the previous clientele, two client types were detected:
1. The older clients (+55) that bought personally and by recommendation would need some support to start buying online;
2. The younger potential clients (+25), that consider the advantage of the e-commerce website, could spare some time and get the selected wines delivered at their own house.
A third kind of client (B2B) was identified, with similar constraints to B2C customers, and the website was to be prepared with an independent access for B2B clients.
Cinquième E-Commerce Website
Problems to solve
Focusing on the current clientele, building the website had some challenges for all users we were aiming to solve:
Simple navigation & checkout
While aiming for new customers that were not used to buying wine online, and attract customers more used to other kinds of online shopping, the navigation and checkout had to be clear and simple to understand.
All the Information in one place
When checking the wine information, the information mapping had to be done in a way the client would not need to search elsewhere, either in the regions page, the catalogue mode or the product detail page, making the decision easier to make.
Easy access to Related services
The company wanted to offer related services that would complement the wine purchasing, such as private events and monthly subscriptions, subject to a curatorship from the company, diminishing the hassle for the clients.
Cinquième E-Commerce Website
UX Approach
01 Reach the information
In order to create redundancy and natural mapping of the way a customer reaches the information about the Wine, we resorted to redundancy on menus, CTAs in different pages and "similar products" showcase in each product page, but the two most important features were materialized in the catalogue, the regions map and the product details page.
Everywhere where possible, the ALT and meta descriptions were provided for images and pages alike, to make it accessible to every user. In every product, the product description was thought out to provoke the different senses with descriptions that can describe the product as extensively as possible.
02 Products and Services Alike
Instead of turning all services provided by Cinquième into a static page with a form, the Subscriptions were turned into a product that could be purchased online, with pre-defined packages, that could be inserted into the cart as a singular bottle of wine.
The only services that needed a contact form to reserve where the open-ended services, that could change the expense depending on Pax number, location and custom selection.
03 Open possibilities
The website was thought out to allow for further developments, such as Accessories or other services the company would like to start selling, and the publication of blog posts about the business, the wines and the grapes or terroirs, food pairings, Chef recommendations and other kind of expert knowledge.
Cinquième | La Maison du Vin Website
Implementation
This project wanted to follow the cues from the visual identity, while delivering the semi-premium look and functionality of a expert wine curator.
- The most important features are:
- The Regions Map: with the European selected countries subdivided by wine regions, the customer can reach the region they are looking for much faster;
- The Catalogue Filter: inside the Catalogue, the customer can filter and erase filters to look for different wines
- Selection of product via types such as country, region, type of drink (wine and spirits and sub-types) and year via dropdown selection menu;
- The Product Detail Page: in every product page, the common data the customers are looking for about the wine are mapped in the same place and the wine descriptions are written in a similar fashion, so the customers know what to expect in each page.
- Easy access to the Wine Catalogue through top menu, bottom menu and highlights on homepage and content pages.
- To create a distinctive look and feel for the e-commerce experience, we tried to create a formal and luxury-like aesthetics, using some tradicional low-key colors and more formal serif fonts, as well as some minimalist icons that improved the classic look of the website.
- The website was translated into 3 different languages, to reach different Swiss customers.
- All pages were easily reached through the menus and the homepage highlights;
- The choice of strong and images added to the formal simple look we were aiming for the website.
- To keep the processing strength, we used a Shopify CMS and then customized the entire webdesign and experience according to the branding image.
Cinquième | La Maison du Vin Website
Conclusions
This project was challenging due to very specific features and some changes that made the webside more efficient.
Nonetheless, on handoff, the website had shown important to address information architecture, usability, UX Writing, accessibility, as well as working on such a website (specially on custom fields and structures) that had as a goal the simplicity of independent use by the Client.
Last Updated: 2023
Team
Client: C. Quintas
UI/UX Designer: Rita Falcão
Webdevelopment: Francisco S.
Copywriter: Rita Falcão
Translations + Revisions: Rita Falcão + Inês L.