UX + UI Redesign
Brit's Wine is the latest tool for millennials to find their wine match. Users communicate their preferences using Tinder's card-swiping paradigm, allowing a sommelier to recommend curated wines.
It was quickly evident that target consumers found the app's language and interactions confusing. Further, they were lost in poor information hierarchy that didn't resemble their current wine discovery methods.
We experimented with many visual hierarchy alternatives that would meet the needs of both the business and novice wine consumers.
The new clarified design allows consumers to filter and presents the important information needed to make a decision both scannably and actionably.
The new design will go live in 2017.
We explored several onboarding flows. The goals of introducing users to the swiping paradigm and learning about their individual preferences while providing a light-weight experience for wine consumers.
Usability testing with the original design revealed that people expected to be able to search and filter in order to discover new wines. These features were prioritized. The original design left people wondering where their wine matches were stored after swiping. Information architecture changes and a simplified tab bar improved navigation.