Jackson family Wines - Wine clubs and Allocations
Leading requirements gathering and white-boarding sessions to ensure a succesful product and address potential issues before starting the design and development phase.
Role: Create Director, Lead UX designer
Duration: 1 year
Client: Jackson Family Wines. A wine conglomerate with 50+ brands out of Santa Rosa, CA
Deliverables: Responsive website with multiple interchangeable components
Case Study: Wine clubs, Allocations
This project stands out as one of my most cherished experiences at Deloitte Digital, involving the design of a white-labeled responsive website equipped with a variety of components and templates for selection. The wine conglomerate, possessing over 50 brands under its umbrella, aimed to ensure a uniform user experience across each individual website. I collaborated closely with a US-based junior UI designer, a creative director, and UX/UI designers based in India. My performance in the initial weeks caught the attention of both the management team and the client, leading to a request for me to take on the role of Creative Director. It was evident that I was already providing significant guidance to the team and client, surpassing the involvement of the previous Creative Director, who leaned more towards branding and didn't have as strong a grasp on interactive design.
From here onward, I took charge of crafting the responsive website design templates to be implemented across multiple wine brands for the client. I collaborated closely with the development team to guarantee seamless execution of our vision, troubleshooting and finding solutions if any discrepancies arose. Concurrently, I also held a Creative Director role on a separate project, evenly dividing my attention between the two engagments. Given that a significant portion of my team was based in India, I personally facilitated early morning and late evening calls to provide guidance to my creative team and collaborate with the development teams, ensuring the project got back on course and ultimately achieved successful delivery.
I had the privilege of traveling to Santa Rosa, CA multiple times to lead extensive requirement gathering and whiteboard sessions with the client. In these collaborative sessions, we tackled crucial aspects such as information architecture and major navigational elements, including the main navigation and footer. Our focus extended to pivotal features like the homepage and product detail pages as well.
The most significant challenge emerged in designing the wine clubs and allocation flows, critical components for the client's revenue stream. This complexity stemmed from the diverse criteria each brand maintained for their wine clubs and allocations. Through intensive requirement gathering, I was able to understand the varied criteria, allowing me to collaboratively sketch out the flows with the client. This proactive approach enabled us to identify and address any issues before proceeding to wireframing and finalizing the page designs.
Prototyping played a pivotal role in ensuring the seamless execution of these flows, given their importance in generating online revenue for the client's brands. Today, these designed flows are integrated into their websites, providing users with an intuitive and user-friendly experience.