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OKWINE

OKWINE

About

The online alcohol retail market is highly competitive, and OKWINE needed to stand out by offering an intuitive and seamless shopping experience. Customers often struggle with navigating large product catalogs, making informed purchasing decisions, and trusting the online platform. Additionally, the existing design did not effectively guide users through the purchasing process, leading to high cart abandonment rates. The challenge was to create a user-friendly interface that simplifies product discovery, enhances trust, and ensures a smooth checkout process, ultimately driving higher conversions and customer satisfaction.
Project type
E-commerce
My role
UX Research
UX/UI Design
Tools
Figma
Timeframe
2024
1,5 month
https://okwine.ua/ua

Design Process

2 weeks

Discovery

Desktop Research
Competitor analysis
UX Audit
Survey
User Interviews
1 week

Define

User Persona
Customer Journey Map
Problem Statement
Prioritization
2 weeks

Development

Information Architecture
Prototyping
UI Design
2 weeks

Delivery

Usability Testing
Design Handoff
1 stage
2 weeks

Discovery

Desktop Research

I began the project by analyzing the audience through Google Analytics and studying user behavior in Clarity to gain insights into how visitors interacted with the OKWINE platform. I also conducted a detailed review of the OKWINE site to identify any existing usability issues and areas for improvement. Additionally, I defined the research objectives to ensure a focused and strategic approach. Following this, I immersed myself in the industry by exploring a wide range of blogs, forums, and online communities to understand current trends and customer behaviors.

Clarity

User Navigation
Hesitation Points
Cart Abandonment
Click Maps
Interaction with Key Elements
Scroll Depth

Google Analytics

Key Pages
Demographics and Interests
Traffic Sources
Devices and Browsers

Socials

User Interests
Popular Topics
Industry Trends
Customer Feedback

UX audit
& Competitor analysis

I conducted a UX audit of the OKWINE platform to identify user pain points and improve overall satisfaction. By analyzing user behavior through Clarity, benchmarking competitors, and gathering direct user feedback, I pinpointed key areas for enhancement. This audit led to changes that streamlined the user experience, increased conversions, and aligned the site with business goals.

Survey & User Interview

I conducted individual interviews with users to gather their insights on the online alcohol purchasing process, including their likes and dislikes about existing platforms and how they make product selections. To gather quantitative data, I created an online survey distributed to a broad audience of OKWINE users and potential customers. The survey covered alcohol consumption habits, important product characteristics, and experiences with online stores.
After completing the interviews and surveys, I analyzed the data to identify key behavioral patterns and user pain points. This analysis informed further improvements to the OKWINE platform, addressing real user needs and expectations.

First and foremost, users are interested in prices, service, and assortment

01

Trust in the store is important

02

Most users know what they want to purchase

03

There is a category of users who browse cocktail recipes and related products

04

Most believe that prices are lower online

05
2 stage
1 week

Define

Target Audience Segments

After completing the competitor analysis and gathering insights through interviews and surveys, I undertook a comprehensive process to identify and define four distinct target audience segments.

Purposeful Online Buyers

This segment consists of users who frequently shop online with a clear intent. They are knowledgeable about their needs and make purchases based on specific criteria.
01

Information Seekers

Users in this segment actively seek detailed information about products, such as flavor profiles and cocktail recipes. They value rich content and educational resources on the platform.
02

Corporate Clients

This group includes businesses or organizations that purchase alcohol for events, gifts, or corporate functions. They require bulk purchasing options and personalized service.
03

Irregular Buyers

These users make occasional purchases and may not have a regular pattern of buying. They are more price-sensitive and may look for special offers or promotions.
04

User Persona

Information Seeker

Marina Rudenko

Age:
30
Location:
Lviv
Occupation:
Marketing Specialist

Goals:

Buy the desired alcohol with fast delivery.
Make interesting new cocktails for friends.
Discover new flavors and brands.

Frustrations:

The selected product may not meet her expectations or might not be suitable for recipes, which could ruin her cocktail-making experience.

Desire:

She wishes to have access to detailed product descriptions, sommelier recommendations, video tutorials, and tips for making cocktails.

Needs:

Detailed recipes and recommendations, the ability to consult, and availability of necessary ingredients.

Bio:

She works as a marketer. She often hosts gatherings for friends and loves to prepare and surprise guests with new cocktails. That's why she starts by searching for cocktail recipes and then looks for the alcohol and related items to make them. Anna wants to make sure that all the ingredients will be perfect for her favorite recipes. She reviews detailed product descriptions, reads other customer reviews, and consults with experts. Once she’s confident in her choice, Anna orders the necessary drinks.
It would be great if, when buying alcohol, there were cocktail recipes for that alcohol and you could immediately purchase the ingredients. For example, Finlandia vodka, and below there's a panel for mojitos, shots, cocktails. Because when we were on vacation, we first looked for recipes and then alcohol, but it would be great if everything was in one place.

Purposeful Online Buyers

Roman Melnyk

Age:
36
Location:
Kyiv
Occupation:
Programmer

Goals:

To buy quality alcohol with fast delivery and convenient service

Frustrations:

The alcohol may be out of stock. Long delivery times. Inability to find the desired alcohol.

Desire:

Wants to easily and quickly find and purchase quality alcoholic beverages from trusted brands, while also receiving great deals and fast delivery. They value transparent information about products and the ability to use loyalty programs and bonuses.

Needs:

Needs a convenient and fast purchasing process, detailed product information, and quick delivery of quality alcoholic beverages from trusted brands. They also want to receive great deals and have the opportunity to participate in loyalty programs.

Bio:

Works as a programmer. They know exactly what they want, so they quickly find the desired product using filters and search on the site. Before making a purchase, they review feedback, read product descriptions, and compare prices across stores. If they find a favorite brand or product, they remain loyal to it but are open to new offers as long as the quality is high and the service is convenient.
The fact that what we need is often not available in stores. We often ordered Cutty Sark whisky, but it’s not available in stores. And a lot depends on people's tastes. Plus, there are discounts on what interests us in online stores.

Corporate Client

Oleksii Chernyk

Age:
46
Location:
Dnipro
Occupation:
Head of PR department

Goals:

Successfully organize corporate events with quality alcohol.
Establish long-term relationships with alcohol suppliers to meet regular needs.
Simplify the purchasing process and reduce time spent on organizational matters.

Frustrations:

The risk of receiving low-quality products or incorrect order fulfillment.
Delivery issues that could affect the timeliness of events.

Desire:

Find reliable suppliers who can regularly provide the necessary alcohol.Receive discounts or special offers for large orders.

Needs:

A high-quality and diverse range of alcohol for corporate events. Reliable delivery that aligns with the planned schedule.
The ability to get consultations or recommendations for drink selection.

Bio:

He started purchasing alcohol for corporate events through online stores when he realized that it’s more convenient and saves time compared to physical stores. He often buys alcohol for large parties or corporate gifts and is looking for reliable suppliers who can provide timely delivery and the right quality.
I’ll calculate the volume, go to the store's website, check if they have the required quantity, order it, and if they don’t, I’ll start looking for where I can get that amount.

Infrequent Buyer

Inna Koval

Age:
30
Location:
Chernigiv
Occupation:
Translator

Goals:

Access easy-to-understand information about various alcohol options that she might like.
Find options that suit her occasional cravings or moods.

Frustrations:

Not knowing how to choose the right product, which may lead to disappointment.
Spending money on something she doesn't like due to unclear preferences.

Desire:

To relax and unwind at the end of a hard workweek.

Needs:

Intuitive recommendation systems or curators to help with the selection. Easy access to reviews and feedback to get a sense of the product.

Bio:

She works as a translator and interacts with many people. Inna turns to online alcohol stores when she doesn't have the opportunity or desire to visit a physical store. Her online purchases are often spontaneous and unplanned. She may browse various sites without a specific goal, and in the end, she doesn’t always end up buying something.
If I'm considering new options, I would still go to the store just to talk to the sommelier. Here, I feel like there's a lack of something like an AI bot, which could respond to a request like 'light, slightly sweet, not too dry, for example [list of options]' and show results.

Problem Statement
& Prioritization

To identify key problems, in addition to conducting interviews and surveys, I communicated with operators, studied comments on the website and messages on social media, and analyzed user sessions in Clarity.

Complicated ordering process

01

Unable to select the delivery city in the cart

02

Unclear how long the order will take to process

03

Unable to find the desired alcohol through search on the site

04

Lack of cocktail recipes

05

Unable to pay online with a card

06

Product shows as available on the site, but it’s actually out of stock

07

Unclear if the alcohol will pair well with certain dishes

08

Unclear flavor characteristics

09

Lack of recommendations, ratings, and reviews

10

No recommendations based on flavor characteristics and prices

11

Distrust in the quality of the alcohol

12
3 stage
2 weeks

Development

Wireframes

I began the design process by sketching wireframes on paper. This approach helped me quickly visualize different layout concepts and refine key user interactions. It allowed for rapid iteration and provided a solid foundation before transitioning to digital wireframing.

UI Design

Search

The search design for OKWINE was structured around filters and categories to help users refine their queries. I also integrated a suggestion system that not only displayed products but also offered relevant articles and cocktail recipes. This holistic approach ensured that users could quickly find what they were looking for, whether it was a product, an informative article, or mixology tips. The design aimed to make search results comprehensive and personalized, enhancing both convenience and engagement.
How might we improve the search functionality to help users find the products they are looking for more quickly and accurately?

Product page

How might we inform customers about the flavor characteristics of wine and its pairing with dishes?
To solve these problems, I structured the product page to ensure easy readability and clarity. I designed a dedicated section for showcasing how the alcohol pairs with specific dishes and ingredients, helping users quickly understand the best food pairings. This practical information was presented in a visually clear and concise manner.
Additionally, I incorporated a rating and review system, prominently displaying user feedback to build trust and support decision-making. The overall design aimed to provide a seamless, user-friendly experience that guided users through product selection with all the essential information at their fingertips.

Mixology

How might we design a feature that provides cocktail recipes in our store?
To solve the issue of missing cocktail recipes, I designed a dedicated interface that displays a curated list of cocktails users can make with the available alcohol products.
Additionally, on each product page, I added a "Mixology" section where users can find specific cocktail recipes featuring that particular drink. This solution provides users with both inspiration and practical ways to use the alcohol they're purchasing, creating a more engaging and informative shopping experience.

Cart

How might we streamline the checkout process to reduce cart abandonment?
I redesigned the checkout flow to simplify the steps required for users to complete their purchases. This included a clearer, more intuitive interface for choosing delivery options and a prominent display of delivery time estimates. To reduce friction further, I implemented auto-fill features and optimized the mobile experience for a faster, more convenient checkout. These changes aimed to minimize drop-off points and enhance the overall ease of completing a purchase.

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