Redefining the Digital Experience at United Cellars
Client Name
United Cellars
Role
Graphic Designer, UI Designer, Digital Specialist
Link
United Cellars has long been a respected purveyor of fine wines, building a strong reputation among seasoned connoisseurs and collectors. However, with a market that was rapidly evolving, the company identified a crucial need to expand its reach and appeal to a younger, digitally-native demographic. This new generation of wine enthusiasts interacts with brands differently, valuing authenticity, seamless digital experiences, and engaging content. The primary goal was to refresh the brand's digital presence to not only serve its loyal customer base but also to capture the attention and loyalty of this emerging market.
The Challenge: A Disjointed Digital Presence and a Need for Growth
With the goal of attracting a new audience, United Cellars' fragmented brand identity across its digital touchpoints became a more pressing issue. The website and mobile experience were not optimized for the seamless user journey expected by modern consumers, and the Electronic Direct Mail (EDM) campaigns were underperforming.
Furthermore, the existing EDM platform, Dot Digital, was not meeting the company's evolving needs for sophisticated customer segmentation and personalized marketing required to engage a diverse audience. The challenge was to create a unified and premium brand experience that would resonate with both traditional and younger clientele, while also migrating to a more powerful marketing automation platform to drive customer engagement and sales.
Solution
A Multi-faceted Approach to Digital Design and Strategy
As the lead Digital Designer, my role was multi-faceted, involving distinct projects to enhance the United Cellars brand. I spearheaded a comprehensive redesign of the company's digital assets, played a pivotal role in a major platform migration, and undertook a separate, creative project to design a new line of wine bottles.
1. Crafting a Narrative Through Wine Bottle Design:
As a distinct project separate from the main digital rebrand, I was tasked with creating the branding and design for a new line of wine bottles. This project allowed for focused creativity in developing a new, cohesive design language that reflected the premium quality of the product. This involved:
Conceptualizing and designing a series of unique yet related labels that told a story about the wine's origin, vintage, and character.
Creating a consistent visual identity through the use of typography, color palettes, and imagery that aligned with the United Cellars brand.
Collaborating with printers and suppliers to ensure the final product was of the highest quality.
2. Designing a Seamless Web and Mobile Experience:
I redesigned the United Cellars website and mobile site to create a more intuitive and engaging user experience. My process included:
Conducting user research to understand the needs and preferences of the target audience.
Leveraging generative AI to rapidly build initial prototypes and explore a wide range of design concepts, which were then refined into detailed wireframes.
Designing a clean, modern, and responsive interface that showcased the products in an elegant and accessible way.
Optimizing the user flow for both browsing and purchasing, resulting in a more streamlined and enjoyable shopping experience.
3. Elevating the EDM and Content Strategy:
I revitalized the EDM campaigns by focusing on visually appealing design and compelling content. This included:
Designing a series of new, mobile-responsive email templates that were both beautiful and effective.
Developing a content calendar and utilizing generative AI to brainstorm and draft engaging copy that highlighted new arrivals, special offers, and the stories behind the wines.
Using generative AI to create initial concepts for visual content, which were then developed into final product photography, graphics, and animations for the emailers.
4. Leading the Migration to Klaviyo and Implementing a Data-Driven Strategy:
I was instrumental in the migration from Dot Digital to Klaviyo, a more advanced marketing automation platform. My role encompassed:
Managing the technical aspects of the migration, ensuring a seamless transition of all data and assets.
Developing a sophisticated customer segmentation strategy based on purchase history, browsing behavior, and engagement levels.
Creating and scheduling a series of automated email flows, including welcome series, abandoned cart reminders, and personalized product recommendations.
Results and Reflection
The Reflection: A Unified Brand and a More Engaged Audience
The result of this multi-faceted project was a dramatic transformation of the United Cellars digital presence. The new, cohesive branding has elevated the company's image and created a more memorable and engaging customer experience that appeals to a broader audience.
The migration to Klaviyo and the implementation of a data-driven EDM strategy have led to a significant increase in open rates, click-through rates, and conversions. By segmenting the audience and delivering more personalized content, we have been able to build stronger relationships with our customers and drive repeat business across all demographics.
This project was a valuable learning experience that allowed me to grow as a designer and a strategist. I was able to see firsthand the impact that a well-executed digital strategy can have on a business, and I am proud of the role I played in helping United Cellars achieve its goals.