Uncorked.com Website Design

Terlato Wines created Uncorked.com to market and sale wines from vineyards they own or distribute for. The website is built on the latest Enterprise Edition of the Magento open source e-commerce platform.
 

Project Overview

Terlato had an existing e-commerce store for uncorked.com that was built on an older platform. They wanted to find a new e-commerce framework, redesign the website, improve usability, and integrate with their CRM. This project started in June of 2013 and took around 8 months.
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UX - Wireframing

Wireframing is a crucial step in the design process. I have experience using Axure for both low/hi fi wireframes as well as interactive prototypes.
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UX - Micro Interactions

Wireframing is a crucial step in the design process. I have experience using Axure for both low/hi fi wireframes as well as interactive prototypes.
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Final Comps

Wireframing is a crucial step in the design process. I have experience using Axure for both low/hi fi wireframes as well as interactive prototypes.

Challenge

The challenge with this project was finding the right e-commerce software and ensuring that the design matched the brand personality. Some other wine sites designed a fun and playful site with illustrations. I initially thought that might be an interesting, fun to design approach.
You are never too old to set another goal or to dream a new dream.
C.S. Lewis
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Strategy

I worked closely with their team to research shopping carts and Magento came away as the clear winner. It helped that I had experience working with Magento. I performed demographic research, read alot about the wine industry, maybe drank a little wine for ‘testing’ purposes, and started scribbling down ideas for a layout. After doing research and brainstorming, I better understood their personality. They have beautiful vineyards, great looking bottles. So I wanted to use that as much as I could while also looking for ways to simplify.

Outcome

The new website was launched in time for the Holiday season in 2013 and I continue to do some occasional work to support the marketing team. Uncorked.com had their highest year of sales in 2015 and they continue to grow their customer base. After the first year I recommended they move their hosting to Nexcess, and that move really helped improve site performance.
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My Role

My role on this project was as a freelance UX Designer and Front End Developer. I helped them determine the right set of features needed to improve the customer experience over their existing site and improved the design, both aesthetically and functionally. Some of my tasks included: technology research, usability studies, UX wireframing, visual design, graphic design, SEO strategies, template coding, PPC campaign management, and email marketing support.