Overview
Goal: Redesign the underused My Wines page to better support customers - especially those placing their second order - by making it easier to view, rate, and reorder their favourite wines.
Role: Product Designer
Team: Collaborated with developers, analysts, and product managers.
Impact: Improved discoverability and usability of a key page in the customer journey; aimed to increase second-order conversion and long-term retention.
The problem
The existing My Wines page was hidden in the account area and poorly structured, with confusing filters and limited functionality. It was hard for customers to track which wines they had ordered, liked, or wanted to buy again - resulting in low usage and lost opportunities to build repeat behaviour.
Key pain points:
• Hard-to-find page location
• Overwhelming sections and filters
• No clear value or purpose communicated
• Lack of personalisation
• Hard-to-find page location
• Overwhelming sections and filters
• No clear value or purpose communicated
• Lack of personalisation
The opportunity
Through internal research and analytics, we saw a clear opportunity:
Customers who reordered wines they had previously rated highly were more likely to become loyal long-term members. However, most weren’t using the My Wines page to do this.
Key insights:
• Customers wanted to easily find and reorder wines they’d loved
• Many didn’t realise they could rate wines or see their past ratings
• Second-order customers were unsure what to reorder
• Building a basket from favourites needed to feel seamless
• Customers wanted to easily find and reorder wines they’d loved
• Many didn’t realise they could rate wines or see their past ratings
• Second-order customers were unsure what to reorder
• Building a basket from favourites needed to feel seamless
*Metrics have been intentionally blurred to protect internal data.
The process
We began by auditing the existing experience and reviewing past user research. I collaborated with the product manager and analyst to define success metrics and identify second-order drop-off points.
• Mapped out the ideal user flow for discovering, rating, and reordering wines
• Sketched early concepts to streamline sections
• Validated the direction with stakeholders
• Worked closely with developers to scope realistic iterations
• Sketched early concepts to streamline sections
• Validated the direction with stakeholders
• Worked closely with developers to scope realistic iterations
The solution
The redesigned My Wines page focuses on clarity, personalisation, and action.
• Clear structure: Wines grouped into helpful categories (Bought, Favourites, Recommendations)
• Simple and reduced filters: Cleaned-up filters tailored to user intent
• Emphasis on ratings: Ratings now visual and clickable from the product cards
• Add to basket CTA: Easy reordering from any view
• Consistency: Aligned the UI with newer parts of the website for a more cohesive and modern user experience
• Simple and reduced filters: Cleaned-up filters tailored to user intent
• Emphasis on ratings: Ratings now visual and clickable from the product cards
• Add to basket CTA: Easy reordering from any view
• Consistency: Aligned the UI with newer parts of the website for a more cohesive and modern user experience
These updates help customers quickly find wines they loved and add them to their basket - especially useful for second-time buyers building a new case.
Impact
Since going live, this redesign has proven its value in helping customers build their next case with ease.
Key outcomes include:
• Increased engagement with the My Wines page, especially among second-time customers
• Higher add-to-basket rates from the My Wines page, confirming the feature now plays a stronger role in the shopping journey
• Positive feedback from both customers and internal stakeholders on the clearer layout and improved usability
• Increased engagement with the My Wines page, especially among second-time customers
• Higher add-to-basket rates from the My Wines page, confirming the feature now plays a stronger role in the shopping journey
• Positive feedback from both customers and internal stakeholders on the clearer layout and improved usability
The data showed that customers were more likely to reorder wines they had rated or loved, validating the decision to surface this information earlier and more clearly in their journey.
Reflection
This project sharpened my approach to designing for retention, not just conversion. I learned how important timing and visibility are for features like this - placing the right tools in front of the right users at the right moment.
If I were to take this further, I’d explore:
• A personalised homepage module to surface My Wines at the right time
• Reminders to rate wines after delivery
• A personalised homepage module to surface My Wines at the right time
• Reminders to rate wines after delivery
