Holiday Gifting & Entertaining

UI/UX Design - Total Wine & More website (2020)

Project Goal

Create a more engaging holiday experience.

The business goals were to increase RPV and boost page engagement. The user goals were to find relevant gifts, wines, and other ways to enhance their holiday festivities.

My Role

• Audit the pre-existing experience
• Create the new visuals & updated page layout
• Collaborate with the Content Team & Marketing Team on further research
• Support the execution process with regular design reviews
• Set up the Crazy Egg tracking to measure success

Turnaround

2 weeks

Gifting Guide Before & After

Before

After

Holiday Entertaining Before & After

 After

Project Overview

01

Research

Due to the quick turnaround, we focused on crazy egg audits and competitive analysis. The crazy egg audits allowed us to see how customers were engaging with the original landing pages with scroll maps and click data. 

02

Low-fidelity & High-Fidelity Draft Mocks

Step 1 was to map out information hierarchy with lo-fi sketches. Then, it was on to high fidelity to start getting feedback from stakeholders. 

03

Final Mocks & Development

After a couple of rounds of feedback on high-fidelity iterations, I pitched the "final" drafts to the Content Team and Marketing team. 

Quick journey links at the top

Based off of the summer holiday landing page, we knew customers were clicking on the different gift types (For Him, For Her, etc.) I wanted to reduce the scrolling and bring that to the very top of the page - and make it clear the expected behavior. 

Clickable card tiles vs. link lists

Creating a new component to list out links allowed us to include more background lifestyle shots and reduce the repetitiveness of too many similar tiles. It also made life easier for Marketing, who found it difficult to find enough images to distinguish every single category from the others in the past.

Final Execution

After pitching the "final" mocks, a few tweaks were made and the designs were handed off to Marketing for asset-collection and Content Team for development. 

I stayed on to answer questions and review development progress with the Content Team. We had to compromise on some of the visual treatments, but overall it stayed pretty close to the mocks. 

2019 Holiday Gifting Guide and Holiday Entertaining

Success Metrics

Redesign Outcome

41.9% +

The Holiday Entertaining landing page saw a 41.9% increase in Conversion Rate between 2018 to 2019

10.9% +

The Holiday Entertaining landing page also saw a 10.9% increase in RPV (revenue per visit) between 2018 to 2019

2.5% +

The Holiday Gifting landing page saw a 2.5% increase in Conversion Rate between 2018 to 2019 (with a minor dip in RPV)

Summary

Overall, engagement skyrocketed after the redesign and it was fun to create a new template with more creative freedom. 

Thanks for scrolling! 

2023 Becky Drexler