Image Credit : Christopher Deane
Project Overview
Following its highly successful collaboration with digital agency Get Started on the Colourful Conversations campaign website, Australian-owned wine label Brown Brothers enlisted Get Started to help it raise the bar on buying wine online.
Project Commissioner
Project Creator
Team
Account Director: Adam Griffith
Digital Producers: Cath Alban and Ashleigh Bruders
Creative Director: Christopher Deane
Developer: Drew Foster
QA Analyst: Rakhee Patel
Devops: Harry Sibenaler
Project Brief
The client’s brief was to:
- improve the usability of the site through better navigation and a better wine selection/filtering experience
- refine the design to be more in line with the wider brand
- drive more subscriptions to its customer loyalty program, Epicurean, through more prominent calls-to-action, and
- sell more wine.
Project Need
Together, Brown Brothers and Get Started identified a need to improve the consumer experience of purchasing wine online to bring it up to speed with best practices in the broader world of e-commerce. To enhance the wine purchasing experience, they needed to find a way to streamline the process for regular consumers who know exactly what they are looking for, while still accommodating the needs of those who are looking for a little more guidance in their selection.
User Experience
To enhance the user experience and assist with wine selection, Get Started created a left panel visual filter on the product pages. Previously, if a user clicked through to a product page, they would lose any filters they were using and would have to go back and re-enter their search criteria. The user is now also able to collapse certain parts of the filter to focus on the aspects of wine selection they’re most interested in.
Usability has also been improved by allowing the user to purchase directly from the product listing pages of the online store, rather than having to click through to the product page to make a purchase. There are also less clicks required to search for products, with the emphasis more on scrolling down the page instead of clicking through to more product pages. In addition, the site is now fully responsive.
From a design perspective, we created a refined visual language for the site. White space, beautiful typography and inspirational imagery all complement the wine range itself.
Project Marketing
Brown Brothers has used a number of marketing channels to drive online traffic, including advertising in lifestyle magazines such as Vogue Living, Belle and Home Beautiful, as well as cinema advertising and point of sale campaigns (run through independent liquor stores).
Project Privacy
The following forms of personal information are collected through Brown Brothers’ website:
- contact details provided by users contacting Brown Brothers, including names, street addresses, email addresses and phone numbers
- Epicurean member details
- member surveys, which may include details such as wine preferences, qualities sought in a wine, purchase locations and feedback
- customer sales information, including contact details, demographic, credit card - details and items purchased, and
- competition entrant details.
Brown Brothers takes all reasonable steps to protect personal information from misuse, interference, loss, unauthorised access, modification or disclosure. It maintains physical, electronic, and procedural security measures to safeguard personal information. More information on Brown Brothers’ privacy policy and procedures can be found at http://www.brownbrothers.com.au/privacy-policy.
Digital - Food & Drink
Food & drink - essential to us all. We all engage with sites and apps with a food or drink focus be that restaurant guides, cooking sites, purchasing produce or nutritional advice.
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