Project Summary
This was my first collaborative UX project: redesigning the voucher redemption flow for Virgin Wines, a respected UK-based wine retailer. The goal was to improve the usability of their online voucher journey to increase customer conversion rates.
Over the course of three months, our team worked to understand the broader subscription service landscape, identifying Virgin Wines’ unique selling points and how to better surface them in the digital flow. The outcome was a simplified and more compelling redemption process that better supported customer intent and brand value.
The final design reduced friction points, highlighted customer-relevant benefits, and significantly streamlined the user journey, from six steps down to four, helping reduce bounce rates and improve overall clarity.
My Approach
This project was highly collaborative, involving continuous dialogue between team members and client stakeholders.
We began with a competitive audit, exploring what makes a subscription service successful and what factors drive user loyalty. By benchmarking against other voucher-based offerings, we identified the standout USPs that Virgin Wines could own, from curated cases to flexible subscriptions.
Using those insights, we mapped out a new user journey that prioritised simplicity and clarity. Our iterative design process involved regular feedback loops, allowing us to refine the structure and positioning of key elements based on both research findings and stakeholder input.
Project Highlights
Redemption Flow Simplification
Reduced the original 6-step process to 4 key stages, removing friction points that contributed to user drop-off.
Streamlined the interface and made CTA pathways more intuitive to increase completion rates.
Positioning of Key USPs
Reframed and surfaced Virgin Wines’ most compelling benefits (e.g., expert selection, quality guarantee, flexible delivery) at points where users needed confidence and reassurance.
Used concise copy and supportive visuals to clarify value propositions.
Collaborative Team Dynamics
Worked closely with both the internal team and the client throughout, ensuring design decisions were aligned with business goals and user expectations.
Learned the importance of clear communication, compromise, and creative consensus-building in a real-world client setting.
Results & Impact
Improved Conversion Journey
The reduction in steps led to a cleaner, faster flow that encouraged more users to complete their voucher redemption.
Qualitative testing indicated increased user satisfaction and confidence in the process.
Client & Team Success
Virgin Wines responded positively to the redesign, noting the clarity and logic of the updated flow.
As my first real-world client experience, this project gave me valuable insight into working with a brand and designing collaboratively within constraints.
Enhanced User Focus
The redesign helped centre the experience around what matters most to users, simplicity, transparency, and trust, laying a strong foundation for future UX improvements across the Virgin Wines platform.
