Penfolds Wines

Gift Experience

THE PROBLEM

Treasury Wines came to us with a need to match their high-end with an equivalent luxury digital experience. I was tasked with elevating this wine discovery experience and bringing this luxury gifting experience to the masses through digital while connecting and integrating many different technologies.

COMPETITIVE ANALYSIS

Because there were not digital experiences that represented luxury wine, I had to look outside to experiences like cars, eCommerce, and custom technology to get a sense of what this bespoke luxury experience was competing against.

CREDITS

Date 2015

Created at Mirum Agency

UX Designers Carina Nicklaw
UI Designers Leo Rableo

View on Behance

CONTENT AND PERSONALIZATION DRIVING THE CONVERSION

The UX was differentiated by a rich combination of personalization and “white glove service” that comes with high-end wine. Tailored content for a masculine or feminine archetype.

I designed flows that would take the user through the thought process of gifting someone a luxury item from the emotion involved to the personalized engraving of the item. Because gifting happens anywhere, it was of utmost importance to make sure that each page responded to any device.

GIFTING WORKFLOW AND INTEGRATIONS

After interacting with the gifting campaign the user would be asked if the gift was for “Him” or “Her”, which would take them to a detail page with custom content speaking directly to that archetype.