eCommerce refresh of Meny Vin webshop
During my time as part of the Ecommerce & Experience Design team at Dagrofa, I was part of a major refresh of Meny Vin, an ecommerce site led by the retail giant Meny with one of the biggest online wine selections in Denmark.
This was done as part of a site-wide usability review where we reimagined and redesigned features based on Baymard report principles, stakeholder input and changing business requirements. This redesign included new product pages, lists, mobile checkout, recommendation carousels, product cards and a completely redesigned search function.
Better conversion through improved usability
Improved in-field search experience: As users who search often convert better to sales, the experience while searching was improved through visual chips, improved product previews, type-ahead and direct-to-category searches.
Redesigned PDP and expert reviews: Product pages (PDP) were redesigned to improve the product info experience, provide food pairing inspiration and strengthen social proof by introducing a new section for reviews by experts and wine publications.
Revamped categories and recommendations: By completely revamping product recommendations, categories were made more engaging, more content-aware and more flexible for editors. This also allowed parallel navigation across product categories.
Usability issues being adressed
Inflexible search experience: Poor previews and a lack of error- and emptystates would often confuse users with the lack of feedback. And with no category- or content results, users' searches would fail unless searching for specific products.
No content navigation: Navigation across product lists and categories was rated poorly by users and found to be uninspiring and inflexible. Filters were also found to be nebulous and annoying to use.
Poor mobile checkout: Users would often leave empty carts when shopping from mobile devices - most likely due to a poor overview and a lack of step-wise summaries of completed steps.
Other improvements
Lists and product pages were improved in numerous ways. Recommendations were embedded directly in product lists, skeleton loaders helped improve the perceived impression of the waiting time and front-page streamers meant seasonal sales could be properly advertised.
Additionally, this redesign kicked off accessibility efforts by making the checkout experience fully WCAG 2.2-compliant, incl. labels, focus order and auto-complete.
