A Humanist & Product Designer
PROJECT OVERVIEW
EJ Gallo Winery is the largest family owned winery in the world, located in California with over 100+ unique wine in their portfolio. They are also acclaimed producer of award-winning wines and spirits featured in more than 110 countries around the globe.
COMPANY
E&J Gallo Winery, Napa Valley, CA
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​My Role: Product Strategy, Membership User flow, Design System, Brand Guideline, Hi fidelity designs
CHALLENGE
Build design strategy to re-platform and redesign its multitude of brands via SFCC (Salesforce Commerce Cloud) to drive users towards membership sign-ups.
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Problem Area
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Multiple 'D2C' brands in a single portfolio > Less traffic for most of the brands
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Dev heavy timeline to incorporate so many brands within a year
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Design constrain leveraging Salesforce CommerceCloud
Design Process
Research
Gathering knowledge on e-commerce features & conducting market analysis
Design Audit
Analysis design elements to keep consistent branding
UI Concepts
Implementing the designs to hi fidelity mockups
Research and Competitive Analysis
Understanding the categories & features that need to be incorporated under each type of e-commerce model.
Conducting an analysis on their competitors, Identifying their strength, weaknesses and opportunities that can be incorporated in our current application.
UX- Headless Architecture
Having the front-end decoupled from the back-end commerce functionalities meant the brands could be on-boardedmuch faster. It provided the brands the opportunity to personalize purchase journeys and customise their store fronts. ​This approach helped in created a flexible and scalable design system.
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Omni-Commerce
Commerce
Non Commerce
UI- Design System
Design tokens essentially correspond to values of information required to create and maintain a design system.
A design system keeps usability at the centre and reduces time and effort for designers and developers to create new solutions.
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I worked to identify the tokens for color, typography, border etc that has its individual brand story but could also be scaled for multiple brands. The palette was broken down into brand colors, grey palette and denotative palette. Similarly, typography was divided primarily into headlines, subheads and body tokens. The respective brand colors and fonts were then aligned with the brand concepts to create final mockups.
Design Specifications
I created a playbook to define the rules of components and modals
that will help faster customization of multiple brands.
After defining the components and brand language, I customised the component library for each brand
keeping in mind the rulesets for design specifications.
High Fidelity Design
Omni-Commerce
Brand Color:
Keywords:
Luxury, Premium
Commerce
Brand Color:
Keywords:
Light, Refreshing, Brunch Wine
Non Commerce
Brand Color:
Keywords:
Earthy, Woody
High Fidelity Responsive Designs
PDP
Designed a refined Product Detail Page (PDP) with a clean layout, featuring high-quality product imagery, a compelling description, a quantity picker, badges for offers, and intuitive breadcrumbs for easy navigation.
PLP
A sleek Product Listing Page (PLP) with intuitive filters for seamless product discovery. Incorporated a clean grid layout, high-quality visuals, and smart filtering options to enhance browsing efficiency and user engagement.
Checkout Flow
Subscription Flow
Membership programs can foster a sense of loyalty among customers,
encouraging them to return to the platform for future purchases.​
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Selected membership tier
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Choose the type of wine
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Sign up
Responsive Design
Project Learnings
1. Collaboration is the key
This project required equal efforts from design and dev team at the same time. I enjoyed the process where both team happen to help each other, understand each other limitations and process and together be able to deliver 34 website launch in 1 year.
2. Structure is Important
I have gained confidence in exploring new methods and strategies without self judgement to be able to create a solution that ease the process to any given objective by the stakeholders.
Key Metrics
2000+
Wine subscriptions have been signed up on this new platform,
since the launch in 2021.