ONEHOPE Website
UX design + art direction
As we approached our brand renewal project, the CEO wanted to focus on updating the website as a harbinger to the brand aesthetic deep dive. The old design offered an unclear user journey, broken filtering system, clunky shopping experience, and mixed brand messaging. It was time for some improvements.
The Challenge
Since the business is multi-faceted with multiple ways to be involved beyond being a customer, we needed a clear, succinct way to convey this information as soon as possible on the site. We had three primary messages to relay on the homepage:
General shopping, sale and promo info
Charity partner features and transparency into the donations process
Provide users with a clear pathways of engagement: join as a direct sales consultant, shop the wines, or learn more about the business
The Solution
What sets ONEHOPE apart from other wine brands is the ability to give back through everyday wine purchases. This differentiator was what drove the design and messaging decisions throughout the site revamp.
Old vs. New
The existing color palette wasn’t working with the new photography direction. Because the bottles themselves incorporated a different color to indicate the charity they were associated with, black was chosen as the primary web spot color to avoid interference with the label design. Cause badges were added to each product card so that users could shop by charity without having to filter.
Sharing the Join & Host Messages
The join opportunity was situated lower on the homepage and a clear navigation link remained at the top. By learning about the brand’s mission and impact first, we felt that users would be more likely to consider joining as a consultant. Alternatively, potential hosts were looking for engagement, but less commitment. The hosting page made the at-home tasting party an affordable, simple process with a built-in opportunity to make an impact in their own communities by selecting a local charity of their choice to give back to.
Team
Sarah Finucane, Lead UX Designer
Jason Mercer, Creative Director
Taylor Hotter, Photographer