Problem:
How might we enhance the user experience and drive direct-to-consumer (DTC) sales for Mythology through a website redesign that effectively communicates product information, fosters visitor engagement and expand their email database?
Solution:
Our team designed a website that improved user experience, promote DTC sales, featured product information, cocktail recipes, brand story, distributor network, and marketing materials. We also added in essential features including an interactive ‘Where to Find Us’ map, cocktail recipe generator, and awards sections. A ‘Spirit Animal Quiz’ was also integrated to engage visitors and grow the email database (feel free to interact with it on their website 😃).
Team:
UX/UI Designer
Sr UX Designer
2 Project Managers
2 Developer
SEO Specialist
Though I came into this project during the second half of it, I contributed to the product’s growth through:
Wireframing
UX/UI Design
Creating the Spirit Animal Quiz Experience
Distributor Page
Spirits : Gin Page
QA / Handoff to Dev
Our team started the work by by following establishing a solid understanding of the SaaS and working on gathering insights from users.
Define the target audience: The first step was to identify the target audience and their needs, pain points, and preferences. Since Mythology was a well-established distillery , with a specific target audience, we were able to draft up new personas that could also be interested in their products.
Create wireframes: Wireframes were drafted for the new site; We wanted to reimagine their website with more interactivity , easier navigation through the sales process, and more easily accessible
Design: Once the wireframe were approved, the designs were implemented and finalized. This step involved incorporating branding elements, such as colors, fonts, and imagery, as well as optimizing the layout and design for mobile responsiveness and user experience. During this process , I collaborated with the Sr. UX Designer , as well as developers to make sure we were balancing user needs, stakeholder needs, and making sure it was a plausible build within the dev teams capabilities / hours.
Develop: Throughout the design process, I was in direct and constant communication with the dev team, making sure the designs wouldn't go over the allotted hours. Once the design system was dialed in, I exported all necessary assets, and handed it over to be developed
Final Audit: Once the site was developed , I scanned through a few more times on tablet, mobile, and desktop to make sure the designs hierarchy / aesthetic were in line with the design system, revisited to make sure there were no glitches.
A Roadmap to Enhanced Consumer Engagement: The Strategic Blueprint for Mythology Distillery
Our team worked closely with Mythology Distillery to build a strategy centered on showcasing the brand’s unique offerings and values, focusing on their new Steamboat campus, and promoting their craft whiskeys and gins. Key goals were to increase brand awareness, optimize online sales, educate customers with cocktail recipes, and share information about their new Colorado destination.
Turning Vision into Reality: The Development of Mythology Distillery’s Enhanced eCommerce Platform
Faster, More Seamless Checkout = Less User Dropoff & More Transactions
In the website development phase for Mythology Distillery, a key priority was ensuring seamless integration with AccelPay, a leading payment processing platform. This emphasis was driven by the goal to provide an efficient, secure, and user-friendly checkout experience, which is critical in a successful eCommerce platform. The development team, therefore, invested significant effort in creating an intuitive interface that minimizes transaction friction. The end result was an uncomplicated checkout process, instilling confidence in consumers and reinforcing their connection with the brand.
Parallelly, the website’s architecture was refocused to bolster Direct-to-Consumer (DTC) sales, aligning with Mythology Distillery’s strategic business objectives. The redesign aimed to streamline the buyer’s journey, guiding customers seamlessly from product discovery to final purchase. This involved crafting concise product descriptions, implementing easily navigable product categories, and designing compelling calls to action. Moreover, the omnipresence of AccelPay throughout the site ensured an ever-accessible, straightforward pathway to purchase. This strategy not only boosted DTC sales but also fostered a cohesive, integrated shopping experience across the website, enhancing the connection between Mythology Distillery and its customers.
Enhancing Client Interaction & Building Brand Loyalty:
Spirit Animal Quiz
One of the stakeholder requested features was to add a spirit animal quiz
The idea would be to answer a string of questions based on personality type, hobbies, and which type of environment the user feels most “at home” in, and generate the corresponding animal.
Each spirit animal pairs with its respective alcohol from Mythology Distillery with a CTA to lead / funnel users to the product page.
Result: The spirit animal quiz we constructed resulted in a personalized experience for users, connecting their personality traits with Mythology Distillery’s offerings. Participants discovered their spirit animals such as the Best Friend, each paired with a corresponding Mythology alcohol like the "Best Friend Bourbon". This interactive journey not only enhanced client interaction but also fostered brand loyalty by linking unique user identities with compelling product experiences.
Results:
The website redesign, new integrations, and SEO tweaks resulted in an evident increase in visitors, and user retention.
(More results shall be added soon)
