Brown Brothers wanted to simplify the path to purchase and drive more sign-ups to its customer loyalty program.
Brown Brothers is a family-owned Australian wine company, headquartered in country Victoria. The company wanted to upgrade its existing website to address a number of design and user experience issues. In particular, Brown Brothers wanted to make it easier for visitors to filter, select and purchase wines, and to redefine the general look and feel of the site. It was also seeking to drive more subscriptions to its customer loyalty program (Epicurean).
To enhance the user experience and assist with wine selection, Get Started created a ‘sticky’ filter on the product pages. Previously, if a user clicked through to a product page, they would lose any filters they were using and would have to go back and re-enter their search criteria. The user is now also able to collapse certain parts of the filter to focus on the aspects of wine selection they’re most interested in.
Usability has also been improved by allowing the user to purchase directly from the home page or the landing page of the online store, rather than having to click through to the product page to make a purchase. There are also less clicks required to search for products, with the emphasis more on scrolling down the page instead of clicking through to more product pages. In addition, the site is now responsive.
From a design perspective, the home page has been completely overhauled, with far more communication about special events and offers, as well as greater visibility of the call to action to drive subscriptions to Epicurean.
The site also links through to the ‘Colourful Conversations’ campaign site that was also created by Get Started.
This project has resulted in a site that not only exceeded the client’s expectations but has also attracted a raft of industry awards, including two Communicator Awards, two W3 Awards, a Davey Award, an Australian Web Award and a Melbourne Design Award.
Are you ready to redefine your own customers' experience?