Wine learning portal

Wine learning portal

Wine learning portal

This project explores the creation of a MVP within an existing subscription product.
The goal was to reduce churn by offering added value through educational content.

MVP
Learning
platform

Product Designer
UX • Research
Coordination

Collaboration
Tech · Business
Product Marketing

Reinforcing the value
of the wine subscription

Reinforcing the value
of the wine subscription

To add more value to the subscription, we needed to better support subscribers when choosing wine as many still felt lost.

To add more value to the subscription, we needed to better support subscribers when choosing wine as many still felt lost.

63,2%

say they feel lost when choosing a wine

52,3%

access their subscriber space monthly

66,7%

rely on their subscription to learn more about wine

63,2%

feel lost when
choosing a wine

52,3%

access their subscriber space monthly

66,7%

rely on their subscription to learn more about wine

Learning expectations
from subscribers

Learning expectations
from subscribers

User interviews showed that subscribers were learning over time, but still lacked confidence when choosing wine on their own. They also expected learning to feel simple rather than academic.

“We learned quite a bit
at the beginning of
the subscription, but
we still don’t really know
how to pick wine
at the supermarket.”

“I like when it’s fun,
when you learn
without even
realizing it.”

Structuring the MVP

Structuring the MVP

The overall structure of the MVP was defined through the user flow. It accounted for different subscription statuses, technical constraints, and CRM and marketing needs.

I facilitated workshops with the team to share research findings and define the overall content structure. Then, I designed the user flow taking into account technical constraints as well as CRM and marketing opportunities.

Designing the learning experience

Designing the learning experience

The experience was designed around short, progressive lessons to fit into subscribers’ daily routines.

The experience was designed around short, progressive lessons to fit into subscribers’ daily routines.

Validating the MVP
with users

Validating the MVP with users

Validating the MVP
with users

The MVP was tested with subscribers to validate the core experience. Feedback highlighted practical issues that required adjustments.

“I watch it in the metro,

so I really need subtitles

on video, otherwise 

I will not watch it”

“I don’t understand
the difference between lessons and chapters”

Handling edge cases
& documentation

Edges cases
& documentation

Once the core experience was validated, edge cases were identified and designed. They were documented to support development, QA, and future iterations.

Once the core experience was validated, edge cases were identified and designed. They were documented to support development, QA, and future iterations.

Interested in working together?

I’d love to hear from you.

Get in touch

Interested in working together?

I’d love to hear from you.

Get in touch

Interested in working together?

I’d love to hear from you.

Get in touch