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Berry Bros & Rudd
Redesigning the UX and visual design for a leading global wine merchant’s cellar management app.
Project Highlights
Platform
Native iOS/Android
My Role
Lead UX/UI Designer
Timescales
9 Months
Project Type
UX & UI Redesign
Introduction
I spearheaded the user experience design for the Viniflora app, catering to both iOS and Android platforms, from its inception in June 2018. My responsibilities encompassed a wide range of tasks, including conducting user research, creating wireframes and prototypes, and collaborating with developers to ensure seamless implementation.
Until December 2020, I directed efforts to enhance the app's functionality, address user feedback, and optimize the overall user journey.
Kick-off
I spearheaded the user experience design for the Viniflora app, catering to both iOS and Android platforms, from its inception in June 2018. My responsibilities encompassed a wide range of tasks, including conducting user research, creating wireframes and prototypes, and collaborating with developers to ensure seamless implementation.
Until December 2020, I directed efforts to enhance the app's functionality, address user feedback, and optimize the overall user journey.
1. Understand (Discovery)
Clarify the problem before jumping into solutions.
- The Challenge
- Stakeholder interviews
- Business goals & constraints
- User needs / pain points
- Competitor review
👉 Output: Problem statement + clear objectives
2. Define
- Turn insights into a focused direction.
- Personas / user types
- Key journeys / tasks
- Prioritised problems to solve
- 👉 Output: Defined scope + UX strategy
- Ideate
Explore solutions quickly and broadly.
- Sketches / concepts
- User flows
- IA (Information Architecture)
👉 Output: Early solution directions
- Design
- Bring ideas to life.
- Wireframes → high-fidelity UI
- Design system / components
- Interaction design
- 👉 Output: Polished screens & prototypes
- Test
Validate before building.
- Usability testing
- Feedback loops
- Identify friction points
👉 Output: Insights + improvements
- Deliver
Work with developers to launch.
- Handoff (Figma, specs, tokens)
- Design QA
- Collaboration with engineering
👉 Output: Built product
- Measure & Improve
UX doesn’t stop at launch.
- Track KPIs (conversion, engagement, drop-offs)
- Iterate based on data
- Continuous optimisation
👉 Output: Ongoing improvements