We wanted to optimize key funnels on the Old Dominick site like signing up for a distillery tour and finding where to purchase products. We recruited a panel of users split between desktop and mobile for qualitative insights and heat mapped the site for 2 months to identify click patterns and usage trends.
We identified pain points along key conversion points and optimized those funnels as part of the new design. The site architecture focuses on ease of product findability both online and in finding a store near your location. The new website features updated product pages with callouts for tasting notes, proof and better tells the story of the spirits.
Our team delivered a beautiful website that blends Old Dominick’s proud heritage and commitment to innovation with a modern design. We shot new product photography to make Old Dominick’s spirits the star of the show. We paired this with updated typography and imagery to create a look that is distinctly southern, classic and sophisticated.
My Role
User Experience Director