Cultivating an online experience to mirror a sophisticated winery
Challenge
Mission Hill Family Estate is globally-known for its world-class architecture, elegant award-winning wines, and commitment to sustaining the Okanagan Valley. For the last four decades, they've provided a level of sophistication for guest experiences — whether you're enjoying wine at their vineyard, in a restaurant, or at home for the first time. Mission Hill's brand and winery's level of modern sophistication was not accurately represented on their website. Difficult to navigate and not mobile-friendly, the site resulted in low conversions. In the light of COVID-19, their eCommerce integration took on greater priority. Since people could not visit the beautiful winery in-person, it was now paramount that they got that experience online.
Solution
Major Tom's UI and UX team redesigned their website hierarchy and design — with the user at the centre. Then, incorporating seasonally inspired videos and images created an elegant ambiance. To support the user-centric strategy, we designed their content strategy to show, not tell, the Mission Hill brand story through authentic copywriting. By modernizing their eCommerce platform and functionality, guests now have a seamless, easy-to-use online shopping experience. Everything flows holistically to romance the consumer online that leaves them with a wine-order confirmation in their inbox.
Results
A website designed with the user at the centre is a website designed to convert. See the leaps and bounds in numbers here: Website Sessions: 99% increase Mobile Sessions: 94% increase Avg. Session Duration: 31% increase Mobile Avg Session Duration: 31% increase
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