
A taste for
coming back.
- RoleProduct Designer
- Year2024
- ExperienceMy Pages & Magazine
- FocusUX/UI, concepts
& prototypes
In a market dominated by Systembolaget, Vinoteket needed reasons for customers to return. The brief extended the experience beyond buying wine, with a content hub, a magazine and a personal account area.
My work covered UX, UI, concepts and prototypes. This case focuses on two parts of that work: giving customers control over their orders and subscriptions, and creating a place to discover food, wine and the connections between them.
Your wine.
Your way.
An order creates a relationship that continues after checkout. My Pages brings deliveries, subscriptions, previous purchases and saved wines into one personal area, with a clear route to the things customers need to manage.
Put the next delivery first.
The overview gives an active order immediate priority: an expected arrival date, a map and a direct link to follow the delivery. Different states account for one or several orders, and for customers with or without a subscription.
The hierarchy follows the customer’s situation. Order information takes the lead when something is on its way, while a subscription invitation creates a next step for customers who have not yet subscribed.
A subscription that leaves room for life.
The design brings practical controls into the account: change a delivery date, update the address or payment method, choose a carrier and adjust the order frequency. Skipping a delivery and ending a subscription have their own flows too.
Focused dialogs keep each change close to the subscription it belongs to. The customer can make a specific adjustment while retaining the context of the order behind it.
Delivery and subscription settings sit with the relevant order, giving each action an understandable starting point.
Dates, delivery options and frequency are presented as concrete selections, with a visible way to confirm or cancel.
Remember the bottles worth repeating.
My Wines connects discovery with purchase history. Customers can save a wine from a product card or return to an earlier purchase and add it to their personal list.
The same heart treatment carries across these views. A filled heart shows that a wine is already saved, and a confirmation acknowledges a new addition. Small, consistent signals make the collection easier to understand as it grows.
Good taste starts
with curiosity.
The Magazine gives Vinoteket a role between purchases. Recipes, pairing advice and editorial stories create starting points around what people want to cook, serve or learn.
Start with the occasion.
An article about wine for a crayfish party begins with a familiar question. The content leads with guidance, then brings relevant wines into the story. Product discovery has a reason to be there: it helps the reader act on the advice.
The layouts pair generous food photography with clear headings and a calm reading structure. Desktop and mobile share the same content hierarchy, adapted to the space each screen provides.
Useful at the table. Useful in the kitchen.
The recipe format brings together preparation time, ingredients, instructions and wine pairings. Save, print and share actions recognise that a recipe might be planned ahead, passed on or used away from the screen.
On desktop, the ingredient list can sit alongside the main content. Mobile brings the same information into a vertical flow, with each part of the recipe given a clear heading.
Give every story somewhere to go.
Recommended wines connect the advice to the shop. Related articles and recipes offer another route for readers who want to keep exploring. These modules make the Magazine part of the wider Vinoteket experience.
My Pages gives customers visibility and control over an ongoing relationship.
The Magazine creates new reasons to visit, through useful ideas around wine and food.
Let’s make
something incredible.
Have a product to shape or an experience to rethink? Let’s talk.
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