Nothing leads.
Three links share the first screen: events, wholesale and the club.
Roudon-Smith Winery: the wine club first.
A concept redesign of a Saratoga winery's website, built around one action: joining the wine club. Not a paid project, and not affiliated with Roudon-Smith Winery.
Concept redesign · Winery · Saratoga, CA · Design only
The business
Roudon-Smith has poured wine in Saratoga, California, since 1972. Two Silicon Valley engineer families started it. Today it's a small winery with a tasting room on Big Basin Way, an online shop, and a wine club that releases wine three times a year.
The goal I set: get more Bay Area locals to join the club. The current site doesn't make that easy.
Their site has served them for years. Here's what I'd change.
The club has no price.
The club page lists the perks but no price. It also asks for a comment and an address, even if you pick up.
Hard to tell what's for sale.
The wine list goes back to 2013 and uses shop codes, and some of those wines aren't in the shop anymore.
Each change answers one of the notes above.
One action per screen.
Before, three links shared the first screen. Now there's one button, "Join the wine club", with the tasting room hours under it. The menu went from 8 links to 3.
Real numbers.
Before, the club page showed no price. Now each size shows the bottles a year and an estimated price per release, worked out from their real bottle prices ($25 to $35, members $20 to $28) and labeled as an estimate.
Only wines you can buy.
Now only the 5 wines in their shop today are shown, each with its price and member price. Their label sets the look: paper white, the gold amphora, label-style capitals, and their real bottle rebuilt in 3D from shop photos.
What I'd measure
It's a concept, so there are no results yet. If it went live, I'd track these 3 things.
- Club sign-ups a month
- Taps on directions and hours
- Clicks through to their shop