Overview

AWESOMM is a curated wine experience that brings together wine discovery, education, events, and a members-only community for wine enthusiasts.

Objective

Design a website that supports multiple user journeys, within a clear and intuitive experience.

To accommodate a diverse range of content, the information architecture was organized around four key areas: wines, education, events, and membership. This structure creates clear entry points for different user goals, while maintaining a cohesive browsing experience.

Research Insights

• Behavioral Insight
  Wine enthusiasts are often looking for more than products alone. They value expert recommendations, educational content, and curated experiences that help them discover new wines and make informed decisions.

• Design Opportunity
  Design a cohesive experience that encourages exploration while making it easy to move between wines, educational content, events, and membership offerings.