Vinomofo new customer journey

Project overview

Vinomofo is loved for its bold brand and curated wine deals — but for first-time users, the journey can start off a little intimidating. With hundreds of wines and cheeky product names, newcomers often land on the homepage unsure where to begin.

My challenge? Redesign (or reimagine) a mobile-first discovery experience that helps new users confidently find wines they’ll love — without needing to know a thing about tannins, regions, or oak.

Goal

Create an onboarding flow that:

• Helps first-time users quickly find wines that suit their taste

• Requires zero wine expertise

• Feels fun, human, and very Vinomofo

• Drives account creation and increases first purchase conversion

Discovery & insights

Through internal data and anecdotal feedback, I learned:

• Many new users don’t search for specific wines — they’re looking for guidance, not filters

• Too much choice = decision paralysis

• Users want to feel confident and curious, not overwhelmed

I also reviewed competitors and adjacent brands (e.g. Spotify, HelloFresh, Mecca) who successfully use personality-led onboarding to simplify choice.

Problem framing and ideation

I broke down the problem statement into a collection the challenges and reframed them to ideate on solutions. These points guide the design of the experience and become like checklist of what the product should do.

UX approach

I designed a mobile-first wine quiz experience to greet new users and guide them into a tailored wine profile — like a matchmaking service, but for wine.

Key Design Principles:

• Conversational tone that mirrors Vinomofo’s brand voice

• Max 8 core questions — no one wants a personality test when they’re thirsty

• Progressive disclosure — show only what’s needed at each step

• Immediate payoff — profile result + curated wine crate + 10% off offer

The flow

• Snack bar prompt:
  “Not sure where to start? Take the quiz and find your wine vibe (plus score 10% off).”

• Quick quiz:
  Eight fun, intuitive questions about taste preferences (e.g. “Smooth & fruity or bold & punchy?”) with no wine jargon

• Instant wine profile:
  Users receive a catchy persona (e.g. The Smooth Operator) with a summary of their wine preferences, matching varietals and regions

• Personalised crate:
  A curated case based on their profile, with the option to swap bottles

• Call to action:
  Account creation to claim the crate and discount

• Social campaign
  Share your results for the chance to win a voucher, this will market the quiz on social media to bring in new customers

Wireframes and prototype

I created the wireframes for the quiz in Figma. The experience uses input fields and two types of button – toggle tiles for multi select options and radio buttons where only one response is required.

The experience starts on the homepage with a snackbar triggered after 30s of inactivity. The customer is then taken to the quiz screens where they can answer the questions. Once they’re finished they see a thank you screen prompting them to check their email.