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2021
–
2022
Dan Picked wine subscriptions
The surge in online ordering during COVID-19 created an opportunity for Dan Murphy's to reimagine how customers discover wine. The business needed a digital solution to engage loyal customers and make wine selection more intuitive and enjoyable.
Client
Dan Murphy's
Overview
As a design consultant from Contino, I partnered with the product manager to refine design concepts, creating wireframes and developing detailed design specifications.
With a focus on speed to market, I worked to understand both staff needs and customer desires while delivering an innovative subscription product. This included the added challenge of integrating a new recurring payment platform.
What we built
New checkout wizard designed specifically for subscription purchases
Digital wallet enabling users to securely save and manage payment methods
Recurring payment system for subscription managment
My approach
Ran regular critique sessions with the internal design team and presented to stakeholders fortnightly
Advocated for a phased release strategy, launching first to friends and family for real-world testing
Incorporated feedback iteratively to reduce risk before public launch
Impact
Over 8 months, my team delivered a subscription checkout with integrated recurring payments that met tight market deadlines. The phased release reduced risk and ensured the solution worked for both staff and customers.
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