Les Maisons Rouges: e-commerce Case Study

with Morgane Favchtein, Ahmad Khalaf, Yanis Azze

OBJECTIVES

My goals for this UI/UX case study were: to analyse the website and the Les Maisons Rouges’s brand, to conduct a usability evaluation and to design a prototype to resolve major pain points.

LES MAISONS ROUGES

Les Maisons Rouges is a French vineyard of Loire wine, in Jasnières and Coteaux du Loir. It is one of the pioneers of biodynamics. We interviewed Adrien, the co-owner of the company. Since theCOVID-19 pandemic, tastings in the vineyard are decreasing. His wish is to increase sales on the website.

BUSINESS AND COMPETITIVE ANALYSIS

Les Maisons Rouges gives priority to quality over quantity. They have 8 different bottles. They only sell to private individuals, cellars and restaurants. Their target is wide: wine lovers.
In the wine sector, the competition is within an appellation and with the same notion of quality. In the Jasnières and Coteaux du Loir appellations, the competitors are Domaine Bellivières and Domaine de La Roche Bleue.
La Roche Bleue does not have a website. Domaine Bellivière has some features that stand out from the Maisons Rouges such as wine suggestions with food and a breadcrumbs presence.

HEURISTIC EVALUATION

• Inconsistency when resizing the viewport
• Unclear colours and type scheme
• User does not know when he is logged into the account
• Redundancy in pages
• Lots of unnecessary steps
• Lack of breadcrumbs
• Too much information in catalogs

• Can’t see the number of products in cart
• Lack of status on which page I am on
• Images of catalog are cut out

• Doesn’t give me the option to go back
• Doesn’t warn me when deleting something from the cart
• No information about delivery price in the cart

Conclusion

We are focus on aesthetic and minimalistic design and visibility of the system status.

SITEMAP AND USERFLOW

In order to restructure the website, we made the original sitemap to define a new one based on the Userflow.

The Userflow allowed us to highlight the usefulness of wine suggestions on the front page.

MID-FI PROTOTYPE

We started with mobile version. We designed Home page, Shop, Product page, Cart and a menu.

USABILITY TESTING

After that, we have tested the mid-fi prototype with 5 users

Users give us important insight.

We use this insight to improve the mid-fi prototype.

BRAND DEFINITION

To create the high-fi prototype, we did a brand definition. We placed the red house as the name of brand, people sharing wine and grapes as elements of nature.

We chose three colours and three fonts. One sans serif for paragraph, one serif for titles and a scribe font for quote and citation.

The brand Attribute is Alive, welcoming and demanding. It was important message of the co-owner Adrien.

HIGH-FI PROTOTYPE

Mobile

Desktop

NEXT STEP

We need to test the high-fi prototype with usability testing. We need to present it to Adrien to welcome his remarks. A redesign of the whole site is possible for more homogeneity.

KEY LEARNING

The top-of-the-range wine market has interesting constraints in the description of the wine and the use of the estate’s know-how to understand the product. It’s a subtile marketing.