Decision 01
Inside the purchase flow, not beside it
- Rejected: A separate subscription funnel
- Chosen: The club woven into the existing journey, never blocking checkout
Trade-offMore templates to touch, and sign-ups harder to attribute to one page.
The brief
A subscription club for a premium wine importer
Ravin is a premium wine importer with a large customer base buying through its own online store. The business wanted more of those customers to come back on a schedule: a subscription club that raised the average order, offered exclusive benefits and gave people a reason to buy again.
I led the design end to end at the agency: the sign-up journey, the program’s interface and visual identity, its integration into the existing purchase flow and the validation before launch.
The challenge
Sell the club without slowing down the purchase
Every subscription program competes with the thing customers came to do: buy a bottle of wine. Push the club too hard and you add friction to a journey that already converts. Hide it and nobody joins.
-
Too quiet
A link in the footer
Nothing gets in the way of the purchase, and nobody joins.
The business loses -
Where Ravin Elite sits
Present where the decision happens
Next to the price and at checkout, and never blocking the order.
Both sides win -
Too loud
Pop-ups and forced steps
Sign-ups may rise, and so does the risk of abandoned carts.
The customer loses
Research
Where other stores place their clubs
Three lenses, each answering one question about where the program could live.
-
Market benchmarkWine, Sam’s Club, Club Vest Casa and Pão de Açúcar: where each club appears and how it shows member prices.
-
Behavior on the current storeHow customers move from home to product to checkout today.
-
Entry point mappingEvery place in the journey where the club could appear without interrupting the purchase.
The solution
Four touchpoints inside the existing journey
Four touchpoints, each placed where a customer already looks. Together with the support and development teams, I mapped which ones the platform and the product catalog could support, then designed the program into each of them.
Home banner and landing page
The banner leads with the strongest benefit, half price on every wine, and opens the landing page that explains the club in one read.
A top bar that knows who is browsing
The same strip on every page changes with the visitor: an invitation for guests, a benefit reminder for members.
The member price, next to the regular one
Every product in the listings shows the member price first and the regular price below it, so the saving is visible while browsing.
An invitation in the cart, not a gate
A banner offers member prices at the moment of purchase. Ignoring it costs nothing: the order goes through either way.
Guest view: both prices side by side, so the saving is visible before joining.
Decisions
Three decisions and what each one cost
Decision 02
Show the member price to everyone
- Rejected: Member price hidden behind a login
- Chosen: Both prices on every product, with a member seal
Trade-offThe regular price looks higher next to it, on every product.
Decision 03
One bar, two messages
- Rejected: One generic banner for everyone
- Chosen: A top bar that adapts: invites guests, reminds members
Trade-offTwo states to write and maintain, tied to knowing who is logged in.
Validation
Three criteria checked before launch
Before launch, we ran guided journey simulations with testers, checking three things.
The value is clear on first read
Testers could say what the club offers without scrolling back.
Prices are read correctly
Promotional and member prices were not confused with each other.
Checkout invites without pressure
The incentive was noticed, and nobody felt blocked from finishing the order.
Testers understood the program’s advantage within the first minutes of browsing.
Results
Launched, then extended by the client
- Jul 17, 2023BriefGoals, constraints and the store as it was.
- Aug 8, 2023LaunchLanding page, top bar, product seal and checkout incentive, live together.
- After launchFollow-upThe client asked for a dedicated renewal landing page.
The client reported growth in subscribers and in recurring purchases after launch, and the program became one of the brand’s selling points among wine importers.
Learnings
Two lessons I carry from this project
Keep doing
A loyalty program earns its place by staying out of the way until it’s useful.
Put the club where the buying decision happens, and test the message on real journeys before launch.
Do differently
Agree on the success metrics with the client before launch.
Without them, the strongest evidence was that the client came back. Real, but hard to compare. These three would have told the story:
- Sign-ups per week
- Share of orders from members
- Repeat purchase rate
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