A premium digital experience
In late 2022, Yalumba – a historic family-owned winery – tasked KOJO with the design and development of their new website, with the main objective to provide visitors with a premium experience befitting of the brand’s heritage and quality.
After a comprehensive UX strategy and research phase, our team began crafting an intuitive online destination that enhanced Yalumba’s user experience, while providing easy access to featured content, tasting experiences booking platform, the Wine Club, and of most importantly the all new Wine Shop.
This sleek and modern site was paired with a network of business systems that ensured a simplified admin experience, allowing Yalumba’s team to take full advantage of their new digital home.
In the end, the Barossa Valley’s iconic winemakers saw a 177% increase in transactions and 143% increase in membership signups, compared to the previous year.
- Client Yalumba
50%
MORE
PAGE VIEWS
37%
INCREASED
CONVERSION
117%
INCREASED
TRANSACTIONS
UX FOUNDATION / STRATEGY
The key to Yalumba’s strategy was improving their understanding of their ideal customers and their needs. To support a shift in their targeting strategy, KOJO performed in-depth user interviews with representative customers and short usability tests of the existing website to highlight opportunities to adapt and grow. Analysing these insights into key themes supported the direction of the information architecture, functionality, and content requirements of the website. The resulting personas and customer journey maps were repurposed into valuable assets that Yalumba will continue to use to inform marketing and strategic decisions moving forward.
CREATIVE COLLABORATION
While the website was being developed, Yalumba was simultaneously undertaking a brand repositioning with external agencies. They were evolving the existing brand to appeal to new audiences and change the brand’s perception in the market. KOJO’s creative team worked closely with Yalumba and their external agencies to interpret the new brand strategy for the digital space, utilising our learnings from the user research along with best practices to represent the new brand strategy online. The result is a consistent brand presence across offline and online brand environments, while adapting to meet the unique circumstances of the digital experience.
DEVELOPMENT AND LAUNCH
To offer a wide range of services, experiences and products online to their audience, Yalumba’s website needed to integrate with a variety of third party applications and platforms, including Rezdy for event bookings, Vend POS for memberships and pricing, Spreedly payment gateway and Yalumba’s own API for members, product and purchase management feeding back information into Salesforce CRM and Marketing Cloud. KOJO’s development team worked collaboratively with various teams to identify requirements and integrate systems with each other for a seamless user experience, and ease of management internally.
Additionally, Yalumba needed an easy-to-use administrative interface to allow the brand and marketing team to manage the majority of content updates and promotions in-house. Using Craft CMS allowed KOJO to meet both these needs, with extensive customisation of both frontend and backend user experiences providing flexibility and scalability.