Oenomad is a San Francisco start-up that provides users with a search and discovery social platform and planning tool for building tasting trips in California. I worked on a team of engineers, product manager, marketing person to re-design the existing website.The objective of this study was to identify how the website communicated its purpose and value; permitted access to features and functions with easy navigation; and guided users through the interface to relevant information with satisfaction.

UX Process

First, I conducted a heuristic analysis by analyzing the interface with the principle as well as elemental issues. I interviewed stakeholders and we filled in business model canvas and created a Venn diagram of shared business and user goals. Then I created a protocol for a usability study, formulated metrics, created a script for structured interviews and presented it to the stakeholders.To capture participants’ behaviors, attitudes, and subjective experiences, I developed goal-based, task-based, and subjective interview protocols that were employed during the usability study.

I carried out in-person and remote user interviews, usability testing with usabilityhub platform. I found that visual clutter and information overload observed on the home page by 100% of users, lack of visual momentum, key revenue-generating features such as 'sign up', 'booking a trip' remained hidden, users expressed the need to sign-in with FB, map for homepage for clarity of location of the wineries, alternative transportation routes (bike routes), also users were not sure where to click first when exploring the homepage and expressed that the landing page should explain the purpose/goal. Based on the results, I created a technical report with informed recommendations on how to minimize user errors, frustration, dissatisfaction, or confusion and increase the revenue of Oenomad.


We came up with a new version of a website: a new sign in screen, change of the color palette, reduction of text, more visual content, information about the mobile app and an inspiration section. As for the mobile app of the company, I suggested several onboarding screens for first-time users to introduce the app and demonstrate how it works together with the website. The product was well received by the press and during the first week, there were 2000 new service members.

Next Steps

I strategized to do the following: monitor the progress of the website with Google Analytics concentrating on the users, numbers of both visitors of the website and unique visitors to determine how they are responding to the new site and their organic search; amount of time on site: number of qualified leads, mouse tracking, number of social media/blog subscribers etc.

Multiple documents related to working process and website re-design
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