View of the Project (Designer’s Philosophy)
I believe the fundamental reason companies outsource design refreshes or new production is to maximize business profits through design.
In this project as well, rather than simply creating a visually beautiful website, I prioritized elevating brand value and ultimately contributing to business results (profit) as the primary goal of the design.
Project Overview
This is a design proposal for the website of the premium spirits brand “77 Spirits,” aiming to surpass the current site.
- Role: Brand Designer、 UI/UX Designer
- Scope: Information architecture, UI/UX design, high-fidelity prototype production
- Tools: Figma
Work proceeded based on the given requirements.
Figma was used for the design production. While permission was obtained to use images provided by 77 Spirits, photographs downloaded from stock photo sites that matched the website’s design concept were also combined and used.
In this project, I independently handled everything from research through high-fidelity prototyping, based on the challenges of the current site.
✦ Business Goal and Challenge Setting
The Challenge
The following business goals were set so that the client company could achieve a return on investment (profit).
The Solution
Maximizing brand value (average order value): Building a rich, substantial world that justifies a high premium price in the luxury spirits market.
The Strategy
Strengthening guidance toward direct sales and retail partners: Ensuring clear pathways so that users who visit the site can proceed to the next action (purchase or experience) without getting lost.
Design Approac (UX & Business Strategy)
1. Applying a “Visual Merchandising (VMD)” perspective to the web UI I applied the practical logic from real retail environments —where “the way products are displayed can reduce unsold inventory and increase sales”—to web design. A deep black background was chosen as the base to make the bottle details stand out. As users scroll, “bottle details,” “the story of the flavor,” and “recommended cocktail recipes” are presented step by step. This information architecture simultaneously heightens the visual experience and purchase motivation.
2. High-fidelity prototyping that balances speed and precision To simultaneously verify and visualize both the rich world that forms the core of the brand and the on-screen user experience (user flow), high-fidelity prototyping was carried out from the early stages. By visualizing the finished image early, the production process was made more efficient and precision was maximized.
In this proposal, while preserving the brand’s world, emphasis was placed on information architecture that makes it easy for visitors to move on to the next action.