- March 23, 2021
Experience writing for Cult Wines
Challenge
With more than a decade of experience, Cult Wines is one of the world’s leading fine wine investment companies. In 2020, despite the pandemic, the company planned to roll out a new website for the North-American audience.
The challenge with this project was to adapt the web experience to the audience. This meant not just the content structure but also the tone of voice.
Context
The website makeover started as a website re-write. In the course of the project, however, we discovered we didn’t really know who we were talking with. So, before writing for the digital experience, I started to look into the target audience.
Process
After user research, I worked in parallel with the agency hired to design the website wireframes and UI. At the point where the wireframes were ready, I had also finished the copy.
The copy went through a few feedback stages from the stakeholders. Each time we kept in mind the audience and their journey through the website.
Result
I am particularly proud of the outcome because it meant working together – within Cult Wines’ stakeholders and the agency.
Follow-up
Saying that the final result was one website is not entirely true. Following the research done for the North-American market I initiated and led, I was asked to repeat the process for other three markets: EMEA, Singapore and Hong Kong. More research followed. The final outcomes of this project were actually 3 more websites.
Added value
Every now and again I would get a request to look into a specific page and make it tell the right story. That is, organise the information such that pieces of information and calls to action blend in seamlessly. That was one of the most exciting aspects because I would get to piece together the big picture – story, user journeys, and desired outcome.
COMPANY
Cult Wines
PROJECT
experience writing
KEYWORDS
web copy
user journey
user experience
fine wine
investment company
information architecture
user research
What others said about working with me …
I was part of a working team with Oana during last year to the present. I really enjoyed the dialogue with her around the project as it developed as found her approach both intelligent as well as creative and curious. The output was first class at all time as was her responsiveness to requests and other ideas. Turn around was fast and she was always open to discussing new ideas and I shall miss those ‘brainstorming’ sessions! I would not hesitate in recommending Oana to any future business venture.
It was a real pleasure working with Oana on our website project. We especially benefitted from her vast understanding and experience of UX/UI during the research phases of the project. Oana was heavily involved in all aspects of this project, from the initial kick-off discussions through to delivery, she openly discussed her processes throughout, and implemented flows for customer experience and interaction points, sense checking and confirming critical decisions. Her copywriting skills delivered our company message and tone perfectly, Oana was extremely efficient in getting to grips with terminology and processes of what is a very complex and somewhat confusing industry. I would not hesitate to work with her again on similar projects or to recommend her to anyone looking for the full deck of research, planning and content creation.
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Oana
© Oana Petrache 2022