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

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