Dutch Barn Vodka is a premium British vodka brand co-founded by comedian Ricky Gervais, combining quality craftsmanship with a distinctive brand personality. As the business looked to grow its direct-to-consumer offering, it wanted to improve the customer journey, increase subscription uptake and create a more intuitive shopping experience.
WIRO partnered with Dutch Barn Vodka to conduct a comprehensive customer experience audit before developing a strategic optimisation roadmap. The project focused on refining the end-to-end eCommerce journey, with particular attention given to subscriptions, product discovery and Product Detail Page (PDP) performance.
Dutch Barn wanted to optimise its eCommerce experience to support subscription growth and improve the overall customer journey.
The project's objectives included:
While Dutch Barn had established a strong brand identity, there were opportunities to improve how customers discovered products and progressed through the purchasing journey.
The audit identified several areas where navigation, collection pages and Product Detail Pages could be refined to reduce friction and better support subscription purchases. The objective was to create a clearer, more intuitive eCommerce experience while encouraging more customers to choose the subscription option.
WIRO began the project with a comprehensive customer experience audit, reviewing the existing eCommerce journey and identifying opportunities to improve usability and conversion.
Using the findings, we developed a prioritised roadmap that guided the implementation of key customer experience improvements.
Our audit outlined a series of recommendations designed to strengthen the eCommerce experience, providing Dutch Barn with a clear roadmap for optimisation before development work began.
We reworked the site's navigation and signposting to help customers browse the store more easily and discover products with fewer points of friction.
Collection pages were refined with improved filtering and clearer product organisation, creating a more intuitive browsing experience.
We redesigned key elements of the Product Detail Pages, with a particular focus on the buy box and subscription experience.
The improvements made subscription options more prominent and simplified the purchasing journey, encouraging customers to choose recurring purchases over one-off orders.
The customer experience improvements delivered measurable growth in subscription performance.
Key outcomes included:
.png)
.png)
.png)
.svg)
.jpg)
.jpg)
%201.svg){kind=logo}
