Berry Bros. & Rudd
ROLE:
UX Designer and Lead UI
I helped the team shape the cellar management and trading platform for Britain’s oldest wine merchant
Contribution and design approach
Working in an agile product development environment tasks consisted of ideation, customer interviews, art and design direction. I oversaw the creation of a design system to be adaptable for web and app, and developed process documentation to help the team deliver consistent design assets.
Starting with the PDP we investigated how clearer buying options could improve the experience through to the bidding journey. Within the Cellar overview we demonstrated how the different pain points for certain persona types could be catered for by restructuring this space.
Here we created three sections:
Starting with the PDP we investigated how clearer buying options could improve the experience through to the bidding journey. Within the Cellar overview we demonstrated how the different pain points for certain persona types could be catered for by restructuring this space.
Here we created three sections:
- ‘My wine collection’ to highlighted things such as Producer, Region and Grape variety
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- Sell my wine’ to give a clearer picture of market activity on a particular product SKU.
- ‘My bids placed’ to help collectors manage auctions they were currently involved with
Design System
This style plays with brand typography by using large, bold headlines and a strong hierarchy that creates a feeling of exploration and content depth. The unused white space elevates the premium nature of our business. A UI style of rounded CTAs and upper-cased type ensures the experience still feels charming, whilst modern and inviting.
© Asif Khan 2025