Redesign For a Neighborhood Wine Bar

High Treason

High Treason is the newest wine bar in San Francisco's Inner Richmond. San Francisco Travel listed it as one of the ten bars to drink at in 2016 and SF Eater described it as a place where "sommeliers ditch the suits and start getting real". UrbanDaddy called it "a magical new place...with street art on the walls, a vinyl soundtrack in the speakers, and a handpicked wine list everywhere else".

High Treason offers excellent wine and small bites in an atmosphere free of pretension. I believe it is going to be an extremely successful addition to the San Francisco bar scene... but in order to help get the word out, High Treason's website needed an improvement.

Design Sprint /

Web App

Role /

UX/UI

Year /

2016

Prototype

RESEARCH

DESIGN

DISCOVERY

I began by researching the top wine bars across the nation and then narrowed down my search to local competitors in San Francisco. For my comparative analysis, I looked at 5 different wine bars:

Smuggler's Cove

Bacchanal

Bergamot Alley

Ambonnay

Les Merchands

I found that these bars had two common themes:

a clean + navigable menu with similar elements
simple scrolling

I also found myself asking the same question:

Why were there so many pages and images?

I wondered: how many people actually read through an entire website for a bar?

I decided to keep the site simple. I settled on one page with scrolling that would allow users to access necessary information all in one place: menus, events, location, and contact. Because High Treason is a wine bar that cares about quality customer service and conveys a laid back and friendly neighborhood vibe, I included a section about the High Treason team, where people could learn a little about the faces behind the business.