Dan Murphy's | Signature Service

A personalised virtual clienteling service for Dan Murphy’s customers.

The Overview

Dan Murphy’s aimed to create a premium loyalty program called Signature Service, to deepen relationships with high‑value customers by providing personalised recommendations, curated products, and direct access to wine and liquor specialists.

As part of the loyalty design team, I contributed to shaping the end‑to‑end experience by creating seamless processes that drove sign‑ups, simplified consultations with drinks specialists, and supported ongoing engagement.

Role: UX/UI Designer

Year: 2021-2023

Client: Dan Murphy’s

Platform: Website

The Process

  • Multiple stakeholder workshops with brand, loyalty, marketing, CX teams and third parties

  • Competitor/market research to benchmark premium membership experiences

  • Ideation sessions and rapid wireframing to explore sign‑up and consultation flows

  • Usability testing to validate landing page structure and journey mapping

  • Delivery of high‑fidelity designs and annotated flows for development

Landing Page Design — Driving Awareness and Sign-Ups
I co-led the design of the Signature Service landing page, which served as the primary touchpoint for introducing the service, building interest, and driving engagement.

Experience and service touchpoint mapping
To ensure continuity within digital and in‑store experiences, I developed journey and service maps that identified friction points and defined how Signature Service benefits should surface at each stage of the customer journey. I also identified gaps within the third‑party app, ensuring smooth integration with internal systems while maintaining the premium experience.

The Impact

  • Delivered a unified premium experience across Dan Murphy’s web and in‑store environments

  • Streamlined sign‑up and consultation processes while clearly highlighting the service benefits

  • Helped establish a scalable foundation for future loyalty and personalisation initiatives