Dan Murphy's | Signature Service

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

The Overview

As part of Dan Murphy’s Loyalty team, I contributed to the design and development of the Signature Service — a personalised virtual clienteling service that connects customers with drinks specialists. My focus was on creating seamless end-to-end processes for customers, making it easy to sign up, connect with a specialist at any touchpoint in the shopping journey, receive recommendations, and keep using the service.

Role: UX/UI Designer

Year: 2021-2023

Client: Dan Murphy’s

Platform: Website

The Process

  • Multiple Stakeholder Meetings - working closely with brand, loyalty, marketing, CX teams and third parties

  • Competitor/Market Research

  • Ideation sessions

  • Usability Testing of concepts

  • User flow and Wireframing

  • Development & Delivery

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
Developed journey maps to unify digital and service experiences, ensuring seamless continuity across customer touchpoints in their shopping experience.