Total Wine & More sells just that — great wine and a whole lot more (beer, spirits, accessories for your next 4th of July BBQ, and so on). And while I considered myself pretty well-versed in the art of the alcohol (experience you won’t see on my resumé, by the way) when I joined this project, it turned out that I knew very, very little.
You’ll note the sidebar navigation in the screenshot below. With so many varietals and relevant attributes to consider when categorizing, organizing, and tagging these products, a structured navigation that represented products accurately while providing an intuitive user experience proved quite challenging. Also, given compliance restrictions that vary by state, there was a never a shortage of (good) problems to solve when driving content strategy on this full redesign and implementation project.
Support documents specifically included:
- A detailed content model defining back-end CMS architecture for development implementation.
- Future-state inventory of content requirements for Day 1.
- Taxonomy and tagging support documentation provided by a previous track lead.
Here’s an example of a red wine landing page that details the complexity of the left sidebar. That’s a lot of attributes to account for!
Jason Bushey 