A self-initiated digital innovation project for Hall Wines, focused on improving visitor engagement, increasing wine sales, and driving wine club memberships through enhancements to the Hall Wines Tour App.

I independently led and executed this initiative while working as a Wine Educator. Responsibilities included user experience design, copywriting, content development, Spanish localization, analytics setup, and performance reporting. I collaborated informally with managers and guest relations staff for feedback during testing.

Visitors taking the self-guided tour often left without engaging further—missing opportunities for purchases or memberships. The app lacked CTAs, product visibility, and accessibility across devices.

Introduce strategic CTAs to promote sales and sign-ups

Make the app more accessible (iOS, Android, Web)

Add a product-focused Wines List with pricing and visuals

Enhance the guest journey with updated narration and bilingual content

Improve app performance tracking

Full CTA integration across tours (glass, bottle, tasting, membership)

Rewritten & re-recorded tour narration (English + Spanish)

Custom Wines List tab showcasing products & prices

Redesigned QR flyer with universal app access

Manual sales tracking framework

App-wide Spanish localization

Team onboarding via Trello, Google Drive & Figma

App usage up 43%

Time on site nearly doubled

Android usage up 1700%

Wine List tab drew 90+ early interactions

HALLmark Tour views up 85%

This experience showed how low-cost, self-driven digital improvements can create measurable impact. It also clarified my interest in working at the intersection of UX, product design, and digital strategy.

Automate conversion tracking

Explore POS integration

Build out personalization via wine quiz

Benchmark success against peer properties