RoCo Wine & Spirits
Introduction
RoCo Wine & Spirits (RoCo) is a boutique retailer specializing in premium whiskey, craft spirits, and cigars, with two in-person shops and an e-commerce presence. The brand wanted to modernize its digital experience to better reflect its premium yet approachable identity. My work focused on improving site usability, unifying membership and product systems, and designing a cohesive online journey that connects product discovery, event promotions, and community engagement—all within a flexible WordPress framework.
My Role
I served as the UX Designer and Web Developer, leading the design and implementation of RoCo’s digital outreach systems. This included creating an integrated newsletter within WordPress using MailChimp, designing branded email templates, and setting up automated campaigns. I also extended the experience to social media by developing cohesive Canva templates, aligning content strategy, and connecting posts back to the website to drive engagement and sales.
Timeline
Work was completed in phases from 2021 to 2022, with continued collaboration on updates and enhancements since then.
Overall Impact
Together, these initiatives transformed the client’s fragmented online presence into a unified, scalable digital ecosystem by connecting website, email, and social media under one cohesive brand and experience. Members now have a seamless journey from discovery to engagement to purchase, and the client can manage it all from within WordPress with minimal effort.
Memberships Consolidation
Membership Details Page (Desktop) & Customer User Account (Mobile)Customer User Account (Desktop)Admin Subscription Dashboard (Desktop)The Challenge
The client previously managed three independent membership websites each with different plugins, logins, and branding. Members often got confused about where to access benefits, while the admin team spent excessive time managing renewals and content across multiple dashboards.
The Goal
Merge three separate membership websites into one cohesive, scalable WordPress experience.
My Approach
I conducted a full audit of each site’s structure, plugins, and user data, then standardized everything into a single membership framework using one WordPress plugin. I redesigned the information architecture for the main site, added a membership page about the tiers and benefits, added single sign-on.
The Results
Post-launch, members could log in once instead of three times, and support requests dropped significantly. Renewal rates increased by 72%, and administrative workload was cut by more than half. Consolidating three WordPress sites into one reduced hosting, domain, and plugin costs by roughly 60%, saving about $1,000 per year while simplifying site management and maintenance. The new system improved usability, reduced friction, and established a scalable foundation for future digital initiatives.
Newsletter Outreach
Newsletter Signup Popup (Mobile) & Newsletter via Email (Desktop)The Challenge
The client had no direct way to communicate with customers beyond social media and in-store visits. Product launches and events often went unnoticed, and there was no consistent channel to build loyalty or drive online sales.
The Goal
Create a newsletter system that deepens member engagement and promotes new products directly from WordPress.
My Approach
After auditing tools like Mailchimp, MailPoet, and FluentCRM, I selected Mailchimp for its seamless WordPress and WooCommerce integration. I designed branded email templates consistent with the site’s typography and color palette, and added newsletter signup points throughout the site—on the dashboard, checkout, and footer. Using dynamic segments, members received tailored content for their membership tier and product interests. Automated campaigns handled onboarding, renewals, and product features.
The Results
Within the first quarter, 68% of members subscribed to the newsletter, with open rates averaging 45%. Product click-through rates reached 12%, and automated campaigns reduced manual outreach by 60%. The newsletter became a key retention and sales channel integrated directly into the client’s digital ecosystem.
Social Media Alignment
Invite-Only Group via Facebook (Desktop) & Public Instagram Account (Mobile)The Challenge
The client’s social accounts were underutilized, with inconsistent visuals, outdated messaging, and no measurable strategy. Posts weren’t aligned with the new brand system or linked to key site actions, limiting engagement and conversions.
My Approach
I conducted a visual and content audit across Instagram and Facebook, then developed reusable Canva templates based on the site’s updated design system. These templates simplified the creation of product spotlights, event posts, and membership updates. I also built a monthly content calendar that balanced promotional and community-driven posts and integrated Meta Business Suite for scheduling and analytics tracking.
The Goal
Extend the brand experience across Instagram and Facebook to drive awareness, engagement, and sales.
The Results
Within two months, Instagram engagement increased by 35%, and referral traffic from social media increased by 40%. Branded templates cut content creation time by 51%, and posts linking to membership perks and product promotions saw the highest click-through rates. Social channels now reflected a cohesive brand story that strengthened awareness and engagement across all touchpoints.