PourHer by VWW
A wine-tasting membership app designed to connect women wine enthusiasts with women-owned wineries, curated tasting experiences, and a supportive community of fellow wine lovers.
Project at a Glance
PourHer is a membership platform concept developed for Virginia Women Winegrowers. The app is designed to give women wine enthusiasts a dedicated space to discover women-owned wineries, book curated tasting experiences, and connect with a community of like-minded members. The project deliverable was a complete set of wireframes covering the full user journey from landing page through admin dashboard, establishing the UX foundation for future development.
A Space Built for Her
Women wine enthusiasts and women-owned wineries lack a dedicated platform that speaks directly to their needs and community. Existing wine apps are built for broad audiences and miss the opportunity to create meaningful, identity-centered connections between members and the businesses they want to support.
The challenge was to design a membership experience that felt warm and community-driven while also providing robust business-facing tools: signup flows, producer profiles, a browsable database, and an admin dashboard for managing the platform.
Key Design Challenges
- Designing for two distinct user types: members and business owners
- Creating a warm, brand-aligned visual language in wireframe form
- Building clear business onboarding and approval flows
- Ensuring the producer database was browsable and filterable
- Designing an admin dashboard for platform management
From Concept to Wireframes
Explored the landscape of membership apps, wine communities, and women-focused platforms to understand what works and what is missing.
- Competitive analysis
- User type definition
- Feature scoping
- Content mapping
Mapped out the key journeys for both member and business-owner user types, covering signup, discovery, submission, and administration.
- Member onboarding flow
- Business signup & approval
- Database browse flow
- Admin management flow
Produced 8 wireframe screens in Figma covering the complete end-to-end experience, from the public landing page to the admin dashboard.
- Landing page
- Business signup & login
- Pending & approval states
- Database, profiles & admin
Delivered annotated wireframes as a structured Figma file, ready to inform visual design and development decisions in the next phase.
- Annotated wireframes
- Interaction notes
- Component labeling
- Figma file delivery
All 8 Screens
What Was Delivered
Designed a dual-user-type architecture that cleanly separates the member discovery experience from the business onboarding and management flow.
Created a browsable winery database with filterable categories, giving members meaningful control over how they discover producers and experiences.
Delivered a structured, annotated Figma file with clear interaction notes, ready to hand off directly to a visual designer or development team.
Ready to Build Something New?
From early-stage wireframes to polished prototypes, let's design the experience your users deserve.