Designing Good Pair Days’ Dashboard & Onboarding Experience
PROBLEM STATEMENT
GPD’s web and app experience lacks a central home / dashboard, leaving customers with no clear entry point to explore the full value of their subscription. Without a clear entry point, key features beyond the core wine experience — like wine ratings, recipes, videos, and wine courses go unnoticed. Educational and lifestyle content such as videos, recipes, and wine courses are scattered throughout the platform without a central location to access them, making discovery difficult. Additionally, the absence of a dedicated home screen means there is no natural space to introduce onboarding for new or returning users.
PLATFORM
Web & Mobile App
TEAM
Head of Product, 1x Product Manager, Head of Engineering, 3x Software Engineers, Product Designer (me)
SUCCESS METRICS
Reduction in churn, increase in AOV and LTV, improved unique page visits, key feature interactions, WAU, and MAU
USER RESEARCH
Reviewed monthly feedback surveys to identify key motivations behind subscriber sign-ups
Analysed user behaviour data to uncover the most valued features among subscribers
Used FullStory to review click maps, scroll maps, and session recordings for deeper usability insights
Conducted market research and gathered inspiration to inform the design of the subscriber dashboard
TESTING & ITERATION
Facilitated an internal ideation workshop to gather fresh perspectives from multiple teams across the company, helping to align on priorities and uncover new opportunities
Conducted two rounds of usability testing with a total of 12 participants, using a mix of group sessions and one-on-one interviews. Collected qualitative feedback to identify usability issues and iteratively refined the design based on user input
Implemented A/B testing on the web platform using feature flags to compare the performance of the new dashboard design against the existing version, measuring engagement and retention metrics
KEY INSIGHTS
Users expect a personalised experience — for example, a “wines playlist” sorted by their highest % matches makes the dashboard feel more relevant and engaging
Users have diverse preferences and want the ability to personalise their dashboard layout or choose what’s most important to them. Flexibility is key
Our users are highly engaged with the loyalty program. The first thing they look for is their total points, alongside visual rewards they can work toward. Making this information prominent drives excitement and engagement
Users love seeing images of the wines they’re being recommended. A countdown timer for when their next recommendations will arrive adds anticipation and delight to the experience
Users want to easily see all course chapters and track their progress. A more structured and transparent view would improve usability and encourage continued learning
While helpful, content like blogs and videos aren't what users come to the dashboard for. These can be deprioritised or placed in less prominent areas
DESIGN SOLUTIONS
Introduced a widget featuring a countdown timer for when monthly wine recommendations are ready, with placeholder bottles that reveal the actual wines once available — adding anticipation and delight to the experience
Positioned a prominent widget at the top of the dashboard to showcase total points and available rewards, catering to our loyalty-obsessed users and driving ongoing engagement
Designed a dedicated section to display all Wine 101 chapters alongside user progress, supporting learning and encouraging completion
Created a space where users can view all recipes associated with previously purchased wines, offering added value and inspiration
Added a module highlighting the latest wine releases, sorted by % match to the user’s taste profile — making it easier to discover and add wines to their next box
Designed onboarding into two parts: one for new users, and another for those ready to explore more features — with points-based incentives to encourage deeper engagement
Designed with a mobile-first approach, updated the navigation to ensure users land directly on the dashboard upon login, with a clear path to navigate back to the homepage when needed
KEY OUTCOMES
Achieved high user engagement, with an average time on page of 37 seconds and a bounce rate of just 30%.
Onboarding completion rates increased significantly, helping users discover key features earlier in their journey
Noticed a drop in customer support requests for features that already existed, indicating improved discoverability
Increased wine rating activity, leading to more accurate and personalised recommendations over time
Notable rise in users starting and completing the Wine 101 course
Onboarding and dashboard widgets led to a boost in Facebook group sign-ups and app downloads
Higher Net Promoter Score (NPS), reflecting improved overall user experience