A destination for wine lovers

Date night? Afternoon catch-up? Evening in? No matter where you are or who’s accompanying you, nothing beats a good glass of wine to complement the occasion. Founded in 2015 by wine lovers, for wine lovers, 67 Pall Mall specialise in offering one of the world’s largest selections of fine wines. They also have an exclusive membership club of bon vivants, industry professionals and those who merely enjoy mingling with like-minded people, catering to a community of wine lovers across the globe.

To enhance the customer experience, 67 Pall Mall spotted the need for a destination for their niche customer base to watch and learn about the beloved beverage; a wine-filled Netflix, if you will. Ergo, 67pallmall.tv – a television channel dedicated to sharing wine and food content – was born. Combined with the privilege of having the world’s best wines delivered to their doorstep, members can engage in a virtual wine-tasting experience alongside experts from the comfort of their own homes.

The challenge

Netflix, but make it vinous

Upon pulling the cork on this project, the first challenge we faced was differentiating the variety of media formats available. From linear and live streaming to catch-up and on-demand, the platform supports multiple ways for members to keep up with their favourite wine connoisseur. Our goal was to present this in the elegant manner their customers expected.

To achieve this, our development team opted for React using Styled Components to build the product. React is an open-source JavaScript library that helps build large applications that use data that changes over time. As 67 Pall Mall utilise Airtable as their data source, we needed to select a programme that could integrate such. With Styled Components, React allows easy styling of elements, enabling our developers to bring our designers’ visions to life fluidly.

The solution

Exquisite design for exquisite wine

On entering the site, our design team decided to match the familiarity of popular live and on-demand streaming services by presenting a large media player across the homepage. The ‘watch live’ button over the player directs users to the live stream so they can quickly join their community in watching their favourite channel in real-time. An autoplay video remains on loop until the customer clicks elsewhere.

To facilitate the user journey, our designers tactically placed the platform’s menu in the top left corner of the site – including the items Live, Catch Up, TV Guide and Membership – to assist customers in navigating the platform. Presented in the right-hand corner is a hub for loyal customers – a search bar and the Login and Sign Up pages – for those who know just what they’re after.

The ‘Catch Up’ page further resembles the traditional streaming service layout by organising the programmes into categories; our designers aligned the headings to the right with the respective shows displayed in a row below, assisting users in finding specific shows without the hassle of typing them into the search bar.

Walking through the virtual vineyard

Via the TV Guide, customers can find information on upcoming shows over the following two months, granting them the flexibility to plan their time around catching up with their favourite programmes. The guide might too introduce them to or remind them of shows they’re interested in, filling them with joy as they anticipate such shows.

The results

Getting better with age

Since its launch in April 2021, 67pallmall.tv has been a hit amongst its consumers, with one user sharing on Instagram that it is “already [their] favourite channel”. We are confident that the efforts of the design and development team at Lightflows have contributed to the platform’s overall success, and we are excited to watch the channel continue to get better with age – much like its core product.

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