Firstleaf Consumer App
16706
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Firstleaf Consumer App

Category
Digital, eCommerce, Product, UX, Web
About This Project

The Setup

Firstleaf is a wine club built on choice. Founder Philip James started it around one idea: let the customer decide, and let the club learn from them. An algorithm studies every wine a member tries and shapes each new box around their taste, so the club gets more personal over time. That learning model needed a consumer app to live in.

What I Led

Firstleaf brought me in on contract to design the first version of their member app. I shaped the full experience:

  • The three-question onboarding quiz
  • Rating and the taste profile
  • Discovery and shelf scanning
  • Club management, checkout and delivery tracking

My focus was making an algorithm feel human. Every recommendation shows a match score and a plain-language reason, every rating visibly changes the next box, and a real wine concierge is always one tap away.

What We Delivered

The first Firstleaf member app, where people meet the club’s personalized, preference-learning experience. New members answer three quick questions to get their first box. From there they rate what they pour with a simple thumbs up or down, watch their taste profile take shape, and confirm or swap their next box. Shipments, credits and checkout are all handled in a few taps.

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