L'École du Petit Ballon
Le Petit Ballon
2023
UI Design · Visual Identity · UX Research
Olivier Kraff, Brand Director · Laura Vendramini, UX & PM · The Makers Co., Illustration
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Challenge
75% of self-subscribers felt they knew little or nothing about wine — some after ten years of receiving the box. The brand's promise, apprendre du vin sans baratin, wasn't being delivered
Role
Proposed and won the UI direction over an external agency, based on two years building the brand's visual identity from inside.
Led UI design and visual identity for the full platform — landing, levels, lessons, and two distinct quiz experiences.
Designed and conducted usability testing in Paris alongside the UX lead.
Managed monthly lesson content updates post-launch.
Approach
Mobile-first, informed by a user interview: someone mentioned reading lessons on the metro on their way to work.
Three-level structure (Apprentis · Fins connaisseurs · Experts) with distinct color registers — legible at a glance, not just decorative.
Two visual modes for testing: light for lesson quizzes, dark for chapter exams. Users feel the shift in stakes before reading a word.
Impact
avg. time on lesson pages vs 35s site-wide
194s
unique views · first 3 months
5,304
conversion on connected landing
6.33%
The school was discontinued during the platform migration. Retention, the primary goal, was never fully measured. What we did see: lesson pages held users for 194 seconds on average, against a 35-second site average. In hindsight, an MVP approach would have let us validate that engagement before the full build.
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