Atelier de Vino

The platform was live and processing orders throughout the entire project, which meant every decision had to be precise and well-tested before anything changed.

The existing WordPress and WooCommerce setup was overloaded with plugins that served no real purpose and slowed everything down. The product catalogue was poorly structured. Customers were browsing 16 separate items when the same range could have been presented as 4 products with variations. The checkout had broken payment methods, the bounce rate on the shop page was high, and the order journey had no clear path from browsing to purchase.

We started by mapping every existing user journey and identifying where users were dropping off or getting stuck. We then ran competitive research across other e-commerce platforms in the wine and food space, noting what worked and what did not, and used those findings to guide our design and positioning decisions. With that research done, we designed all page screens in Figma and built a prototype so the client could see the new layout clearly and understand what each change solved before development began.

In the new design, we placed the products at the center of the experience. We replaced static sections with micro animations, giving users a more engaging way to explore the wines while browsing. The order journey was reduced to 3 clear steps, sign-up was made optional, and all payment methods were fixed and tested. We rebuilt the product catalogue from scratch. 16 fragmented items were restructured into 4 product lines with proper variations and packaging options. We then moved into the WordPress backend and removed all unnecessary plugins, achieving an 80% reduction in installed extensions. The platform ran significantly faster as a result.

All approved designs were developed in a staging environment, put through usability testing and A/B testing to compare session duration and bounce rate against the previous version, and then pushed live only after multiple UX checks on both desktop and mobile. We also integrated an advanced SEO extension and fixed broken payment links, giving the platform a stronger foundation for organic search and a complete checkout experience. The full project was completed in 65 calendar days, including competitive research, usability testing, and target audience research.

Six months after launch, the platform recorded a 110% increase in website traffic, 30% increase on the number of received enquiries, and saw a higher satisfaction rate among customers who completed an order online.