I redesigned the web checkout experience to reduce drop-off among high-intent users, with a focus on mobile.
✅ 15% uplift in checkout completion for guest users on mobile by simplifying the flow and reducing friction at critical steps.
Vivino is the world’s #1 wine app & marketplace with 70M+ downloads. Selling wine is a key revenue stream for Vivino.
After years of prioritizing the mobile app, the web experience accumulated UX and technical debt, creating friction for users ready to buy. Reviewing the funnel revealed checkout as a bottleneck.
With performance marketing driving increasing traffic in 2025, this friction became costly – only 33% of guest users and 70% of logged-in users completed checkout.
Challenge
Improve checkout completion while supporting growing traffic.
My role
Owned end-to-end design – mobile-first, reflecting the majority of user traffic
Helped shape goals, desired outcomes & prioritize problems
Led stakeholder alignment (together with the PM & Engineering Manager)
Close collaboration with product & engineers
Approach
Analyzed 30+ checkout flows and best practices
Partnered with Customer Support to synthesize hundreds of user reviews
Redesigned the checkout flow (and improvements in the steps before)
Conducted qualitative user research to test concepts and iterate on designs
✅ 15% uplift – Guest user MOBILE checkout completion
✅ 10% uplift – Guest user checkout completion
✅ 6% uplift – Logged-in user checkout completion
Now rolled out to 100% of customers since November 2025. The team is currently working on iterations to make the experience even better.
Katy – Senior Product Manager
Kasper – Senior Engineering Manager
Christian – Staff Full-Stack Engineer
Tina – Staff Full-Stack Engineer
Natalia – Senior QA Engineer
ME – Senior Product Designer
