I redesigned the primary app entry point for 8M MAU to bridge the gap between wine label scanning and buying wine.
✅ 18% uplift in buying conversion on iOS by aligning the experience with purchase intent and a shift to backend-driven UI logic.
Vivino is the world’s #1 wine app & marketplace with 70M+ downloads. Home is the primary entry point with 8M monthly users.
Home accumulated UX and performance debt – becoming slow, cluttered and difficult to navigate. This created friction that reduced discovery and commerce conversion.
Challenge
Simplify and modernize, align with user and commerce goals, without negatively impacting key guardrail metrics.
My role
Owned end-to-end design
Helped shape goals and desired outcomes
Led stakeholder alignment (together with the PM & Engineering Manager)
Close collaboration with product & engineers
Approach
Analyzed best-in-class home experiences
Audited existing content & performance
Designed scalable discovery components (wine card, wine band)
Simplified the information hierarchy
Created segmentation logic
Validated concepts through user interviews and iterated based on feedback
✅ 18% uplift – Home → Purchase (iOS users, +6% Android users)
✅ 9% uplift – Home → Add to Cart (iOS users)
✅ 13% uplift – Home → PDP (iOS users)
✅ Significantly faster content updates after moving to a back-end driven architecture (previously client logic)
Now rolled out to 100% of users since the end of November 2025, with next iterations in the works.
I love it! We're making real progress here on a cleaner UX. Thank you!
Morten Heuning
CEO at Vivino
Katy – Senior Product Manager
Kasper – Senior Engineering Manager
Krishna – Senior Backend Engineer
Tim – Senior Backend Engineer
Jonas – Staff iOS Developer
Morten – Staff Android Developer
Natalia – Senior QA Engineer
ME – Senior Product Designer
