Vivino is the world’s largest wine app and marketplace with 70+ million downloads. Home is the most visited app surface, reaching 8 million monthly active users. As the first touchpoint, Home plays a critical role in shaping engagement, guiding users toward key actions and supporting Vivino’s commerce-driven business model.
While Home was designed to drive engagement and wine sales, most users opened the app with a clear intent – scanning a wine and quickly navigating away.
Over time, the experience accumulated significant UX and performance debt. An outdated interface, slow load times and competing elements created cognitive overload at the moment users were deciding what to do next.
The challenge was to simplify and modernize Home – making it faster, cleaner and more intuitive, while aligning it with user intent and commerce goals, without negatively impacting guardrail engagement metrics.
Owned end-to-end design of the new Home experience
Led discovery benchmarking of best-in-class home experiences to identify opportunities
Redesigned and redefined a core design system component – the wine card, establishing a scalable and consistent foundation for how wines are presented across Home and beyond
Conducted an information architecture exercise to identify the most relevant wine data points, ensuring clarity, scannability and alignment with user decision-making
Audited and explored multiple ways of framing wines available for sale, including market-specific and personalized approaches
Defined segmentation logic to determine which user groups see which content on Home, creating a foundation for future machine learning and AI-driven personalization
Validated concepts through qualitative user research, iterating on designs based on user feedback
Collaborated closely with engineers across frontend and backend to implement the new Home experience, providing detailed UI specifications and design QA
Partnered with Product and Engineering leadership to align on rollout strategy, success metrics and guardrail engagement thresholds
✅ +18% – iOS users buying conversion
✅ +6% – Android users buying conversion
✅ 14 seconds – It takes a back-end engineer to add new content in the back-end driven Home (previously, based on 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
