Vivino is the world’s largest wine app and marketplace with 70+ million downloads. Wine sales – either directly or through merchants on the platform – are the company’s core revenue stream, making checkout one of the most critical moments in the entire product ecosystem.
After years of prioritizing the mobile app, the web checkout experience accumulated significant experiential debt, creating friction at the moment users were ready to buy.
As investment in performance marketing increased and more high-intent traffic was driven to the website, this became especially costly in 2025: only 33% of anonymous users and 70% of logged-in users who entered checkout completed the flow.
The core risk was losing high-intent users at the exact moment of revenue capture due to preventable UX friction. The solution needed to work across multiple merchants, payment methods and user states without disrupting live revenue.
Led discovery benchmarking by analyzing 30+ competitor checkout flows and best-in-class commerce patterns to identify gaps and opportunities
Partnered closely with Customer Support to synthesize hundreds of user reviews and Salesforce tickets, uncovering recurring pain points in the checkout experience
Conducted qualitative user research to test early concepts and iterate on designs based on user feedback
Owned end-to-end design of the new web checkout flow, with a mobile-first approach reflecting the majority of user traffic
Collaborated closely with engineers throughout implementation, providing detailed UI specifications, design QA, and iterative feedback to ensure high-quality delivery
Worked with QA to identify, map, and resolve edge cases, improving the experience across different user states and purchase scenarios
Partnered with Product and Engineering leadership to define rollout strategy, experimentation approach and success metrics
✅ +10% – Anonymous user checkout conversion
✅ +6% – Logged-in user checkout conversion
✅ +15% – Anonymous mobile checkout conversion
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
