Not a full-funnel e-commerce Conversion Rate optimisation solution
Experience Design Lead | 2 months
Just a smarter way to keep customers from ghosting at checkout
The site was live. Technically. But for Cellar & Co., that wasn’t the same as selling. Customers bailed before checkout, mobile engagement was dead quiet, and no one stuck around after their first order.
We didn’t need a rebrand. We needed a rescue. A strategic, low-budget one that prioritised what mattered: findability, trust, and a site that didn’t look like it came out of 2013. Over eight weeks, we tightened the funnel, rebuilt the UI, and turned one-time buyers into regulars.
My Role
Turned duct tape and discount popups into something people trusted
I led the UX and UI redesign from audit to rollout. The goal wasn’t to reinvent e-commerce, it was to borrow what works, cut what didn’t, and finally make the whole thing feel like someone cared.
Did low-budget detective work across analytics, audits, and competitor research
Mapped funnel leaks and mobile drop-offs—no fancy dashboards needed
Ran prioritisation sessions to shrink the wishlist into something shippable
Designed a minimalist UI that felt premium without shouting “buy now”
Approach
Get the structure right before pouring more in
We focused on rebuilding the experience using proven e-commerce patterns, with just enough restraint to keep it elegant.
Discovery involved a deep dive into analytics, competitor reviews, and a heuristic audit. The data showed where users dropped off, what they struggled to find, and which parts of the journey undercut trust or momentum. From there, we rebuilt the foundations. Simplified navigation. Cleaner layouts. Mobile-first structure.
Every page was designed to support clearer paths, faster decisions, and a premium feel that matched the brand’s reputation. Every feature was prioritised for impact. If it didn’t improve findability, conversion, or trust, then it didn’t make it in.
Challenges
Cellar-door brand, bargain-bin experience
High-end product, off-the-shelf feel
The brand stocked exclusive wines and had serious credibility, but the site didn’t show it. We refocused the design and content around what actually set them apart: rare products, sommelier guidance, and boutique appeal.
Three-month timeline, twenty competing ideas
Stakeholders had no shortage of feature requests. With design and build running in parallel, we used prioritisation frameworks to stay lean and push low-impact ideas to a future phase.
Mobile-first users, desktop-first thinking
Most visitors came via mobile devices, but the site was still designed for widescreen. We reframed the experience from the outset, focusing on thumb-friendly navigation and a mobile-first structure.
Plenty of traffic, not enough trust
People were showing up, but not sticking around. We focused on making a strong first impression, using clearer messaging, stronger branding, trust signals and product storytelling that built confidence from the outset.
Solution
Gave the wine a better stage to stand on
Product-led design
I redesigned the layout to showcase premium wines with larger imagery, expert notes, and better product storytelling that reflected Cellar & Co.’s boutique positioning.
Navigation rebuilt for findability
Menus, filters, and search were restructured to align with how customers browse. Mobile-first layouts made discovery easier on smaller screens.
Smart conversion features
Urgency tags, cross-sell modules, and multiple payment options were introduced to reduce friction without overwhelming the page.
Brand experience dialled up
Typography, spacing, and photography were refined to convey a premium feel, making the site appear as if it belonged to a team of sommeliers, not a dropshipper.
Lean component system
Everything was modular and reusable, built to support future growth, A/B testing, and ongoing campaign flexibility.
Retention baked in
Promo modules, newsletter sign-ups, and abandoned cart logic were integrated to give customers a reason to return, without relying on discount spam.
Results
Fewer bugs, fewer Slack arguments
22% drop in mobile bounce rate
13% fewer checkout drop-offs
A site that looked as premium as the cellar
11% more repeat orders
Mobile shoppers stopped bailing the second the page loaded.
What used to stall sales mid-click now flows through without a hitch.
White space, good images, and careful spacing did what a sales banner never could.
First-time buyers came back for a second bottle, no pushy discount needed.