How we helped Eton Vintners, a boutique wine merchant with a vast catalogue, enhance user experience and streamline product discovery through a full-scale ecommerce UX overhaul.
Conversion
Analysis
UX
Design
Eton Vintners' legacy website hindered user experience with outdated structure and interface limitations. Their ecommerce platform offered an extensive selection of wines but suffered from usability friction that made product discovery overwhelming. The original UX presented several challenges:
Inconsistent category naming (e.g. "Fortified wines" vs. "Fortified wine")
Multiple overlapping filters and redundant taxonomy
Favourites system not functioning correctly
Cluttered dropdowns and poor mobile responsiveness
Inconsistent UI components (e.g. button styles, link behaviors)
These issues made it difficult for users to browse confidently, compare wines, or take decisive action, directly impacting conversion potential.
We rebuilt Eton Vintners' ecommerce platform from the ground up, delivering a fast, modern, and user-centric experience. Following our intervention, the site saw a notable improvement in navigation and clarity:
Improved Category Navigation: Harmonised wine categories with consistent naming across Organic, Biodynamic, Vegan, and Low-Alcohol selections.
Enhanced Filtering UX: Dropdown filters were cleaned and logically grouped; redundant filters in non-applicable sections (e.g., Whisky, Armagnac) were removed.
Polished UI Feedback: Clear microcopy like "Product added to favourites!" improved user confidence.
Streamlined Checkout Flow: Fixed broken links (e.g., Privacy Policy), improved coupon application process, and restructured favourites/order page UX.
Consistency in Tone & Content: Refined CTAs and labels sitewide to align with customer expectations (e.g., "Latest Wine Offers" vs. "Wine Offers").
The new site has transformed how our customers shop and how we manage products. It feels like a modern wine shop online—structured, intuitive, and true to our brand.
Clive
Eton Vintners
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