Drink Finder Shopify Website Design Case Study

Drink Finder’s branding was already recognised by loyal customers, so the brief wasn’t to reinvent the wheel,  it was to modernise and refine. I made subtle tweaks to the logomark to ensure it was crisp and legible on mobile, adjusted typography for better readability, and ensured colours worked consistently across all touchpoints.

The result was a cleaner, more accessible look and feel that stayed true to the brand’s identity while elevating it for today’s digital-first customer.

Collection pages play a crucial role in browsing, so we reimagined the product cards to give users control. Customers could now expand or collapse product details, making it easy to compare key attributes such as country of origin or age without clicking into every product page.

This design put the power in the shopper’s hands, helping them make informed decisions quickly and reducing unnecessary clicks.

One of the biggest wins came from optimising the product detail pages (PDPs). For wine, we introduced clear, incentive-driven offers such as:

• Buy 6 bottles — Save 5%

• Buy 12 bottles — Save 10%

These offers weren’t just hidden in the text, they were surfaced through variant buttons and bold badges, making the value proposition impossible to miss.

In the bag overlay, a dynamic progress bar showed customers exactly how close they were to unlocking extra discounts. This subtle yet powerful nudge encouraged larger basket sizes and helped increase the average order value, all while maintaining a smooth and enjoyable experience.

During the UX review, I identified a major pain point: sticky newsletter sign-up buttons were blocking the checkout process. Instead of removing the feature entirely, we repositioned it more intelligently.

I introduced a dedicated navigation button that could promote sign-up offers (e.g. 10% off your first order) while also housing upcoming events. This freed up the announcement bar for trust-building messages such as reviews, delivery information, and guarantees.

On mobile, we rebuilt product pages from the ground up based on our UX findings. Key improvements included:

• Iconography to highlight ingredients and product attributes at a glance

• Optimised layouts for scan readers and fast decision-making

• Upsells and recommendations that feel natural, not pushy

Every element was carefully placed to remove friction and guide customers towards purchase.