VINERY WEBSITE
VITKIN
Designing a new website for Vitkin Winery with the goal of refreshing its current look and improve the user experience. The focus was on creating a clean, elegant design that aligns with Vitkin’s identity while ensuring intuitive navigation and clear content presentation, to ensure a seamless digital experience for visitors.
This project was created as part of my work at Studio Nerubay
Vitkin Winery is a family-run boutique winery rooted in tradition and nature.
Located near the Alexander Stream, it pioneers Mediterranean-style wines with unique grape varieties and unconventional blends that emphasize authenticity and innovation.
PROBLEM
The old website was cluttered and difficult to navigate, making it hard for users to find information and connect with the winery’s unique identity. The design didn't showed the brand’s values, and product pages lacked engaging details, leading to a frustrating browsing and purchasing experience.
SOLUTION
The redesign introduced a clean, structured layout with intuitive navigation and enriched product pages.
The content was refined to highlight the winery’s legacy and unique wines, ensuring a seamless user experience.
TARGET AUDIENCE
Wine Lovers
Event Planners
Casual Shoppers
PERSONA
Daniel is a wine Lover who values quality and authenticity. She enjoys visiting wineries, learning about different grape varieties, and discovering new flavors. Wine is a key part of her lifestyle, she loves hosting friends and always opens a different bottle to share. She frequently orders wine to keep her collection stocked for gatherings.
USER JOURNEY
Stage
Discovery
Exploration
Frustration
Decision
Checkout
Purchase
Post-Purchase
Actions
Lands on the homepage via organic search
Navigates to the wines section, filters by type, and reads descriptions
Wants a wine that pairs well with a specific dish but isn't sure which one to choose
adds a bottle to the cart
Notices a discount for club members but isn’t subscribed
Proceeds with payment after reviewingdelivery details
Receives confirmation and follow-up email with a discount for the next order
Experience
Engaged by high-quality imagery and clear
call-to-actions
The clear layout enhances decision making
Explores the blog section and finds a helpful pairing guide
Confident in her purchase
Clicks to learn more about the membership benefits before proceeding with checkout
Secure process eases concern
Feels appreciated
Mood
USER FLOW
Homepage Visit
Explores Top Wine Picks
Reads About the Winery
Navigates to Wine Shop
Wine Selection
Navigates to Custom Gift Set
Pop Up With Details
Interested in a Product
Adds Extra Accessory
Adds to Cart
Go to Checkout
Membership Signup
Order Confirmation
Paying with First Purchase Discount
DESIGN SYSTEM
Warm Cream
RGB
HEX
244/241/236
#F4F1EC
Peach Orange
RGB
HEX
254/220/170
#FEDCAA
Bottuns
Typography
Icons
WIREFRAMES
DESIGN
