Redesign and migration of WineCases

WineCases is a service for gift wine sets and wine subscriptions. The project was already working on the market, had an audience, orders and a B2B direction, but the technical and visual part no longer corresponded to the business level.The site was built on Tilda and migrated to Ecwid, which over time began to create more and more restrictions for growth and stable operation.

The old website has stopped solving business problems:

• Users were easily lost in navigation
• The design looked outdated and did not match the brand’s vibe.
• due to the sanctions, problems with the infrastructure began (unstable operation of the site in the Russian Federation, payment failures, periodic unavailability of pages)

In fact, the business was growing, and the platform began to slow it down, both in terms of UX and reliability.

The task was not just to «do a redesign», but:

• maintain and stabilize online sales
• simplify the user’s path to the order
• repackage the brand in a more modern and premium image
• get away from dependence on foreign services
• to launch promptly for the peak season (Black Friday + New Year’s Eve)

It was:

• Tilda + Ecwid
• unstable payments
• confusing page structure
• visually weak brand
• the risks of website unavailability in the Russian Federation

Become:

• WordPress + WooCommerce
• stable infrastructure
• clear catalog and selection logic
• updated brand (logo, fonts, colors)
• readiness for high loads in the season

We assumed that the key problem of the project is not in the «design», but in the platform and user scenario.

The main hypotheses:

• migration to an independent stack = control and stability
• simplifying the UX will increase the likelihood of an application
• The choice should be based on scenarios, not on price.
• The brand should look more expensive than the product is worth
• The launch should be done as quickly as possible so as not to waste the season.

Product and UX

• redesigned the site structure to fit real choice scenarios
• simplified the funnel: fewer steps from the first screen to the application
• We have made separate logics for retail customers, subscriptions, and corporate orders.

Design and brand

• updated the logo
• we have selected new fonts
• we have built a corporate color palette
• enhanced the feeling of a «gift» and premium product
• The visual content was partially generated using AI (Leonardo)

Technologies and integrations

• WordPress + WooCommerce
• Integration with amoCRM, Make, MoiSklad, Notion as a product database
• automatic image processing
• transferring content and SEO settings

The project was implemented by a team of three people: a designer, a full-stack developer and a project manager.

We have closed the entire cycle on a turnkey basis:

• UX design
• design in Figma
• Development and integration
• setting up CRM and automation
• help with content processing

The photos were provided by the client, and the visual and video elements were partially created using AI.

Key constraints:

• limited budget
• tight deadlines
• a hard deadline for the season
• a large number of integrations
• unstable source platform

In fact, the project had to be launched quickly and without the right to make mistakes, because every day of downtime meant the loss of potential orders during the peak period.

The quantitative metrics for the growth of applications remained approximately at the same level, but the project gave the business a much more important effect.:

• the site has become stable and accessible in the Russian Federation
• the problems with payments have disappeared
• business has stopped depending on sanctioned services
• The brand began to look stronger and more expensive
• The client was satisfied and continues to work with us.
• The project has entered the support and development phase

In this case, the key result is not a sharp increase, but the elimination of infrastructure risks and the creation of a foundation for scaling.

This project worked not due to the «beautiful design», but due to the product approach.:

• We didn’t solve the interface problem, but the business problem.
• we have chosen an independent and managed stack
• we worked under tight deadlines, not perfect TK
• they helped with the content, not shifted responsibility.
• we thought about seasonality and economics, and not just about visual

Instead of a cosmetic redesign, the client received:

• a stable platform
• managed infrastructure
• the updated brand
• ready for high loads
• and the basis for further product growth and development