I Pupi Siciliani Wine E-Commerce
Full UX/UI & Custom WooCommerce Build in Odense, Denmark — End-to-end UX/UI, studio product photography, and custom WooCommerce development for a Sicilian wine retail brand in Odense, Denmark (+187% YoY profit).
Role
Lead UX/UI Designer & E-Commerce Developer
Project Type
Full Webshop & Brand Identity
Tools Used
Figma, WordPress, WooCommerce, Custom CSS, Studio Photography
Duration
12 Months
+187%
Net profit increase achieved within 12 months post-launch.
+31%
Gross profit expansion across digital and omnichannel retail.
Byens Bedste
Recognized as one of Odense's premier retail & food experiences.
User Friction & Bottlenecks
I Pupi Siciliani, an artisanal Sicilian wine importer in Odense, Denmark, lacked a digital presence capable of translating their physical store experience online. Customers found wine selection intimidating, product details sparse, and checkout cumbersome on mobile devices.
Strategic Product Architecture
Orchestrated an end-to-end digital transformation: directed high-resolution studio photography of the entire inventory, simplified information architecture with sensory taste filters (flavor profile, region, food pairing), and built a lightning-fast custom WooCommerce platform.
Structured Methodology
Brand Heritage & IA Mapping
Analyzed product catalog and customer shopping habits. Categorized 40+ specialty wines by flavor profile, region, and culinary pairings.
Studio Photography
Shot and edited studio product photography for every bottle, ensuring high visual consistency across grid layouts.
High-Fidelity UI & Layout
Designed modern editorial layouts in Figma reflecting Italian craftsmanship paired with Nordic minimal spacing.
Custom WooCommerce Engineering
Developed responsive custom WooCommerce theme, optimized checkout funnel, and integrated local Danish payment gateways.
Storefront & Product Detail Page
High-impact visual storytelling paired with clear conversion paths.
Landing Page & Hero Visuals
Product Grid & Filtering
Product Detail View
Architectural Rationale
Sensory Flavor Pairing Filters
Allowed customers to filter wines by taste profiles (Full-bodied, Crisp, Fruity) and dinner pairings.
Single-Page Frictionless Checkout
Reduced checkout form fields by 40% and enabled MobilePay for instant Danish mobile purchasing.
High-Resolution Product Imagery
Studio lighting and high-contrast bottle photography elevated perceived brand value.
What This Project Taught Me
Combining high-craft visual storytelling with conversion-focused UX directly impacts business bottom-line growth.
Omnichannel harmony between physical store culture and digital webshop builds long-term customer brand loyalty.
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