PureWow
Wine Content Vertical Launch
Product Design · UX/UI Design · E-Commerce · Content Strategy · Conversion Optimization
Designing and launching a new commerce-driven content vertical for PureWow, integrating editorial storytelling, wine discovery, and shoppable experiences to create a seamless connection between content and commerce.
The Challenge
PureWow wanted to expand beyond traditional editorial content by introducing commerce capabilities that allowed readers to discover, learn about, and purchase products directly through its website.
The challenge was to create a shopping experience that felt native to PureWow’s editorial identity while introducing intuitive product discovery and clear pathways to purchase without disrupting the content experience.
My Role
I led the UX/UI design of PureWow’s Wine vertical MVP, translating editorial and commerce requirements into a cohesive experience across desktop and mobile.
My work focused on information architecture, page layouts, interaction design, and high-fidelity designs for a dedicated homepage and shoppable article templates.
Outcome
Launched a new wine content vertical that integrated curated editorial content with product discovery and shopping capabilities, creating a seamless experience from inspiration to purchase.
Established a reusable foundation for shoppable editorial experiences, supporting PureWow’s expansion into content-driven commerce.
Process
The MVP launch focused on creating a new homepage and a new article page with shoppable content. Today, the wine content vertical and e-commerce experience still exists, with an updated look and feel.
