About the Company
FINE+RARE is a global fine wine and spirits marketplace with a presence in the UK, US, and Asia. Known for its vast inventory, exclusive offerings, and concierge-level service, the company caters to collectors, investors, and enthusiasts seeking access to some of the world’s rarest bottles.
As part of a compact, high-performing design team within this multi-national organisation, I worked on critical UX/UI initiatives that improved both the customer-facing experience and internal workflows across markets.
My Role
UX/UI Designer | Global Brand Team
Team Size: 3 designers | Location: London HQ
Working across multiple business units and product verticals, my role included hands-on design, research, stakeholder collaboration, and feature implementation. I was responsible for key customer experience enhancements in both UK and US markets, supporting FINE+RARE’s digital growth and international expansion.
Key Contributions & Highlights
Checkout & Global Expansion
Led UX design and localisation for the global checkout system rolled out to Vinfolio, FINE+RARE's US sister company.
Collaborated closely with the Budapest-based dev team and Napa-based CX team to tailor checkout flows to local tax, shipping, and compliance regulations.
Supported the UK rollout of the redesigned checkout system, ensuring seamless adoption and feature parity across markets.
Product Listing Revamp
Designed a new card-based product view, transforming the previously dense, table-style wine listings into a visually digestible and modern format.
Worked in tandem with cross-functional teams to ensure the layout supported varying levels of wine data, pricing models, and marketing content.
This change significantly improved usability, product discoverability, and mobile responsiveness.
Feature Design & CX Innovation
Spearheaded new customer-centric features such as:
User Custom Pricing: Enabled bespoke pricing structures for customers.
Mixed Cases: Explored logic and UI for purchasing curated wine cases.
Pre-Authorised Payments: Enabled customers to securely add pre-authorised payment methods to their accounts, allowing their cards to be automatically charged when pre-ordered products became available.
Bin Ends & Exclusive Sales: Designed UX flows for limited-time, high-demand offers.
Collaborated with CX and tech teams using tools like Microsoft Clarity to resolve UX issues and prioritise improvements based on user feedback.
Internal Advocacy & Cross-Team Collaboration
Introduced and ran internal usability testing with staff and sales teams to validate prototypes before launch.
Contributed design and UX support for:
Newsletters and email campaigns
Social media assets
Board-level presentations
Internal knowledge bases and training guides
Impact
Enhanced product discoverability and UX clarity, particularly for new and international users.
Streamlined complex pricing and checkout experiences, contributing to revenue growth and operational efficiency.
Strengthened internal design processes, establishing scalable methods for gathering feedback and validating new ideas.
Takeaways
This role gave me a deep understanding of:
Designing within regulated, high-value commerce environments
Supporting international rollouts across teams, time zones, and compliance landscapes
The importance of user feedback loops, both internal and external, in building enterprise-level tools
