The challenge

TastingRoom.com is an innovative wine startup offering wine lovers and novices alike a chance to try wine before they buy — significant savings when discussing top-shelf brands, or just interested in sampling many types of wine in order to better understand one's palate. The age of ecommerce was still maturing and as with any startup, there were plenty of business and technological problems to solve.

The project

My initial role at TastingRoom was design project coordination and print production, but the company decided they wanted to completely restructure the online store in 2012 so I quickly shifted into a full-time UX Design role. I was able to wear several hats, but mostly cranked out prototypes to help validate the new site UX (over 50 iterations!). We overhauled the website information architecture, user interface, and checkout flow with tremendous success.


Brand Building

tastingroom Careers Website


Lead UX Designer Jack Reis
Art Director Tiffany Mine
Lead Architect Craig Ambrose