SOMMSATION
Designing a ScalableProduct Detail PageSystem
At Sommsation, I led the redesign of the Wine Bottle PDP and designed a net-new Digital Gift Card PDP — creating a flexible, scalable framework for both physical and digital product types.
This work improved clarity, reduced purchase hesitation, and expanded the marketplace to support new revenue streams.
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Role: UI Designer
Team: UX Designer, PM, Engineering
Scope: Redesign + Net-New Product Type
Status: Shipped
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Marketplace Complexity
Sommsation is a curated wine marketplace where individual wineries ship independently. This introduces complexity not found in traditional eCommerce platforms.
The original Wine PDP lacked clarity and structure, and when the business introduced Digital Gift Cards, there was no scalable template to support a new product type.
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We needed to:
• Improve the existing Wine PDP
• Create a flexible PDP system
• Launch a net-new Digital Gift Card experience
• Maintain design consistency across product types
Existing Friction
The original Wine PDP suffered from:
• Dense tasting notes
• Inconsistent hierarchy
• Unclear shipping expectations
• Minimal storytelling structure
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At the same time, Gift Cards required entirely new capabilities:
• Recipient information capture
• Scheduled digital delivery
• Message customization
• Digital fulfillment explanation
We weren’t just redesigning — we were designing for scale.
Initial Gift Card Design
Design Strategy: Build Once, Scale Everywhere
Instead of designing two separate pages independently, I approached this as a system challenge.
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The goal was to establish:
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• A flexible layout structure
• Modular information blocks
• Reusable components
• Product-type variations within a consistent framework
Wine Bottle PDP Redesign
1. Clear Hierarchy & Scannability
We refined typography scale, spacing rhythm, and CTA prominence to guide the eye intentionally.
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• Elevated product title and vintage
• Prominent pricing and add-to-cart
• Structured tasting note formatting
• Balanced white space
2. Modular Content Blocks
We replaced dense paragraphs with modular components:
• Icon-supported wine attributes
• Expandable accordions
• Structured metadata sections
This made the experience feel curated, not cluttered.
Sommelier quote expanded
Sommelier quote collapsed (default)
PDP main information
Badges & chips
Highlights expanded (default)
Winery Info expanded
Net-New Digital Gift Card PDP
This was not a redesign — it was a completely new product type.
Unlike physical wine bottles, gift cards required digital logic, emotional framing, and form interaction design.
1. Emotion-First Layout
Gift cards are purchased for occasions, not product attributes.
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We shifted the layout toward:
• Celebratory hero imagery
• Occasion-driven messaging
• Warm, inviting tone
• Clear gifting context
Default
Value drop-down
Custom value
Filled state (send now)
Added to cart
Different card choice
Error state
Filled state (send later)
2. Structured Form Interaction
We designed a lightweight, intuitive form experience:
• Recipient + sender fields
• Delivery date picker
• Message input with preview
• Inline validation states
• Mobile-first layout
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The goal was to minimize friction for quick purchase decisions.
3. Digital Fulfillment Clarity
We clearly communicated:
• Instant vs scheduled delivery
• Email-based distribution
• No shipping fees
• Redemption instructions
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This reduced post-purchase confusion and support questions.
Send Now (default)
Date picker
Send Later
Outcome
• Improved scannability across Wine PDP
• Reduced shipping-related confusion
• Enabled new digital revenue stream
• Created scalable PDP framework
• Established reusable UI components for future expansion
The redesigned PDP improves product clarity, supports multiple product types, and creates a scalable structure for future marketplace offerings.
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What I’d Explore Next
• More occasion-based themed gift card designs
• Non-Wine Product PDP's
• Image carousel
• A/B testing CTA placement
• Personalization based on purchase history