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Donna Vino ApS
Product owner & UX/UI Team Lead
Project Overview
The Company Donna Vino is a Copenhagen-based importer of exclusive Italian wines and an organizer of curated tasting events. The company needed to establish a strong digital footprint to showcase its brand, manage its growing community, and create a seamless channel for event bookings and future sales.
My Role: Product Owner & UX/UI Team Lead I was brought on board to lead the entire digital transformation, from initial concept to the final launch of two distinct platforms: a corporate website (donnavino.dk) and an eCommerce platform (shop.donnavino.dk). My role was to define the product vision, build and lead a cross-functional team, and oversee the end-to-end design and development process.
Project Information
Client Name : Donna Vino ApS
Date : Nov. 2024 - Nov. 2025
Location : Copenhagen (Hybrid)
How I Start This Project
The project began in November 2024 with a strategic alignment with the CEO to define the vision and goals for Donna Vino’s digital presence. From there, I architected the entire project by creating a detailed roadmap and technical documentation. I established an efficient workflow by setting up all essential tools, including GitHub, Heroku, Figma, and Trello.
A key part of my role was building the team from the ground up. I assembled and onboarded a talented group of five developers and UX/UI designers, forming the core product team. As the team lead, I facilitated weekly meetings to coordinate the design and development sprints, ensuring a collaborative and agile process. We moved from initial design concepts to the implementation of key features , successfully launching the final corporate website in March 2025.
Immediately following this, we began work on the eCommerce platform, focusing on designing a user-friendly interface and integrating key backend functionalities like payment processing and inventory management to create a seamless booking experience.
Challenge on this Project
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• Building a High-Performing Team from Scratch
The project required a skilled team that didn't yet exist. My first challenge was to recruit, onboard, and align a new team of developers and designers. I established clear communication channels and an agile workflow from day one, which was crucial for fostering collaboration and ensuring a smooth development process. -
• Managing a Dual-Platform Strategy Under a Tight Timeline
We needed to launch both a corporate site and an eCommerce platform in sequence. The challenge was to create a scalable architecture and a design system that could serve both platforms without duplicating work. By creating a detailed roadmap, we were able to plan development in parallel stages, ensuring the corporate site could go live quickly while laying the groundwork for the eCommerce build. -
• Integrating a Seamless Event Booking Experience
The primary goal of the eCommerce platform was to drive bookings for wine-tasting events. The challenge was to design a checkout process that was simple, intuitive, and trustworthy. We conducted rigorous QA testing and fine-tuned the checkout flow based on early feedback to maximize efficiency and conversion rates. -
• Driving User Adoption from a Zero Digital Footprint
Donna Vino had no previous digital platform, so we were starting from scratch. The main business challenge was to ensure that the new sites would actually be used by the company's existing and potential customers. By collaborating with stakeholders to align the project with business objectives and launching targeted marketing campaigns post-launch