About the project

Shabo is a Ukrainian wine company that has been producing wines since 1946. The product range is represented in all regions of Ukraine, as well as in 18 countries.


To create a new modern design that would emphasize the brand's reputation and also meet all user needs.

Stages of the website redesign process

Conducted interviews with business owners and corporate marketers;
Created a consolidated list of requirements;
Studied product and company features;
Analyzed the market, competitors, and target audience;
Conducted a usability audit and analyzed the existing site's analytics;
Created an updated content architecture;
Developed mockups and prototypes;
 Created a new UX/UI design of the website with adaptive design.

Problems of style

The previous website version had several key flaws:

— Chaotic fonts on banners and menus;
— Too simple colors (black and white) did not reveal the true values of the Shabo brand;
— Overloaded banners with a lot of text diverted attention from the main product.

New colors and structure

We chose more noble shades of gray, black and burgundy as the main colors, which are associated with status, loyalty to traditions and have something in common with the main type of product — red wine.


We structured the information on the homepage and unified the format and style to emphasize the brand identity.

Category listing page

After the site redesign, the category listing page includes a product preview with the main features and important details that appear when you hover over the item. Also, we added a search by the most popular user queries according to analytics.

Product page

We prioritized and structured the information, and added visualization elements to make text information more readable. We also added useful cross-sell and upsell tools with discounts in a single ecosystem to increase the average check.

The result of the redesign

The new Shabo website design has a much more modern and fresh look that better communicates the brand and improves the user experience. This concept allows the brand to better develop its own spirits ecosystem and build a loyal community of Shabo product connoisseurs through the website.

You can read the full version of the case study here

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