Product Listing Page Design
Laithwaites Wine

One project I'm particularly proud of at Laithwaites Wine was redesigning the product listing page to better reflect the brand's storytelling heritage.

A key strength of the Laithwaites brand is its ability to tell the story behind each wine through its printed mailers, helping customers connect with the producers and products. However, this rich storytelling hadn't translated effectively to the website, where product listing pages were primarily focused on browsing.

I was tasked with bridging that gap by creating a product listing page that combined engaging editorial content for key hero products at the top of the page with a streamlined product browsing experience below. Working within the constraints of our existing platform, I used Contentful alongside custom HTML to inject storytelling content into an existing product listing page without requiring a full redevelopment.

We launched the page as a test to measure customer engagement and gather insights for future iterations. While the test identified several opportunities for refinement, it delivered a significant improvement in customer behaviour, increasing the add-to-basket click-through rate by 66.7%. The project demonstrated how thoughtful content design and storytelling can enhance the online shopping experience while delivering measurable commercial results.