Winc
Founded in 2012, Winc disrupted the traditional wine industry by cutting out the middleman and selling directly to consumers online. The platform features a Palate Profile quiz that helps understand taste preferences and recommend wines you're likely to enjoy. Winc produces many of its own wine brands in-house, giving them control over quality and style, while also partnering with select vineyards and winemakers globally to diversify their offerings. Adrian served as Senior Full Stack Engineer for four years and eight months, working within a small but impactful team of 3–4 developers.
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Key Outcome
Optimized checkout experience driving higher conversions
Technologies Used
Frontend
Backend
Testing & QA
Deployment & Infrastructure
Payments & Integrations
The Challenge
Winc needed to continuously optimize its multi-brand checkout experience, integrate alternative payment methods, and maintain pixel-perfect designs — all within a high-quality, well-tested codebase in a small engineering team.
Our Solution
We ran A/B experiments to optimize conversions, integrated Apple Pay and Google Pay alongside traditional payments, built a custom prerendering solution for blazing-fast perceived load times, and implemented comprehensive E2E and unit testing to ensure stability across the multi-brand platform.
Key Features
Benefits
💛 What We Love About This Project
The data-driven approach to wine recommendations — the Palate Profile quiz is genuinely clever and creates a unique, personalized experience.
The custom prerendering solution that made Angular feel lightning-fast — a creative engineering win.
How A/B testing was deeply embedded in the checkout flow, driving real business outcomes.
The attention to pixel-perfect design — every Figma mockup was implemented with precision.
Being part of a small team that punched well above its weight, shipping features that impacted the entire business.
🤝 What We Appreciate About Our Client
Their commitment to quality wine and genuine passion for disrupting the industry through technology.
The trust they placed in a small engineering team to drive major product decisions.
Openness to innovative performance solutions like custom prerendering and speed monitoring tools.
Their data-driven culture — every checkout experiment was backed by real metrics and conversions.
Challenges We Faced
Collaboration in a small, high-impact team
Working seamlessly within a team of 3–4 frontend and backend developers plus a project manager, each member had to cover significant ground while maintaining code quality across the multi-brand platform.
Quality assurance in a multi-brand setting
Ensuring delivered code met high-quality standards, was thoroughly tested, maintained strong security, and avoided disrupting existing functionalities within a multi-brand environment.
Comprehensive testing strategy
Implementing reliable testing methods including End-to-End testing with Cypress and Unit Testing with Jest/Karma to ensure confidence in every deployment.
Performance optimization and custom prerendering
Developing a custom prerendering solution that dynamically loaded Angular in the background while initially displaying a streamlined version of the page with optimized images and CSS, significantly improving perceived load times.
Edge cases across payment options
Addressing complex edge cases related to various payment options — from Apple Pay and Google Pay to traditional credit card processing — ensuring a smooth experience for every customer.
Real-time product availability
Implementing real-time updates for product availability so customers always have access to accurate inventory information.
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