About The Project

CellarTracker offers the world’s largest collection of wine tasting notes, and its passionate user base catalogs thousands of personal wine collections on the site. While the site’s popularity has grown steadily since its inception, founder Eric LeVine wanted to improve usability, appeal to a broader audience and deliver a premium user experience.

Fell Swoop partnered with Eric every step of the way, clarifying his strategic vision, and identifying opportunities to achieve his goals through design. Practicing user-centered design methodologies, we redesigned CellarTracker.com from the ground up, conducting multiple rounds of usability studies on the website.

Eric also engaged Fell Swoop to redesign a mobile handheld version of the website targeted at iPhone, Android, and Blackberry users. We refined the scope of the online website supporting key goals appropriate for mobile use. During the design process we built interactive prototypes and conducted usability studies to evaluate the usability of our proposed designs.

CellarTracker’s new website will officially launch later in 2011, and the mobile handheld optimized version of the site will launch in early 2012.