O'Briens Wine Magento eCommerce website

O’Briens had already built a strong retail presence, but their digital platform needed to evolve to match that experience. The goal was not simply to sell products online, but to recreate what makes their stores successful: knowledgeable guidance, a sense of discovery and an enjoyable, low-friction buying experience.

At the same time, the platform needed to serve a wide range of users — from casual shoppers to more experienced wine buyers — each with different expectations and purchasing behaviours.

Key priorities included:

• making it easy to browse and purchase across a large product range
• introducing more engaging and informative content
• strengthening customer loyalty and repeat engagement
• creating a more modern and accessible design

We worked closely with the O’Briens team to understand how customers interact with the brand — both in-store and online. It quickly became clear that the opportunity lay in combining commerce with content. Rather than treating the site purely as a transactional platform, we focused on creating a more rounded experience that encourages exploration and builds confidence in purchasing decisions.

This involved:

• simplifying the path to purchase
• introducing more educational and editorial content
• enhancing product discovery through smarter navigation and search
• ensuring the platform remained accessible to a broad audience

Experience & Functionality

A number of features were introduced to improve both usability and engagement. To support faster purchasing, we implemented a persistent Quick Buy option, allowing users to add products to their basket from anywhere on the site, an always-visible basket, making it easy to review and complete purchases and predictive search with visual suggestions, helping users find products quickly.

At the same time, we introduced content-led elements to enrich the experience including a “Meet the Winemakers” section, offering insight into producers and their wines, a regularly updated blog featuring recommendations, events and product highlights and educational content integrated throughout the site to guide less experienced customers This combination helps users feel more informed and confident, which is key to driving conversions.

Integration & Platform

The website was built on Magento, providing a robust and scalable eCommerce foundation. We also integrated O’Briens’ online and in-store loyalty systems, creating a more connected experience for customers and supporting long-term engagement.

The platform was designed to handle a large and evolving product catalogue, promotional activity and campaigns, ongoing content updates and increasing levels of traffic and transactions.

The new website delivers a more engaging and commercially effective digital experience.

• A platform that reflects the personality and expertise of the brand
• A smoother, more intuitive purchasing journey
• A stronger balance between content and commerce
• Improved product discovery across a large catalogue
• A connected customer experience across online and offline channels

Results & Impact

The updated platform supports both immediate sales and long-term customer relationships.

• Increased engagement, driven by richer content and storytelling
• Improved conversion rates, through simplified purchasing journeys
• Greater customer confidence, supported by educational content
• Stronger loyalty, through integrated online and in-store systems
• A scalable eCommerce platform, ready to support future growth

Most importantly, the website now captures the essence of the O’Briens in-store experience — combining expertise, accessibility and quality in a way that translates effectively online.

"From the start we were impressed with how Framework Design instantly understood what we were trying to achieve. Cameron and the team successfully merged our ideas and in-store brand guidelines with their own ideas, insight and exceptional design flair to produce a fully integrated eCommerce CMS platform. Throughout the project they remained a pleasure to work with and always went the extra mile to ensure that the final product delivered exceeded all expectations."

- Grattan O'Brien