ARS Launched Sep 2026 · two of us · AI in the product
Artsakh — Turning origin into a buying experience
A digital experience that connects Armenian wines, culture, and product discovery — with an AI agent for pairing.
A new platform launched in Sep 2026, with an AI pairing agent (V1)
ARSThe experience
From discovery to the wine suggestion.
Screens of the platform (Sep 2026). Select an area to see the interface.
Context
Artsakh Importadora brings Armenian wines and spirits to Brazil, from native grapes such as Areni Noir and Voskehat. The operation ran on Wix; the project replaces it with a more robust platform, with a new back office for multichannel and marketplace management.
Problem
How do you turn a catalog into a discovery experience? These are labels little known in Brazil, with a rich origin. The experience has to balance product, history, education, desire, and purchase — and the operation has to sustain several sales channels.
My role
A two-person project, through my studio OCTI. I, as Product Designer & AI Builder: strategy, UX, UI, experience architecture, and building the solutions with AI. Diego Sabino, as Product Designer & Prompt Engineer.
Decisions
Turn a simple store into a wine-discovery experience. Create an AI pairing agent as the differentiator: the person chooses the dish and gets a wine suggestion (V1). Build a back office that centralizes the multichannel and marketplace operation. Leave Wix for an architecture that can support growth.
Solution & artifacts
Screens and project details.
From catalog to discovery
The product stops being only a catalog item and starts to carry origin, context, and experience. The person discovers labels they did not know, understands where they come from, and gets, from an AI agent, a wine suggestion for the dish they are going to serve.
- Storytelling — the ancient origin as part of the buying decision, not as a footer.
- Discovery — filters, kits, and a pairing agent for someone who does not know the grapes.
- Conversion — from the wine suggestion to the cart, in the same journey.
The platform in four layers
-
Discovery
- a label in focus
- filters by grape, body, and occasion
- kits and gifts
Decision: the product as the way in
-
Origin
- the Areni-1 cave
- amphorae
- high-altitude vineyards
- native grapes
Decision: context that creates desire
-
Pairing (AI)
- the dish of the occasion
- sommelier agent (V1)
- the suggested wine
Decision: the choice stops being a guess
-
Operation
- back office
- multichannel
- marketplaces
Decision: a centralized operation, ready to grow
What we discarded
Problem
How do you turn a catalog into a discovery experience? These are labels little known in Brazil, with a rich origin. The experience has to balance product, history, education, desire, and purchase — and the operation has to sustain several sales channels.
Objective
Brand penetration, sales, and experience — with Growth follow-up as the next stage.
Tensions
- An unfamiliar product × a rich culture
- A rational purchase × emotional desire
- A simple store × a multichannel operation
Impact
The platform launched in September 2026, and the next stage is Growth follow-up. The objectives — brand penetration, sales, and experience — have no published results yet.