From feature-rich to focused: The shift that changed how we built Swirl
- Feb 20
- 3 min read
By Jade Arana
Co-founder of Swirl
When we started building Swirl, our instinct was to do what many early-stage founders do: build a lot. We believed that to be taken seriously, our app needed to look complete, full of features, options, and possibilities. On paper, our market research was solid. We knew there was a problem. We knew people felt overwhelmed choosing wine, that most of them don’t even know what wine they actually like, and existing tools weren’t helping. Crowdsourced reviews, generic scores, and overwhelming wine aisles left even curious consumers feeling lost. So we assumed that if we packed enough solutions into one product, we’d be on the right path.
That assumption turned out to be our biggest mistake.
When “complete” becomes cluttered
We built features quickly, stacking functionality on top of functionality, trying to cover every possible use case. In hindsight, we weren’t solving the problem better, we were just making the product heavier. Like many founders, we confused market research with real understanding. People told us what they struggled with, but it wasn’t until we built too much that we truly understood what they actually needed.
This is one of those lessons that’s hard to avoid. Founders warn you about it. Mentors mention it.
You nod along, convinced you’ll be the exception. And then one day, you realise that you’re doing exactly the thing they warned you about.
The question that changed everything
That realisation was uncomfortable, but it changed everything.
We took a step back and asked ourselves a harder question: What is the one core problem Swirl is meant to solve? Not five problems. Not future possibilities. Just one.
The answer was clear: helping people choose a wine bottle based on their personal taste, not someone else's rating.Everything else was noise.
From stacking features to building clarity
From that point on, we stopped chasing feature sets and focused on quality. We had already launched an MVP in just two weeks to validate demand. That version gave us the traction and insight we needed, but it wasn’t built to last. What we needed was a strong core product, not many features, just the right ones.
Our new version of Swirl is focused and nearly ready for official launch. Users can scan any wine label, access highly relevant information about each bottle, and rate what they’ve tried to build a taste profile that leads to smarter, more personalised wine choices. No crowdsourced data or generic reviews. Just clean, expert-backed tools that help people feel confident choosing wine.
Building with focus, not speed
Now, we move intentionally. We test in small ways before building. We watch how people behave, not just what they say. We have our North Star guiding us.
Swirl is now in beta, growing organically with over 20 million organic social media views and a dedicated early user base. We’re building momentum toward a full launch in early 2026 and this time, it’s built on clarity, not complexity.
If there’s one thing I’d tell other founders, especially women building from scratch, it’s this: don’t mistake more for better. Start with one clear problem. Solve it with care. And only then, let it grow.
Come taste what we’re building
If you’re curious to see where that clarity has led us, I’d love for you to explore Swirl. The app is free and we’re always open to feedback from curious, thoughtful users who want to shape the future of wine discovery with us. Try it for yourself in the App Store or Google Play. We'd love to hear what you think. Send your feedback to us on instagram.
Connect With Jade
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