Connecting wine lovers to BC craft wine at cellar door prices

Who is New District?

Create a robust search feature The mandate:

•  11 user interviews

•  40+ survey responses

•  3 contextual interviews

•  domain and organizational

•  usability testing

Research Methods

•  11 user interviews

•  40+ survey responses

•  3 contextual interviews

•  domain and organizational

•  usability testing

→ Affinity Diagram

Research Methods

Usability Findings

•  Limited search functionality

•  Users unable to quickly view all

wines “at a glance”

•  Lack of suggestion/info to help

aid user with purchase decisions

•  High landing page bounce rate

Confirmed Known Usability Issues:

•  Users unaware site is a “craft wine”

specific marketplace

•  Confusing user flow throughout wine

selection experience

•  Unclear images used in crucial

decision-making points

Additional Findings:

+

Research uncovered 2 primary users

3 different search methods based on top considerations: Body, Food, and Region

→ Found that these categories were too subjective and educational to encompass in a search flow

→Felt too rigid and lacked the empathy of peer-to-peer recommendation.

Process – v1

Search by feature (holiday or relevant theme), gift, celebration, and offbeat

→ Found more human connection made

→ Based on research points of strong influence of friend recommendations and wine being primarily consumed for an occasion

Process – v2

New Prioritization Process

Winery Prioritization

Prototype Demonstration

Solutions – Homepage

Solutions – Search by Occasions

Solutions – Marketplace

•  “Wine details” tested as the user's preference over “wineries” when accessing the commerce side of of the website.

•  Add map to winery screen to give user a point of reference.

•  Recommend winery details are expanded upon. significant user interest shown here.

Considerations for version 2.0

Thank You Questions and Answers