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