Design of new feature that uses emotional cues to recommend cool new products to user.
Redesign of e-commerce flow.
Design of more robust search filters.
4. • 11 user interviews
• 40+ survey responses
• 3 contextual interviews
• domain and organizational
• usability testing
Research Methods
5. • 11 user interviews
• 40+ survey responses
• 3 contextual interviews
• domain and organizational
• usability testing
→ Affinity Diagram
Research Methods
6. 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:
+
10. 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
11. 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
18. • “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