SlideShare a Scribd company logo
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

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Ux Design - New District

  • 1. Connecting wine lovers to BC craft wine at cellar door prices
  • 2. Who is New District?
  • 3. Create a robust search feature The mandate:
  • 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: +
  • 7. Research uncovered 2 primary users
  • 8.
  • 9.
  • 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
  • 16. Solutions – Search by Occasions
  • 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