Company / Vivino
My Role / Senior Product Designer
Design Role /
Initiate a design discovery process to evaluate the feasibility of introducing Live Events at Vivino's online platform.
Vivino is an online wine marketplace and the most downloaded wine-scanning app in the world, with 12.5 million different wines, and 51 million active users globally.
Vivino wanted to extend its reach from scanning wine labels to introducing a new initiative to its platform: live events.
It was important to validate our assumption on which one of our customer segments would benefit the most from this new feature.
To find out that, we followed 3 steps that would help define the scope and the direction the MVP would follow.
1. User Interviews
Run a series of interviews with our four main user segments.
2. Persona Mapping
Define the one persona that can best represent each main group
3. Identify User Segment
Narrow down to one customer segment to test the MVP's of the new functionality.
Frontpage placement
After some technical exploration it was decided that the best spot to place the new button would it be in the end of the main menu section.
Persona icon that illustrates the customer segment chosen.
Persona
WineLover's Narrative
Our WineLover wants to find a wine-tasting event to attend with his girlfriend in the city where she lives on the weekend.
He decides to go to vivino.com with the initial intention of buying a wine for them to try together when he finds out Vivino is promoting a new feature that allows him to find an event. How convenient!
WineLover's Journey
Wireframes
Preparing to test
Hypothesis
• The way to display events is by using a sorting functionality.
• Users can find it easily the city toggle embedded in the search field.
Goal
Confirm if users can successfully find and book a wine tasting event in Copenhagen at vivino.com/events
User Test Plan
This project was a good exercise and benchmark for mapping a healthier user-centric process every time a new feature needs to be introduced.
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