Vivino Live Events

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_logo

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.

The process

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.

Customer segments

segmetn1
segment2

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.

vivino_placement
text_img_ux_vivino

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

vivino_user_journey

Wireframes

vivi_wireframe2

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

vivi_user_test

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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