GOOD GRAPES
Good Grapes provides wine enthusiasts a platform to expand their knowledge and discover new wines from the comfort of their own homes.
PROJECT
I conceived the Good Grapes app as part of my User Experience/User Interface (UX/UI) design course at General Assembly from January to March 2021. Good Grapes is a great way for consumers to expand their knowledge and discover new wines through an online format and guided virtual wine tastings for individuals or groups.
METHODS
User Interviews Affinity Mapping Persona Development Task Analysis Sketching User Flow Wireframes Iterative Testing Rapid Prototyping Style Guide Usability Testing
TOOLS
Figma FlowMapp Adobe CS
MY ROLE
UX Designer UI Designer
TEAM
Andy Werner
YEAR
2021
THE PROBLEM Wine consumers feel anxious when faced with the task of choosing new wines on-taste and on-budget. Consumers want to expand their knowledge to facilitate selecting new and interesting wines, while reducing time spent in the supermarket and wine stores looking for the perfect bottle.
THE GOAL Provide wine enthusiasts with a convenient, fun and easy experience that expands their knowledge about wine and enables them to make better consumption choices.
1. RESEARCH
•User Interviews - Surveyed 3 participants who are regular wine consumers. •Affinity Mapping •Persona Development
•AFFINITY MAP
Using data gathered in user interviews, I created an affinity map to identify major pain points, behavioral patterns, and objectives of our target wine consumer, enabling me to refine the app to provide a solution for our consumer.
TOO MANY CHOICES
Participants are overwhelmed by too many wines to choose from
HIT OR MISS
Participants see selection as a “hit or miss” experience, trying a lot of wines to find few that are on-taste and on-budget
NO HELP
Participants don’t always get reliable recommendations
CONSUMERS’ GOALS:
LEARN MORE - Expand knowledge of wines
BETTER BUYING EXPERIENCE - Increased confidence in selecting wines; making wine selection a more pleasurable experience
BETTER WAY - Find an easy way to discover new wines that are “on-budget” and “on-taste”
PROBLEM STATEMENT
Wine consumers feel overwhelmed and unsure when faced with the task of choosing new wines due to the large amount of wine choices available.
How we might redesign the way adults choose their wine so that their choices are more precise on taste and price?
“I want an easy way to learn more about wine and discover new wines that fit my taste and budget.”
•PERSONA
Based on research and interviews, I created a persona—complete with story, goals, frustrations, behaviors, and scenario—to humanize the data and represent our targeted wine consumer.
2. IDEATION & ITERATION
•User Flow •Wireframes (Low-Middle-High Fidelity) •Usability Tests (2 Rounds) •Style Guide •Prototype
•USER FLOW
Mapped all necessary steps from the entry point, through product selection, and a successful purchase, streamlining and optimizing the user’s journey.
•LOW-FIDELITY WIREFRAMES
Conceptualized basic content and layout. Created a visual guide outlining content and functional interface elements leading to desired outcomes.
•MID-FIDELITY WIREFRAMES
Designed an interactive Mid-Fidelity Wireframe, which provided early insights into improvements needed in the user journey.
•USABILITY TESTS
Conducted usability testing on mid-and high-fidelity interactive prototypes with 4 users that fit the profile of our online consumers. In both tests the subjects were tasked with selecting, booking and paying for a virtual wine tasting.
•STYLE GUIDE
Placed a strong emphasis on color as brand identity in the design of the logo, symbols and buttons across the layout. The gold color directly implies brand recognition, while black and shades of grays work as support colors, creating a highly legible design with simple, subtle and clean lines. A serif font, Cormorant Garamond, was used in combination with a sans-serif font, Montserrat, to bring visual interest in a clean, eye-pleasing way.
•HIGH-FIDELITY WIREFRAMES
Finalized the High-Fidelity Wireframe; tested functionality, with three users completing the assigned task of selecting, booking and paying for a virtual wine tasting. Conducted a final Usability Test after the High Fidelity Wireframe Prototype entered its final developmental stage.
