Lawinew
End-to-end app branding icluding the name and the logo.
Improving user confidence while ordering the right glass of wine for a meal or buying a bottle in a supermarket without being overwhelmed by a massive choice of wine. All this within just a few clicks.
Problem
The choice of wine might be overwhelming, especially for a person who does not know much about wine and does not have time to do research. Many apps have a long registration flow, which leads to loose interest after a few minutes without any result. According to the interwives in the following section, I recognized a clear pattern, which is unstructured information, lack of time, and willingness to get a simple and accessible solution.
Empathize
Define
Persona, that presents the target user group.
Elisabeth, 35 years old, Marketing specialist
Elisabeth started to be interested in wine after her last trip to France. The wine culture is truly complex; she tried a few different ones, and after she came back, the interest didn´t leave. She realized that the wine bars are mostly very well designed, and the service is on the other level; it´s more like ritual, like sipping before deciding on a glass or a bottle. Elisabeth started to buy beautiful wine glasses, then recognized that there are differences between white wine, red wine, and sparkling wine glasses. She even started to collect the wine corks because she likes the aesthetic and it fits her flat design. For her, the wine glass looks much prettier on a table than a bottle of beer. After a while, she started to try some new wines but had some unlucky purchases. She was doing some research on her own, but every page explains the wine differently, there is just too much information. She also wants to feel more confident in a restaurant while ordering a glass that complements her meal. She also doesn´t want to look incompetent when ordering a “wrong one”. She doesn´t want to think too much when she invites a friend and wants to make the right choice without spending much time on research. She would rather enjoy this time with her guests.
Pain points:
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lack of experience
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lack of time
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too much unstructured information
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Solution hashtags:
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simple
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quick
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informative, but not too much
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enough choice
Ideate
After collecting and analyzing the problem, I started to decide on a feature, the name and branding, and building the user flow.
The name has been made by manipulating two words: “wine” and “new”. The rounded lines are more speakable to the female folk, therefore the choice of the logo font, the logo by itself, and rounded fine line frames felt on a rounded design. The logo contains a bottle and a wine glass overlapping each other to make possible what an app is about.
The primary color is "peachy-pink,” which is reflecting the color of red wine. Whenever you watch a movie and a character is drinking a glass of wine, it will always be the red one. More eye-catching and has a good contrast.
The decision of making an app instead of the website has been made to solve a problem of an immediate decision making and lack of time. It saves time by accessible information by 3-4 clicks.
To start the wireframing I created a simple user flow to represent a user behavior in the pciture "The user flow". In the third upper picture is a probable wireframe of a main menu, on a second one is my guess on a content I wanted to fill it up with.
According to pop culture like movies, adds, and pleasing pictures on Instagram or Pinterest, people would rather have a snack with a wine therefore, an app contains a wine-cheese combinations page to serve a user, who is either going to enjoy it on her/his own or invite friends/family to their place. They can choose the cheese they enjoy, and LaWinew going to give at least three best wine recommendations.
The user, who loves to cook at home and already made a list for grocery shopping, could just scroll to find their meal and an app going to recommend three bottles to choose from.
The user, who likes to go to the restaurant, would have the same solution within just a few seconds.
Some basic information about wine tasting and reds/whites/roses/sparklings can help a user to inform herself/himself before ordering or buying and choose a glass or a bottle according to the personal taste.
Prototype
To solve a quick decision and time shortage problem, the whole information has been presented on a main page, and any further data awaits a user with only two further clicks to go anywhere the user needs or wants.
To make the process of registration or login less overwhelming, I added an animation to interact with users. The welcome and login animations are very obvious related to the theme of an app: filled wine glasses and bottles.
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The design has been done in a clean style, the information and pictures are framed into separate, different requests. The frames around “reds/whites/rose´s/sparkling´s” have matching wine colors to make a use as intuitive as possible. The bottles from the recommendations are clickable for guiding a user to some deeper information about specific wines.
Possible Additions:
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The links to the wine from the local wineries or from the supermarkets
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Wish list
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Contacts to the local wineries
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Account (personal data with the favorite combinations)
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“Perfect date choice”
First Tests
“Swipe function would be nice to have, I intuitively swipe on my phone” (added)
“The text on a welcome page is quite small, and maybe there is too much text, looks a little bit cluttered” (fixed)
“The font is pretty, but a bit difficult to read, I have to concentrate”
Conclusion
While working on this project, I learned to really trust the research process. I started to work on it with just an idea. Then after analyzing all pain points, I started to overthink how to solve the problem of a potential customer. In the end I needed to satisfy different user needs, that is not bulk of information that everyone can google. I needed to create a quick decision maker which is easy to use. It is great to have the general idea and inspiration - the process of the idea evolution can take us much further. Creating an advice platform (the original idea) can be developed with all features I described before and with more time and resources. I believe that time saver app can make a life of a wine lover happier and easier.