Experience Design
Reaching a new generation of wine drinkers

The wine industry has exploded, fueled by a new generation of wine drinkers. This project aims at creating an educational and interactive experience to serve the growing number of new and sometimes intimidated users.

Problem

Fueled by new, iconic brands such as Yellow Tail, the wine industry is experience a re-birth and now reaching a new population of younger wine drinkers. These drinkers are curious about wine, yet still can be intimidated by an overwhelming and confusing amount of options.

Process

Insights derived from user research were used to construct a value proposition around self-paced information gathering and interaction. Influencers, motives and barriers to entry were examined to develop a set of design criteria.

An analysis of the current market was used to construct several near-future scenarios, each envisioning a different possible direction the market might take. Concepts were generated acccording to the design criteria, and grouped according to scenario to develop a concept system for each. Concept systems were then illustrated to provide a better understanding of the experience created.

Download the full report: [PDF, 3.7 MB]

fig 1. Scenario development

fig 2. Scenario description

fig 3. The Centralized/Low-tech experience

  • Date: Spring 06
  • Timeframe: 7 weeks
  • Credits: Clinton Barth, Jereme Dumm, Mycal Elliott, Joshua Kaplan, Mario Ruiz