Chenyu Sun, Anna Oh
Tools: Swift, ARKit2, Image recognition, CoreML, UI/UX Design, Figma, Sketch
How might we design an experience that wine shoppers can quickly find good wines in the wine store?
- The Design Challenge
The result of the project is an Augmented Reality application that involves three parties:
A) the personalize tastes section;
B) the AR camera shopping;
C) the result showing on the wine bottles of different matches of your personalized tastes.
The product goal is to help wine lovers who are not expert of wine knowledges to have a fun and quick personalized wine shopping experience. Whereas the secondary systems inside analyze the different datas and with image recognition for wine label detection.
Research
How people get information of wine at wine stores ?
First, we had field trip to 6 different wine stores to observe people’s behaviors and discover the different experiences that might can be varied based on each offline stores.
Key takeaways
1. Only 2/6 wine stores have detailed information notes and only one wine store has a useful one.
1. Only 2/6 wine stores have detailed information notes and only one wine store has a useful one.
2. Only a few people asked the wine manager to select their bottles.
3. Only a few people used their phones to get detail information on wine bottles.
Target User
In-depth interviews & Down selection for target audience
We had three 50 minute-long interviews with people who have different level of the knowledge of wine. During these interviews, we asked about people’s general thoughts on topics ranging from wine itself to the offline wine shopping experiences.
Moreover, the results of these interviews helped us select our target audience for further investigation. We witnessed a huge gap between the wine starter and wine bottles in wine store, a wine starter don't want to learn about wine knowledge and don't really want to have a conversation with shopkeepers, they usually not stay long in a wine store, and sometimes they just randomly choosing the wine.
Moreover, the results of these interviews helped us select our target audience for further investigation. We witnessed a huge gap between the wine starter and wine bottles in wine store, a wine starter don't want to learn about wine knowledge and don't really want to have a conversation with shopkeepers, they usually not stay long in a wine store, and sometimes they just randomly choosing the wine.
Key Takeaways
After summarizing their responses, we found that there were two factors that are crucial to maximizing the enjoyability of one’s wine experiences :
1. Discovering your own preferences is crucial.
2. Having a low bar of entry for young wine beginner and making the pastime more accessible.
Survey for target users
We soon performed a Google survey with twenty-five people based on ten questions. Through this survey, we were able to learn more about what our targets' experience of their off-line wine shopping. After all, we picked up two key insights to develop our idea more approachable for our targets users.
Key takeaways
1. Our target users prefer quick and easy browsing experience instead of text-heavy research.
2. Expert reviews and too many detailed information make our target users discourage to use digital assistance.
2. Expert reviews and too many detailed information make our target users discourage to use digital assistance.
Secondary research
Then, what kind of experience people can do with existing products?
To gain a better understanding of the existing products in the market, I conducted competitive analysis and market research. We found two factors that why these applications **NOT touching the pain points for our target users**.
1) No fast direct and personalized results. Too many steps to get the tastes or other informations for purchasing wines.
2) Reviews are not friendly for wine starters. Detailed and critic reviews are confusing wine starters.
To gain a better understanding of the existing products in the market, I conducted competitive analysis and market research. We found two factors that why these applications **NOT touching the pain points for our target users**.
1) No fast direct and personalized results. Too many steps to get the tastes or other informations for purchasing wines.
2) Reviews are not friendly for wine starters. Detailed and critic reviews are confusing wine starters.
| Goal setting from research stages.
Ideation
Based on the insights from the research stages, we each ideated thirteen concepts. We used one of the ideation methodology Crazy 8’s, but we customized it as a Crazy 1min for more describing our ideas. As a following step, we sorted out four category by technical features and made groups by values - Personal / Recommended / Informal / Educational / Social. Each of us had two times votes for down selection.
Down selection
Most of our ideas were to use AR and Voice command features in terms of fast and direct results.
Design solution
A fun, quick, personalized AR wine shopping experience.
An augmented reality APP explores new ways of wine retailing / shopping experience, which enables users to easily find personalized wine in stores with their phone.
Why AR?
1. Quick and portable
Only one step for getting the matched wines - hanging around the wine stores with your phone.
Only one step for getting the matched wines - hanging around the wine stores with your phone.
2. Fun and intuitive experience (For target audience’s characteristics)
New technology, new way of shopping experience. Show the result directly through your phone camera.
3. personalization
Analyze your preferred tastes and show the matches correctly and directly with AR image recognization and data analyze tools.
Ideal of use journey
Wireframe & Prototype
UI DESIGN
During our research, we found interesting facts about 1930’s American history. Firstly, from that era, American wine production became boosting due to the end of prohibition. Secondly, the first motion capture technology was inventedy by Fleischer studios in New York. Since our emoji can be used face motion capture technology, we thought it will be interesting for visual design with Fleischer studio style as our visual theme.
Prototype
User TESTING
Key takeaways
For contents
For contents
1. Taste selection is not very understandable.
2. The result “Matches” feature is not intuitive.
For interactions
1. Hard to compare between different facial expressions (More extreme and simple visual are needed)
2. People wanted to keep scanning many wine labels(They stayed long with AR camera opend - stable and continued AR scanning are needed)
Updated Wireframe
What’s for Next?
New character development
AR kit Development with ten wine bottles
Interview with a wine magazine writer
