Turning data into wine. Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Hmm... What if I stomped on these a bunch and then let them rot in a barrel?
www.marriedtothesea.com
How might the wine industry create offerings that will enhance the wine experience for consumers?
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Defining an Opportunity Space Understand the different ways consumers experience wine Consumer
Wine Criteria
Experience
complex
occasion
Traditionalist Connoisseur Enthusiast
• origin • food pairing • publication recommendation • grape • reputation
Image Seeker Satisfied Sipper
• friend recommendation • professional recommendation
Overwhelmed
• convenience
Social Sipper
• convenience
research
select
consume
evaluate
simple
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Defining an Opportunity Space Understand the different ways consumers experience wine Consumer
Wine Criteria
Anxiety Experience
complex
occasion
Traditionalist Connoisseur Enthusiast
• origin • food pairing • publication recommendation • grape • reputation
Image Seeker Satisfied Sipper
• friend recommendation • professional recommendation
Overwhelmed
• convenience
research
select
consume
evaluate
“ I need accurate information to find the perfect pairing.”
“ This bottle has a good reputation, right?”
“ Why can I never find what I’m looking for?” Social Sipper
• convenience
simple
“ I’m not even going to bother shopping for a good wine.”
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Value Statement
Create a set of offerings that ease wine anxiety through simplified and relevant solutions. Users Consumers who experience wine anxiety Unmet needs The ability to select an appropriate wine Benefit An integrated set of offerings that support the wine decision making process Purchasing Reasons Simple services and products that improve the ability to select wine and enhance the entire experience
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Design Principles
Simplify decision making Provide relevant information Support wine recollection Create approachable experiences Enable convenient purchasing
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Generation Used principles and activities to generate concepts and clustered around principles simplify decision making
provide relevant information
support wine recollection create approachable experiences
enable convenient purchasing
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Generation Used principles and activities to generate concepts and clustered around principles simplify decision making
digital menu
in-store podcasts
whos drinking what & where premade pack
expert vs. layman language
occasion search
unique info channels
tangible wine pairing
provide relevant information
wine education intangible wine pairing brand simplification
wine place search
healthy choice
visual narratives
wine advisor
RFID cellar
make your own wine threadless
harvest calender
wine journey
create approachable experiences
boutique network
custom label
wine fit
universal wine ID little black wine book
image recognition
wine translator
guided tour
support wine recollection wine charms
wine yelp
wine cafe
floor plan path partner with juices
vino night
enable convenient purchasing assembly line
wine counters wine draft
wine games blind date
kiosk brand at other locations
show your rack
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Evaluation
Business Values:
Profitable Marketable Feasible Strategic fit Competitive advantage Enhances brand
Business Value
Simple decision Relevant information Convenient Approachable experience Integrated offering Enhance experience
Low
User Values:
High
Concepts are scored against user and business values
Low
User Value
High
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Evaluation
Business Values:
Profitable Marketable Feasible Strategic fit Competitive advantage Enhances brand
partner with juices • wine advisor •
wine threadless •
• wine cafe • boutique network Business Value
Simple decision Relevant information Convenient Approachable experience Integrated offering Enhance experience
Low
User Values:
High
Concepts are scored against user and business values
vino night •
• kiosk • wine counters • wine charms
brand simplification • •sell at other places wine fit • • wine education harvest calender •
guided tour •
• premade pack •universal wine ID
• assembly line
• tangible wine pairing • occasion search
• digital menu • wine draft •intangible wine pairing •healthy choice •image recognition •wine translator •wine yelp •wine place search
blind date •
•wine journey unique info channels • • • customize label visual narratives floor plan path • • • make your own little black wine book
expert vs. layman • language
• wine games
• in-store podcasts • RFID cellar
• whos drinking what & where
•show your rack Low
User Value
High
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Systemization Retail wine anxiety partner with juices •
New Business
wine advisor •
wine threadless •
Business Value
• wine cafe • boutique network
Low
Vitner
High
Identified three stakeholders and corresponding systems
vino night •
• kiosk • wine counters • wine charms
brand simplification • •sell at other places wine fit • • wine education harvest calender •
guided tour •
• premade pack •universal wine ID
• assembly line
• tangible wine pairing • occasion search
• digital menu • wine draft •intangible wine pairing •healthy choice •image recognition •wine translator •wine yelp •wine place search
blind date •
•wine journey unique info channels • • • customize label visual narratives floor plan path • • • make your own little black wine book
expert vs. layman • language
• wine games
• in-store podcasts • RFID cellar
• whos drinking what & where
•show your rack Low
User Value
High
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Systemization Retail wine anxiety partner with juices •
New Business
Business Value
•wine cafe • boutique network vino night •
• kiosk • wine counters • wine charms
wine fit •
•sell at other places • wine education harvest calender •
guided tour •
•universal wine ID
• assembly line
brand simplification •
• premade pack
wine advisor •
wine threadless •
Low
Vitner
High
Identified three stakeholders and corresponding systems
• tangible wine pairing • occasion search
• digital menu • wine draft •intangible wine pairing •healthy choice •image recognition •wine translator •wine yelp •wine place search
blind date •
•wine journey unique info channels • • • customize label visual narratives floor plan path • • • make your own little black wine book
expert vs. layman • language
• wine games
• in-store podcasts • RFID cellar
• whos drinking what & where
•show your rack Low
User Value
High
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Systemization Retail wine anxiety partner with juices •
New Business
wine threadless •
Business Value
•wine cafe • boutique network vino night •
wine fit•
• premade pack
•universal wine ID •kiosk • wine counters • wine charms
brand simplification •
wine advisor •
• assembly line
•sell at other places • wine education • harvest calender
guided tour •
• tangible wine pairing • occasion search
• digital menu • wine draft
Low
Vitner
High
Identified three stakeholders and corresponding systems
•intangible wine pairing •healthy choice •wine journey • recognition unique info channels wine translator • • •image • customize label visual narratives • make your own • • •wine yelp •wine place search floor planwine path little black book blind date •
expert vs. layman • language
• wine games
• in-store podcasts • RFID cellar
• whos drinking what & where
•show your rack Low
User Value
High
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Validation Checked concept systems against their location in the principle clusters
Vitner
Retail wine anxiety
simplify decision making
New Business provide relevant information
support wine recollection create approachable experiences
enable convenient purchasing
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Concept Validation Checked concept systems against their location in the principle clusters
Vitner
Retail wine anxiety New Business
simplify decision making premade packs
whos drinking what & where
occasion search tangible wine pairing
wine education
intangible wine pairing
brand simplification
wine place search wine advisor
RFID cellar
support wine recollection wine charms
healthy choice
expert vs. layman language
digital menu
provide relevant information wine yelp
wine fit
wine translator
guided tour
harvest calender
visual narratives universal wine ID little black wine book
make your own
image recognition
boutique network
vino night
assembly line
wine cafe
partner with juices
wine counters
enable convenient purchasing kiosk
wine journey
create approachable experiences
wine threadless
floor plan path custom label
in-store podcasts
unique info channels
brand at other locations
wine draft
wine games blind date
show your rack
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Retail – Expedited Binny’s A quick, convenient and simple retail experience for selecting the appropriate wine at Binny’s. Anxiety Overwhelmed wine consumers want to drink wine more regularly but find selection a frustrating experience. Social Sippers do not like to be held accountable for wine selection because they fear making a bad choice. Values Floor plan path guides consumer Wine counter enables sampling Assembly line expedites the purchase Premade pack completes the experience Principles Simplified decision making Approachable experiences Convenient purchasing
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Expedited Binny’s A quick, convenient and simple retail experience for selecting wine
Jane is going to a party tonight at Ben’s, and plans to bring three bottles of wine. She arrives at Binny’s, sees the large selection of wines, and has no idea where to start.
But then Jane sees that there is a path on the floor that she can follow to find mid-price range party wines.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Expedited Binny’s A quick, convenient and simple retail experience for selecting wine
When she arrives in the section there is a wine counter where she can sample some of the wines before making a decision.
After getting a sense of some of the wines she has sampled, she goes to the assembly line purchasing area where an employee pulls together the wines she preferred into a beginners pack.
Jane can now go to her party with the confidence of knowing that even though she does not have much experience buying wines, she is bringing three delicious vinos with her!
Beginners Pack
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Vitner – Charmed Information Branding system adding value through an engaging experience and compelling information. Anxiety Enthusiasts seek information about wine which creates anxiety about their purchases. The engaging experience breaks the educational barrier for other consumers. Values Brand simplification attracts consumer Wine charms create added brand value Image recognition delivers relevant info Visual narratives provide compelling data Harvest calendar enables recollection Principles Simplified decision making Relevant information Approachable experiences Support wine recollection Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Charmed Information Branding system adding value through an engaging experience and compelling information
Chris is browsing for a new wine to try this evening, a bottle with a charm hanging from the neck attracts his attention. He is intrigued by the blank label and accompanying “charm reader� that will access more information about the wine.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Charmed Information Branding system adding value through an engaging experience and compelling information At home, Chris scans the charm and is brought to the vitner’s web site. The story of the vineyard is told in a compelling visual manner and provides relevant information.
BEEP
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Charmed Information Branding system adding value through an engaging experience and compelling information
The vitner also provides a wine planner that enables him to collect the various charms and catalog which wines pair well with certain occasions or meals.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
New Business – Beans & Grapes An extension of the coffee shop that transitions into a wine bar in the evening. Anxiety Social Sippers avoid the decision process because they are anxious about their lack of knowledge. The cafe replicates a familiar environment and supports simple decision making with standard choices and a small rotating selection. Values Wine cafe creates an approachable space Kiosk provides relevant information Wine fit establishes an ordering protocol Wine draft completes the experience Principles Relevant information Approachable experiences Convenient purchasing
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Beans & Grapes An extension of the coffee shop that transitions into a wine bar in the evening
Situated in the heart of the city, the wine cafe is a place of refuge. Surrounded by greenery, the cafe welcomes you whether it’s 6 AM and time to read the morning paper, or to sit with a friend for a late afternoon latte before you grab a bottle of wine for that evening’s movie in the park.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Beans & Grapes An extension of the coffee shop that transitions into a wine bar in the evening
A knowledgeable staff member will quickly help you decide on a beverage. He knows which coffee blend to recommend for tomorrow morning, as well as the kind of wine that will match the dinner you’re preparing for friends after work.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Beans & Grapes An extension of the coffee shop that transitions into a wine bar in the evening
A casual environment inspired by the cafes of Europe. A place to meet friends midday to enjoy a glass of wine, or to clear your head with a cup of coffee before getting back to the office and your deadlines.
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth
Thank you
Design Synthesis : Apeksha Garga : Amanda Geppert : Jessamyn Haupt : Amanda Wirth