Turning data into wine. Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Hmm... What if I stomped on these a bunch and then let them rot in a barrel?
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How can the wine industry develop a better relationship between the wine and the consumer?
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Era Analysis A look at wine consumers as they have evolved through the past 65 years. 1945
Growing Up
1965
Building a Reputation
1980
Mid-life Crisis
2000
Learning to Walk Again
peak consumption 1985: 2.43 gal.
2.5 2.0 1.5
First wine bar opens in San Francisco
1.0
California wines are prized at a French tasting
Wines labeled using varietal
0.5 gallons consumption per capita 1950
1960
Demand during the war was a catalyst for overproduction, hastily aged and poorly mixed wines, giving the industry a less than favorable image.
Boxed wines are all the rage
1970
1980
Industry low in two decades 1993: 1.74 gal.
Wine coolers enter the scene
1990
Say hello to Two Buck Chuck
Sideways features California wine country 2000
2010
Growth in the wine industry is attributed to the aging Baby Boomer generation and high recognition of California wines around the world.
The 80’s and 90’s experience the best and worst of times for the wine. Many different innovations occur in the industry, including wine bars, boxed wines and wine coolers.
The wine industry struggled to penetrate the American consumers that perceived wine as elite and only for special occasions. This results in a large range of wine personas and prices ranges.
Research universities assist in developing a new breed of vintners that are committed to high quality standards.
Special interest groups raise concerns and establish anti-drinking campaigns; wine labels are required to have sulfite and ethanol warnings and wine tax triples.
Consumers are more aware of personal and environmental health concerns while demanding information and transparency.
The Sixties are marked with counterculture trends including experimental drug use.
Light beers and alcopop (Zima/Bacardi Breezer) are introduced to the market.
Beverage trends include energy drinks, designer water, superfruit juices and micro-brew beers.
consumer perception
Effects from the prohibition are still present; some states are dry while others establish monopoly liquor stores forces in the industry
competitors
sources: The Wine Institute, Wine Business Monthly, Wines and Vines, Trendwatching.com and Wikipedia
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Era Analysis A look at wine consumers as they have evolved through the past 65 years. 1945
Growing Up
1965
Building a Reputation
1980
Mid-life Crisis
2000
Learning to Walk Again
peak consumption 1985: 2.43 gal.
2.5 2.0 1.5
First wine bar opens in San Francisco
1.0
California wines are prized at a French tasting
Wines labeled using varietal
0.5 gallons consumption per capita 1950
1960
Demand during the war was a catalyst for overproduction, hastily aged and poorly mixed wines, giving the industry a less than favorable image.
Boxed wines are all the rage
1970
1980
Industry low in two decades 1993: 1.74 gal.
Wine coolers enter the scene
1990
Say hello to Two Buck Chuck
Sideways features California wine startscountry
The wine industry to chase unexplored markets 2000 2010 and surfacing trends.
Growth in the wine industry is attributed to the aging Baby Boomer generation and high recognition of California wines around the world.
wine industry The 80’s and 90’s experience theresulted inThe This a wide rangestruggled to penetrate the American best and worst of times for of theofferings for a wide range consumers that perceived wine wine. Many different innovations of market segments. as elite and only for special occur in the industry, including occasions. This results in a wine bars, boxed wines and wine large range of wine personas coolers. and prices ranges.
Research universities assist in developing a new breed of vintners that are committed to high quality standards.
Special interest groups raise concerns and establish anti-drinking campaigns; wine labels are required to have sulfite and ethanol warnings and wine tax triples.
Consumers are more aware of personal and environmental health concerns while demanding information and transparency.
The Sixties are marked with counterculture trends including experimental drug use.
Light beers and alcopop (Zima/Bacardi Breezer) are introduced to the market.
Beverage trends include energy drinks, designer water, superfruit juices and micro-brew beers.
consumer perception
Effects from the prohibition are still present; some states are dry while others establish monopoly liquor stores forces in the industry
competitors
sources: The Wine Institute, Wine Business Monthly, Wines and Vines, Trendwatching.com and Wikipedia
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Market Segments Market research has established these six categories. ENTHUSIAST
IMAGE SEEKER
SAVVY SHOPPER
TRADITIONALIST
OVERWHELMED
SATISFIED SIPPER
“So much variety to try. I like to look at labels but I also like to look at Wine Spectator. I really like to entertain, tasting wine with friends. It’s the best experience.”
“I’m not sure about wine, but know a bit. When I’m not sure what I want, I typically go for the one that’s more expensive.”
“I love to shop for wine, to see what’s on sale or in a bargain bin. I usually have two to four bottles of wine on hand and when I get down to two, I’ll go buy more.”
“I was raised on traditional values. When I’m shopping for wine, I end up buying the tried and true because I know I enjoy it and can count on it.”
“There are so many wines on the shelves; it’s so confusing. First I try to read the labels, then I call someone who works there to help.”
“I don’t care where the wines come from, and I don’t know why anybody would. I always buy the same brand and I’m happy with that. When I go out, I always order the house white zinfandel.”
Key Needs
Key Needs
Key Needs
Key Needs
Key Needs
Key Needs
Enthusiasts are passionate about the entire wine experience – from researching what to buy to sharing it with friends and family.
Image Seekers need to feel sophisticated and fun, adventurous and trendy.
Savvy Shoppers are looking for a great wine at a great value.
Traditionalists need to feel that their wine is made by a well-known winery that’s been around for a long time.
Overwhelmed want good shelf description and/or recommendation by retail and wait staff.
Satisfied Sippers want a sensible choice they can feel comfortable serving to family and friends.
source: Project Genome: Understanding the DNA of the Premium Wine Consumer by Constellation Wines
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Influences Overwhelmed
Social Sipper
Non-user
Wino
Savvy Shopper
Satisfied Sipper
Image Seeker
Enthusiast
Connoisseur
Traditionalist
Understanding how market segments choose their wine.
Convenience Promotion Price Friend Rec. Professional Rec. Origin Food Pairing Publication Rec. Grape Reputation Color Narrative Label Design Eco Health
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Decision Continuum
Convenience Promotion Price Friend Rec. Professional Rec. Origin Food Pairing Publication Rec. Grape Reputation Color Narrative Label Design Eco Health
Overwhelmed
Social Sipper
Non-user
Wino
Savvy Shopper
Satisfied Sipper
Image Seeker
Enthusiast
Connoisseur
Traditionalist
Highlighting strong relationships between market segments and influential attributes. complex
28%
Origin Food Pairing Grape Reputation
Traditionalist Connoisseur Enthusiast
20%
Friend/ Professional Recommendation
Image Seeker Satisfied Sipper
23% Convenience
15% Promotion Price
Social Sipper Overwhelmed
Savvy Shopper Wino
simple
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Decision Map Plotting users against dimensions of choice. complex •
• • • enthusiast • • •
••
•
•
•
• • •
• • connoisseur • •
•
•
•
•
•
•
•
• •
traditionalist •
• • • image seeker • • •
• • • satisfied sipper
experimental •
•
•
• •
• • • • • social sipper • • • •
• •
conventional
• overwhelmed •• • • • • •
•
savvy shopper • • •
•
• wino
•
•
simple
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
User Sample Following targeted users to understand their journey. complex •
•
••
•
• • enthusiast • •
•
•
•
• • •
• • connoisseur • •
•
•
•
•
•
•
•
• •
traditionalist •
•
•
image • seeker•
•
•
•
• • satisfied sipper
experimental •
•
conventional
•
•
• • •
• •
social • • sipper • •
•
• •
overwhelmed •• • • • • •
•
•
savvy shopper • • •
•
• wino
•
•
simple
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
All Inclusive User Journey Understanding the process of how users engage in the wine experience. Occasion Presents Itself • Alone and in the mood • Extend invitation • Receive invitation • Ask about menu
Evaluate
Research and Decide • Assess like/dislike • Make note • Recommend to friend
Consume or Store • Drink alone • Drink with friends • Drink with food • Store for later usage • Add to collection
• No preparation • Go with what you know • Research online • Consult publications • Talk to friends • Identify point of purchase
Shop and Select • Wander and peruse • Read in-store material • Look for desired selection • Consult in-store expert • Ask for recommendation
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Enthusiast User Journey Paired-up Peter
Occasion
• Playful • Curious • Foodie • Urbanite
“Oh my, this is perfect!”
• Received invitation to a dinner • Interest in pairing wine accurately to the ethnic food bring served
Evaluate
Research
• No formal method of keeping track of likes, dislikes or ambivalence • Relies on recall but stymied when the name of a wine is in a foreign language
• Online research to match wine to the dinner menu • Research revealed Cabernet Franc would best suit the menu
Consume • Drink with friends during dinner • Consumption is occasion specific though has personal stash of table wine for daily use
Select • Identify store with specific selection • Cabernet Franc is difficult to locate, assistance is sought after 10 minutes Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Enthusiast User Journey: Insight Paired-up Peter • Playful • Curious • Foodie • Urbanite
Occasion • Received invitation to a dinner • nterest time. in pairing Peter wants a perfect match Ievery wine accurately Information between his research, to the ethnic food selection and evaluation could be bring served
further strengthened
“Oh my, this is perfect!”
Evaluate
Research
• No formal method of keeping track of likes, dislikes or ambivalence • Relies on recall but stymied when the name of a wine is in a foreign language
• Online research to match wine to the dinner menu • Research revealed Cabernet Franc would best suit the menu
Consume • Drink with friends during dinner • Consumption is occasion specific though has personal stash of table wine for daily use
Select • Identify store with specific selection • Cabernet Franc is difficult to locate, assistance is sought after 10 minutes Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Image Seeker User Journey Suave François
Occasion
• Values image • Malleable • Observant
“This looks good. Have you had it before?”
• Receive invitation for a night out with a group of friends
Evaluate
Research
Consume • Drinks wine only in a context that is looked upon as most appropriate
Select • Look at price ranges as an indicator of what might be best • Look around at other people’s choices • Consult the waitress • Ask friends advice Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Image Seeker User Journey: Insight Suave François
Occasion
• Values image • Malleable • Observant
“This looks good. Have you had it before?”
• Receive invitation for a night out with a group of friends
Evaluate
Research
François desires a highly regarded and well looked upon experience which works to integrate him in the specific surrounding.
Consume • Drinks wine only in a context that is looked upon as most appropriate
Select • Look at price ranges as an indicator of what might be best • Look around at other people’s choices • Consult the waitress • Ask friends advice Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Overwhelmed User Journey Mixed-up Mary
Occasion
• Vivacious • Enjoys a good party
“You know what’s really aggravating? When I get to the store and then I can’t find it.”
• Brother brings 5 bottles of wine to sample with her and her friends • Substitutes for her usual shots of Gentleman Jack
Evaluate
Research
• Determines a selection that she would like to purchase on her own • Makes a handwritten note
Consume
Select
• Tries all 5 selections in the comfort of her living room
• Goes to local wine store and cannot find her selection • Defeated she purchases Gentleman Jack and leaves Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Overwhelmed User Journey: Insight Mixed-up Mary
Occasion
• Vivacious • Enjoys a good party
“You know what’s really aggravating? When I get to the store and then I can’t find it.”
• Brother brings 5 bottles of wine to sample with her and her friends • Substitutes for her usual shots of Gentleman Jack
Evaluate
Research
• Determines a selection that she would like to purchase on her own • Makes a handwritten note
Mary wants to drink wine more regularly, but her shopping experience must be surefire or she’ll revert back to another alcohol choice.
Consume
Select
• Tries all 5 selections in the comfort of her living room
• Goes to local wine store and cannot find her selection • Defeated she purchases Gentleman Jack and leaves Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Social Sipper User Journey Sippin’ Sue
Occasion
• Convenience driven • Prefers drinking in her home • Doesn’t mind trying new wines
“Just about the time I actually try to look for a good wine, I end up buying a really bad bottle”
• A friend is coming over to catch up one evening
Evaluate
Research
Consume
Select
• Unwinding with a friend at home • Its just wine
• Avoids the task of selecting • Buys simply on a whimsy
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Social Sipper User Journey: Insight Sippin’ Sue
Occasion
• Convenience driven • Prefers drinking in her home • Doesn’t mind trying new wines
“Just about the time I actually try to look for a good wine, I end up buying a really bad bottle”
• A friend is coming over to catch up one evening
Evaluate
Research
Shopping needs to be easy and efficient; with so many wines on the market, Sue tries to avoid the selection task.
Consume
Select
• Unwinding with a friend at home • Its just wine
• Avoids the task of selecting • Buys simply on a whimsy
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Market Opportunities By understanding the distinct users personas, the wine industry can determine how to develop a better relationship between the wine and the consumer. observations journey
opportunity
user groups
wine values
Traditionalist Connoisseur Enthusiast
• origin • food pairing • publication recommendation • grape • reputation
Provide enhanced information channels
Image Seeker Satisfied Sipper
• friend recommendation • professional recommendation
Help me make a good impression
Overwhelmed
• convenience
Help me find what I’m looking for
• iPhone
• Exclusive
• Wine
Social Sipper
• convenience
applications
wine bottles
finder
Make this simple • Low-key
wine club
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth
Thank you
Design Analysis : Amanda Geppert : Paula Girshman : Amanda Wirth