A user experience study about buying wine on the web. A project made at Berghs Digital Design Upgrade course 2019.
Method: Design Thinking Process
Tools: Photoshop, Illustrator, Sketch, InVision, After Effects
User Research: Susanne Fransson Kane, Johanna Brag
User Interface Design: Johanna Brag
Illustration & Animation: Johanna Brag
Swedish people raised their wine purchases 2001-2018. Wine consumption accounts for 34,1 % of the total alcohol consumption 2001 and 42,6% of the consumption 2018. The hard liquor buying has decreased the last years and the wine buying has raised. (can.se Can Report 184)
The internet shopping of clothes, pharmacy and food raised 16% in Sweden 2017-2018 (dibs.se)
It is legal to purchase wine on the web in Sweden but only 1,4% of the wine bought in Sweden 2018 was ordered on the web. 82,4% are bought at Systembolaget.
Wine purchasing in Sweden 2018
CAN Report 175 (can.se)
45% of the target group "parents with young children" bought food on internet 2018 and 74% of them have used their phone for web shopping. (dibs.se)
Interviews and web surveys
The most relevant questions and answers (web survey with 50 answers in target group):
How do you rate your wine skills from 1-5?
What content are you most interested of when you read about wine?
63,4% Wine expert giving advices
39% Articles about wine districts and growers
14,6 Wine tasting & Wine trips
Important behaviours in the group during online shopping and quotes from deeper interviews:
The target group are very used to go to Systembolaget.
They like the service and advices Systembolaget gives.
They also like the trust of age control of younger adults at Systembolaget.
They find it time consuming going to another store than the supermarket for buying wine.
The wine bottles are heavy to carry.
They also say that the price could be higher in a web shop if they know the deliver will be smooth, if they get good wine advices from experts and if they save time with a web order.
A wine guide with wine shop on internet need to have:
Trustful advices from experts and inspiration.
Interesting reading about smaller growers and eco wine.
Easy and smooth payment.
User scenario after customer journey mapping and two web flow tests of a purchase.
Design decisions from a user experience perspective:
Trustful, calm design.
Earthy, wine palette colours.
A smooth feeling of a purchase.
Advices like "wine for picnic" to make a quick choice.
Possibility to read more about the wine.
Wine advices connected to receipts.
Easy payment and environment friendly deliver.
Alcohol free alternatives in the food-wine advices.