🍷 Buying new wine is tricky – especially when you don't know your own preferences or if you are gifting, for the person you’re buying for. According to Wine Intelligence, 49% of adults in the UK are regular wine drinkers who favour the tried, tested and familiar. How can we remove some of their anxiety purchasing new wines?

Table of Contents

Problem

• Consumers are daunted by the wine buying experience in supermarkets (and online).
• Consumers want to be adventurous and try new things, but afraid of picking something different that they then won't like or won't suit them.

*Key themes: (1) ****frustration with lack of knowledge; (2) ***craving novelty/newness

KPIs

Leading – Web page-engagement rate, recommendation click through rate

Lagging – Re-engagement on web platform, Online retail purchasing scores

Approach

• Followed a design-thinking process and conducted in-depth qualitative user interviews
  • User interview results detailed here
• Insight – new users struggle with “type paralysis & lack of interaction-understanding (functionality)” when they begin.
• Questioning Next Step – How might we nudge them to type and interact with the AI-text box?

Implementation

<aside> <img src="/icons/wine-bottle_red.svg" alt="/icons/wine-bottle_red.svg" width="40px" /> Iterating for functionality and usability

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