Mim

Blend Wine Subscription

Overview

Some urban young professionals feel overwhelmed while selecting wine, translating their preferences, and seeking notable suggestions from professional wine drinkers.

  • Duration :

    6 weeks

  • Team :

    Solo

  • Role :

    UX Research, Brand Development, Wireframing, visual design, UI Interface

  • Skill :

    Illustrator, Photoshop, Procreate, XD, Webflow

  • Client :

    Personal project

Problem

How might we provide a wine club experience which would reduce wine anxiety while educating wine drinkers?

Solution

I uncovered wine selecting obstacles from urban young professional wine drinkers and used social networking to help them connect to others on advice about wine selections. The website and app empower and educate users to learn about wine by hanging out with club members and cultivating a growing local wine community.

Research

When talking about wines, many people feel overwhelmed selecting wine bottles for purchase. They feel anxious looking at dozens of wine aisles, misunderstand by grabbing wine with quirky and sophisticated label designs. Oftentimes, they feel they don’t have adequate knowledge of wine, so they consume the same wine or sometimes avoid it.

They expect budget quality wines and prefer recommended wines by trustworthy people or friends. And along with that, they want to educate themselves. Wine would be more enjoyable when consumed with friends.

Empathy Map

It helps to understand the user’s problem in-depth and ways to seek solutions. Sam and Lily need knowledge of wines, limited options, guidance, and recommendations from known people, especially wine terminology, wine pairings, tasting notes for themselves and their friends.

Venn Diagram

It is helpful to narrow down the options and focus on finding compelling solutions. Despite intermediate or beginner levels, they both enjoy wine. They are socially active and would like to connect with new people, if offered then they can join wine tasting and meet new people so they will get wise recommendations from members and winemakers.

Short Quiz

The users are encouraged to take a short quiz that helps to figure out what are the best equivalent wines from our shop.

Website Interface

This is a landing page of the Blend wine club and encourages users to join the club with interactive animations, scrolling sliders, and a compelling interface.

Blend Table

In this workflow, we offer recommendations, initially based on the quiz at the beginning, but refine recommendations based on the user's tasting notes. After selecting the desired quantity and price point, the user then enters their shipment and payment information and has to agree to the terms and conditions of the program.

workflow of wine purchasing

In this workflow, we offer recommendations, initially based on the quiz at the beginning, but refine recommendations based on the user's tasting notes. After selecting the desired quantity and price point, the user then enters their shipment and payment information and has to agree to the terms and conditions of the program.

Box Opening Experience

The Blend club provides additional value to customers and creates a positive, memorable, and shareable impression through the box opening experience.

The box size is flexible according to the number of bottles costumes purchase. The specifically formed cushions - the molded pulp inserts are used to prevent breakages in transit. The tasting note card of the purchased wine would be helpful to understand the wine.