Project Type: Academic (February - April 2021)
My Role: UX, UI & Content Designer
Timeline: 10 Weeks
Tools: Figma, Sketch, inVision, Miro, Marvel
The Problem Space
CloudWine is an iOS app concept, designed to simplify
the process of pairing food & wine from restaurant menus.It focuses on simplifying the process of pairing food & wine by providing personalized recommendations.
Since the product was in early stage development, I took the opportunity to design a full UX writing process and deliverables - from initial research, user personas and voice definition, to user experience and final UX copy.
Conduct user research
Define the product voice
Create content for contact points in the user journey
Write and edit UI copy
Conduct usability testing
Make revisions based on feedback
Add UI copy to my designs
When was the last time you felt embarrassed and clueless when selecting an ice-cream?
Now, how about wine?
Selecting a good wine is confusing!! Bamboozled by the plethora of options and descriptions with cryptic vocabulary, one decides to pick a bottle a friend mentioned, spend money on it, and look forward to enjoying it, only to find out that the wine inside isn’t as per your taste, and doesn’t even pair well with the food. Such situations and several other versions have made so many of us, especially Gen Z wary of wines. In fact, a study conducted by Wine Business Institute at Sonoma State University shows that the 3rd highest scoring suggestion by Gen Z participants was:
“Make wine not so scary and intimidating for people who don’t know as much about wine.”
Impact on Business
I dug deeper to check if this perception that Gen Zers have about wines affects wine businesses and found some interesting facts:
Gen Zers are the largest generation - constituting 32% of the global population
They command a full 40% of consumer spending and are set to change the way we live, shop – and drink.
Gen Z was also predicted to have $44 billion in buying power by 2020 & they want a bang for their buck
So it is quite evident that unless this perception is changed, it will be difficult for wine businesses to sustain. This is why I chose to focus on Gen Z - to provide a win-win solution for both, the users and the businesses.
In order to understand CloudWine's audience and the touchpoints, I created a user persona and an experience map based on primary and secondary research. This formed the basis for my understanding of CloudWine’s audience - their personality, their needs and expectations, their struggles and probable use cases for the app.
To further understand our users’ language and context, I probed publicly available tools & resources including social media platforms, research articles, forums, blogs, reviews, comments, Google Trends and Quora to understand the pain-points, frustrations, needs as well as the language used by the target audience.
I paired this info with my own analysis of the competition and complementary products, and clarified the problems CloudWine should solve and how it should engage with its users.
Gen Z Vocabulary Cheat Sheet.
Credits: James Callahan, Lowell High School in Massachusetts, U.S
The attributes for CloudWine’s voice became clear after the initial research and identification of the core values, mission and personality. I also conducted a market research to identify and study the language used by Gen Z's preferred brands like Netflix, Spotify, Gatorade. Based on these insights, I created a personality for CloudWine.
We’re here to help people find the best food & wine pairings that are tailored to their taste.
CloudWine is like a friendly sommelier who helps you elevate your dining experience.
Decoding complex wine vocabulary is tough as it is. So, I decided to keep our product simple & straightforward.
To check the effectiveness of the copy, I conducted qualitative research and tested for the following:
How do users feel about Cloudwine's brand promise?
How do users feel about the value proposition?
How would users would describe the qualities of CloudWine product and brand?
How would users describe Cloudwine's voice? (to ensure it matches my intensions)
Do users respond well to contextual terms used throughout the UI?
Do users see themselves in the terms used to describe them?
Adding Copy to UI
After several rounds of testing & iterations, I added the UI copy to the app’s wireframes.
I planned another testing session and created an interactive prototype, to make it easier for our users to go through the CloudWine experience.
It is important to keep an open mind & respond to the insights derived from research through design intervention.
I also experienced the Tapper & Listener experiment in my own project.The importance of user testing cannot be stressed enough.
I learnt that establishing a a clear brand personality, values and offerings eases the process of developing UI copy
Since this project was completed in just 10 weeks, there are a few things I would do differently if I had the time and resources:
Interviewing a larger, more diverse group of wine lovers
Take time to work on CloudWine’s branding
Conduct user testing with more people for more accurate copy and design
The Process Disclaimer
Given the scope of this project, I have left out some of the process work. If you would be interested to see more in-depth breakdown of the process work and the thinking behind my decisions, please feel free to send me an email at email@example.com. I'd be happy to share the documentation with you.