Your trusty toolkit to explore the world of wine

A capstone project for UC Irvine’s Master of Human-Computer Interaction and Design program. Learn More

Your trusty toolkit to explore the world of wine

A capstone project for UC Irvine’s Master of Human-Computer Interaction and Design program. Learn More


Background

Wine Scout is the result of a six-month user-centered design study in the wine industry. The project is a capstone led by students in UC Irvine’s Human-Computer Interaction and Design program. Our client, a Fortune 500 consulting firm, asked us to explore the intersection of wine and technology through a research and design process. We centered our study on a seemingly simple question: why do people drink wine?


Process
Research
Applying the Jobs To Be Done framework to a set of interviews with wine drinkers, we discovered six common “jobs” that people hire wine to accomplish in their lives. These jobs involve a mix functional, social, and emotional human motivations, all related to the idea that people hire wine to feel confident in their lives. We learned that people hire wine to:

Wine is Classy

Consumers of all experience levels hire wine to express superiority and status.

Wine is Relaxing

Consumers of all experience levels hire wine to relax and feel special.

Wine is Mature and Adult

Younger consumers hire wine to act like adults.

Wine is Social Glue

Consumers at all experience levels hire wine to bring people together.

Wine is a Conversation Topic

Consumers at all experience levels hire wine to have something to talk about.

Wine Appreciation is a Journey

Enthusiasts hire wine knowledge to help them learn and grow.

We used these customer jobs, instead of the more traditional personas, to guide our design. Request to see our research white paper for more information on Jobs To Be Done for wine drinkers.

Design
We used design thinking strategies to draw out ideas and test them with users. We started the design process with a two-day design sprint with the goal of asking the ‘how might we?’ questions for the “jobs” we’d established in the research phase. We then took the design the team thought had the best balance of user delight versus scope of design and took our top 5 designs to users to validate. Once we had our core product vision, we prototyped features and user-tested them, iterated and eventually came up with Wine Scout.


Product

Buy the right bottle every time.

Our smart wine reviews use your history to predict the odds you’ll love each wine.

Pick wines on the go.

Take a photo of a wine bottle to read its review. Turns out you can judge a wine by its label.

Pick wines on the go.

Take a photo of a wine bottle to read its review. Turns out you can judge a wine by its label.

Journey with friends.

Follow friends to get inspiration from your network. Host a tasting to level up your wine game.

Prototype


Team

Tim George

Tim George

Product Manager, Researcher

tgeorgeux.com

Katie Jones

Katie Jones

Research Lead, Content Strategist

katie-jones.com

Steve Ngo

Steve Ngo

Design Lead

stevedngo.com

Aaron Soto

Aaron Soto

User Testing Lead, Researcher

aaronsoto.com

Felicia Wang

Felicia Wang

Process Lead, Designer

feliciawang.com

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