Design of new feature that uses emotional cues to recommend cool new products to user. Redesign of e-commerce flow. Design of more robust search filters.

1. Connecting wine lovers to BC craft wine
at cellar door prices

2. Who is New District?

3. Create a robust search feature
The mandate:

4. • 11 user interviews
• 40+ survey responses
• 3 contextual interviews
• domain and organizational
• usability testing
Research Methods

5. • 11 user interviews
• 40+ survey responses
• 3 contextual interviews
• domain and organizational
• usability testing
→ Affinity Diagram
Research Methods

6. Usability Findings
• Limited search functionality
• Users unable to quickly view all
wines “at a glance”
• Lack of suggestion/info to help
aid user with purchase decisions
• High landing page bounce rate
Confirmed Known Usability Issues:
• Users unaware site is a “craft wine”
specific marketplace
• Confusing user flow throughout wine
selection experience
• Unclear images used in crucial
decision-making points
Additional Findings:
+

7. Research uncovered 2 primary users

10. 3 different search methods based
on top considerations:
Body, Food, and Region
→ Found that these categories
were too subjective and
educational to encompass in a
search flow
→Felt too rigid and lacked the
empathy of peer-to-peer
recommendation.
Process – v1

11. Search by feature (holiday or
relevant theme), gift,
celebration, and offbeat
→ Found more human
connection made
→ Based on research points of
strong influence of friend
recommendations and wine
being primarily consumed for an
occasion
Process – v2

12. New Prioritization Process

13. Winery Prioritization

14. Prototype Demonstration

15. Solutions – Homepage

16. Solutions – Search by Occasions

17. Solutions – Marketplace

18. • “Wine details” tested as the user's preference over “wineries”
when accessing the commerce side of of the website.
• Add map to winery screen to give user a point of reference.
• Recommend winery details are expanded upon. significant user
interest shown here.
Considerations for version 2.0

19. Thank You
Questions and Answers