VINO

Through directed storytelling, we gleaned that the users currently experience the tasks of buying or ordering wine outside of a web interface by browsing the product at a wine and spirits store, or reading a magazine like Wine Spectator. However,a web transaction can benefit thisexperience by not placing emphasison the cash transaction as well as beingmore interactive and less static. A web transaction may diminish the winepurchase by not providing the immediatefeedback or reinforcement of the actual product, but it will provide youaccess to employee’s suggestions and recommendations.

These experiences provided us the following Foci:

• Focus less on cash transaction
• Keep users’ access to expert reviews & suggestions
• Build credibility
• Accommodate constraints

Examples of people we talked to:

• an aspiring chef, a wine connoisseur, & a restaurant owner
• observing people at wine & spirits stores

Main Highlights from these interviews :

"I trust store manager’s input when I’m uncertain about what to buy."

"Restaurant owner, Lisa, sees advantagesof the 'cork and carry' process over theweb experience. Enjoys the idea of gleaning input from store employees.Believes web service could expose herto additional resources."

“… I read expert reviews, look for high-rated wine that’s affordable and try them out.”

“I want sophisticated good buy recommendations…I don’t want ads.”

“Usually wine is not matched with food: costumers specify it when ordering. ”

“online wine recommendation is a suspect ... I think they are trying to make sales.”