Leading practice | How the world's largest wine app uses design sprint to innovate the vivino model

Design sprint methodology能在1-2Find user pain points and innovate products within a week.全球最大vivino红酒App利用设计冲刺Solve the problem of efficient wine search,Find what users need most、The most frequent pain points and help users get a better product experience by optimizing the search process,Ultimately gained user word of mouth and growth.通过本 vivino模式 Innovation cases you will gain best practice,Learn now！

一切的一切,All from San FranciscoPress ClubOne night at the bar started,It was my first corporate event there at the time.作为新人,I'm probably the person who knows the least about wine and wine in the company.（There may be more dishes than me？）When someone asks which wine I like,There are only two in my mind：Red and white wine.

说实话,Everyone has had a similar experience like this.Press ClubThat long17The wine list on page is useless to me.I just have to wait for everyone to order,“镇定”to follow the order：“I want a cup of that too.”那晚之后,I set a goal,Get to know wine well.I found one developed for wine loversVivino红酒App,从那以后,It has always been my best tasting companion.（This is also what this article is willing to useDesign sprint methodologyto dissect the reason for it）

Vivino是什么?

Vivino红酒 App After asking the user to take a photo of the label of a wine,Its ratings are available immediately、Information such as average prices and tasting records.The majority of users are satisfied with its label scanning capabilities,But its search function has made users suffer,It's hard to find one that suits my taste、And the wine that I paid for in my wallet.So the team started a product redesign sprint,先对Vivino's search function was usability tested,Found to locate its pain points and carried out product redesign.整个过程是Design sprint methodologyscientific application.

achieved results

实现方法：Product design sprint

在最初的用户研究Guerrilla testing was used in （guerrilla usability testing）、Methods such as affinity mapping and user role creation.in the redesign process,I'll focus the discussion on two pain points I've identified,Then the changes to the plan are created任务流and wireframes.constructInteractive prototypes后,I tested my hypothesis.To better simulate the real project launch timeline,I only gave myself a week to do this case study.Each step of the study will be described in detail below.

一、用户研究

Guerrilla test
To avoid situations of personal preference,I brought a bottle of wine to the Yerba Buena Island Gardens（Yerba Buena Gardens）,To five never usedVivinoof people requested to complete the following tasks：“试想象,Today is Thursday night,You're looking for a nice bottle of cheap wine to bring to the housewarming party.你会怎么做？”（with permission）I recorded them using the app,以便日后分析.

Affinity mapping
To sort out the findings,I observed the user interaction with the application,Also wrote my opinion on a post-it note.然后,I group findings into an affinity graph,并在2×2The metric graph weighs them according to their importance to the user and their importance to the business.

What users need is the ability to quickly and accurately access wine lists,in order to make a purchase decision.Since I can't find outVivino红酒App的业务目标,所以我假设VivinoThe most important thing is user engagement and satisfaction.

创建用户画像

from usability testing,发现了以下几点:

为了更好Get to know typical users,I have collected the above information,并创建出一个**用户画像**,Centrally reflect all the characteristics of the interviewed users.

I also designed oneThe path a user of this profile might take

二、重新设计

Definition and Analysis
Although users can successfully find satisfactory wine,But most of them show that,Not being able to perform certain actions during use can confuse or frustrate them.下面的一系列任务流All interactions are shown.

我从这个任务流We found two pain points for users.Below are my proposed solutions for each pain point.

痛点1：It is a laborious thing for users to drag the minimum rating slider

痛点2：When the user finds that the results cannot be sorted by price,will be frustrating

Program integration
To ensure that throughout用户体验Changes are clearly reflected in the ,I reviewed the original created earlier任务流,并对其进行了更新.

三、用户验证

经过1周的用户研究、Analysis and Redesign,Now to test my assumptions and changes.我邀请了5new user to test mine交互原型.结果如下：

Average time taken for screening and secondary screening from 11.4秒减少到3.7秒

All users were satisfied that they had selected wines that fit their price range

关键总结

这个UX案例研究It was both challenging and rewarding for me,Design sprint methodologyNot only exercised mineUX技能,Also helped my wine buddiesVivino进行产品创新.10X更多用户can easily find their perfect match,Thus presenting wine connoisseurs at their respective company events and business meetings！

原文链接：领先实践｜The world's largest wineAppHow to innovate with design sprintsvivino模式

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