Wine E-commerce
Marqués de Riscal
Website UX / UI design and Frontend development applied to an academic project at BAU | Master on Digital Experience Design
Overview
Project context
Marqués de Riscal is a leading Spanish company in the wine sector, with a long history and a great number of awards behind. Although they export their wines to more than 100 countries, their business is not exclusively focused on the trade of this product. Marqués de Riscal owns a complex known as the Wine city, where they offer different services: hotel, visits to the historicalcompany wine cellar, spa, restaurant …
Academic project | Master on Digital Experience Design
Date 2017
Role UX/UI Designer | Front-end developer
Methods Heuristic analysis, Wireframing, User testing, Card sorting, Prototyping, Scrum
Tools Skecth, Invision, Github, FeatureMap
The challenge
Marqués de Riscal’s services were divided into 5 different websites: the content was duplicated or tripled in the different sites and it was especially difficult for the user to find the information and carry out their objectives using the product. Our goal was to unify in one product the main services offered by Marqués de Riscal; the purchase of wines and the reservation of visits to the wine cellar.
Research
User interviews
According to data from the Spanish Observatory of the Wine Market, 66% of wine consumers define themselves as fond of wine, the like to know everything about the wine that they are consuming, talk and discover about the product.
During the research phase we interviewed 6 usual customers of wine e-commerce to understand better the needs of the people who knows well the product and to extract the main problems they found using their favorite wine e-commerce sites. We also interviewed 4 people who buy and consume wine less regularly, only on special occasions.
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1 | VALUABLE INFORMATION ABOUT THE PRODUCT
On one hand, wine experts require detailed information of the products to decide: grape cultivation, elaboration, grape variety, taste attributes… On the other hand, less experienced consumers need other information to convert. It is a field in which they do not have much experience so they need some specific information to help them choose, such as the wine pairing or the opinion of experts.
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2 | APPEALING PRODUCT IMAGES
The habitual buyers interviewed not only considered wine as a consumer product, there was also a collecting desire when purchasing the bottle. In the case of occasional buyers, the purchase decision is also conditioned by the bottle and the design of the label. In both cases, the product image has a strong weight in the purchase decision and it should be given due importance in product listing and product detail page.
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3 | GUIDE THE CASUAL WINE BUYERS
After the interviews, became clear that if we wanted occasional buyers to convert, it was necessary to design an experience that guided them to choose a product that met their needs.
Findings
UI Design
A complete product sheet
We designed a product sheet with valuable information for both wine experts and occasional customers. On one hand, the file contains information on the aging of the grape, the production of the wine, the taste attributes and a video of a wine tasting with the opinion of experts. On the other hand, the product detail page offers information on the pairing of the wine, the awards given to the product and the opinion of the clients to guide occasional users.
Helping the users to find their wine
From the home page to the choice of the product, the experience has been designed to guide the occasional customer to choose the product that best suits their needs. The site offers suggestions, products such as the wine of the month appear as highlighted, the user can filter the wines by the type of food with which they want to pair it and in each product sheet the awards and recognitions are indicated.
Easy cellar visit reservation
We added a specific section in the navigation menu to reserve visits to Marqués de Riscal ’s wine cellar. We display a card for each one of the different visits that can be booked on the same page.
