Erna Kristin
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Wyne App

Team:
Erna K. Gylfdaottir
Kate Wagner
Dora Yeh

Client:
Wyne.Inc
Role:
UX/UI, visual design,
branding

Deliverables:
Hi-Fi Wireframes
for iOS mobile app
Duration:
3 Weeks

WYNE is an app that helps Generation Y users to engage in and experience wine and wine culture.

 
 

THE CHALLENGE:

ARE MILLENNIALS THE RIGHT AUDIENCE TO TARGET?

Is there a market opportunity for a wine app tailored toward Millennials? Where are they heading when comes to wine and wine culture? Are millennials the right users when comes to a wine app? These were some of the questions the client asked us. And we needed to find out.

 

WHO ARE MILLENIALS?

  • Born between 1981 - 1996 (currently ages 23 - 38) 

  • Most consider their wine knowledge basic to intermediate

  • Majority drinks wine every two weeks or more often

PRICE MATTERS

  • Price is the most common factor in deciding which wine to purchase/choose

  • Values quality without breaking the bank, looking for that sweet spot

  • Values wine ratings when deciding which type of wine is worth their money

  • The older the user, the more disposable income they have to spend on wine

VALUES FAMILIARITY

  • Most users stick with what they know when it comes to wine, especially those who feel like they don’t know a lot about it (which is a lot
    of people!)

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PHYSIOLOGICAL TIMING

  • Wine is often consumed in a social setting with others, particularly special occasions such as a holiday or special event

  • Conforms to drinking habits of friends (whether beer or wine)

  • Highly values friends’ input on wine when deciding

  • Developmentally, your palate is maturing around the ages of 21-24  

  • Coincides with cultural desire to be more sophisticated

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COMPETITIVE ANALYSIS:

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ONLY A FEW COMPETITORS ARE DOING THIS:

  • Palate quiz

  • Recommendations tailored to users (via ratings, palate test or preferences)

  • Professional ratings

  • Upload images of users’ moments around wine

 

AND ZERO COMPETITORS ARE FOCUSING ON MILLENIAL ENGAGEMENT

  • Grow your own virtual wine game and compete with friends in virtual wine festivals


     

  • Gamify wine learning through flashcards testing your knowledge

 

THE TRENDS:

UNEXPECTED FEATURES

EXPECTED FEATURES

Palate quiz
Recommendations tailored to users (ratings or palate test preferences)
Professional ratings
Upload images of users’ moments around wine

User ratings in-app on wines is an expected feature in the market
Social sharing to other apps is also an expected feature

PALATE QUIZ, RECOMMENDATIONS, AND SOCIAL ELEMENTS ARE KEY FEATURES

THE UNIQUE OPPORTUNITY:

A splash screen that introduces the brand
Onboarding that explains the app, defining their taste
A method to remember good and bad wine experiences

 

LOW FI SPLASH SCREEN + HI FI SPLASH SCREENS

ONBOARDING

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PALATE QUIZ

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ADD TO MY WINES

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