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THUNK RESEARCH

WinePro User Testing and Findings For: Ed Lane August 9, 2017


Outline: • Personas • Who we tested • What we tested • Our findings A. Screener B. Logging Leaderboards C. Wine Duolingo • Engagement and Shareability • Next Steps


WinePro

USER PERSONAS

Learner: Motivation: Ego, pride, a thirst for deeper knowledge, and a need for a product like this. • • • • •

Takes wine a bit more serious than the average joe. A student of wine (takes classes, reads a lot). Works in the wine biz Enjoys sharing and talking about wine. Willing to spend more $$ per bottle.


WinePro

USER PERSONAS

Performer: Motivation: To be more entertaining through knowledge, both as a social enhancement and as a way to look like they know something or two. • • • •

Interested in learning/knowing about wine. Willing to spend more $$ per bottle. Thinks they already know something about wine. Enjoys sharing and talking about wine.


OUR PARTICIPANTS

Derek

Naveed

Michael

Learner

Performer

Learner

Jim

Stan

Krystal

Mel

Learner

Learner

Performer

Performer


OUR PARTICIPANTS

Derek

Naveed

Michael

Wine insider

Amateur wine lover

Owner of a refined palette

Jim

Stan

Krystal

Mel

Avid wine collector

Chef-turnedwine insider

Had never known people log wine!

Passionate consumer


WHAT WE TESTED - “Logging Leaderboard” vs. “Wine Duolingo”

“Logging Leaderboard”

“Wine Duolingo"

VS


FLOW - “Logging Leaderboard”

ONBOARD

LOG A WINE

Search

Log

PROFILE

LEADERS

My Friends

FEED

CHAT

Group Chat


WHAT WE TESTED - “Logging Leaderboard”

Logging wine

Leaderboards

Feed of reviews

Chat Room


FLOW - “Wine Duolingo”

ONBOARD

LOOK UP WINE

Search

Quiz Group

QUIZ

Questions 1-6

RESULTS

QUIZZES

Custom Lessons

PROFILE

RANKS

My Friends

GUILDS

Create Guild

Browse Guilds

Guild Page

Chat


WHAT WE TESTED - “Wine Duolingo”

Quiz

Quiz Database

Rankings

Guilds


Findings


Screener


LOGGING WINE

6 out of 7 users did not enjoy logging wine: • •

“It takes time away from enjoying the wine!” “Other people do it anyway, so why bother?”

5 out of 7 users did not log wine at all.


LOGGING WINE

The 1 user who enjoyed logging wine stated: • It helps him understand what he’s enjoying • He wants to see a wine’s ratings • It helps him find out when he should drink a particular bottle of wine.

1 user who logged wine (but didn’t like doing it) only did so for work.


NUANCES OF WINE

100% of users did pay attention to what they would drink, however. They would make note of: Aroma Body Who they were with Food Pairings When they were having it Finish Why they were having it Appearance Tannin Acidity Alcohol Content Legs Depth Production Method

7 6 6 6 5 5 4 4 3 3 1 1 1 1


LOGGING TOOLS

User referred to their frequency of checking their wine logs as sometimes, rarely, or never. When referring to the tools they used to log wine, in order of how many times they were mentioned: Memory Vivino Delectable Cellar Tracker Wine Searcher Personal Journal Comparing menus Just drinking it The “Notes� app

4 2 1 1 1 1 1 1 1


INTERESTS

Users were most interested in learning about:

Their most impactful bits of knowledge have been:

1. History 2. Wineries 3. Varietals 4. Regions 5. Grapes 6. The production method 7. The winemaker 8. Food pairings 9. French wines 10.How to taste wine better

1. “Oddball” Facts 2. Winemaker names 3. History 4. Production method 5. Location 6. Label/Naming details 7. Food pairings 8. Wineries 9. The grapes 10.Taste descriptors 11.“Blind Tastings”


HOW WELL DO YOU KNOW YOUR FAVORITE WINE?

We asked users how well they knew their favorite wines, on a scale of 1-10 (1 = not well at all). 3 1 1

Only 2

2

3

1

1

1

4

5

6

7

8

9

10

users were able to state 5 facts about their favorite wine!


HAVE YOU EVER USED DUOLINGO?

We also asked users if they had ever used Duolingo, a language learning app that we based Prototype 2 on.

3 out of 7 users had used it, but none had continued using it, stating: • A lack of willpower to continue • They got bored with the structure • Wanted to learn more elaborate phrases, instead of just single words


WinePro 1


Good

LOG YOUR WINE - WinePro 1

100% of users understood what to do next here, taking special note of the bar code scanner.


Good

LOG YOUR WINE - WinePro 1

100% of users understood what to do next here, taking special note of the bar code scanner.

4 users went immediately to the leaderboards. Safe to say it piqued their interest!


Good

LOG YOUR WINE - WinePro 1

6 out of 7 understood what to do here, and particularly enjoyed to ability to add a photo, tag people, and to write a review.

1 user did not consider the occasion to be “useful information�.


Mixed

LOG YOUR WINE - WinePro 1

3 users, would have preferred drop down menus here, specifically in the details section. They noted that it’s pretty hard to describe wine well!


Good

LEADERS - WinePro 1

100% of users wanted to be able to learn more about these people: • The wines they logged • How much they drink • Where they’re from • Where they drink • If they can get “rated” Users also enjoyed the regional aspect, with 1 user stating that this especially makes sense in California, where wine is so prevalent.


LEADERS - WinePro 1

There was very little desire in our users to compete, however. They were much more focused on…

“I don’t drink wine competitively.”


Good

FEED - WinePro 1

100% of users were noticeably interested in the Feed. Comparisons to Facebook were made, and they expected to see a ton of different information: • The wine log itself • The poster’s profile • The poster’s log history • Links to logs about that wine • Find somewhere to buy “I don't care about the person, what i care about is what they said about the wine.”


Good

FEED - WinePro 1

1 user in particular noted that this screen just by itself could be a great reference tool, for example when going to a party or being at the grocery store and not knowing what you want to get.


Poor

CHAT - WinePro 1

0 users were particularly interested in chat, and it either neutrally or negatively aected their engagement.

1 user mentioned that the only value he could find value in it if local events were being posted, or if was simply called “Discovery� and could receive recommendations.


WinePro 2


Good

WHAT’S YOUR FAVORITE WINE - WinePro 2

5 out of 7 of users were compelled to actually look up their favorite wine, with only 2 users skipping ahead by clicking “Can’t Decide?”

“This starts with you as a person, rather than you as a ‘wine logger’.”


WHAT’S YOUR FAVORITE WINE - WinePro 2

1 user felt that a questionnaire would be appropriate here, asking screening questions to discern their preferred wine. (This button takes users directly to the Quizzes section, so they can manually select a quiz to take.)


CUSTOM LESSON - WinePro 2

5 out of 7 of users liked seeing this break down based on a selection, often reacting with audible delight!

“Hmm, tasting grid? That’s an ancient standard.”


CUSTOM LESSON - WinePro 2

3 of those 5 users weren’t totally sure of what categories really meant, or what the “Tasting Grid” was. They were, however, able to continue onto the Quiz…


Good

THE QUIZ - WinePro 2

100% of users, whether or not they saw the quiz at the beginning or the end of the test, loved the quiz! Despite the difficulty of the questions, users remarked about how much they’re learning while taking it.

“THIS is what I wanted! I’m learning a ton of shit!”


Good

RESULTS - WinePro 2

100% users expressed elevated emotion on this screen.

6 users desired to continue, by either taking a dierent quiz (to advance their learning), or taking this quiz a second time (for an easy win by getting all of them right).


Good

RESULTS - WinePro 2

100% users expressed elevated emotion on this screen.

1 user was not very happy about getting ranked after taking the quiz and felt as if he was being judged.

“Wow. I don’t like that. I took a quiz and I got judged immediately?”


Good

RESULTS - WinePro 2

The emotions of the user play a vital role in the success of a product. Why Your Customer’s Emotions Affect Their App Experiences Design For Emotion


RESULTS - WinePro 2

Take this screenshot from Duolingo. Whether you pass or fail, you’ll be coming back!


Good

RANKINGS - WinePro 2

5 out of 7 users appreciated these rankings more than in Logging Leaderboards, simply because the criteria for getting points is more objective than subjective. However, just like in Logging Leaderboards, there was very little desire in our users to compete. They just wanted to learn!

“Somebody is actually being evaluated on what they know and learn.�


Good

PROFILE - WinePro 2

100% of users quite enjoyed the “Next Steps” section, and it was clear to them how to advance their wine knowledge from here.


Good

QUIZZES - WinePro 2

Besides the quiz itself, the Quizzes section also showed very high engagement.

100% of users loved the content and visual clarity of this screen presented, making every quiz easy to find.


Good

QUIZZES - WinePro 2

Within seconds of getting to this screen, users were compelled to start swiping through the dierent categories up at the top. They were almost irritated they couldn’t see more!


Good

QUIZZES - WinePro 2

Of particular note is the “Selected Categories” sections, with some users glowing about how useful it is.


Poor

QUIZZES - WinePro 2

Only 1 out of 7 users understood what “Custom Lessons” meant before clicking “Add Custom Lesson”. One user even thought he would write this own questions!


Mixed

GUILDS - WinePro 2

Guilds had objectively higher engagement than Chat (and was described as being “cooler” than Chat), but there was still very little desire to join one for any other reason than to get recommendations from friends or find local events.

1 user, however, did appreciate how it brought out the “gamer” in him, while also stating that this would be a wonderful feature for him and his co-workers.


Engagement and Shareability


WinePro 1 - AVERAGED METRICS (7 users)

Engagement and Shareability - WinePro 1 ONBOARD - LOG

PROFILE

LEADERS

FEED

CHAT

10

5 1

2

3

4

-10

Key takeaways: 1. Sharp rise in engagement after logging a wine 2. Shareability is slow to increase from that point, since our users are reluctant to compete.

3. Both metrics remain neutral during the Leaderboard. 4 .Sharp increase in both metrics at the Feed. 5. Chat causes both to dip, but does not take away from the Feed’s value


WinePro 2 - AVERAGED METRICS (7 users)

Engagement and Shareability - WinePro 2 ONBOARD - GROUP

QUIZ - RESULTS

QUIZZES

RANKINGS - PROFILE

GUILDS

10

2

3

1

-10

Key takeaways: 1. Engagement and shareability rise rapidly together at the onset, and especially during the Quiz.

2. Both metrics remain high while on the Quizzes section, as well as Rankings. 3. While engagement declines at Guilds, shareability lowers at a slower pace, as users can find value in it for others (but not them).


NOTABLE SESSION - Stan

Engagement and Shareability - Logging Leaderboards - Stan ONBOARD - LOG

PROFILE

LEADERS

FEED

CHAT

10

06:00

04:30

00:00

05:10

00:50

07:30

-10

Insight

Stan would’ve expected drop down menus on the log screen, rather than be able to type in your own descriptors; even he needs help sometimes.

Delight

Although he didn’t care much about the actual leaders as people, he was interested in seeing what they had logged.

Delight

Stan really enjoyed seeing both the label AND the bottle in the same card. It would be helpful if he or someone else was trying to find it in a store.

Insight

Once again, Stan had very little interest in the person in his Feed, he just wanted the wines. “I don’t really care about them, I care about what they said about the wine.”


NOTABLE SESSION - Derek

Engagement and Shareability - Wine Duolingo - Derek ONBOARD - GROUP

QUIZ - RESULTS

QUIZZES

RANKINGS - PROFILE

GUILDS

10 02:35

07:30

14:30

00:22

00:00

16:00

-10

Delight

20 seconds in, Derek has already exclaimed, “This is what I wanted!” As a wine seller himself, this is a great way to quickly learn about a new wine or get a refresher on a old classic.

Delight

Even getting the questions wrong was an enjoyable experience for him. “I’m learning all kinds of shit today!”

Confusion

Derek got a little hung up on the concept of Custom Lessons; he presumed he’d be writing his own questions.

Delight

Despite being indifferent about joining a Guild by himself, he mentioned this would be a great thing for work. A guild full of wine sellers!


ENGAGEMENT AND SHAREABILITY - SUMMARY

Engagement and Shareability are somewhat related, with shareability being occasionally affected by the user’s empathy, like when they felt no personal value for the Leaderboards and Rankings, but could see how useful they could be for others. Engagement saw its largest increases when: • looking through the Feed • taking the Quiz • looking for more quizzes to take Both engagement and shareability were being affected by how much the user was learning about wine. WinePro 1 was unfortunately not as successful as WinePro 2 and teaching people anything.


So which prototype did users prefer?


Wine Duolingo!

Wine Duolingo was the preferred experience for our testers

• • •

6 out 7 preferred it. They felt like they were actually learning something. They especially enjoyed being able to use it on the go (and without interrupting their glass of wine, let alone their day!)


Wine Duolingo!

Wine Duolingo was the preferred experience for our testers • All users in favor said it was better than what’s available to them right now, with 50% saying that this is the best!) • One user said this would be a great tool for seminars or workshops. • It was easy for users to see this turned into a game, like Quizduell or Trivial Pursuit.


WinePro 2!

The Quiz and Quizzes pages were particularly successful. • Besides the obvious learning potential, users loved being able to explore any subject available, and had high hopes they could find whatever they wanted to know.


NEXT STEPS

What we need to do next…


NEXT STEPS

Better Onboarding

!

Refinement to “Custom Lessons”

!

Adding the Feed

!

Begin Testing on V2!

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