Creating new experiences for a wine club subscription

Wine.com.br wanted to reinvent their wine club subscription by offering new experiences to subscribers

Year: 2018

Role: Service designer/Researcher

Discipline: Service design

Industry: Consumer services

Background

Wine.com.br is a wine online commerce that also offers a subscription service. The subscribers receive a wine box every month according to their preferences and to Wine's curatorship.

Goal

By the time Wine asked INSITUM's help to improve their conversion rates of their subscription club, I was part of a team of 3 consultants as a Service Designer and Researcher.

Wine wanted to reinvent their club offers by delivering new experiences to subscribers. It was our role to understand what were current customers and potential customers needs and expectations for the club.

Methods

- Ideation Workshop: we started the project with a client workshop where we used ideation techniques to create new ideas for the wine club, according to their business goals and hypothesis. We prioritized the main concepts.

- Research: we conducted 16 interviews with subscribers and non-subscribers (all wine lovers). During the interviews, we explored their drinking habits and routine. We also did a concept cards activity by asking them to evaluate the concepts that were created in the workshop.

- Analysis: we analysed all information from the Research phase and prepared a diagnose to present to the client in another workshop.

- Prototyping: we prototyped the best evaluated concepts. The prototypes consisted of storyboards and mockups of new experiences/services concepts. The client also asked us to prototype a new landing page for the website, using a new visual concept that our UI designer created.

Outcomes

After a few months, Wine.com.br implemented most of our ideas. They adopted new names for the subscriptions that we proposed, implemented new subscription experiences - for example events and "themed tracks", in which subscribers could get themed wine boxes according to a specific storytelling -, among other improvements on the website.

I presented this project in a Service Design Network event in São Paulo, in 2018.