Our research was collected on a shared Miro board, where we organised information into sections covering brand analysis and wine industry research. This included statistical data, user interviews, and competitor reviews.

From our extensive domain research, we uncovered unique aspects of Virgin Wines, particularly its winemakers. To learn more about them, users had to visit an external site, the Virgin Wines Hub, which hosts a wine guide, blog, news, and a shopping link. This observation led us to propose a dedicated section about the winemakers on the ‘About Us’ page, a feature that could distinguish Virgin Wines from its competitors and add a personal touch to the brand.

The stories of winemakers from around the globe, including those in the UK—a region not typically known for its wine—were especially compelling. This unique element reinforced the idea of integrating winemaker profiles to enhance the brand’s narrative.

Our branding insights were further refined through a study of brand identity created by Borne, alongside competitor analysis. We identified a need for well-structured, uncluttered information. Our goal became to design clean, airy web layouts that reflect the brand’s identity and make the user’s journey through the website engaging and informative.

Primary user interviews played a crucial role in shaping our understanding. We initially brainstormed questions in our group, refining them into more targeted inquiries for potential online wine buyers and attendees of wine tasting events. Our sessions with Robert Skinn were particularly invaluable, providing us with feedback that refined our ongoing research. I found conducting these user interviews rewarding as they provided rich qualitative data that significantly enhanced our project.

User interviews revealed that the primary reasons for reluctance to purchase wine online are location preferences and a belief that standalone stores offer cheaper products. Typically, these users are single and prefer individual purchases over bulk buying. Despite being comfortable with online shopping, they are hesitant to share card details but are open to using express payment methods like PayPal and Apple Pay. They frequently shop on platforms like Amazon for cost-effective items and essentials such as clothing from ASOS and Boohoo. While they appreciate Amazon’s extensive selection of alcoholic beverages, they often miss out on live events and wine tastings due to busy schedules and shopping habits.

Unfortunately, our research did not include expert interviews. We had hoped to speak with Michael, a UX designer from Naked Wines, a direct competitor. Despite reaching out via LinkedIn, he was unable to participate due to competitive interests. We also intended to interview Jim, a store manager from Andnam’s, but scheduling conflicts and looming deadlines made this impossible.