Building an app to promote outdoor socializing with alcohol
May 2017
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My Role:
Business Goal understanding and Refinement,
Competitor Analysis, Quantitative Research, User Research,
Persona building, Task flow, Concept development, storyboards,
Wireframe, Visual design, prototype with Marvel-app and guerilla testing
Introduction
Introduction
A major liquor importer in India wished to design an app to promote their brand. They wished to increase the sales in all formats, for consumption at home and/or for consumption in a hotel.
mindmap
mindmap
The company wished to create a unique experience to make sure that people keep visiting the app. They already had a chatbot to guide the users to create cocktails. They wished for seamless integration of the same in the application. The brief given was “to create an app that puts the users in the party mood and guides them to make it happen”
The company wished to create a unique experience to make sure that people keep visiting the app. They already had a chatbot to guide the users to create cocktails. They wished for seamless integration of the same in the application. The brief given was “to create an app that puts the users in the party mood and guides them to make it happen”
Research
Research
A few research questions were floated on the site, as well as guerrilla research was used to gather feedback from random people at wine shops, bars and restaurants. The survey included questions like:
How often do you find out about offers and events near you?
How often do you find these offers at the source?
How do you find out about the offers on drinks?
Where do you prefer to drink?
How often do you drink with buddies?
What is your age group?
Approach
Approach
Akshay, 23
A fun-loving IT professional, who has just started his career. Akshay plays guitar and likes to attend live music sessions. Akshay is always on a hunt for better experiences and finding like-minded people
Charu, 31
She recently bought a nice apartment with a nice view on the 25th floor. Charu likes to cook and host parties. She also likes to experiment with liquor in her cooking and cocktails.
Since this app had to list restaurants and liquor stores as well, a unique approach of displaying them on the map was created. The listing page was not just the list but was based on the location of the consumer.
The home screen was to be designed to appeal to the young folk and hence, it was agreed that the home screen, which will also be used as the navigation would be created in the form of an interactive city block.
The 2D cityscape option was chosen after the user study, where it got the maximum points for being intuitive as well as fun. The 3D model was rated to be the "supercool" feature, but it lacked discoverability form the navigation point of view. People found it really amusing to be able to click on the moving cars to book a driver. it was also decided to slow down the cars in the UI if any alcohol code was redeemed.
The app had 4 main components. two were within the app, navigation and location, while the other two were outside the app. Those two were motivation and competitive spirit (pun intended). Even the spinner was thought through to match the party theme.
Project done under MediaAgility Roof
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