David Clinton Wine Cellars Website Usability Analysis - PowerPoint PPT Presentation

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David Clinton Wine Cellars Website Usability Analysis

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  1. David Clinton Wine Cellars Website Usability Analysis TEAM PICANTE CEJA, DAMSKEY, KALFSBEEK, WEIS MARCH 9, 2013 BUS 519E

  2. Form & Function Usability is a combination of Form & Function Form : design concept recommendations Function: usability recommendations Overall Goals: 1) Build brand through unique, consistent identity and messaging 2) Increase the mailing/customer list 3) Good functionality to sell out of wine!

  3. Function • Readability Statistics • Positive Usability Factors • Negative Usability Factors • Suggestions for Improvements

  4. Function – Readability Stats • Flesch Kincaid Score = 74.9 • 12-15 year olds should be able to read easily • 6thgrade reading level • 1.79% “complex” words

  5. Function – Positive Attributes • Loads quickly • Font size/Logo • Flash is minimal • Home Page 5-second test • Tag Line • Navigation • “Founder Bios” prominent • Links • Consistency in style/format • Above the Fold • URL

  6. Function – Negative Attributes • No mailing list sign up • Text/Background Contrast • ALT tags on logos but not on photos • Drop-downs • Minimal Content (+ or -) • No ecommerce • Clicks from Purchase • Links are Red rather than Blue • No Search function

  7. Function - Suggestions • Mailing List • Ecommerce • Text/background contrast and color schemes • Put yourselves out there in “Founder Bios” • Consolidate “Founder Bios” & “our Story” • Navigation menu for “Events/News” • Include release parties, etc • Videos/pics • Facebook “Like” counter • Add ALT tags to photos, videos, etc • Links to blue underline

  8. Form – 4 Concepts Stealth & WealthFriends & Family Elegant EgalitariansScience Sells

  9. Concept 1 – Stealth & Wealth“Too cool for school” • Features: • One or few pages • Mailing list sign up is primary focus • Emphasis on exclusivity and scarcity • Communications are by email directly to customers, as opposed to on website • Minimal social media • Examples: Screaming Eagle Hundred Acre

  10. Concept 2 - Elegant Egalitarians“Wine by friends, for friends, to share with friends” • Features: • Wine for sale on site AND by release • Good overview of winery information in well-designed multiple pages • Elegant and simple presentation; refinement of existing site • Minimal social media but can build over time • Examples: Harlan Estate B. Kosuge Wines

  11. Concept 3 – Friends & Family“It’s a party, come on in!” • Features: • Strong social media focus • Use of video to build interest and mailing list • Annual parties partnered with venues • Active blog • Examples: Ceja Vineyards Swanson Vineyards

  12. Concept 4 – Science SellsGalileo: “Wine is sunlight held together by water” • Features: • Focus on the “science” personalities of David and Clinton • Creative content and images to build brand • Each customer communication is finely crafted and builds a buzz due to creative content (both images and writing) • Medlock Ames Douglas Gayeton Photography Project • Examples: Medlock Ames Matthiasson Vineyard Blog

  13. Summary • Build brand through unique, consistent identity and messaging • Focus on build mailing/customer list • Good functionality to sell out of wine!