TEAM PICANTE CEJA, DAMSKEY, KALFSBEEK, WEIS

MARCH 9, 2013BUS 519E

David Clinton Wine Cellars Website Usability

Analysis

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!

Function

• Readability Statistics• Positive Usability Factors• Negative Usability Factors• Suggestions for Improvements

Function – Readability Stats

• Flesch Kincaid Score = 74.9• 12-15 year olds should be able to read

easily • 6th grade reading level• 1.79% “complex” words

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

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

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

Form – 4 Concepts

Stealth & Wealth Friends & Family

Elegant Egalitarians Science Sells

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

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

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

Concept 4 – Science Sells Galileo: “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

Summary

• Build brand through unique, consistent identity and messaging

• Focus on build mailing/customer list

• Good functionality to sell out of wine!