Adobe Illustrator CC (Wireframes), Adobe XD (Prototype), Sketch, Keynotes
Project Co-lead, User research, Wireframe
Kaela Disney, Rhea Manocha, Sneha Mulki, Jeremy Farmer, Kevin McDonald, Abbee Westbrook, Austin Straley
Who is Avanade? Who is Cheers?
Avanade is an IT consulting company based on the Microsoft ecosystem. Avanade is consulting with Cheers Co, which is a business that includes manufacturing, distribution, and retail shops providing beer, wine, and spirits across the world.
We chose to focus on this in order to align Cheers’ goal of increasing sales with problems we found users faced.
Help open and resistant users with different experience levels discover new drinks.
As our current mood and emotion change, it will affect our preference and decision over our choices.
People like to first consider choices involving positive payoffs.
Buyers like to see the value that they gain from purchasing, usually, they like to relate themselves with the past customer stories
We want to used the findings we took away to our iteration, and ideation. (edit, as moving forward)
Testimonials on a website tap into mob mentality, showing a 37% increase in brand conversion after including testimonials.
Limited Time Offers
Start High, Get Low
Email recommendations still created manually
Limit emails sent to one person per period
We think that the reasons behind decision making from psychology aspect are more than what we see from the surface, rather there are more thinking and calculations customers do within themselves. So and we think that would be a good topic we can look into, and gain some background knowledge. promote testimonials and recommendations to increase attraction to those brands of drinks. We would also consider implementing an algorithm or set of calculations to systematically recommend new drinks to the users, and we definitely want to create a system that respects the users and their time and boundaries.
Primary Research - Survey
When, where, and why people drink? How they deal with recommendations?
The survey was primarily for the drinker, who would be asked questions about their drinking patterns and buying habits, as well as how they respond to surveys. For the people who took the survey and answered that they do not drink, they were given a set of questions based on their online shopping habits. There were also a set of questions at the end of the survey about the participant's familiarity with future technology.
Insight 1: $$, familiarity, and then quality of the beverage.
Insight 2: Recommendations from sources they trust.
Insight 3: Tasting a beverage first increases the likelihood to purchase.
Primary Research - Cultural Probes
Probe deep into why people enjoy or are resistant to trying new things
We sent out the cultural probes (Instructions, Disposable camera, Paper to do activities) to seven participants who ranged from 21 - 49 years old. We received the cultural probes packets after three weeks of sending them out. We used the results to analyze patterns in their drinking habits to identify which quadrant they belonged to out of the four quadrants we created through affinity diagramming.
Affinity Diagram + Persona
Find patterns and themes in our survey results, use patter to create persona
The horizontal axis represents a scale of “Novice” (left) to “Experienced” (right). A novice was classified as someone new to drinking or with a lack of knowledge regarding alcohol. Experts had more experience drinking alcohol whether it be through years or frequency. The vertical axis represents “Open” (top) to “Resistant” (bottom). This refers to whether the respondent enjoys or dislikes trying a variety of new or different drinks.
The result from sorting out all the survey responses was able to help us using this information, and then developed personas to summarize our analysis.
= Sketching Workshop + 8 Mock-Ups + 4 Prototypes
Sketch concepts that would appeal to the user group we identified and benefit their lifestyles.
Doing massive sketches (100!!!) allowed for even more ideas and also pushed some of the original concepts further. Now having all these new ideas, our sponsors gave feedback on the solutions and talked about what he thought would work as a solution for Cheers. The solutions that received the most positive feedback were ones that incorporated in-app solutions and utilized some element of future tech (AR, VR, or voice assistance).
Create digital mock-ups of solutions involving in app future tech features.
After determining which sketches we wanted to move forward with, we each took one idea and created differing levels of fidelity, resulting in 8 different mock-ups. Those 8 ideas related to:
To further develop 4 solutions and understand how the user would interact with the solution throughout the usage process.
In this activity we also thought through some of the micro-interactions that would be involved in each flow. This helped us think through the possibilities of each solution and what we would have to prototype if we decided to pursue doing that task flow.
Keep design solution and creative thoughts around the goals.
Due to time constraints, we decided to pursue one solution and go further in depth. To select which one to pursue, we revisited the project expectations. Combining this with feedback during our weekly meeting, we decided to pursue the virtual bartender solution further. We also thought about how this would addressed the initial project brief and the problem we had scoped down towards,
TESTING - BODYSTORMING
Test the experience of using an augmented reality headset compared to a phone + voice assistant
This test went beyond testing only the voice interface aspect to testing the entire experience, incorporating visual elements and a more immersive approach.
We want to find out:
Insight 1: Relied on the voice cues rather than the visuals.
Insight 2: Preferred short, concise instructions because they were easier to follow along with.
Insight 3: Yeahhhhh! to hands free nature of using the voice assistant.
TESTING - WIZARD OF OZ TESTING
Observe how natural conversation evolves while using a voice assistant to make a martini.
We want to find out:
Insight 1: very easy to follow along with a voice assistant to make a recipe
Insight 2: participants often forgot to use cues to the voice assistant such as “next” to advance to the next step, which we definitely wanted to keep in mind for our solution.
Insight 3: asked for longer instructions from the voice assistant to be repeated.
Voice interface + Video // (I'm glad you went through all the section!)
Since Cheers is a mobile app, we wanted the experience to apply to a mobile environment as well. We prototyped a similar virtual bartender experience on mobile. The experience would use voice cues to advance between the different steps.This could be expanded to different IoT devices, such as Amazon Echo or Google Home. It could also integrate the Cheers virtual assistant.
This solution works similarly to the augmented reality one, but instead of layering onto the user’s real world it showcases animations. This is because we wanted to retain the hands-free nature of the virtual bartender to allow participants to remain in the flow of experience. Hands-free would be much more immersive and not interrupt the activity.
Interactive prototype : https://invis.io/C9HSCKNSU62.