We visited physical locations where consumers go to buy wine and get reccommendations.

1) Wine and Spirits Superstore

Observations:

• Plush atmosphere draws you into the premier wine section.
• Wine description cards located near some wines described the flavor and offered a rating.
• Wine experts on staff can be blunt and unapproachable which could be intimidating to inexperienced wine drinkers.
• Hard to distinguish between similar looking bottles of wines.
• Stores do not have the same inventory.

Design ideas:

• Include a "favorites" section where users may store wines they have tried and liked, to revisit later.
• Based on the user's zipcode, the website could provide information about local stores in their area that carry each particular bottle of wine.
• Ways to reduce intimidation: bulletin boards to post questions, wine reviews by peers, and FAQs.

2) La Casa Narcisi Winery

Observations:

• Staff was knowledgeable, approachable and friendly.
• Feeling of being pampered, focus on the guest.
• Nice to try a variety of wines before buying, hard to duplicate online.
• Gifts like chocolate and fancy corks are nice to put together gift packages.
• Background info on wines available would be helpful ahead of time, so you know what you want to try.
• Serene atmosphere.
• Some pressure to comment on the wine you're tasting.

Design ideas:

• Allow user customization.
• Gift suggestions come with wine recommendations.
• Website could feature wines from local wineries.
• Add pictures of vineyards, relaxing color schemes to create a serene atmosphere.
• Provide accessories and gift items to put together packages.
• No pressure to comment on wine, users will rank the wines only if they'd like to.