12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

NEW CASE STUDY

How we helped one of the biggest wine

ecommerces in Brazil to grow by making
wine discovery easier
Renato Contaifer on Nov 24 2017

Client: Evino

What we did: UX Research, UX Design, UI Design, Mobile App Design

Year: 2016

Location: São Paulo, Brazil

See the project:

iPhone App
Website

The challenge: How can we make wine popular and accessible in Brazil?
The wine industry in Brazil is still a niche market, often focused on people at an older
age and that are part of elite social groups. Evino embraced the mission of making the
wine experience accessible to more people, innovating to make wine the go to drink
of anyone. Evino wanted to bring a friendly approach to present the wine selection
and break the barrier people usually have when first entering the wine world. Their
goal was also to make the brand clearer across the channels. Evino invited us to work
on this challenge together and we couldn’t be happier. That’s when we came aboard.

Helping Evino to improve the UX and UI of the iPhone App

We started our first challenge by reimagining the experience for the iPhone App. We
worked on the main screens of the application, the storefront and the wine catalog
where we suggested several improvements on the User Experience and User Interface.

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Since the beginning, we brought potential and current Evino’s customers close to the
process. Once the iterations of mockups and prototypes were ready, we started
running user tests to get helpful feedback from them. And of course, we also ran tests
on every iteration internally, with both Evino’s and Startaê’s team.

As a result, we got an improved storefront, highlighting the campaigns. On the app

catalog, we displayed kits and single wine bottles as well as featured products without
an overload of information.

The website redesign. Going deep into the discovery process

After getting great results on the iPhone App, it was time to embrace the next
challenge. Redesign Evino’s website with a completely new user experience.

At the time, the Brazilian wine industry was steadily growing. Mapping the market in
collaboration with the Evino’s Product team, we understood the real scenario and also
the main trends around wine commerce. We got a deep understanding from people
inside the company, interviewing them so we could see the product as a whole.

The product vision behind the scenes

Talking and working collaboratively with Evino’s team was crucial to understand the
company and product’s vision. We went to Evino’s Headquarters and interviewed the
heads of several departments. We heard the perspective of the founders, investors,
product managers, customer service, sommeliers, marketing analysts and engineers
on the challenges they were facing.
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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Prototyping is a must
We love to approach design process as a constant iteration. We wanted to explore
different ways to solve the problems and to have different visions and opinions. Low
fidelity mockups were also really helpful to make the feedback cycle faster.

Bringing users back to the process

Interviewing people, we got insights and could identify common patterns among wine
consumers. As we designed some parts of the user journey, we brought users to talk,
so we could understand their relationship with the brand while also showing a preview
of the new website screens to them. We had the chance to meet and understand much
more about different personas of Evino’s customers. They helped us to get clarity on
the directions we could take.

User Interviews

Customer Surveys

User tests

Focus Groups results

Customer Data — Personas

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

The results
Diving deep into this process together with Evino, we gained knowledge to make it
concrete from a design perspective. Here, a few results that we’re glad to be part of.

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Evino Moments. The most user-friendly wine discovery experience

Choosing a good wine should be easy and fun. We figured out a huge relationship
between occasions and the wine choosing process. People already buy wine by price,
country or type of grape. We wanted to expand this in a more enjoyable and less
technical way.

People are used to choosing music playlists according to mood. Why couldn’t we bring
these moments to the wine catalog?

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Intuitive Navigation
Having noticed the several ways that people search for wine, we designed the catalog
interface taking advantage of a smart combination of filters. The cart and checkout
processes were also simplified towards an easy and smooth experience. In the user
account area, we simplified the settings and preferences.

Expert reviews
People rely a lot on recommendations when choosing wine. Evino has wine experts,
sommeliers that are in charge of curating great wines, writing reviews and tips about
harmonization. Each product page displays additional information from the
sommelier’s review.

UI Style Guide
At the final stage of this journey with Evino, we delivered a detailed and
comprehensive UI Style Guide, where it would help all designers and developers
during the implementation and also on new iterations that the product certainly will
have.

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Apple’s Best of 2016 Apps of The Year

There’s one more thing. As a result of the awesome work we put together with Evino’s
team, the app was awarded as one the Best of 2016 Apps of The Year of the App
Store. A recognition of the great work of Evino’s team and our relationship. We’re
proud to be part of this!

Design is never done

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Like the product, the team should also grow. We believe digital products are living
organisms that are constantly evolving. It was time for Evino to build their own design
team, and we supported them on this transition. Since then, their team has been doing
an amazing job on evolving the product constantly.

Remote (really) works!

We love to work with awesome people no matter where they are located. Good
communication was a key to success of the project. We worked closely, keeping their
team in the loop daily. We also went to Evino’s Headquarters a few times. We believe
that these in person moments help making the relationship stronger and closer.

The Makers

Startaê Team
Flavio Ludgero, Victoria Haidamus, Mario Gogh, Rafael Torales, Renato Contaifer,
Renato Carvalho

Evino Team
Management: Marcos Leal, Luis-Daniel Alegria, David Pereira

Design: Juscieldo (Lavi) Santos, Wellington Tavares, Ana Lucia Pires

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

Frontend: Erick Pereira da Silva, Murilo Prestes, Matheus Marsiglio, Victor

Gutierre

Backend: Leonardo Siqueira, Eduardo Costa Nicioli, Airton Liborio, Thiago

Pagotto, Danilo Albuquerque, Ariana Kataoka, Fernando Alexandre, Murillo
Peixoto

Apps: Victor Brittes, Yago (Nodo), Andre (Nodo)• QA: Julio de Lima, Lucas
Carvalho Silva, Leandro Muto

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12/11/2018 How we helped one of the biggest wine ecommerces in Brazil to grow by making wine discovery easier — Startaê

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