User Journey for WineROI
Overview
This document maps the journey of a typical user interacting with WineROI, from their initial awareness of the wine selection problem to becoming an advocate for our solution. The journey focuses on business professionals and casual wine drinkers who want good value without specialized knowledge.
User Journey Map
Stage 1: Problem Recognition
| Aspect | Details |
|---|---|
| User Actions | • Reviewing a restaurant wine list • Feeling uncertain about wine choices • Possibly choosing a familiar but overpriced option • Discreetly attempting to research wines on phone |
| User Thoughts | • "These wines all look expensive—are any worth it?" • "I don't want to look uninformed in front of my client/colleague" • "Am I overpaying for this bottle?" • "Is this wine actually well-regarded?" |
| User Feelings | • Anxious • Uncertain • Potentially embarrassed • Frustrated |
| Touchpoints | • Restaurant wine list • Sommelier/server interaction • Awkward mobile searches |
| Opportunities | • Targeted marketing highlighting this common pain point • Educational content about restaurant wine markups • Strategic partnerships with business dining platforms |
Stage 2: Discovery of WineROI
| Aspect | Details |
|---|---|
| User Actions | • Searching for solutions to wine selection challenges • Hearing about WineROI from colleague or review • Visiting app store or website • Reading about the solution |
| User Thoughts | • "This might solve my wine selection anxiety" • "Will this actually work in a restaurant setting?" • "Is this discreet enough to use during business meals?" • "Will it really help me find good value wines?" |
| User Feelings | • Curious • Cautiously optimistic • Interested • Slightly skeptical |
| Touchpoints | • App store listing • WineROI website • Social media • Word of mouth • Business publications |
| Opportunities | • Clear, concise value proposition • Demonstration videos showing discreet usage • Testimonials from business professionals • Free trial or limited functionality without account |
Stage 3: Download & Setup
| Aspect | Details |
|---|---|
| User Actions | • Downloading the app • Creating an account (if required) • Setting preferences • Exploring the interface |
| User Thoughts | • "How much personal information do I need to provide?" • "Is this intuitive enough to use quickly?" • "How extensive is their wine database?" • "Will it work at the restaurants I frequent?" |
| User Feelings | • Impatient if process is lengthy • Satisfied with simple onboarding • Eager to test functionality |
| Touchpoints | • App download and installation process • Onboarding screens • Preference settings • Initial tutorial |
| Opportunities | • Streamlined signup process • Minimal required information • Clear, concise tutorial • Sample wine list to practice with • Ability to browse restaurant database before dining |
Stage 4: First Use in Restaurant Setting
| Aspect | Details |
|---|---|
| User Actions | • Opening app discreetly at table • Searching for specific wines from menu • Viewing value assessments and ratings • Making a selection based on information |
| User Thoughts | • "Can I use this without being obvious?" • "How accurate is this information?" • "Does this have the wines from this restaurant?" • "How does this markup compare to other places?" |
| User Feelings | • Slightly nervous about using new technology • Relieved when finding useful information • Empowered when making informed choice • Disappointed if wines not found |
| Touchpoints | • App search functionality • Wine value assessment display • Restaurant wine list • Ordering interaction |
| Opportunities | • Fast loading and response times • Simple, glanceable UI • Dark mode for discretion • Easy way to add missing wines • Comparative markup indicators |
Stage 5: Value Realization
| Aspect | Details |
|---|---|
| User Actions | • Enjoying selected wine • Comparing actual experience with app recommendations • Potentially sharing experience with dining companions • Calculating money saved |
| User Thoughts | • "This wine is actually good value" • "I feel more confident in my selection" • "I avoided that overpriced option" • "The ratings were accurate to my experience" |
| User Feelings | • Satisfied • Confident • Financially savvy • Relieved |
| Touchpoints | • The actual wine consumption experience • Bill/receipt showing price paid • Post-meal reflection |
| Opportunities | • Optional follow-up: "How was your selection?" • Display estimated savings • Ability to rate accuracy of recommendations • Option to save favorites for future reference |
Stage 6: Data Contribution
| Aspect | Details |
|---|---|
| User Actions | • Adding new wine prices from restaurants • Rating wines based on personal experience • Submitting markup information • Verifying existing data |
| User Thoughts | • "I can help others make better choices" • "This makes me feel part of a community" • "Will my contribution be valuable?" • "How easy is it to submit new information?" |
| User Feelings | • Helpful • Engaged • Part of a community • Slightly hesitant about effort required |
| Touchpoints | • Data contribution interface • Wine rating system • Markup reporting tools • Verification mechanisms |
| Opportunities | • Extremely simple data entry process • Gamification elements for contributors • Recognition for active participants • Clear feedback on how contributions help others |
Stage 7: Continued Engagement
| Aspect | Details |
|---|---|
| User Actions | • Using app at different restaurants • Building personal wine knowledge • Exploring additional features • Establishing usage patterns |
| User Thoughts | • "This app consistently helps me find good values" • "I'm becoming more knowledgeable about wine value" • "I wonder what other features could be useful" • "This has become part of my dining routine" |
| User Feelings | • Increasingly confident • Savvy consumer • Appreciative • Curious about wine beyond just price |
| Touchpoints | • Regular app usage • Expanded restaurant experiences • Potential premium features • Personal wine history |
| Opportunities | • Personal value tracking over time • Expanded database through partnerships • Subtle wine education elements • Personalized recommendations based on past selections |
Stage 8: Advocacy
| Aspect | Details |
|---|---|
| User Actions | • Recommending app to colleagues and friends • Writing reviews • Sharing success stories • Potentially upgrading to premium features |
| User Thoughts | • "This app has genuinely improved my dining experiences" • "My colleagues would benefit from this" • "I'm getting consistent value from this service" • "I've saved significant money while enjoying better wines" |
| User Feelings | • Enthusiastic • Loyal • Invested in app's success • Part of an informed community |
| Touchpoints | • Referral mechanisms • Review platforms • Social sharing • Word of mouth |
| Opportunities | • Referral rewards program • Easy sharing functionality • Success story highlighting • Business account options for teams |
Pain Points and Opportunities Summary
Critical Pain Points to Address
- Discretion concerns: Users need assurance they can use the app without appearing rude or distracted
- Database comprehensiveness: Initial frustration if wines aren't found in the database
- Speed of use: Anxiety about spending too much time on phone during meals
- Accuracy validation: Questions about how reliable the value assessments are
- Data freshness: Concerns about outdated pricing information
Key Opportunity Areas
- UI/UX optimization: Create an interface designed for quick, discreet glances
- Crowdsourcing incentives: Develop effective mechanisms to encourage data contribution
- Business dining focus: Tailor features specifically for professional dining contexts
- Educational content: Provide brief insights that help users understand wine value over time
- Validation mechanisms: Implement ways to verify data accuracy and build trust
- Comparative analytics: Show how markups compare across restaurants and regions
Next Steps
Based on this user journey, WineROI should prioritize:
- Developing an extremely streamlined, discreet interface optimized for quick decision-making
- Building a robust initial database focusing on commonly available restaurant wines
- Creating simple mechanisms for users to contribute pricing data with minimal effort
- Implementing clear visual indicators of value that can be understood at a glance
- Designing the onboarding process to be completed in under 60 seconds
- Establishing data validation processes to ensure accuracy of wine ratings and pricing information
- Developing metrics to track user savings and value realization over time
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Executive Summary
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User Journey
Everything customers experience from the moment they learn about you, to their first use of your product, to evangelizing your product.
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