TEAM PICANTE CEJA, DAMSKEY, KALFSBEEK, WEIS MARCH 9, 2013 BUS 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 = year olds should be able to read easily 6 th 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 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!