1. The W2 Review Musto, Weaver, Ahlmann, Hock & Grubbs DAVID CLINTON WINE CELLARS

2. “wines made by friends, for friends, to share with friends” DAVID CLINTON WINE CELLARS

3. Jakob Nielsen’s Usability Learnability Efficiency Memorability Errors Satisfaction

4. Learnability - Learnability is a measure of how easy a website is to learn, or how fast first time visitors can complete tasks on a website. - - Positives - - Negatives - - Suggestions

5. Learnability - Suggestions

6. Pros 1) Easy to Navigate 2) Direct and to the Point 3) Simple Design Efficiency Cons 1) No Wine 2) No Reason to re-visit 3) Speed to Content Ratio

7. Efficiency www.bluebottle.com www.schottny.com www.cornerstonecellars.com

8. Memorability Repeatability of tasks, ease of return First impression Draws users back

9. Memorability

10. Errors

11. Satisfaction How pleasant is it to use the design? Easy & Pleasant= “8” out of “10” Pros: - Clean, Crisp -Streamlined -Short & Sweet -Classic Frame -Easy navigation Cons: -No Cart! -No ‘join list’ -Slow photos -Inconsistent, casual photos

12. Online Cart Example Secured ‘Guest’ Ok CC or Paypal Phone# Quick & Easy <4 Steps

13. Satisfaction

14. Opportunities

15. Leverage the lure of “exclusivity” Implement “Waiting List” for purchase of wines Create password protected “members only” area for “friends” of DCWC Videos of founders Co-founders blog Special member event information Option to purchase this vintage conditioned upon purchase of last vintage

16. Opportunities

17. Drive “stickiness” Implement initiative(s) that encourage followers return to the site regularly Waiting List made public with regular updates

18. Opportunities

19. Improve virality Encourage visitors/followers/members to recommend to friends Reward for driving friends to waiting list Friends can “endorse” friends on the waiting list impacting their place in line Encourage Ambassadorship Offer other branded items for sale between releases