Project: Major Winery Experience Design
Location: Napa, CA
Scope: Consumer Research, Market Assessment, Consumer Journey-Mapping, Experience Design, Service Design, Digital Transformation
Challenge: A prominent, large-scale Northern California winery boasting a global reach fell victim to a dated brand and an aging wine club customer base. They sought to attract a younger consumer and retain their patronage through a high-engagement, high-value, long-term relationship. They also aspired to offer a taste of the on-site experience in the digital space.
Solution: The discovery phase included a site visit, competitor analysis, interviews and focus groups with existing and potential wine club members and fans. Exploring insights in an employee-consumer empathy workshop, the leadership team identified a number of bottlenecks—and opportunities—in their in-person and digital guest experiences, plus additional ways to engage with their target user base.
Strategies consisted of physical space updates and improved wayfinding, on-site programming, off-site national events and a revamped, higher-touch hospitality program. Prioritized initiatives are currently underway.
My Role: Research Lead, Design Strategist, Workshop Co-Facilitator; Hired by CrossbeatNY