Wine Selector System: Personas

Persona 1 – MargaretCharacteristics• Margaret is a married 35 year old mother of a 5 year old

boy and an 8 year old girl. • Her husband works full time, she works part time at her

children's school, frequently volunteers for her children's school activities, and is active in the school PTA.

• Margaret and her husband are both college educated and have a combined income of $75,000/year.

• Margaret considers herself up to date with most technologies, partially for convenience, using a recent model computer system, digital camera and cell phone.

Behavior• Between work, volunteering and other children's

activities, Margaret is a very busy housewife and mother.• Margaret is not an extravagant shopper, in addition to

household and children's needs, they are saving money for their children's education.

• Margaret and her husband are occassional wine drinkers, enjoying wine on the weekends or special occasions such as holidays or entertaining.

Goals• Margaret wants to enjoy a decent wine, but not too

expensive.• She wants to entertain her out-of-town guests by serving

some local dishes and drinks.

Scenarios• Purchase a wine based on food being served.• Purchase a selection of wines from a local vineyard.

Persona 2 - JohnCharacteristics• John is bachelor in his early 40s. He is a home-owner

and lives alone. • He is college educated and earns $65,000 per year

as an architect. • John is considers himself an amateur wine conosuir

Behavior • John is technically adept, he frequently uses a

computer and cell phone.• John is an occassional wine drinker and is very

knowledgable of the variety of wines available.• John visits winerys in his local area and during his

travels.• John is very selective of the wines he drinks and

shares with his friends.

Goals• John likes to enjoy wines from different areas,

particularily if he found a wine he enjoyed during his travels.

• John occassionally hosts his own wine-tasting gatherings with close friends.

Scenarios• Find a wine from a specific vineyard and year.• Investigate and shop for wines from different regions.

Wine Selector System: Personas

Wine Selector System: Task Flow

Reds > All Types > United States > California >

Select a Region

< Go Back Select All >

> Napa Valley

> Sonoma County

> Mendocino County

> Marin County

> Lake County

> Monterey County

> San Luis Obispo

> Paso Robles

> Santa Barbara

> San Diego

> Central Valley

> Sierra Foothills

Wine Selector System: WireFrame 4.3

Reds > All Types > United States > California > Napa Valley > 2006 > $25 to $49

Sort By >

< Go Back

Wine Name Vineyard Style Region Year Awards Price

Switchback Ridge Cabernet Sauvignon

Switchback Ridge

Cabernet Sauvignon

U.S. / CA / Napa Valley

2007 $26.99

Fountainhead Merlot

Morisoli Vineyard

Merlot U.S. / CA / Napa Valley

2006 $32.99

Switchback Ridge Cabernet Sauvignon

Switchback Ridge

Cabernet Sauvignon

U.S. / CA / Napa Valley

2007 $26.99

Fountainhead Cabernet Sauvignon

Morisoli Vineyard

Cabernet Sauvignon

U.S. / CA / Napa Valley

2006 $32.99

Wine Selector System: WireFrame 2.5

Wine Selector System: PageDesign 2.5