Don’t Fear the Grape

Don’t Fear the Grape is an educational wine platform aimed at newcomers and wine-curious individuals. The goal is to simplify the wine experience by providing foundational knowledge through visuals, infographics, and instructional videos.

Objective

Don’t Fear the Grape aims to dispel the intimidating stigma often associated with wine by developing an accessible resource that utilizes clear, non-technical language to serve as a welcoming, introductory guide to the world of wine.

The research process began with a comparative analysis of other wine websites to identify common features and content. Following this, interviews were conducted using directed storytelling techniques to gain insights into user needs and preferences. The data was then synthesized to create user personas, an information architecture diagram, and low-fidelity wireframes, providing a foundation for the website's structure and design.

Informed by user feedback, I developed a high-fidelity interactive prototype, and the project culminated in a comprehensive video presentation showcasing the research and design process.

Users:

  • Novice Wine Drinkers

  • Those Curious About Wine

Tools:

  • Excalidraw

  • Figma

  • Google Workspace

  • Photoshop

  • Zoom

Process & Methodology:

  • Comparative Analysis

  • Directed Storytelling

  • Affinity Diagram

  • User Personas

  • Low-Fidelity Prototyping

  • High-Fidelity Prototyping

  • Interactive Prototyping

Research and Approach

To initiate the project, I conducted a comparative analysis of other wine websites to identify common features and content. Additionally, I interviewed three individuals with varying levels of wine experience, using directed storytelling to gather insights into their perceptions and needs. These interviews highlighted a preference for simple language, visuals, and step-by-step guidance, which informed the site’s initial structure and content strategy.

Data Synthesis

Using an affinity diagram, I synthesized findings from both the competitive analysis and user interviews. This helped define user personas, create a comprehensive information architecture, and draft low-fidelity wireframes. User feedback was sought early in this process to ensure alignment with audience needs.

Prototype Development

Based on user input, I developed a high-fidelity interactive prototype in Figma, leveraging Material UI and a 12-column layout. Adjustments were made to streamline the main navigation, improving visibility and reducing complexity.

The homepage opens with a prominent call-to-action banner that introduces Don’t Fear the Grape's mission and directs users to the Wine Basics section. Supporting call-to-actions follow, highlighting trending topics and resources.

he Wine Basics section addresses essential topics identified by interviewees:

  • A beginner-friendly introduction to wine

  • Proper wine-tasting techniques

  • Reading and understanding wine labels

  • Essential wine accessories

  • Food and wine pairing fundamentals

The site also includes Wine Terminology and FAQs, offering quick reference for commonly used wine terms and answers to frequently asked questions.

The concluding sections cover grape varietals, production regions, and naming conventions, demystifying one of the most complex aspects of wine.

Presentation

To present this research and development journey, I crafted a slide deck in Figma. The presentation used custom slide templates and showcased the high-fidelity wireframes created for the website.

Future Enhancements

Future additions to Don’t Fear the Grape could include:

  • A community feature for social interaction among users

  • A wine journal for logging tasting notes and personal wine experiences

  • A Google Map showcasing global winery locations

  • Wine vintage charts to help users determine if a wine is ready to drink or if it should be cellared longer

  • A mobile app with label scanning capabilities to provide instant information, ratings, and reviews

  • These enhancements would extend Don’t Fear the Grape’s usability and enhance its role as a comprehensive wine resource.

In Conclusion

Don’t Fear the Grape stands as a unique, user-focused resource that welcomes wine novices and the wine-curious into the world of wine. By employing clear language, engaging visuals, and interactive features, the platform aims to demystify wine culture, making it approachable and enjoyable for all. Through extensive research, user-centered design, and ongoing feedback, Don’t Fear the Grape has evolved into a structured, accessible guide that meets users where they are in their wine journey. With promising future enhancements on the horizon, Don’t Fear the Grape is well-positioned to grow as a valuable educational tool, helping users gain confidence and appreciation in their wine experiences.