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OPIM 5984 Web Design and Development Allison Love 1/31/2011

OPIM 5984 Web Design and Development Allison Love 1/31/2011. TheBar.com. Diageo: A global premium beverage company Large Portfolio of Spirits Brands Not much opportunity to communicate with consumers at a portfolio level The Bar.com: Diageo’s Direct Conversation with Consumers.

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OPIM 5984 Web Design and Development Allison Love 1/31/2011

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  1. OPIM 5984 Web Design and Development Allison Love 1/31/2011 Confidential

  2. TheBar.com • Diageo: • A global premium beverage company • Large Portfolio of Spirits Brands • Not much opportunity to communicate with consumers at a portfolio level • The Bar.com: • Diageo’s Direct Conversation with Consumers Confidential

  3. Context of Project • Test usability of Diageo Website through the following methodologies: • Heuristic • Scenario • Checklist • Compare Diageo Site to its Key Competitors • Identify ways to improve the current site Confidential

  4. TheBar.com The Primary Business Purpose of the website www.thebar.com is to sell Diageo branded products to consumers. Confidential

  5. TheBar.com The Primary Consumer Purpose of the website is to learn to make mixed drinks for a variety of purposes Confidential

  6. Users of theBar.com • Demographics: • Males and Females • 21+ Confidential

  7. Users of TheBar.com • Psychographics: targets those who are either consuming or serving alcoholic beverages: • Consumers who are interested in creating mixed drinks. • Levels of Drink mixing Experience • Beginner • Intermediate • Expert • Who are using the internet as a source to plan entertainment for a small or large group of people, • Who are interested in matching drinks to cuisines • Who are interested in learning how to mix their own drinks at home like what they are used to ordering out. Users will differ demographically through psychographics Confidential

  8. Tasks Vary By User Experience Confidential

  9. TheBar.com Task Analysis- All Users Confidential

  10. Heuristic Analysis: TheBar.com • Redundancy- • much of what is included in the top portion of the screen is repeated at the bottom • Drinks by Type, Drinks by Brand, Quick Drinks- all of these could easily be categorized as “Drinks” • “Drinks” and “Cocktails” are used synonymously but not defined as so • Use of “slide show” for new products- requires consumers to spend time on site to see all of them scroll • The Task List primarily came out to be either neutral or negative in terms of ease of use, as outlined below: Confidential

  11. Scenario Testing • Plan a party with a budget • Find where to buy a product • Find what you need to stock a new bar • Look up a recipe Confidential

  12. Competitive Analysis • http://recipe.pr-na.com/Default.aspx • Diageo’s Main Competitor: PernodRicard • www.drinksmixer.com • First in Cocktail Google Search • www.extremebartending.com • Top result in unpaid search for “mixed drink recipes” Confidential

  13. Competitor: PernodRicard Most User friendly of all competitive sites However, not easy to find. May be a threat in future. Confidential

  14. Drinks Mixer Popular search result No clear business purpose at first; appears to be tied to an app. Busy site design Confidential

  15. ExtremeBartending.com Popular Search Result Unnecessary Ads, Relies on Video to relay site purpose (potential accessibility issue) Confidential

  16. Conclusion • Thebar.com may be the only industry led recipe site available today, but the competition is close. • Content needs overhaul • Analysis of target user needs can pinpoint changes • Develop Task-Friendly site • Organize with inverted pyramid • Make website more user-friendly, and less of a blatant Diageo Advertisement Confidential

  17. Recommendations • 1. Simplify language: and be consistent- Cocktails vs. Mixed Drinks • 2. Simplify Layout: Remove “slideshow” and provide users with a visual cue that coordinates with “thebar.com” theme. • 3. Simplify Menu Bar 1) Skill Level, 2) Occasion Planning for 3)Budget • 4. Engage Users with Visual Cues: Provide images of the bottles that they can retain mentally or print out via shopping list and bring with them to the store Confidential

  18. Recommendations • 5. Improve Search Function: Current search function requires that users choose what area of the site they want to search (ie “recipes”)- remove this feature. • 6. Improve Store Finding Feature • 7. Clean Up Recipes: Current recipe database has too many repeats of same drink/different brand • 8. Provide Breadcrumb Trail: Users very frequently got lost in cognitive task analysis Confidential

  19. Thank You…. Any Questions? Confidential

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