Synthesis

03 Affinity Diagrams

Determining target user group & users' primary intent

Our website was designed with a specific group of users in mind: people that enjoy wine, and who want to attend and/or host wine tastings. To further narrow down our target user group we created an affinity diagram of the user intents, emotional needs, and informational needs that we came across during our research. This process helped us understand our data, letting us look closely at why people attend and host wine tastings.

Results

We found that wine tasters are primarily driven by two factors: the desire to learn more about wines, and the welcoming friendliness of the wine-tasting community. Users unanimously agreed that learning about wines can take a lifetime, and when attending wine tastings, they usually always learn something new.

Perhaps surprisingly, we did not find that wine tasters are primarily motivated by, say, getting drunk. Many liked the taste of wine, and many made joking comment about "being here to drink." But their comments always came back to the friendships they made, the comfortable conversations with strangers, and their growing knowledge of wine and wine tasting.