USER RESEARCH:
SDK SOLUTION FOR SUSTAINABLE FIRST BLOCKCHAIN
Introduction
An apple cider company is known for making the best cider in the world. As a user you would like to validate that the cider you purchase in store is actually from the apple cider company on your phone or device before purchasing. You also want to get more information from the company, like where the apples are from, carbon footprint etc.
The project must also include the use of a blockchain with PoS capabilities in the solution to match the sustainability requirements for this project.
Problem statement
The primary challenge is developing a digital solution that enables end consumers to validate the authenticity of the cider right from their phone, while simultaneously providing B2B clients a platform for enhancing brand transparency and market distinction.
While the immediate task focuses on a cider company, the goal should be to develop a digital provenance verification solution that caters to the alcoholic beverage industry at large. This broader scope will ensure that the solution is scalable, flexible, and appealing to a wide range of B2B clients within the beverage sector.
2a. Customer Promises (for B2B Clients)
Reliability, offer a reliable and accurate digital platform for provenance verification.
Scalability, ensure the solution is scalable to meet evolving business needs.
Brand Enhancement, boost brand integrity and customer engagement through transparent practices.
2b. Customer Promises (for End Consumers)
Transparency, deliver clear and accurate information about the beverage's origin, production process, and carbon footprint.
Eease of use, provide an intuitive solution for verifying beverage authenticity.
Trustworthiness, build trust through verifiable information about the beverage's journey from production to bottle.
2c. Business Goals
Customer loyalty, foster loyalty among end consumers through transparent and reliable provenance verification.
Market differentiation, stand out in the B2B market with a unique digital solution, while also offering a unique value proposition to end consumers.
Educational engagement, stimulate curiosity around sustainability practices for end consumers.
Initial Thoughts
3a. Hypotheses
We start with certain assumptions based on the brief and preliminary understanding of the project:
User trust, a transparent display of the beverage's origin could enhance trust among end consumers.
Brand loyalty, open sharing about the beverage’s journey may foster loyalty from end consumers.
Market edge, a unique solution for exploring beverage backstory could provide our B2B clients with a competitive advantage.
Educational engagement, engaging information about the beverage’s production and eco-practices might be appreciated by consumers.
3b. Goals
User understanding, deepen understanding of the needs and preferences of both B2B clients and end consumers.
Effective communication, ensure the digital tool effectively communicates the beverage's story and its eco-friendly journey.
Seameless integration, achieve smooth integration of blockchain technology for real-time provenance verification.
3c. Research Questions
User Needs:
What information is most crucial for end consumers when verifying product provenance?
What are the key features B2B clients are looking for in a digital provenance verification solution?
User Behavior:
How do end consumers currently verify product information?
How do B2B clients currently handle provenance verification?
Technology Acceptance:
What are the perceived barriers to adopting a blockchain-based provenance verification solution among B2B clients?
How familiar are end consumers with blockchain technology, and does this impact their trust in the verification process?
Gathering Insights
4a. Methods
For the scope of this project, I opted for two exploratory methods: interviews and a competitive analysis. These methods will help in understanding our end users as well as the market.
I did not consider using surveys as a quantitative method for this research, as they require a large number of participants to get appropriate results.
Method one: Interviews
Method Type
Exploratory
What do we want to know?
What is important for the end user when buying a beverage, how do they buy a beverage, do they verify the information prior to buying it? What influences them to buy?
Why?
Opting for interviews to understand the end user's purchasing behavior. This method provides direct feedback, crucial for aligning our design with user expectations and behaviors.
Method two: Competitive Analysis
Method Type
Exploratory
What do we want to know?
How do B2B clients currently handle provenance verification, and what challenges do they face?
Why?
Conducting Competitive Analysis following interviews, and research on competitors. This approach helps us understand the market better, and identify gaps.
4b. Interviews
A total of 8 interviews can provide a solid understanding of the user persona. For this project, I interviewed a selected group of individuals ranging in age from 22 to 60 years old to comprehend the needs of a broader audience and define our target audience.
These interviews were relatively short and focused on better understanding the end user.
Interviewee One:
Name: Cecilia
Country: Italy
Age: 22 years old
Status: Student
Currently pursuing a Bachelor's degree.
Buys wine spontaneously, depending on the occasion.
Prefers cheaper wines but may pay a bit more for Italian wines.
Interested in environmental impact, but not a priority; open to reading about it in-store.
Considers price more relevant than environmental impact when purchasing alcohol.
Would not download an app solely for product verification.
Prefers buying beverages at the supermarket rather than online.
Interviewee Two:
Name: Micaela
Country: Denmark
Age: 22 years old
Status: Working side-jobs
Engaged in side-jobs during a study break.
Focuses on price when buying wine or cider due to financial constraints.
Uncertain if her mindset would change with higher income but has slight interest in organic grapes.
Uses her phone minimally and sees no point in downloading additional apps.
Aware of cryptocurrencies but not actively involved.
Buys beverages at supermarkets or kiosks, mainly on weekends.
Interviewee Three:
Name: Maja
Country: Denmark
Age: 25 years old
Status: Student
Currently pursuing a Master's degree.
Buys wine at the supermarket before going out, primarily considering the price.
Shows no interest in the origin or CO2 emissions of wine.
Has heard about blockchain but has no interest in it.
Would not download an additional app for product verification.
Acknowledges the importance of environmental consciousness but doesn't prioritize it due to student status.
Prioritizes lower price over environmental impact.
Buys beverages at the supermarket.
Interviewee Four:
Name: Santiago
Country: Colombian/Australian
Age: 28 years old
Status: Student
Currently pursuing a Master’s degree.
Not interested in learning more about wine processes and emissions.
Treats wine as a quick purchase without time to check origins, unlike clothing or furniture.
Pro-environmental but more focused on other product categories.
Understands blockchain and its application for supply tracking.
Uncertain about downloading an app; it depends on the value it provides.
Has bought wine online before but primarily buys at the store.
Interviewee Five:
Name: Henders
Country: Portugal
Age: 32 years old
Status: Employed
Works in IT as a developer.
Understands blockchain and prefers PoS blockchains over PoW.
Advocates for environmental care and prefers buying from eco-conscious places.
Interested in the supply chain history and methods.
Interested in wine's CO2 emissions only if particularly high.
Uses Vivino to check beverages.
Buys alcohol online weekly from a local online store.
Hesitant about using apps, aiming to reduce app usage.
Interviewee Six:
Name: Clara
Country: Bolivia
Age: 33 years old
Status: Employed
Works as an architect.
Concerned about CO2 emissions and footprint but hasn’t considered it when buying beverages.
Prefers buying clothing from trusted places or thrift shops due to emission concerns.
Involved in environmental movements.
Would download an app if it provides information on how she's contributing to helping the planet.
Understands blockchain technologies and its benefits.
Has wine delivered twice per month from a local producer.
Interviewee Seven:
Name: Ulrich
Country: Denmark
Age: 38 years old
Status: Employed
Works in IT.
Not overly concerned about carbon footprint but acknowledges it’s a significant issue.
Likes to buy wine or cider based on the year, brand, and other aspects.
Uses Vivino to check the wine he is about to buy.
Finds the idea of knowing where his product comes from interesting but is unsure about downloading an app solely for that.
Has bought wine online in the past using his computer.
Lives in Malmo, appreciates that the country's physical stores for alcohol are centralized and allow easy comparison between beverages.
Interviewee Eight:
Name: Fermin
Country: Chile
Age: 60 years old
Status: Business Owner
A business owner and entrepreneur.
Enjoys buying wines based on their age, believing that expensive wines taste better.
Drinks cider occasionally but finds it heavy on the stomach, hence prefers wine.
Aware of Vivino but has never used it.
Knows about environmental issues but is not particularly interested.
Does not use apps other than for chatting or social media.
Has heard about blockchain through his sons but is not interested in it.
Prefers buying alcohol in physical stores, finding online shopping too complicated.
4c. Summary
The interviewees, ranging from students to employed individuals and a business owner.
Exhibit varied behaviors and preferences when it comes to purchasing beverages, particularly wine and cider.
A common theme is price sensitivity, especially among younger interviewees and those with financial constraints.
There's a mix of interest and indifference towards environmental impact and blockchain technology.
App usage for product verification is generally seen as unfavorable, with a few exceptions based on personal values and interests.
4d. Key Points
Price Sensitivity:
Most interviewees look at the price first when buying wine or cider.
Some are willing to pay a bit more for certain types or brands.
Environmental Awareness:
There's a mix of interest in environmental impact.
Some are proactive about environmental issues, while others only acknowledge them.
Blockchain Technology Awareness:
Different levels of understanding and interest in blockchain technology.
Some understand it well due to their jobs or personal interests.
App Usage for Product Verification:
Most are not in favor of downloading a new app just for product verification.
A few might consider it if it matches their environmental values or provides good value.
Information Seeking Behavior:
Some use apps like Vivino to check out beverages.
Most prefer quick, easy-to-find information rather than digging deep.
Digital Engagement:
Different levels of comfort and engagement with digital tools, with some trying to use fewer apps or sticking to the basics.
4e. Online comparison
I searched online for information about millennials and Gen-Z to see if it correlates with the information from the interviews.
Price Sensitivity:
Gen Z: Displayed price sensitivity.
Millennials: Also show price sensitivity but are willing to spend more for higher quality alcoholic beverages.
Environmental Awareness:
Gen Z: Some findings mention about interest from their part but not as notorious as millennials.
Millennials: Are interested in eco-conscious purchasing, aligning with their broader values on ethical and environmental issues.
Digital Engagement:
Gen Z: Growing trend towards online alcohol shopping, but at a slower pace compared to Millennials.
Millennials: Strong inclination towards online shopping for alcoholic beverages, with platforms like Drizly being popular among them .
The online findings align with the interview results, showing similar behaviors and preferences among the interviewees in terms of price sensitivity, environmental awareness, and digital engagement.
source gen-z:
https://chicory.co/blog-feed/gen-z-alcohol-trends
source millenials:
https://bevalcinsights.com/a-deep-dive-into-buying-trends-for-millennials/
User Personas
In developing the user personas, I considered the insights from the first seven user interviews.
The last interview represents an edge case, someone from a different age group than our target audience, with no interest in learning more about the provenance of the product, and limited knowledge of apps and blockchain technologies.
User persona One: Budget-Conscious Student
Demographics:
Early 20s, student.
Behaviors
Primarily driven by price when purchasing beverages.
Buys beverages on the go, often at supermarkets.
Minimal interest in the origins or environmental impact of the products.
Goals
Find affordable beverages.
Make quick purchasing decisions without much deliberation.
Technology Use
Prefers minimal app usage, mainly utilizing essential social and communication apps.
Unlikely to engage with new technologies unless they offer significant immediate value or convenience
User persona Two: Tech-Savvy Skeptic
Demographics:
Late 20s to early 30s, employed.
Behaviors
Uses apps like Vivino for wine checking
Values quality and brand but also considers the environmental impact of purchases, though not a primary driver.
Goals
Explore and adopt tech solutions that enhance the buying experience.
Make informed choices while balancing quality, brand, and environmental considerations.
Technology Use
Engages with a variety of apps and technologies, especially those that enhance the buying experience or provide new insights.
Open to new technologies but app adoption depends on the perceived value it adds.
User persona Three: Environmentally Aware Professional
Demographics:
Early 30s, employed, engaged in eco-friendly movements.
Behaviors
Cares about CO2 emissions and environmental footprint, though hasn't previously considered it when buying beverages.
Engages in eco-friendly practices and is interested in supporting environmentally responsible businesses.
Goals
Expand environmental awareness to more aspects of purchasing behavior.
Support brands and products that are eco-conscious.
Technology Use
Utilizes essential apps for daily tasks and communication, but hesitant to download new apps unless they align with eco-friendly values.
Interested in knowing more about the products but hesitant to download new apps.
5a. Psychographics & Shopping Behavior
Looking into psychographics and shopping behavior helps us better understand what drives our users and how they make purchasing decisions.
It's all about ensuring that what we create is not just smart technologically, but also something that our users will find valuable and easy to adopt in their daily lives.
User persona One: Budget-Conscious Student
Psychographics:
Price-sensitive due to financial constraints, prioritizing affordability in purchasing decisions.
Spontaneous buying behavior, especially for special occasions.
Shows a mild interest in the environmental impact of purchases, although it's not a priority.
Limited engagement with technology for product verification due to reluctance to download new apps.
Shopping Behavior:
Buys wine spontaneously at supermarkets, primarily driven by price and occasion.
Less likely to use digital platforms for product verification due to a preference for minimal app usage.
May have a casual interest in environmental considerations but doesn't actively seek out eco-friendly products.
User persona Two: Tech-Savvy Skeptic
Psychographics:
Interested in blockchain technology and its potential use cases.
Values quality, brand, and has some consideration for environmental impact when making purchases.
Open to new technologies but app adoption is dependent on the perceived value and usefulness in enhancing the buying experience.
Shopping Behavior:
Likely to use digital platforms like Vivino to seek information about wine before making a purchase.
Interested in knowing more about products, their ingredients, and any allergen information.
Willing to try new digital solutions that make it easier to learn about the product and the brand.
User persona Three: Environmentally Aware Professional
Psychographics:
Strong affinity for eco-friendliness and sustainability, with a desire to support environmentally responsible businesses.
Interested in expanding environmental awareness to beverage purchasing, though has not acted on this interest before.
Limited understanding of blockchain technology but might be open to learning more if it aligns with environmental values.
Shopping Behavior:
Shops for beverages at supermarkets or wine stores, with a potential interest in eco-friendly or sustainable products.
Hesitant to download new apps unless they significantly align with eco-friendly values or provide substantial information about product provenance.
Likely to appreciate transparency regarding a product's environmental impact and provenance, which could influence purchasing decisions.
5b. User stories
After examining the three user personas, the "Tech-Savvy Skeptic" and "Environmentally Aware Professional" align more closely with the profile of prospective users who would utilize our solution.
User persona Two: Tech-Savvy Skeptic
As a user, I want to easily access detailed information about the beverage I am considering, so that I can make an informed purchase that aligns with my preferences for quality, brand, and environmental considerations.
User persona Three: Environmentally Aware Professional
As a user, I want to have access to clear and reliable information about the environmental impact of the beverages I am considering, so that I can make purchases that align with my eco-friendly values.
5c. Experience Mapping
An experience mapping was constructed based on these two personas to further understand their interactions and expectations, which will help in refining our solution to cater effectively to their needs.
A brief explanation of the table:
Stages: The different phases a user goes through. In this case: Explore, Compare, and Try.
Actions: What the user does at each stage.
Why: The motivations behind the user's actions.
Pain Points: The challenges or frustrations the user faces.
Opportunities: Where there's potential to enhance the user's experience or solve their problems, especially by leveraging blockchain technology in our case.
5d. Miro Board
The user personas, user stories and experience mapping is included in this report, in case you want to access the miro board please follow the link or click on the image bellow.
5e. Recap about our user
Are in their late 20s and 30s.
Are hesitant to download new apps.
Are drawn to verified product info.
Have mixed feelings about environmental impact but are mainly positive about learning more.
Prefer information to be easy to find and understand.
Care about quality and brand reputation.
Shop both locally and online.
Use apps like Vivino to enhance their shopping experience.
Market Analysis
6a. Competitive Analysis: Web2 solutions
The market is competitive with key players like Vivino and Drizly taking the majority of the online marketshare. Local stores are also used by our target audience when it comes to purchase behaviour.
Name: Vivino
Description: Vivino is an online wine marketplace and app where users can buy wine, see ratings and reviews, and learn about different types of wine.
They have built the world's largest wine marketplace and a community of 50 million users who can scan a bottle to learn about its price, where it's available, how it tastes, and food pairing suggestions.
Technology: Vivino uses a mobile app with a wine label scanning feature, which likely uses image recognition technology to identify wines and provide information about them
URLs: www.vivino.com
Name: Drizly
Description: Drizly is an online platform that allows users to order alcoholic beverages from local stores for delivery or pickup. It offers a wide range of options including beer, wine, and spirits. In 2023 Drizly's website received approximately 3.7 million visits.
Technology: Drizly operates through a website and mobile app, connecting users with local liquor stores for easy browsing and purchasing.
URLs: https://www.drizly.com/
Name: Local stores
Description: Local stores offer a physical space or/and online platform for customers to purchase beverages.Some have embraced social media to engage with the community and promote their offerings.
Technology: Brick-and-mortar, online stores on their own domains, and social media platforms.
URLs: Various domains and social media platforms
6b. Current blockchain solutions
Key players include Everledger, providing supply chain tracking, Provenance, offering transparency services, and VeChain, which enables users to verify the authenticity and origin of wine products. Each utilizes distinct technologies like NFC tags, QR codes, and blockchain to deliver their services.
Name: Everledger
Description: Provides supply chain tracking and authentication solutions, specializing in asset protection, including wine and spirits.
Technology: NFC tag, Blockchain
URLs: https://everledger.io/industry-solutions/wine-spirits/ ; https://everledger.io/anti-tamper-solutions/
Name: Provenance
Description: Provides transparency and traceability services for product supply chains, including food and beverages, to enable businesses and consumers to make informed choices.
Technology: Blockchain
URLs: https://www.provenance.org/demo-video ; https://www.provenance.org/brands/belu
Name: VeChain
Description: VeChain offers a wine traceability platform that enables users to track the authenticity and origin of wine products. Through a QR code on the wine bottle, users can access detailed information about the wine's origin, grape variety, winery, brand, and more.
Technology: QR code, Blockchain
URLs: https://www.vechain.com/solution?item=s6 ; https://www.dnv.co.uk/mystory/mystory-winemakers.html
Results
7a. Considerations and possible solutions
Creating a digital solution for tracking and verifying beverage provenance can be approached in multiple ways.
Developing a standalone app, an SDK (Software Development Kit), or an API for integration with existing apps like Vivino each has its own merits.
API (Application Programming Interface) Approach:
Pros
Rapid market entry, offering an API facilitates a quicker entry into the market by allowing existing or new applications to connect to a blockchain verification.
Cost efficiency, developing an API could be more cost-effective compared to building a standalone app or SDK.
Cons
Limited user experience control, the user experience is largely dictated by the integrating apps.
Dependency on external platforms, the success and usability of the API are closely tied to the platforms integrating it, which could pose a risk if these platforms face issues or choose to discontinue the integration.
Standalone Application Approach:
Pros
Customization, building an app from the ground up gives full control over its features, user experience, and brand look.
Direct interaction, having a dedicated channel makes it easier to gather feedback, understand user behaviors, and make improvements to better meet the user needs.
Market presence, launching a unique app can help establish us as a key player in verifying product origins within the beverage sector.
Cons
User acquisition, attracting users to a new app is tough and costly, especially in a market with already established players.
Development time and costs, developing, launching, and maintaining an app requires a significant amount of time, resources, and money.
Adoption barrier, users might hesitate to try a new app unless it offers a clear, unique benefit.
Technology development, creating new technology for scanning QR codes or labels could be a challenge, requiring more investment in development and testing to ensure it works well.
Database limitations, if a user tries to scan a beverage not in our database, the app won’t provide the desired information, which can affect user trust and satisfaction.
SDK (Software Development Kit) Approach:
Pros
Quick market entry, creating a toolkit for integration with existing apps offers a quicker way to reach the market, possibly with less upfront investment compared to developing a standalone app.
Existing user base, partnering with established apps like Vivino provides immediate access to an already engaged user base, enhancing visibility.
Focused development, the focus is on creating a reliable toolkit, while using the user interface, user base, and market presence of established partners.
Database utilization, a toolkit integrated into existing apps could leverage their already established databases, reducing the challenge of database limitations faced by a new standalone app.
Cross-platform and cross-industry applicability, the toolkit could be designed for use not only within mobile apps but also on desktop platforms, extending its use to websites. Moreover, the toolkit could be used in other sectors like clothing and furniture, helping to provide supply chain transparency across a wider range of consumer goods.
Cons
Dependency, the success could be closely tied to the success and relationships with the platforms integrating the toolkit.
Limited customization, the level of customization and control over the user experience may be limited, which may affect how the solutions are presented to the end user.
Solution
8a. SDK Development
Out of the three options, the API and SDK were the most viable, and from those two options the decision is to go with an SDK.
Here are some reasons for choosing an SDK over an API:
Consistent Branding
With an SDK, there's more room to ensure that the look and feel align with both the branding and the app while leaving space for their own customization.
Access Without Internet
The SDK can offer certain functionalities even when the user is offline.
Faster Performance
Less dependency on external network requests means quicker load times within the app, contributing to a smoother user experience.
Smooth IntegrationAn SDK allows for a better integration within the existing structure of an app, ensuring that users have a fluid journey.
Creating New AppsThere's also the potential for others to create new apps using the SDK. This opens doors for a variety of applications centered around blockchain’s core technology
Ideation
9a. Feature Specification
This is a list of all the items that could be verified using blockchain.
Beverage Information
Beverage Name: Name of the Beverage
Brand Profile:
Brand Name: Name of the Brand
Brand History: Historical background of the Brand
Beverage Authentication:
Verification Certificates: A digital certificate verifying the authenticity of the beverage.
Beverage History:
Origin:
Geographical Indication: Details about the geographical origin of the beverage.
Production:
Harvest and Production Dates: Dates when the ingredients were harvested and the beverage was produced.
Supply Chain Journey:
Transportation Log: Log of transportation events including locations, dates, and modes of transport.
Brewery/Distillery Profile:
History:
Establishment: Year when the brewery/distillery was established and significant milestones.
Practices:
Beverage-making Techniques: Details on the techniques used in beverage making.
Environmental Impact:
CO2 Emissions:
Emission Data: Data on CO2 emissions generated during production and transportation.
Water Usage:
Water Consumption Data: Data on water consumption during beverage production.
Sustainable Practices:
Sustainability Certifications: Certifications and practices related to sustainability.
Beverage Characteristics:
Type:
Beverage Style Description: Description of the beverage type, e.g., ale, lager, stout, whiskey, vodka, etc.
Ingredients:
Ingredients Information: Information on the ingredients used in the beverage.
Quality Assurance:
Quality Certificates: Digital certificates or reports verifying the quality of the beverage.
Storage Conditions:
Temperature Logs: Historical data on the storage temperatures during transportation and warehousing.
Humidity Logs: Historical data on the humidity levels during transportation and warehousing.
Regulatory Compliance:
Compliance Certificates: Digital certificates verifying compliance with local and international regulations.
9b. Information Architecture
Based on the list of features.
9c. SDK Solution
Some ideas of the SDK implementation:
Example one: Ready-Made Components for Developers
The solution could offer components such as:
Information cards displaying emissions, water usage, and certifications.
Pop-ups with more details.
Pages filled with verified information.
Developers would have access to these ready-made components, with the added advantage of customizing them to align with their brand.
This also opens the door for them to build entirely new apps using the components we provide.
Idea two: Browser Widget for Information Verification
Developers could leverage the blockchain to create browser widgets that can verify if the information about a beverage on a visited website is accurate or has been altered.
This resonates with millennials' emphasis on environmental causes.
Idea three: Gen Z-Friendly Apps for Emission Tracking
Developers could design websites that display infographics showcasing the CO2 emissions associated with various beverages, in a format that appeals to a younger audience.
Idea four: Product Journey Tracking
Developers could create a platform that displays the product journey information of an item on-chain, this would ensure that the information provided is trust-worthy and has not been altered.
Endless possibilities
Since the product is an SDK solution, and its success relies on teaming up with businesses that want to use it in their app or website, as well as developers who want to build on top of it.
SEE MY OTHER PROJECTS
USER RESEARCH:
SDK SOLUTION FOR SUSTAINABLE FIRST BLOCKCHAIN
Introduction
An apple cider company is known for making the best cider in the world. As a user you would like to validate that the cider you purchase in store is actually from the apple cider company on your phone or device before purchasing. You also want to get more information from the company, like where the apples are from, carbon footprint etc.
The project must also include the use of a blockchain with PoS capabilities in the solution to match the sustainability requirements for this project.
Problem statement
The primary challenge is developing a digital solution that enables end consumers to validate the authenticity of the cider right from their phone, while simultaneously providing B2B clients a platform for enhancing brand transparency and market distinction.
While the immediate task focuses on a cider company, the goal should be to develop a digital provenance verification solution that caters to the alcoholic beverage industry at large. This broader scope will ensure that the solution is scalable, flexible, and appealing to a wide range of B2B clients within the beverage sector.
2a. Customer Promises (for B2B Clients)
Reliability, offer a reliable and accurate digital platform for provenance verification.
Scalability, ensure the solution is scalable to meet evolving business needs.
Brand Enhancement, boost brand integrity and customer engagement through transparent practices.
2b. Customer Promises (for End Consumers)
Transparency, deliver clear and accurate information about the beverage's origin, production process, and carbon footprint.
Eease of use, provide an intuitive solution for verifying beverage authenticity.
Trustworthiness, build trust through verifiable information about the beverage's journey from production to bottle.
2c. Business Goals
Customer loyalty, foster loyalty among end consumers through transparent and reliable provenance verification.
Market differentiation, stand out in the B2B market with a unique digital solution, while also offering a unique value proposition to end consumers.
Educational engagement, stimulate curiosity around sustainability practices for end consumers.
Initial Thoughts
3a. Hypotheses
We start with certain assumptions based on the brief and preliminary understanding of the project:
User trust, a transparent display of the beverage's origin could enhance trust among end consumers.
Brand loyalty, open sharing about the beverage’s journey may foster loyalty from end consumers.
Market edge, a unique solution for exploring beverage backstory could provide our B2B clients with a competitive advantage.
Educational engagement, engaging information about the beverage’s production and eco-practices might be appreciated by consumers.
3b. Goals
User understanding, deepen understanding of the needs and preferences of both B2B clients and end consumers.
Effective communication, ensure the digital tool effectively communicates the beverage's story and its eco-friendly journey.
Seameless integration, achieve smooth integration of blockchain technology for real-time provenance verification.
3c. Research Questions
User Needs:
What information is most crucial for end consumers when verifying product provenance?
What are the key features B2B clients are looking for in a digital provenance verification solution?
User Behavior:
How do end consumers currently verify product information?
How do B2B clients currently handle provenance verification?
Technology Acceptance:
What are the perceived barriers to adopting a blockchain-based provenance verification solution among B2B clients?
How familiar are end consumers with blockchain technology, and does this impact their trust in the verification process?
Gathering Insights
4a. Methods
For the scope of this project, I opted for two exploratory methods: interviews and a competitive analysis. These methods will help in understanding our end users as well as the market.
I did not consider using surveys as a quantitative method for this research, as they require a large number of participants to get appropriate results.
Method one: Interviews
Method Type
Exploratory
What do we want to know?
What is important for the end user when buying a beverage, how do they buy a beverage, do they verify the information prior to buying it? What influences them to buy?
Why?
Opting for interviews to understand the end user's purchasing behavior. This method provides direct feedback, crucial for aligning our design with user expectations and behaviors.
Method two: Competitive Analysis
Method Type
Exploratory
What do we want to know?
How do B2B clients currently handle provenance verification, and what challenges do they face?
Why?
Conducting Competitive Analysis following interviews, and research on competitors. This approach helps us understand the market better, and identify gaps.
4b. Interviews
A total of 8 interviews can provide a solid understanding of the user persona. For this project, I interviewed a selected group of individuals ranging in age from 22 to 60 years old to comprehend the needs of a broader audience and define our target audience.
These interviews were relatively short and focused on better understanding the end user.
Interviewee One:
Name: Cecilia
Currently pursuing a Bachelor's degree.
Buys wine spontaneously, depending on the occasion.
Prefers cheaper wines but may pay a bit more for Italian wines.
Interested in environmental impact, but not a priority; open to reading about it in-store.
Considers price more relevant than environmental impact when purchasing alcohol.
Would not download an app solely for product verification.
Prefers buying beverages at the supermarket rather than online.
Interviewee Two:
Engaged in side-jobs during a study break.
Focuses on price when buying wine or cider due to financial constraints.
Uncertain if her mindset would change with higher income but has slight interest in organic grapes.
Uses her phone minimally and sees no point in downloading additional apps.
Aware of cryptocurrencies but not actively involved.
Buys beverages at supermarkets or kiosks, mainly on weekends.
Interviewee Three:
Name: Maja
Country: Denmark
Age: 25 years old
Status: Student
Currently pursuing a Master's degree.
Buys wine at the supermarket before going out, primarily considering the price.
Shows no interest in the origin or CO2 emissions of wine.
Has heard about blockchain but has no interest in it.
Would not download an additional app for product verification.
Acknowledges the importance of environmental consciousness but doesn't prioritize it due to student status.
Prioritizes lower price over environmental impact.
Buys beverages at the supermarket.
Interviewee Four:
- Currently pursuing a Master’s degree.
- Not interested in learning more about wine processes and emissions.
- Treats wine as a quick purchase without time to check origins, unlike clothing or furniture.
- Pro-environmental but more focused on other product categories.
- Understands blockchain and its application for supply tracking.
- Uncertain about downloading an app; it depends on the value it provides.
- Has bought wine online before but primarily buys at the store.
Interviewee Five:
Name: Henders
Country: Portugal
Age: 32 years old
Status: Employed
Works in IT as a developer.
Understands blockchain and prefers PoS blockchains over PoW.
Advocates for environmental care and prefers buying from eco-conscious places.
Interested in the supply chain history and methods.
Interested in wine's CO2 emissions only if particularly high.
Uses Vivino to check beverages.
Buys alcohol online weekly from a local online store.
Hesitant about using apps, aiming to reduce app usage.
Interviewee Six:
- Works as an architect.
- Concerned about CO2 emissions and footprint but hasn’t considered it when buying beverages.
- Prefers buying clothing from trusted places or thrift shops due to emission concerns.
- Involved in environmental movements.
- Would download an app if it provides information on how she's contributing to helping the planet.
- Understands blockchain technologies and its benefits.
- Has wine delivered twice per month from a local producer.
Interviewee Seven:
Name: Ulrich
Country: Denmark
Age: 38 years old
Status: Employed
Works in IT.
Not overly concerned about carbon footprint but acknowledges it’s a significant issue.
Likes to buy wine or cider based on the year, brand, and other aspects.
Uses Vivino to check the wine he is about to buy.
Finds the idea of knowing where his product comes from interesting but is unsure about downloading an app solely for that.
Has bought wine online in the past using his computer.
Lives in Malmo, appreciates that the country's physical stores for alcohol are centralized and allow easy comparison between beverages.
Interviewee Eight:
- A business owner and entrepreneur.
- Enjoys buying wines based on their age, believing that expensive wines taste better.
- Drinks cider occasionally but finds it heavy on the stomach, hence prefers wine.
- Aware of Vivino but has never used it.
- Knows about environmental issues but is not particularly interested.
- Does not use apps other than for chatting or social media.
- Has heard about blockchain through his sons but is not interested in it.
- Prefers buying alcohol in physical stores, finding online shopping too complicated.
4c. Summary
The interviewees, ranging from students to employed individuals and a business owner.
Exhibit varied behaviors and preferences when it comes to purchasing beverages, particularly wine and cider.
A common theme is price sensitivity, especially among younger interviewees and those with financial constraints.
There's a mix of interest and indifference towards environmental impact and blockchain technology.
App usage for product verification is generally seen as unfavorable, with a few exceptions based on personal values and interests.
4d. Key Points
Price Sensitivity:
Most interviewees look at the price first when buying wine or cider.
Some are willing to pay a bit more for certain types or brands.
Environmental Awareness:
There's a mix of interest in environmental impact.
Some are proactive about environmental issues, while others only acknowledge them.
Blockchain Technology Awareness:
Different levels of understanding and interest in blockchain technology.
Some understand it well due to their jobs or personal interests.
App Usage for Product Verification:
Most are not in favor of downloading a new app just for product verification.
A few might consider it if it matches their environmental values or provides good value.
Information Seeking Behavior:
Some use apps like Vivino to check out beverages.
Most prefer quick, easy-to-find information rather than digging deep.
Digital Engagement:
Different levels of comfort and engagement with digital tools, with some trying to use fewer apps or sticking to the basics.
4e. Online comparison
I searched online for information about millennials and Gen-Z to see if it correlates with the information from the interviews.
Price Sensitivity:
Gen Z: Displayed price sensitivity.
Millennials: Also show price sensitivity but are willing to spend more for higher quality alcoholic beverages.
Environmental Awareness:
Gen Z: Some findings mention about interest from their part but not as notorious as millennials.
Millennials: Are interested in eco-conscious purchasing, aligning with their broader values on ethical and environmental issues.
Digital Engagement:
Gen Z: Growing trend towards online alcohol shopping, but at a slower pace compared to Millennials.
Millennials: Strong inclination towards online shopping for alcoholic beverages, with platforms like Drizly being popular among them .
The online findings align with the interview results, showing similar behaviors and preferences among the interviewees in terms of price sensitivity, environmental awareness, and digital engagement.
source gen-z: https://chicory.co/blog-feed/gen-z-alcohol-trends
source gen-z: https://www.bevindustry.com/articles/92456-drizly-study-highlights-gen-zs-beverage-alcohol-shopping-habits
source millenials: https://bevalcinsights.com/a-deep-dive-into-buying-trends-for-millennials/
User Personas
In developing the user personas, I considered the insights from the first seven user interviews.
The last interview represents an edge case, someone from a different age group than our target audience, with no interest in learning more about the provenance of the product, and limited knowledge of apps and blockchain technologies.
User persona One: Budget-Conscious Student
Demographics:
Early 20s, student.
Behaviors
Primarily driven by price when purchasing beverages.
Buys beverages on the go, often at supermarkets.
Minimal interest in the origins or environmental impact of the products.
Goals
Find affordable beverages.
Make quick purchasing decisions without much deliberation.
Technology Use
Prefers minimal app usage, mainly utilizing essential social and communication apps.
Unlikely to engage with new technologies unless they offer significant immediate value or convenience
User persona Two: Tech-Savvy Skeptic
Demographics:
Late 20s to early 30s, employed.
Behaviors
Uses apps like Vivino for wine checking
Values quality and brand but also considers the environmental impact of purchases, though not a primary driver.
Goals
Explore and adopt tech solutions that enhance the buying experience.
Make informed choices while balancing quality, brand, and environmental considerations.
Technology Use
Engages with a variety of apps and technologies, especially those that enhance the buying experience or provide new insights.
Open to new technologies but app adoption depends on the perceived value it adds.
User persona Three: Environmentally Aware Professional
Demographics:
Early 30s, employed, engaged in eco-friendly movements.
Behaviors
Cares about CO2 emissions and environmental footprint, though hasn't previously considered it when buying beverages.
Engages in eco-friendly practices and is interested in supporting environmentally responsible businesses.
Goals
Expand environmental awareness to more aspects of purchasing behavior.
Support brands and products that are eco-conscious.
Technology Use
Utilizes essential apps for daily tasks and communication, but hesitant to download new apps unless they align with eco-friendly values.
Interested in knowing more about the products but hesitant to download new apps.
5a. Psychographics & Shopping Behavior
Looking into psychographics and shopping behavior helps us better understand what drives our users and how they make purchasing decisions.
It's all about ensuring that what we create is not just smart technologically, but also something that our users will find valuable and easy to adopt in their daily lives.
User persona One: Budget-Conscious Student
Psychographics:
Price-sensitive due to financial constraints, prioritizing affordability in purchasing decisions.
Spontaneous buying behavior, especially for special occasions.
Shows a mild interest in the environmental impact of purchases, although it's not a priority.
Limited engagement with technology for product verification due to reluctance to download new apps.
Shopping Behavior:
Buys wine spontaneously at supermarkets, primarily driven by price and occasion.
Less likely to use digital platforms for product verification due to a preference for minimal app usage.
May have a casual interest in environmental considerations but doesn't actively seek out eco-friendly products.
User persona Two: Tech-Savvy Skeptic
Psychographics:
Interested in blockchain technology and its potential use cases.
Values quality, brand, and has some consideration for environmental impact when making purchases.
Open to new technologies but app adoption is dependent on the perceived value and usefulness in enhancing the buying experience.
Shopping Behavior:
Likely to use digital platforms like Vivino to seek information about wine before making a purchase.
Interested in knowing more about products, their ingredients, and any allergen information.
Willing to try new digital solutions that make it easier to learn about the product and the brand.
User persona Three: Environmentally Aware Professional
Psychographics:
Strong affinity for eco-friendliness and sustainability, with a desire to support environmentally responsible businesses.
Interested in expanding environmental awareness to beverage purchasing, though has not acted on this interest before.
Limited understanding of blockchain technology but might be open to learning more if it aligns with environmental values.
Shopping Behavior:
Shops for beverages at supermarkets or wine stores, with a potential interest in eco-friendly or sustainable products.
Hesitant to download new apps unless they significantly align with eco-friendly values or provide substantial information about product provenance.
Likely to appreciate transparency regarding a product's environmental impact and provenance, which could influence purchasing decisions.
5b. User stories
After examining the three user personas, the "Tech-Savvy Skeptic" and "Environmentally Aware Professional" align more closely with the profile of prospective users who would utilize our solution.
User persona Two: Tech-Savvy Skeptic
As a user, I want to easily access detailed information about the beverage I am considering, so that I can make an informed purchase that aligns with my preferences for quality, brand, and environmental considerations.
User persona Three: Environmentally Aware Professional
As a user, I want to have access to clear and reliable information about the environmental impact of the beverages I am considering, so that I can make purchases that align with my eco-friendly values.
5c. Experience Mapping
An experience mapping was constructed based on these two personas to further understand their interactions and expectations, which will help in refining our solution to cater effectively to their needs.
A brief explanation of the table:
Stages: The different phases a user goes through. In this case: Explore, Compare, and Try.
Actions: What the user does at each stage.
Why: The motivations behind the user's actions.
Pain Points: The challenges or frustrations the user faces.
Opportunities: Where there's potential to enhance the user's experience or solve their problems, especially by leveraging blockchain technology in our case.
5d. Miro Board
The user personas, user stories and experience mapping is included in this report, in case you want to access the miro board please follow the link or click on the image bellow.
5e. Recap about our user
Are in their late 20s and 30s.
Are hesitant to download new apps.
Are drawn to verified product info.
Have mixed feelings about environmental impact but are mainly positive about learning more.
Prefer information to be easy to find and understand.
Care about quality and brand reputation.
Shop both locally and online.
Use apps like Vivino to enhance their shopping experience.
Market Analysis
6a. Competitive Analysis: Web2 solutions
The market is competitive with key players like Vivino and Drizly taking the majority of the online marketshare. Local stores are also used by our target audience when it comes to purchase behaviour.
Name: Vivino
Description: Vivino is an online wine marketplace and app where users can buy wine, see ratings and reviews, and learn about different types of wine.
They have built the world's largest wine marketplace and a community of 50 million users who can scan a bottle to learn about its price, where it's available, how it tastes, and food pairing suggestions.
Technology: Vivino uses a mobile app with a wine label scanning feature, which likely uses image recognition technology to identify wines and provide information about them
URLs: www.vivino.com
Name: Drizly
Description: Drizly is an online platform that allows users to order alcoholic beverages from local stores for delivery or pickup. It offers a wide range of options including beer, wine, and spirits. In 2023 Drizly's website received approximately 3.7 million visits.
Technology: Drizly operates through a website and mobile app, connecting users with local liquor stores for easy browsing and purchasing.
URLs: https://www.drizly.com/
Name: Local stores
Description: Local stores offer a physical space or/and online platform for customers to purchase beverages.Some have embraced social media to engage with the community and promote their offerings.
Technology: Brick-and-mortar, online stores on their own domains, and social media platforms.
URLs: Various domains and social media platforms
6b. Current blockchain solutions
Key players include Everledger, providing supply chain tracking, Provenance, offering transparency services, and VeChain, which enables users to verify the authenticity and origin of wine products. Each utilizes distinct technologies like NFC tags, QR codes, and blockchain to deliver their services.
Name: Everledger
Description: Provides supply chain tracking and authentication solutions, specializing in asset protection, including wine and spirits.
Technology: NFC tag, Blockchain
URLs: https://everledger.io/industry-solutions/wine-spirits/ ; https://everledger.io/anti-tamper-solutions/
Name: Provenance
Description: Provides transparency and traceability services for product supply chains, including food and beverages, to enable businesses and consumers to make informed choices.
Technology: Blockchain
URLs: https://www.provenance.org/demo-video ; https://www.provenance.org/brands/belu
Name: VeChain
Description: VeChain offers a wine traceability platform that enables users to track the authenticity and origin of wine products. Through a QR code on the wine bottle, users can access detailed information about the wine's origin, grape variety, winery, brand, and more.
Technology: QR code, Blockchain
URLs: https://www.vechain.com/solution?item=s6 ; https://www.dnv.co.uk/mystory/mystory-winemakers.html
Results
7a. Considerations and possible solutions
Creating a digital solution for tracking and verifying beverage provenance can be approached in multiple ways.
Developing a standalone app, an SDK (Software Development Kit), or an API for integration with existing apps like Vivino each has its own merits.
API (Application Programming Interface) Approach:
Pros
Rapid market entry, offering an API facilitates a quicker entry into the market by allowing existing or new applications to connect to a blockchain verification.
Cost efficiency, developing an API could be more cost-effective compared to building a standalone app or SDK.
Cons
Limited user experience control, the user experience is largely dictated by the integrating apps.
Dependency on external platforms, the success and usability of the API are closely tied to the platforms integrating it, which could pose a risk if these platforms face issues or choose to discontinue the integration.
Standalone Application Approach:
Pros
Customization, building an app from the ground up gives full control over its features, user experience, and brand look.
Direct interaction, having a dedicated channel makes it easier to gather feedback, understand user behaviors, and make improvements to better meet the user needs.
Market presence, launching a unique app can help establish us as a key player in verifying product origins within the beverage sector.
Cons
User acquisition, attracting users to a new app is tough and costly, especially in a market with already established players.
Development time and costs, developing, launching, and maintaining an app requires a significant amount of time, resources, and money.
Adoption barrier, users might hesitate to try a new app unless it offers a clear, unique benefit.
Technology development, creating new technology for scanning QR codes or labels could be a challenge, requiring more investment in development and testing to ensure it works well.
Database limitations, if a user tries to scan a beverage not in our database, the app won’t provide the desired information, which can affect user trust and satisfaction.
SDK (Software Development Kit) Approach:
Pros
Quick market entry, creating a toolkit for integration with existing apps offers a quicker way to reach the market, possibly with less upfront investment compared to developing a standalone app.
Existing user base, partnering with established apps like Vivino provides immediate access to an already engaged user base, enhancing visibility.
Focused development, the focus is on creating a reliable toolkit, while using the user interface, user base, and market presence of established partners.
Database utilization, a toolkit integrated into existing apps could leverage their already established databases, reducing the challenge of database limitations faced by a new standalone app.
Cross-platform and cross-industry applicability, the toolkit could be designed for use not only within mobile apps but also on desktop platforms, extending its use to websites. Moreover, the toolkit could be used in other sectors like clothing and furniture, helping to provide supply chain transparency across a wider range of consumer goods.
Cons
Dependency, the success could be closely tied to the success and relationships with the platforms integrating the toolkit.
Limited customization, the level of customization and control over the user experience may be limited, which may affect how the solutions are presented to the end user.
Solution
8a. SDK Development
Out of the three options, the API and SDK were the most viable, and from those two options the decision is to go with an SDK.
Here are some reasons for choosing an SDK over an API:
Consistent Branding
With an SDK, there's more room to ensure that the look and feel align with both the branding and the app while leaving space for their own customization.
Access Without Internet
The SDK can offer certain functionalities even when the user is offline.
Faster Performance
Less dependency on external network requests means quicker load times within the app, contributing to a smoother user experience.
Smooth IntegrationAn SDK allows for a better integration within the existing structure of an app, ensuring that users have a fluid journey.
Creating New AppsThere's also the potential for others to create new apps using the SDK. This opens doors for a variety of applications centered around blockchain’s core technology
Ideation
9a. Feature Specification
This is a list of all the items that could be verified using blockchain.
Beverage Information
Beverage Name: Name of the Beverage
Brand Profile:
Brand Name: Name of the Brand
Brand History: Historical background of the Brand
Beverage Authentication:
Verification Certificates: A digital certificate verifying the authenticity of the beverage.
Beverage History:
Origin:
Geographical Indication: Details about the geographical origin of the beverage.
Production:
Harvest and Production Dates: Dates when the ingredients were harvested and the beverage was produced.
Supply Chain Journey:
Transportation Log: Log of transportation events including locations, dates, and modes of transport.
Brewery/Distillery Profile:
History:
Establishment: Year when the brewery/distillery was established and significant milestones.
Practices:
Beverage-making Techniques: Details on the techniques used in beverage making.
Environmental Impact:
CO2 Emissions:
Emission Data: Data on CO2 emissions generated during production and transportation.
Water Usage:
Water Consumption Data: Data on water consumption during beverage production.
Sustainable Practices:
Sustainability Certifications: Certifications and practices related to sustainability.
Beverage Characteristics:
Type:
Beverage Style Description: Description of the beverage type, e.g., ale, lager, stout, whiskey, vodka, etc.
Ingredients:
Ingredients Information: Information on the ingredients used in the beverage.
Quality Assurance:
Quality Certificates: Digital certificates or reports verifying the quality of the beverage.
Storage Conditions:
Temperature Logs: Historical data on the storage temperatures during transportation and warehousing.
Humidity Logs: Historical data on the humidity levels during transportation and warehousing.
Regulatory Compliance:
Compliance Certificates: Digital certificates verifying compliance with local and international regulations.
9b. Information Architecture
9c. SDK Solution
Example one: Ready-Made Components for Developers
The solution could offer components such as:
Information cards displaying emissions, water usage, and certifications.
Pop-ups with more details.
Pages filled with verified information.
Developers would have access to these ready-made components, with the added advantage of customizing them to align with their brand.
This also opens the door for them to build entirely new apps using the components we provide.
Idea two: Browser Widget for Information Verification
Developers could leverage the blockchain to create browser widgets that can verify if the information about a beverage on a visited website is accurate or has been altered.
This resonates with millennials' emphasis on environmental causes.
Idea three: Gen Z-Friendly Apps for Emission Tracking
Developers could design websites that display infographics showcasing the CO2 emissions associated with various beverages, in a format that appeals to a younger audience.
Idea four: Product Journey Tracking
Developers could create a platform that displays the product journey information of an item on-chain, this would ensure that the information provided is trust-worthy and has not been altered.
Endless possibilities
SEE MY OTHER PROJECTS
USER RESEARCH:
SDK SOLUTION FOR SUSTAINABLE FIRST BLOCKCHAIN
Introduction
An apple cider company is known for making the best cider in the world. As a user you would like to validate that the cider you purchase in store is actually from the apple cider company on your phone or device before purchasing. You also want to get more information from the company, like where the apples are from, carbon footprint etc.
The project must also include the use of a blockchain with PoS capabilities in the solution to match the sustainability requirements for this project.
Problem statement
The primary challenge is developing a digital solution that enables end consumers to validate the authenticity of the cider right from their phone, while simultaneously providing B2B clients a platform for enhancing brand transparency and market distinction.
While the immediate task focuses on a cider company, the goal should be to develop a digital provenance verification solution that caters to the alcoholic beverage industry at large. This broader scope will ensure that the solution is scalable, flexible, and appealing to a wide range of B2B clients within the beverage sector.
2a. Customer Promises (for B2B Clients)
Reliability, offer a reliable and accurate digital platform for provenance verification.
Scalability, ensure the solution is scalable to meet evolving business needs.
Brand Enhancement, boost brand integrity and customer engagement through transparent practices.
2b. Customer Promises (for End Consumers)
Transparency, deliver clear and accurate information about the beverage's origin, production process, and carbon footprint.
Eease of use, provide an intuitive solution for verifying beverage authenticity.
Trustworthiness, build trust through verifiable information about the beverage's journey from production to bottle.
2c. Business Goals
Customer loyalty, foster loyalty among end consumers through transparent and reliable provenance verification.
Market differentiation, stand out in the B2B market with a unique digital solution, while also offering a unique value proposition to end consumers.
Educational engagement, stimulate curiosity around sustainability practices for end consumers.
Initial Thoughts
3a. Hypotheses
We start with certain assumptions based on the brief and preliminary understanding of the project:
User trust, a transparent display of the beverage's origin could enhance trust among end consumers.
Brand loyalty, open sharing about the beverage’s journey may foster loyalty from end consumers.
Market edge, a unique solution for exploring beverage backstory could provide our B2B clients with a competitive advantage.
Educational engagement, engaging information about the beverage’s production and eco-practices might be appreciated by consumers.
3b. Goals
User understanding, deepen understanding of the needs and preferences of both B2B clients and end consumers.
Effective communication, ensure the digital tool effectively communicates the beverage's story and its eco-friendly journey.
Seameless integration, achieve smooth integration of blockchain technology for real-time provenance verification.
3c. Research Questions
User Needs:
What information is most crucial for end consumers when verifying product provenance?
What are the key features B2B clients are looking for in a digital provenance verification solution?
User Behavior:
How do end consumers currently verify product information?
How do B2B clients currently handle provenance verification?
Technology Acceptance:
What are the perceived barriers to adopting a blockchain-based provenance verification solution among B2B clients?
How familiar are end consumers with blockchain technology, and does this impact their trust in the verification process?
Gathering Insights
4a. Methods
For the scope of this project, I opted for two exploratory methods: interviews and a competitive analysis. These methods will help in understanding our end users as well as the market.
I did not consider using surveys as a quantitative method for this research, as they require a large number of participants to get appropriate results.
Method one: Interviews
Method Type
Exploratory
What do we want to know?
What is important for the end user when buying a beverage, how do they buy a beverage, do they verify the information prior to buying it? What influences them to buy?
Why?
Opting for interviews to understand the end user's purchasing behavior. This method provides direct feedback, crucial for aligning our design with user expectations and behaviors.
Method two: Competitive Analysis
Method Type
Exploratory
What do we want to know?
How do B2B clients currently handle provenance verification, and what challenges do they face?
Why?
Conducting Competitive Analysis following interviews, and research on competitors. This approach helps us understand the market better, and identify gaps.
4b. Interviews
A total of 8 interviews can provide a solid understanding of the user persona. For this project, I interviewed a selected group of individuals ranging in age from 22 to 60 years old to comprehend the needs of a broader audience and define our target audience.
These interviews were relatively short and focused on better understanding the end user.
Interviewee One:
Name: Cecilia
Currently pursuing a Bachelor's degree.
Buys wine spontaneously, depending on the occasion.
Prefers cheaper wines but may pay a bit more for Italian wines.
Interested in environmental impact, but not a priority; open to reading about it in-store.
Considers price more relevant than environmental impact when purchasing alcohol.
Would not download an app solely for product verification.
Prefers buying beverages at the supermarket rather than online.
Interviewee Two:
Engaged in side-jobs during a study break.
Focuses on price when buying wine or cider due to financial constraints.
Uncertain if her mindset would change with higher income but has slight interest in organic grapes.
Uses her phone minimally and sees no point in downloading additional apps.
Aware of cryptocurrencies but not actively involved.
Buys beverages at supermarkets or kiosks, mainly on weekends.
Interviewee Three:
Name: Maja
Country: Denmark
Age: 25 years old
Status: Student
Currently pursuing a Master's degree.
Buys wine at the supermarket before going out, primarily considering the price.
Shows no interest in the origin or CO2 emissions of wine.
Has heard about blockchain but has no interest in it.
Would not download an additional app for product verification.
Acknowledges the importance of environmental consciousness but doesn't prioritize it due to student status.
Prioritizes lower price over environmental impact.
Buys beverages at the supermarket.
Interviewee Four:
- Currently pursuing a Master’s degree.
- Not interested in learning more about wine processes and emissions.
- Treats wine as a quick purchase without time to check origins, unlike clothing or furniture.
- Pro-environmental but more focused on other product categories.
- Understands blockchain and its application for supply tracking.
- Uncertain about downloading an app; it depends on the value it provides.
- Has bought wine online before but primarily buys at the store.
Interviewee Five:
Name: Henders
Country: Portugal
Age: 32 years old
Status: Employed
Works in IT as a developer.
Understands blockchain and prefers PoS blockchains over PoW.
Advocates for environmental care and prefers buying from eco-conscious places.
Interested in the supply chain history and methods.
Interested in wine's CO2 emissions only if particularly high.
Uses Vivino to check beverages.
Buys alcohol online weekly from a local online store.
Hesitant about using apps, aiming to reduce app usage.
Interviewee Six:
- Works as an architect.
- Concerned about CO2 emissions and footprint but hasn’t considered it when buying beverages.
- Prefers buying clothing from trusted places or thrift shops due to emission concerns.
- Involved in environmental movements.
- Would download an app if it provides information on how she's contributing to helping the planet.
- Understands blockchain technologies and its benefits.
- Has wine delivered twice per month from a local producer.
Interviewee Seven:
Name: Ulrich
Country: Denmark
Age: 38 years old
Status: Employed
Works in IT.
Not overly concerned about carbon footprint but acknowledges it’s a significant issue.
Likes to buy wine or cider based on the year, brand, and other aspects.
Uses Vivino to check the wine he is about to buy.
Finds the idea of knowing where his product comes from interesting but is unsure about downloading an app solely for that.
Has bought wine online in the past using his computer.
Lives in Malmo, appreciates that the country's physical stores for alcohol are centralized and allow easy comparison between beverages.
Interviewee Eight:
- A business owner and entrepreneur.
- Enjoys buying wines based on their age, believing that expensive wines taste better.
- Drinks cider occasionally but finds it heavy on the stomach, hence prefers wine.
- Aware of Vivino but has never used it.
- Knows about environmental issues but is not particularly interested.
- Does not use apps other than for chatting or social media.
- Has heard about blockchain through his sons but is not interested in it.
- Prefers buying alcohol in physical stores, finding online shopping too complicated.
4c. Summary
The interviewees, ranging from students to employed individuals and a business owner.
Exhibit varied behaviors and preferences when it comes to purchasing beverages, particularly wine and cider.
A common theme is price sensitivity, especially among younger interviewees and those with financial constraints.
There's a mix of interest and indifference towards environmental impact and blockchain technology.
App usage for product verification is generally seen as unfavorable, with a few exceptions based on personal values and interests.
4d. Key Points
Price Sensitivity:
Most interviewees look at the price first when buying wine or cider.
Some are willing to pay a bit more for certain types or brands.
Environmental Awareness:
There's a mix of interest in environmental impact.
Some are proactive about environmental issues, while others only acknowledge them.
Blockchain Technology Awareness:
Different levels of understanding and interest in blockchain technology.
Some understand it well due to their jobs or personal interests.
App Usage for Product Verification:
Most are not in favor of downloading a new app just for product verification.
A few might consider it if it matches their environmental values or provides good value.
Information Seeking Behavior:
Some use apps like Vivino to check out beverages.
Most prefer quick, easy-to-find information rather than digging deep.
Digital Engagement:
Different levels of comfort and engagement with digital tools, with some trying to use fewer apps or sticking to the basics.
4e. Online comparison
I searched online for information about millennials and Gen-Z to see if it correlates with the information from the interviews.
Price Sensitivity:
Gen Z: Displayed price sensitivity.
Millennials: Also show price sensitivity but are willing to spend more for higher quality alcoholic beverages.
Environmental Awareness:
Gen Z: Some findings mention about interest from their part but not as notorious as millennials.
Millennials: Are interested in eco-conscious purchasing, aligning with their broader values on ethical and environmental issues.
Digital Engagement:
Gen Z: Growing trend towards online alcohol shopping, but at a slower pace compared to Millennials.
Millennials: Strong inclination towards online shopping for alcoholic beverages, with platforms like Drizly being popular among them .
The online findings align with the interview results, showing similar behaviors and preferences among the interviewees in terms of price sensitivity, environmental awareness, and digital engagement.
source gen-z: https://chicory.co/blog-feed/gen-z-alcohol-trends
source gen-z: https://www.bevindustry.com/articles/92456-drizly-study-highlights-gen-zs-beverage-alcohol-shopping-habits
source millenials: https://bevalcinsights.com/a-deep-dive-into-buying-trends-for-millennials/
User Personas
In developing the user personas, I considered the insights from the first seven user interviews.
The last interview represents an edge case, someone from a different age group than our target audience, with no interest in learning more about the provenance of the product, and limited knowledge of apps and blockchain technologies.
User persona One: Budget-Conscious Student
Demographics:
Early 20s, student.
Behaviors
Primarily driven by price when purchasing beverages.
Buys beverages on the go, often at supermarkets.
Minimal interest in the origins or environmental impact of the products.
Goals
Find affordable beverages.
Make quick purchasing decisions without much deliberation.
Technology Use
Prefers minimal app usage, mainly utilizing essential social and communication apps.
Unlikely to engage with new technologies unless they offer significant immediate value or convenience
User persona Two: Tech-Savvy Skeptic
Demographics:
Late 20s to early 30s, employed.
Behaviors
Uses apps like Vivino for wine checking
Values quality and brand but also considers the environmental impact of purchases, though not a primary driver.
Goals
Explore and adopt tech solutions that enhance the buying experience.
Make informed choices while balancing quality, brand, and environmental considerations.
Technology Use
Engages with a variety of apps and technologies, especially those that enhance the buying experience or provide new insights.
Open to new technologies but app adoption depends on the perceived value it adds.
User persona Three: Environmentally Aware Professional
Demographics:
Early 30s, employed, engaged in eco-friendly movements.
Behaviors
Cares about CO2 emissions and environmental footprint, though hasn't previously considered it when buying beverages.
Engages in eco-friendly practices and is interested in supporting environmentally responsible businesses.
Goals
Expand environmental awareness to more aspects of purchasing behavior.
Support brands and products that are eco-conscious.
Technology Use
Utilizes essential apps for daily tasks and communication, but hesitant to download new apps unless they align with eco-friendly values.
Interested in knowing more about the products but hesitant to download new apps.
5a. Psychographics & Shopping Behavior
Looking into psychographics and shopping behavior helps us better understand what drives our users and how they make purchasing decisions.
It's all about ensuring that what we create is not just smart technologically, but also something that our users will find valuable and easy to adopt in their daily lives.
User persona One: Budget-Conscious Student
Psychographics:
Price-sensitive due to financial constraints, prioritizing affordability in purchasing decisions.
Spontaneous buying behavior, especially for special occasions.
Shows a mild interest in the environmental impact of purchases, although it's not a priority.
Limited engagement with technology for product verification due to reluctance to download new apps.
Shopping Behavior:
Buys wine spontaneously at supermarkets, primarily driven by price and occasion.
Less likely to use digital platforms for product verification due to a preference for minimal app usage.
May have a casual interest in environmental considerations but doesn't actively seek out eco-friendly products.
User persona Two: Tech-Savvy Skeptic
Psychographics:
Interested in blockchain technology and its potential use cases.
Values quality, brand, and has some consideration for environmental impact when making purchases.
Open to new technologies but app adoption is dependent on the perceived value and usefulness in enhancing the buying experience.
Shopping Behavior:
Likely to use digital platforms like Vivino to seek information about wine before making a purchase.
Interested in knowing more about products, their ingredients, and any allergen information.
Willing to try new digital solutions that make it easier to learn about the product and the brand.
User persona Three: Environmentally Aware Professional
Psychographics:
Strong affinity for eco-friendliness and sustainability, with a desire to support environmentally responsible businesses.
Interested in expanding environmental awareness to beverage purchasing, though has not acted on this interest before.
Limited understanding of blockchain technology but might be open to learning more if it aligns with environmental values.
Shopping Behavior:
Shops for beverages at supermarkets or wine stores, with a potential interest in eco-friendly or sustainable products.
Hesitant to download new apps unless they significantly align with eco-friendly values or provide substantial information about product provenance.
Likely to appreciate transparency regarding a product's environmental impact and provenance, which could influence purchasing decisions.
5b. User stories
After examining the three user personas, the "Tech-Savvy Skeptic" and "Environmentally Aware Professional" align more closely with the profile of prospective users who would utilize our solution.
User persona Two: Tech-Savvy Skeptic
As a user, I want to easily access detailed information about the beverage I am considering, so that I can make an informed purchase that aligns with my preferences for quality, brand, and environmental considerations.
User persona Three: Environmentally Aware Professional
As a user, I want to have access to clear and reliable information about the environmental impact of the beverages I am considering, so that I can make purchases that align with my eco-friendly values.
5c. Experience Mapping
An experience mapping was constructed based on these two personas to further understand their interactions and expectations, which will help in refining our solution to cater effectively to their needs.
A brief explanation of the table:
Stages: The different phases a user goes through. In this case: Explore, Compare, and Try.
Actions: What the user does at each stage.
Why: The motivations behind the user's actions.
Pain Points: The challenges or frustrations the user faces.
Opportunities: Where there's potential to enhance the user's experience or solve their problems, especially by leveraging blockchain technology in our case.
5d. Miro Board
The user personas, user stories and experience mapping is included in this report, in case you want to access the miro board please follow the link or click on the image bellow.
5e. Recap about our user
Are in their late 20s and 30s.
Are hesitant to download new apps.
Are drawn to verified product info.
Have mixed feelings about environmental impact but are mainly positive about learning more.
Prefer information to be easy to find and understand.
Care about quality and brand reputation.
Shop both locally and online.
Use apps like Vivino to enhance their shopping experience.
Market Analysis
6a. Competitive Analysis: Web2 solutions
The market is competitive with key players like Vivino and Drizly taking the majority of the online marketshare. Local stores are also used by our target audience when it comes to purchase behaviour.
Name: Vivino
Description: Vivino is an online wine marketplace and app where users can buy wine, see ratings and reviews, and learn about different types of wine.
They have built the world's largest wine marketplace and a community of 50 million users who can scan a bottle to learn about its price, where it's available, how it tastes, and food pairing suggestions.
Technology: Vivino uses a mobile app with a wine label scanning feature, which likely uses image recognition technology to identify wines and provide information about them
URLs: www.vivino.com
Name: Drizly
Description: Drizly is an online platform that allows users to order alcoholic beverages from local stores for delivery or pickup. It offers a wide range of options including beer, wine, and spirits. In 2023 Drizly's website received approximately 3.7 million visits.
Technology: Drizly operates through a website and mobile app, connecting users with local liquor stores for easy browsing and purchasing.
URLs: https://www.drizly.com/
Name: Local stores
Description: Local stores offer a physical space or/and online platform for customers to purchase beverages.Some have embraced social media to engage with the community and promote their offerings.
Technology: Brick-and-mortar, online stores on their own domains, and social media platforms.
URLs: Various domains and social media platforms
6b. Current blockchain solutions
Key players include Everledger, providing supply chain tracking, Provenance, offering transparency services, and VeChain, which enables users to verify the authenticity and origin of wine products. Each utilizes distinct technologies like NFC tags, QR codes, and blockchain to deliver their services.
Name: Everledger
Description: Provides supply chain tracking and authentication solutions, specializing in asset protection, including wine and spirits.
Technology: NFC tag, Blockchain
URLs: https://everledger.io/industry-solutions/wine-spirits/ ; https://everledger.io/anti-tamper-solutions/
Name: Provenance
Description: Provides transparency and traceability services for product supply chains, including food and beverages, to enable businesses and consumers to make informed choices.
Technology: Blockchain
URLs: https://www.provenance.org/demo-video ; https://www.provenance.org/brands/belu
Name: VeChain
Description: VeChain offers a wine traceability platform that enables users to track the authenticity and origin of wine products. Through a QR code on the wine bottle, users can access detailed information about the wine's origin, grape variety, winery, brand, and more.
Technology: QR code, Blockchain
URLs: https://www.vechain.com/solution?item=s6 ; https://www.dnv.co.uk/mystory/mystory-winemakers.html
Results
7a. Considerations and possible solutions
Creating a digital solution for tracking and verifying beverage provenance can be approached in multiple ways.
Developing a standalone app, an SDK (Software Development Kit), or an API for integration with existing apps like Vivino each has its own merits.
API (Application Programming Interface) Approach:
Pros
Rapid market entry, offering an API facilitates a quicker entry into the market by allowing existing or new applications to connect to a blockchain verification.
Cost efficiency, developing an API could be more cost-effective compared to building a standalone app or SDK.
Cons
Limited user experience control, the user experience is largely dictated by the integrating apps.
Dependency on external platforms, the success and usability of the API are closely tied to the platforms integrating it, which could pose a risk if these platforms face issues or choose to discontinue the integration.
Standalone Application Approach:
Pros
Customization, building an app from the ground up gives full control over its features, user experience, and brand look.
Direct interaction, having a dedicated channel makes it easier to gather feedback, understand user behaviors, and make improvements to better meet the user needs.
Market presence, launching a unique app can help establish us as a key player in verifying product origins within the beverage sector.
Cons
User acquisition, attracting users to a new app is tough and costly, especially in a market with already established players.
Development time and costs, developing, launching, and maintaining an app requires a significant amount of time, resources, and money.
Adoption barrier, users might hesitate to try a new app unless it offers a clear, unique benefit.
Technology development, creating new technology for scanning QR codes or labels could be a challenge, requiring more investment in development and testing to ensure it works well.
Database limitations, if a user tries to scan a beverage not in our database, the app won’t provide the desired information, which can affect user trust and satisfaction.
SDK (Software Development Kit) Approach:
Pros
Quick market entry, creating a toolkit for integration with existing apps offers a quicker way to reach the market, possibly with less upfront investment compared to developing a standalone app.
Existing user base, partnering with established apps like Vivino provides immediate access to an already engaged user base, enhancing visibility.
Focused development, the focus is on creating a reliable toolkit, while using the user interface, user base, and market presence of established partners.
Database utilization, a toolkit integrated into existing apps could leverage their already established databases, reducing the challenge of database limitations faced by a new standalone app.
Cross-platform and cross-industry applicability, the toolkit could be designed for use not only within mobile apps but also on desktop platforms, extending its use to websites. Moreover, the toolkit could be used in other sectors like clothing and furniture, helping to provide supply chain transparency across a wider range of consumer goods.
Cons
Dependency, the success could be closely tied to the success and relationships with the platforms integrating the toolkit.
Limited customization, the level of customization and control over the user experience may be limited, which may affect how the solutions are presented to the end user.
Solution
8a. SDK Development
Out of the three options, the API and SDK were the most viable, and from those two options the decision is to go with an SDK.
Here are some reasons for choosing an SDK over an API:
Consistent Branding
With an SDK, there's more room to ensure that the look and feel align with both the branding and the app while leaving space for their own customization.
Access Without Internet
The SDK can offer certain functionalities even when the user is offline.
Faster Performance
Less dependency on external network requests means quicker load times within the app, contributing to a smoother user experience.
Smooth IntegrationAn SDK allows for a better integration within the existing structure of an app, ensuring that users have a fluid journey.
Creating New AppsThere's also the potential for others to create new apps using the SDK. This opens doors for a variety of applications centered around blockchain’s core technology
Ideation
9a. Feature Specification
This is a list of all the items that could be verified using blockchain.
Beverage Information
Beverage Name: Name of the Beverage
Brand Profile:
Brand Name: Name of the Brand
Brand History: Historical background of the Brand
Beverage Authentication:
Verification Certificates: A digital certificate verifying the authenticity of the beverage.
Beverage History:
Origin:
Geographical Indication: Details about the geographical origin of the beverage.
Production:
Harvest and Production Dates: Dates when the ingredients were harvested and the beverage was produced.
Supply Chain Journey:
Transportation Log: Log of transportation events including locations, dates, and modes of transport.
Brewery/Distillery Profile:
History:
Establishment: Year when the brewery/distillery was established and significant milestones.
Practices:
Beverage-making Techniques: Details on the techniques used in beverage making.
Environmental Impact:
CO2 Emissions:
Emission Data: Data on CO2 emissions generated during production and transportation.
Water Usage:
Water Consumption Data: Data on water consumption during beverage production.
Sustainable Practices:
Sustainability Certifications: Certifications and practices related to sustainability.
Beverage Characteristics:
Type:
Beverage Style Description: Description of the beverage type, e.g., ale, lager, stout, whiskey, vodka, etc.
Ingredients:
Ingredients Information: Information on the ingredients used in the beverage.
Quality Assurance:
Quality Certificates: Digital certificates or reports verifying the quality of the beverage.
Storage Conditions:
Temperature Logs: Historical data on the storage temperatures during transportation and warehousing.
Humidity Logs: Historical data on the humidity levels during transportation and warehousing.
Regulatory Compliance:
Compliance Certificates: Digital certificates verifying compliance with local and international regulations.
9b. Information Architecture
9c. SDK Solution
Example one: Ready-Made Components for Developers
The solution could offer components such as:
Information cards displaying emissions, water usage, and certifications.
Pop-ups with more details.
Pages filled with verified information.
Developers would have access to these ready-made components, with the added advantage of customizing them to align with their brand.
This also opens the door for them to build entirely new apps using the components we provide.
Idea two: Browser Widget for Information Verification
Developers could leverage the blockchain to create browser widgets that can verify if the information about a beverage on a visited website is accurate or has been altered.
This resonates with millennials' emphasis on environmental causes.
Idea three: Gen Z-Friendly Apps for Emission Tracking
Developers could design websites that display infographics showcasing the CO2 emissions associated with various beverages, in a format that appeals to a younger audience.
Idea four: Product Journey Tracking
Developers could create a platform that displays the product journey information of an item on-chain, this would ensure that the information provided is trust-worthy and has not been altered.
Endless possibilities
SEE MY OTHER PROJECTS
USER RESEARCH:
SDK SOLUTION FOR SUSTAINABLE FIRST BLOCKCHAIN
Introduction
An apple cider company is known for making the best cider in the world. As a user you would like to validate that the cider you purchase in store is actually from the apple cider company on your phone or device before purchasing. You also want to get more information from the company, like where the apples are from, carbon footprint etc.
The project must also include the use of a blockchain with PoS capabilities in the solution to match the sustainability requirements for this project.
Problem statement
The primary challenge is developing a digital solution that enables end consumers to validate the authenticity of the cider right from their phone, while simultaneously providing B2B clients a platform for enhancing brand transparency and market distinction.
While the immediate task focuses on a cider company, the goal should be to develop a digital provenance verification solution that caters to the alcoholic beverage industry at large. This broader scope will ensure that the solution is scalable, flexible, and appealing to a wide range of B2B clients within the beverage sector.
2a. Customer Promises (for B2B Clients)
Reliability, offer a reliable and accurate digital platform for provenance verification.
Scalability, ensure the solution is scalable to meet evolving business needs.
Brand Enhancement, boost brand integrity and customer engagement through transparent practices.
2b. Customer Promises (for End Consumers)
Transparency, deliver clear and accurate information about the beverage's origin, production process, and carbon footprint.
Eease of use, provide an intuitive solution for verifying beverage authenticity.
Trustworthiness, build trust through verifiable information about the beverage's journey from production to bottle.
2c. Business Goals
Customer loyalty, foster loyalty among end consumers through transparent and reliable provenance verification.
Market differentiation, stand out in the B2B market with a unique digital solution, while also offering a unique value proposition to end consumers.
Educational engagement, stimulate curiosity around sustainability practices for end consumers.
Initial Thoughts
3a. Hypotheses
We start with certain assumptions based on the brief and preliminary understanding of the project:
User trust, a transparent display of the beverage's origin could enhance trust among end consumers.
Brand loyalty, open sharing about the beverage’s journey may foster loyalty from end consumers.
Market edge, a unique solution for exploring beverage backstory could provide our B2B clients with a competitive advantage.
Educational engagement, engaging information about the beverage’s production and eco-practices might be appreciated by consumers.
3b. Goals
User understanding, deepen understanding of the needs and preferences of both B2B clients and end consumers.
Effective communication, ensure the digital tool effectively communicates the beverage's story and its eco-friendly journey.
Seameless integration, achieve smooth integration of blockchain technology for real-time provenance verification.
3c. Research Questions
User Needs:
What information is most crucial for end consumers when verifying product provenance?
What are the key features B2B clients are looking for in a digital provenance verification solution?
User Behavior:
How do end consumers currently verify product information?
How do B2B clients currently handle provenance verification?
Technology Acceptance:
What are the perceived barriers to adopting a blockchain-based provenance verification solution among B2B clients?
How familiar are end consumers with blockchain technology, and does this impact their trust in the verification process?
Gathering Insights
4a. Methods
For the scope of this project, I opted for two exploratory methods: interviews and a competitive analysis. These methods will help in understanding our end users as well as the market.
I did not consider using surveys as a quantitative method for this research, as they require a large number of participants to get appropriate results.
Method one: Interviews
Method Type
Exploratory
What do we want to know?
What is important for the end user when buying a beverage, how do they buy a beverage, do they verify the information prior to buying it? What influences them to buy?
Why?
Opting for interviews to understand the end user's purchasing behavior. This method provides direct feedback, crucial for aligning our design with user expectations and behaviors.
Method two: Competitive Analysis
Method Type
Exploratory
What do we want to know?
How do B2B clients currently handle provenance verification, and what challenges do they face?
Why?
Conducting Competitive Analysis following interviews, and research on competitors. This approach helps us understand the market better, and identify gaps.
4b. Interviews
A total of 8 interviews can provide a solid understanding of the user persona. For this project, I interviewed a selected group of individuals ranging in age from 22 to 60 years old to comprehend the needs of a broader audience and define our target audience.
These interviews were relatively short and focused on better understanding the end user.
Interviewee One:
Name: Cecilia
Currently pursuing a Bachelor's degree.
Buys wine spontaneously, depending on the occasion.
Prefers cheaper wines but may pay a bit more for Italian wines.
Interested in environmental impact, but not a priority; open to reading about it in-store.
Considers price more relevant than environmental impact when purchasing alcohol.
Would not download an app solely for product verification.
Prefers buying beverages at the supermarket rather than online.
Interviewee Two:
Engaged in side-jobs during a study break.
Focuses on price when buying wine or cider due to financial constraints.
Uncertain if her mindset would change with higher income but has slight interest in organic grapes.
Uses her phone minimally and sees no point in downloading additional apps.
Aware of cryptocurrencies but not actively involved.
Buys beverages at supermarkets or kiosks, mainly on weekends.
Interviewee Three:
Name: Maja
Country: Denmark
Age: 25 years old
Status: Student
Currently pursuing a Master's degree.
Buys wine at the supermarket before going out, primarily considering the price.
Shows no interest in the origin or CO2 emissions of wine.
Has heard about blockchain but has no interest in it.
Would not download an additional app for product verification.
Acknowledges the importance of environmental consciousness but doesn't prioritize it due to student status.
Prioritizes lower price over environmental impact.
Buys beverages at the supermarket.
Interviewee Four:
- Currently pursuing a Master’s degree.
- Not interested in learning more about wine processes and emissions.
- Treats wine as a quick purchase without time to check origins, unlike clothing or furniture.
- Pro-environmental but more focused on other product categories.
- Understands blockchain and its application for supply tracking.
- Uncertain about downloading an app; it depends on the value it provides.
- Has bought wine online before but primarily buys at the store.
Interviewee Five:
Name: Henders
Country: Portugal
Age: 32 years old
Status: Employed
Works in IT as a developer.
Understands blockchain and prefers PoS blockchains over PoW.
Advocates for environmental care and prefers buying from eco-conscious places.
Interested in the supply chain history and methods.
Interested in wine's CO2 emissions only if particularly high.
Uses Vivino to check beverages.
Buys alcohol online weekly from a local online store.
Hesitant about using apps, aiming to reduce app usage.
Interviewee Six:
- Works as an architect.
- Concerned about CO2 emissions and footprint but hasn’t considered it when buying beverages.
- Prefers buying clothing from trusted places or thrift shops due to emission concerns.
- Involved in environmental movements.
- Would download an app if it provides information on how she's contributing to helping the planet.
- Understands blockchain technologies and its benefits.
- Has wine delivered twice per month from a local producer.
Interviewee Seven:
Name: Ulrich
Country: Denmark
Age: 38 years old
Status: Employed
Works in IT.
Not overly concerned about carbon footprint but acknowledges it’s a significant issue.
Likes to buy wine or cider based on the year, brand, and other aspects.
Uses Vivino to check the wine he is about to buy.
Finds the idea of knowing where his product comes from interesting but is unsure about downloading an app solely for that.
Has bought wine online in the past using his computer.
Lives in Malmo, appreciates that the country's physical stores for alcohol are centralized and allow easy comparison between beverages.
Interviewee Eight:
- A business owner and entrepreneur.
- Enjoys buying wines based on their age, believing that expensive wines taste better.
- Drinks cider occasionally but finds it heavy on the stomach, hence prefers wine.
- Aware of Vivino but has never used it.
- Knows about environmental issues but is not particularly interested.
- Does not use apps other than for chatting or social media.
- Has heard about blockchain through his sons but is not interested in it.
- Prefers buying alcohol in physical stores, finding online shopping too complicated.
4c. Summary
The interviewees, ranging from students to employed individuals and a business owner.
Exhibit varied behaviors and preferences when it comes to purchasing beverages, particularly wine and cider.
A common theme is price sensitivity, especially among younger interviewees and those with financial constraints.
There's a mix of interest and indifference towards environmental impact and blockchain technology.
App usage for product verification is generally seen as unfavorable, with a few exceptions based on personal values and interests.
4d. Key Points
Price Sensitivity:
Most interviewees look at the price first when buying wine or cider.
Some are willing to pay a bit more for certain types or brands.
Environmental Awareness:
There's a mix of interest in environmental impact.
Some are proactive about environmental issues, while others only acknowledge them.
Blockchain Technology Awareness:
Different levels of understanding and interest in blockchain technology.
Some understand it well due to their jobs or personal interests.
App Usage for Product Verification:
Most are not in favor of downloading a new app just for product verification.
A few might consider it if it matches their environmental values or provides good value.
Information Seeking Behavior:
Some use apps like Vivino to check out beverages.
Most prefer quick, easy-to-find information rather than digging deep.
Digital Engagement:
Different levels of comfort and engagement with digital tools, with some trying to use fewer apps or sticking to the basics.
4e. Online comparison
I searched online for information about millennials and Gen-Z to see if it correlates with the information from the interviews.
Price Sensitivity:
Gen Z: Displayed price sensitivity.
Millennials: Also show price sensitivity but are willing to spend more for higher quality alcoholic beverages.
Environmental Awareness:
Gen Z: Some findings mention about interest from their part but not as notorious as millennials.
Millennials: Are interested in eco-conscious purchasing, aligning with their broader values on ethical and environmental issues.
Digital Engagement:
Gen Z: Growing trend towards online alcohol shopping, but at a slower pace compared to Millennials.
Millennials: Strong inclination towards online shopping for alcoholic beverages, with platforms like Drizly being popular among them .
The online findings align with the interview results, showing similar behaviors and preferences among the interviewees in terms of price sensitivity, environmental awareness, and digital engagement.
source gen-z: https://chicory.co/blog-feed/gen-z-alcohol-trends
source gen-z: https://www.bevindustry.com/articles/92456-drizly-study-highlights-gen-zs-beverage-alcohol-shopping-habits
source millenials: https://bevalcinsights.com/a-deep-dive-into-buying-trends-for-millennials/
User Personas
In developing the user personas, I considered the insights from the first seven user interviews.
The last interview represents an edge case, someone from a different age group than our target audience, with no interest in learning more about the provenance of the product, and limited knowledge of apps and blockchain technologies.
User persona One: Budget-Conscious Student
Demographics:
Early 20s, student.
Behaviors
Primarily driven by price when purchasing beverages.
Buys beverages on the go, often at supermarkets.
Minimal interest in the origins or environmental impact of the products.
Goals
Find affordable beverages.
Make quick purchasing decisions without much deliberation.
Technology Use
Prefers minimal app usage, mainly utilizing essential social and communication apps.
Unlikely to engage with new technologies unless they offer significant immediate value or convenience
User persona Two: Tech-Savvy Skeptic
Demographics:
Late 20s to early 30s, employed.
Behaviors
Uses apps like Vivino for wine checking
Values quality and brand but also considers the environmental impact of purchases, though not a primary driver.
Goals
Explore and adopt tech solutions that enhance the buying experience.
Make informed choices while balancing quality, brand, and environmental considerations.
Technology Use
Engages with a variety of apps and technologies, especially those that enhance the buying experience or provide new insights.
Open to new technologies but app adoption depends on the perceived value it adds.
User persona Three: Environmentally Aware Professional
Demographics:
Early 30s, employed, engaged in eco-friendly movements.
Behaviors
Cares about CO2 emissions and environmental footprint, though hasn't previously considered it when buying beverages.
Engages in eco-friendly practices and is interested in supporting environmentally responsible businesses.
Goals
Expand environmental awareness to more aspects of purchasing behavior.
Support brands and products that are eco-conscious.
Technology Use
Utilizes essential apps for daily tasks and communication, but hesitant to download new apps unless they align with eco-friendly values.
Interested in knowing more about the products but hesitant to download new apps.
5a. Psychographics & Shopping Behavior
Looking into psychographics and shopping behavior helps us better understand what drives our users and how they make purchasing decisions.
It's all about ensuring that what we create is not just smart technologically, but also something that our users will find valuable and easy to adopt in their daily lives.
User persona One: Budget-Conscious Student
Psychographics:
Price-sensitive due to financial constraints, prioritizing affordability in purchasing decisions.
Spontaneous buying behavior, especially for special occasions.
Shows a mild interest in the environmental impact of purchases, although it's not a priority.
Limited engagement with technology for product verification due to reluctance to download new apps.
Shopping Behavior:
Buys wine spontaneously at supermarkets, primarily driven by price and occasion.
Less likely to use digital platforms for product verification due to a preference for minimal app usage.
May have a casual interest in environmental considerations but doesn't actively seek out eco-friendly products.
User persona Two: Tech-Savvy Skeptic
Psychographics:
Interested in blockchain technology and its potential use cases.
Values quality, brand, and has some consideration for environmental impact when making purchases.
Open to new technologies but app adoption is dependent on the perceived value and usefulness in enhancing the buying experience.
Shopping Behavior:
Likely to use digital platforms like Vivino to seek information about wine before making a purchase.
Interested in knowing more about products, their ingredients, and any allergen information.
Willing to try new digital solutions that make it easier to learn about the product and the brand.
User persona Three: Environmentally Aware Professional
Psychographics:
Strong affinity for eco-friendliness and sustainability, with a desire to support environmentally responsible businesses.
Interested in expanding environmental awareness to beverage purchasing, though has not acted on this interest before.
Limited understanding of blockchain technology but might be open to learning more if it aligns with environmental values.
Shopping Behavior:
Shops for beverages at supermarkets or wine stores, with a potential interest in eco-friendly or sustainable products.
Hesitant to download new apps unless they significantly align with eco-friendly values or provide substantial information about product provenance.
Likely to appreciate transparency regarding a product's environmental impact and provenance, which could influence purchasing decisions.
5b. User stories
After examining the three user personas, the "Tech-Savvy Skeptic" and "Environmentally Aware Professional" align more closely with the profile of prospective users who would utilize our solution.
User persona Two: Tech-Savvy Skeptic
As a user, I want to easily access detailed information about the beverage I am considering, so that I can make an informed purchase that aligns with my preferences for quality, brand, and environmental considerations.
User persona Three: Environmentally Aware Professional
As a user, I want to have access to clear and reliable information about the environmental impact of the beverages I am considering, so that I can make purchases that align with my eco-friendly values.
5c. Experience Mapping
An experience mapping was constructed based on these two personas to further understand their interactions and expectations, which will help in refining our solution to cater effectively to their needs.
A brief explanation of the table:
Stages: The different phases a user goes through. In this case: Explore, Compare, and Try.
Actions: What the user does at each stage.
Why: The motivations behind the user's actions.
Pain Points: The challenges or frustrations the user faces.
Opportunities: Where there's potential to enhance the user's experience or solve their problems, especially by leveraging blockchain technology in our case.
5d. Miro Board
The user personas, user stories and experience mapping is included in this report, in case you want to access the miro board please follow the link or click on the image bellow.
5e. Recap about our user
Are in their late 20s and 30s.
Are hesitant to download new apps.
Are drawn to verified product info.
Have mixed feelings about environmental impact but are mainly positive about learning more.
Prefer information to be easy to find and understand.
Care about quality and brand reputation.
Shop both locally and online.
Use apps like Vivino to enhance their shopping experience.
Market Analysis
6a. Competitive Analysis: Web2 solutions
The market is competitive with key players like Vivino and Drizly taking the majority of the online marketshare. Local stores are also used by our target audience when it comes to purchase behaviour.
Name: Vivino
Description: Vivino is an online wine marketplace and app where users can buy wine, see ratings and reviews, and learn about different types of wine.
They have built the world's largest wine marketplace and a community of 50 million users who can scan a bottle to learn about its price, where it's available, how it tastes, and food pairing suggestions.
Technology: Vivino uses a mobile app with a wine label scanning feature, which likely uses image recognition technology to identify wines and provide information about them
URLs: www.vivino.com
Name: Drizly
Description: Drizly is an online platform that allows users to order alcoholic beverages from local stores for delivery or pickup. It offers a wide range of options including beer, wine, and spirits. In 2023 Drizly's website received approximately 3.7 million visits.
Technology: Drizly operates through a website and mobile app, connecting users with local liquor stores for easy browsing and purchasing.
URLs: https://www.drizly.com/
Name: Local stores
Description: Local stores offer a physical space or/and online platform for customers to purchase beverages.Some have embraced social media to engage with the community and promote their offerings.
Technology: Brick-and-mortar, online stores on their own domains, and social media platforms.
URLs: Various domains and social media platforms
6b. Current blockchain solutions
Key players include Everledger, providing supply chain tracking, Provenance, offering transparency services, and VeChain, which enables users to verify the authenticity and origin of wine products. Each utilizes distinct technologies like NFC tags, QR codes, and blockchain to deliver their services.
Name: Everledger
Description: Provides supply chain tracking and authentication solutions, specializing in asset protection, including wine and spirits.
Technology: NFC tag, Blockchain
URLs: https://everledger.io/industry-solutions/wine-spirits/ ; https://everledger.io/anti-tamper-solutions/
Name: Provenance
Description: Provides transparency and traceability services for product supply chains, including food and beverages, to enable businesses and consumers to make informed choices.
Technology: Blockchain
URLs: https://www.provenance.org/demo-video ; https://www.provenance.org/brands/belu
Name: VeChain
Description: VeChain offers a wine traceability platform that enables users to track the authenticity and origin of wine products. Through a QR code on the wine bottle, users can access detailed information about the wine's origin, grape variety, winery, brand, and more.
Technology: QR code, Blockchain
URLs: https://www.vechain.com/solution?item=s6 ; https://www.dnv.co.uk/mystory/mystory-winemakers.html
Results
7a. Considerations and possible solutions
Creating a digital solution for tracking and verifying beverage provenance can be approached in multiple ways.
Developing a standalone app, an SDK (Software Development Kit), or an API for integration with existing apps like Vivino each has its own merits.
API (Application Programming Interface) Approach:
Pros
Rapid market entry, offering an API facilitates a quicker entry into the market by allowing existing or new applications to connect to a blockchain verification.
Cost efficiency, developing an API could be more cost-effective compared to building a standalone app or SDK.
Cons
Limited user experience control, the user experience is largely dictated by the integrating apps.
Dependency on external platforms, the success and usability of the API are closely tied to the platforms integrating it, which could pose a risk if these platforms face issues or choose to discontinue the integration.
Standalone Application Approach:
Pros
Customization, building an app from the ground up gives full control over its features, user experience, and brand look.
Direct interaction, having a dedicated channel makes it easier to gather feedback, understand user behaviors, and make improvements to better meet the user needs.
Market presence, launching a unique app can help establish us as a key player in verifying product origins within the beverage sector.
Cons
User acquisition, attracting users to a new app is tough and costly, especially in a market with already established players.
Development time and costs, developing, launching, and maintaining an app requires a significant amount of time, resources, and money.
Adoption barrier, users might hesitate to try a new app unless it offers a clear, unique benefit.
Technology development, creating new technology for scanning QR codes or labels could be a challenge, requiring more investment in development and testing to ensure it works well.
Database limitations, if a user tries to scan a beverage not in our database, the app won’t provide the desired information, which can affect user trust and satisfaction.
SDK (Software Development Kit) Approach:
Pros
Quick market entry, creating a toolkit for integration with existing apps offers a quicker way to reach the market, possibly with less upfront investment compared to developing a standalone app.
Existing user base, partnering with established apps like Vivino provides immediate access to an already engaged user base, enhancing visibility.
Focused development, the focus is on creating a reliable toolkit, while using the user interface, user base, and market presence of established partners.
Database utilization, a toolkit integrated into existing apps could leverage their already established databases, reducing the challenge of database limitations faced by a new standalone app.
Cross-platform and cross-industry applicability, the toolkit could be designed for use not only within mobile apps but also on desktop platforms, extending its use to websites. Moreover, the toolkit could be used in other sectors like clothing and furniture, helping to provide supply chain transparency across a wider range of consumer goods.
Cons
Dependency, the success could be closely tied to the success and relationships with the platforms integrating the toolkit.
Limited customization, the level of customization and control over the user experience may be limited, which may affect how the solutions are presented to the end user.
Solution
8a. SDK Development
Out of the three options, the API and SDK were the most viable, and from those two options the decision is to go with an SDK.
Here are some reasons for choosing an SDK over an API:
Consistent Branding
With an SDK, there's more room to ensure that the look and feel align with both the branding and the app while leaving space for their own customization.
Access Without Internet
The SDK can offer certain functionalities even when the user is offline.
Faster Performance
Less dependency on external network requests means quicker load times within the app, contributing to a smoother user experience.
Smooth IntegrationAn SDK allows for a better integration within the existing structure of an app, ensuring that users have a fluid journey.
Creating New AppsThere's also the potential for others to create new apps using the SDK. This opens doors for a variety of applications centered around blockchain’s core technology
Ideation
9a. Feature Specification
This is a list of all the items that could be verified using blockchain.
Beverage Information
Beverage Name: Name of the Beverage
Brand Profile:
Brand Name: Name of the Brand
Brand History: Historical background of the Brand
Beverage Authentication:
Verification Certificates: A digital certificate verifying the authenticity of the beverage.
Beverage History:
Origin:
Geographical Indication: Details about the geographical origin of the beverage.
Production:
Harvest and Production Dates: Dates when the ingredients were harvested and the beverage was produced.
Supply Chain Journey:
Transportation Log: Log of transportation events including locations, dates, and modes of transport.
Brewery/Distillery Profile:
History:
Establishment: Year when the brewery/distillery was established and significant milestones.
Practices:
Beverage-making Techniques: Details on the techniques used in beverage making.
Environmental Impact:
CO2 Emissions:
Emission Data: Data on CO2 emissions generated during production and transportation.
Water Usage:
Water Consumption Data: Data on water consumption during beverage production.
Sustainable Practices:
Sustainability Certifications: Certifications and practices related to sustainability.
Beverage Characteristics:
Type:
Beverage Style Description: Description of the beverage type, e.g., ale, lager, stout, whiskey, vodka, etc.
Ingredients:
Ingredients Information: Information on the ingredients used in the beverage.
Quality Assurance:
Quality Certificates: Digital certificates or reports verifying the quality of the beverage.
Storage Conditions:
Temperature Logs: Historical data on the storage temperatures during transportation and warehousing.
Humidity Logs: Historical data on the humidity levels during transportation and warehousing.
Regulatory Compliance:
Compliance Certificates: Digital certificates verifying compliance with local and international regulations.
9b. Information Architecture
9c. SDK Implementation Solutions
Example one: Ready-Made Components for Developers
The solution could offer components such as:
Information cards displaying emissions, water usage, and certifications.
Pop-ups with more details.
Pages filled with verified information.
Developers would have access to these ready-made components, with the added advantage of customizing them to align with their brand.
This also opens the door for them to build entirely new apps using the components we provide.
Name: Drizly
Description: Drizly is an online platform that allows users to order alcoholic beverages from local stores for delivery or pickup. It offers a wide range of options including beer, wine, and spirits. In 2023 Drizly's website received approximately 3.7 million visits.
Technology: Drizly operates through a website and mobile app, connecting users with local liquor stores for easy browsing and purchasing.
URLs: https://www.drizly.com/
Idea three: Gen Z-Friendly Apps for Emission Tracking
Developers could design websites that display infographics showcasing the CO2 emissions associated with various beverages, in a format that appeals to a younger audience.
Idea four: Product Journey Tracking
Developers could create a platform that displays the product journey information of an item on-chain, this would ensure that the information provided is trust-worthy and has not been altered.
Endless possibilities