Austin Food + Wine Festival wants to include more information about their partner, Austin Food + Wine Alliance, on their website to bring more awareness to the local businesses it serves. The website also has some challenges when viewed on a mobile device. They would like to incorporate their client’s needs into the website.
There is a creative way to incorporate the Alliance that makes it fun and accessible to the public, who will in turn support the non-profit.
After interviewing 7 festival foodies, we synthesized all of the interview data through affinity mapping as a team. We looked for patterns and found 8 common wants and needs. Next, all of the social media praises and complaints were logged in a pros/cons list. Armed with both of these sets of data, a persona was created. The below list of wants was considered when ideating upgrades to the site.
Competitor’s Use a ‘Nostalgia’ Page to Invite Their Guests to Post Photos
I performed a competitive analysis of other food festivals as well as two mainstream festivals, Coachella and EDC. I crossed referenced website features as well as the information architecture. One of the user’s desires was to be able to document their festival experience. We noticed that Coachella had a ‘documentation’ page on their site and this inspired us to have a ‘nostalgia’ page where people could upload their photos from the festival in an Instagram feed. This would also entice users to access the site after the festival.
Observation: All of the competitor’s website use different menu names for similar pages.
I noticed on the cross-reference that there were several different category names for the same information. On some sites, the Q&A festival facts were labeled under headings including info, rules, and faqs. The discrepancy led me to put together a card sort in order to gain more clarity on menu labels.
After performing the closed card sort we were no further along, as many of the participants used all of the categories instead of selecting just one.
After sorting through the recipient winners, I noticed that there were 2 categories. The first were winners that had physical restaurants or stores that people could visit. The second were services or offered tours. Those we labeled community resources.
Sorting the alliance into two categories, local eats and community.
Creating an interactive vendor map that you can add the vendors you want to visit and then have the map sent to email.
On desktop, you can research the chef’s that you would like to visit. Select the Chefs you like to build your schedule.
Customize your vendor map or chef line-up on your desktop and email it to your phone. Or download directly from mobile and save to your phone on the mobile front page.
I implemented the ‘heart’ functions throughout the site.