Won Silver in the MUSE Awards | 2024
Force & Grace Wine AR Experience
Deutsch Family Wines & Spirits was founded in 1981 to market quality wines produced by prestigious families from major Appellations of the world.
Roles
I assumed the following role when designing the AR Experience:
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Lead UX Strategist
Deliverables
The following were the deliverables I contributed to this project:
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Strategy Deck of the different stories
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Low Fidelity Wireframes of the conten
Project Specifications
Duration: 1 month
Tools:
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Miro
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Powerpoint
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Zoom
Overview
Deutsch Family Wines & Spirits launched a sophisticated new win collection called Force & Grace and needed a way to tell the unique story around the label artist and the winemaker. Along with our agency partner Houdini Interactive, we created a web augmented reality experience to bring the label to life and provide an immersive story telling experience.
Demographics
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People 35-55 years old
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Millennials and Gen-X
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Married Couples & Singles: Family and/or Career focuses
Insight
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They look for deeper meaning behind the brands they purchase, seeking the expression, originality and interaction
Assumptions
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They love learning and will take their time within an experience.
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They will use this tech with the expectation that they will learn how to enjoy each particular wine.
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They will understand that this AR experience is for them to not only learn about the wine, but the art/artist as well.
Story
This project was brought to us in partnership with Houdini Interactive to create an augmented reality experience. My goal was to understand the user and work with the Creative Director to develop two engaging stories that inform and educate the user on the wine they are drinking and the artist who created the wine labels.
The winemaker exploration presents sound bites matched with visuals of the maker. The artist exploration takes the consumer into a. 360 art gallery environment to explore sound bites matched with visuals from the artist and also gives the consumer the ability to download custom art. Force & Grace has six wines in the new launch, with the initial flagship release in 2023. The experience can be viewed with or without the bottle.
Lessons Learned
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Due to the timelines that we were given for each product category, it was a challenge to get the team together for collaboration sessions and gain alignment. In the future, having workshops to brainstorm ideas on how to tell the story, challenges we had, etc. Would have allowed us to make greater progress in the short time period that we had.