Uriel Brown | Uncork

The Design Thinking Process was utilized to craft a tailored service for Uncork and its Users' needs.

The design thinking approach necessitates a mindset of empathy, collaboration, and a willingness to embrace ambiguity and complexity—qualities essential in service design. It emphasizes understanding users' experiences, preferences, and needs, ensuring that services align closely with user behaviors and expectations. These principles make design thinking an ideal methodology for developing a service to meet the needs of Uncork.

The business model canvas offered a comprehensive overview of the essential elements of the business, including value propositions, customer segments, and revenue streams. It ensured that all critical aspects were addressed. The canvas can be examined from the perspectives of two customer segments: the winemaker and the end-user, with a third color highlighting elements relevant to both segments.

The service ecosystem map illustrates the various stakeholders and their interactions, helping to identify potential partnerships, dependencies, and touchpoints within the service.

The service offering map detailed the specific services offered, clarifying how they would meet user needs and align with business goals.

The service ecosystem map illustrates the various stakeholders and their interactions, helping to identify potential partnerships, dependencies, and touchpoints within the service.

The service offering map detailed the specific services offered, clarifying how they would meet user needs and align with business goals.

A fully-focused organization specializes in a narrow range of services tailored to a specific market segment. Uncork embodies this approach by offering exclusive waitlist wines and unique experiences to wine enthusiasts, while simultaneously enhancing market reach and brand recognition for small wineries.

Market segmentation allowed us to categorize the broader market into distinct groups with unique needs and preferences, facilitating tailored strategies for each segment.

Developing user personas provided a detailed understanding of the ideal customers, their behaviors, and pain points, guiding the creation of more effective and personalized marketing strategies.

Market segmentation allowed us to categorize the broader market into distinct groups with unique needs and preferences, facilitating tailored strategies for each segment.

Developing user personas provided a detailed understanding of the ideal customers, their behaviors, and pain points, guiding the creation of more effective and personalized marketing strategies.

The creation of the system map helped us visualize the various components, interactions, and relationships within Uncork's service ecosystem, providing a high-level view of how different elements connect and function together.

The design of the blueprint map detailed the service delivery process, including customer interactions and backend operations, ensuring that every touchpoint and operational step was clearly defined.

Service Concept Yields a Viable Proposal with Positive Feedback and Key Insights

Our service concept for Uncork resulted in a viable service proposal that was successfully pitched to our class, professor, and Uncork’s founders. We achieved our goal of developing a feasible service to address the client's needs and enhance their market presence. The concept received positive feedback from the founders, though it also prompted a few questions for further consideration.

Our concept received positive feedback from Uncork's founders, but it also highlighted a specific concern: the manpower required to onboard wineries. We learned that addressing this challenge could involve hiring dedicated representatives to streamline the onboarding process and effectively attract clients.

Feedback from Uncork's founders also highlighted an opportunity for improvement: integrating a mobile app to assist end users in managing upcoming events, invitation keys, ticket purchases, and other service offerings.

Service Design for Marketing Company

Service Design for Marketing Company

Uncork Seeks to improve the resilience of Small Wineries with a creative service that boost their growth and brand recognition

Client

Problem

User & Audience

Scope & Constraints

Role & Responsibilities

The Design Thinking Process was utilized to craft a tailored service for Uncork and its Users' needs.

Business & Service Ideation

Utilizes Canvas, Ecosystem Map, and Offering Map to refine Strategies for User Needs

Market Strategy Ideation

Utilized Targeting, Segmentation, and User Personas for a Tailored Approach

Service Operations Defined

Through System and Blueprint Mapping

Service Concept Yields a Viable Proposal with Positive Feedback and Key Insights

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