Multi-Function Wine Opener Design Process

Marcus Valentino IED Design Management - Design Process Wine opener
DESIGN
PROCESS
WINE
OPENER

Research

User/Context
Bartenders/Wine Seller
Capture Bartenders and Wine salesman at work
Observe and capture the “professional” user in
their normal environment

Research
Methodology
To find as many possible
variations of a wine opener, in
different shapes, sizes, usages,
user groups.
Then > Defined extreme user -
Bartender / Wine seller
Desk Research :
Observation:
Identified observation targets:
+ Bartenders in small “local” bar.
+ Restaurant with cosmopolitan and
urban attributes.
+ Niched wine bar, sophisticated/intellectual
+ Wine retailer with selected and exclusive feel
+ Bohemian bar, young trendy atmosphere
Interview target:
Bartender with high
experience, medium - high
work load and knowledge in
wine...
Based online:

Where was the bottles opened?
Behind bar, at the table, by bartender, or by waitress.? Why?
How long did it take? When do they open a new bottle?
Upon order, before? How is it done?
With precession, with speed, with elegance? With flair?
Observation :
Research
Methodology

Mercé Graell Design Process Bottle opener
i n t e r v i e w

No more than 20 sec

Sophisticated wine bar(Baignore)
Preferred opener >
same as ours
Reason why >
because of multi use, reliable, mechanic, never breaks
cork, always used the same
What usages >
open wine bottles
How they used it >
behind bar, very fast and seemed very experienced
When it’s used >
after receiving orders
Would change > Make the ledge bigger, sometimes she
slipped, probably because of the speed (max 20 sec)
make the material more durable
Important Finding > (The suggestion), increase size of ledge,
likes mechanic, reliable

Bohemian Bar (Behind OpenCor)
Preferred opener >
same as ours, between 3 other options
Reason why >
robust feeling, thick handle, good grip, 2-
levels = Less force, easy to use, multi-
function (beer, cuts plastic cover, wine)
What usages >
wine, and beer, (he also used the same
at home!)
How they used it >
behind bar, (serve mostly glasses)
When it’s used >
Would change: nothing!
Important Finding > Would never change,
and use at home

Cosmopolitan (BO)
Preferred opener >
same as ours, had 4 more options, including a mounted one
Reason why >
Serves every purpose, classic version
What usages >
wine, beer, liquor, soft drinks
How they used it >
behind bar, and at the terrace
When it’s used >
Would change > Maybe add a magnet, so soft drink/
beer caps would stay. Would prefer not to turn/screw
when opening wine bottle
Improve grip for enabling one-hand-usage
Important Finding > (The suggestions), Covers every need...

Wine retailer (Vinius Birindis)
Preferred opener >
similar to ours, but “fancy”, value added in design and materials
(had at least 7-8 kinds)
Reason why >
Easy to use, multi use,
What usages >
daily basis, for important clients, focus on certain elegance and
style
How they used it >
no time pressure, precision important
When it’s used >
to serve a test sample, during the selling process
Would change > Didn’t like to have to turn the bottle...
Important Finding > Choose other one for opening “magnum”
bottles, but choose basic one even over the mounted version.
Use the basic one in front of clients, when selling

F o u r o f t h e m a r e u s i n g t h e s a m e o n e l i k e t h e s e .

Insights

Insights
- Trusted and reliable version in the pro’s eyes...
- Always chosen over alternatives
- One of few downsides is the “turning”
- Unexperienced user could find it hard to use and time consuming...
- Mechanic is a PLUS +
- Works in an elegant environment...
- It’s basic, but fulfills every purpose

Problem
opportunities...
- Create an opener with a magnet that holds on to caps from bottles...
- Invent mechanism to eliminate the “turning”
- Improved materials: smooth, soft surfaces, but durable and strong
- Add value in design, styling to improve emotional connection...

Persona
Socio-graphic
Bartenders, young/mid-age, European / Western mentality
Attributes
Young - mid age, physically able
Location
Bar, disco, restaurant, club, (Festive atmosphere)
Psychographics
Youthful, creative personality, fun, outgoing

- Reliability
- Speed
- Precision
- Flexibility
- Multi Use
- Portability
User Needs...

Functional
Fulfill the requirements to open: wine, beer, soft drink, (multi-use)
Psychological
Fun, functional and cool. good value for money, noticeable
Social needs
To communicate creativity, youth spirit, fun, innovative, Motivation
Hypothesis
Impulsive purchase, eye-catching design, stands out from the “norm”,
looking for added emotional benefits
User Needs...

Goal
Design a multi-function wine opener
with outstanding, eye-catching design
for Bartenders.

I d e a s & S k e t c h i n g

S k e t c h u p
m o r e t h a n
3 0 i d e a s
o f w i n e
o p e n e r s t o
f u l f i l l t h e
n e e d s o f
o u r t a r g e t
u s e r s .

S e l e c t
s o m e
p o t e n t i a l
i d e a s t o
d e v e l o p

Option one

Three handles
triangle with
multi-function
wine opener.

Each
handle
with
different
functions
Beer bottle opener
with magnet
Stand for the side of
the wine bottle
Knife inside

P r o t o t y p e

Solve
technical
issues

Card board as
the best material
for making the
prototype

Choose red as
the best color for
this option.

Can
stand
on
bar
table.
F o r t h e s t a n d b y m o m e n t

Size is good
for holding
by one
hand

Easier and more
comfortable to
open a wine with
three handles and
every sharp thing
is hidden inside
the opener.

Option two

Flat, smooth &
elegant design with
all the sharp “tools”
hidden inside

Covers all main
desired functions,
and still gives a
sleek look suitable
for the living room
or hotel lounge
Cork-screw
Beer-opener
Knife

Mahogany finish with
borrowed inspiration
from boats, cigar
lounges and classic
elegance...

First we experiment
“pretend” wood, in
order to save a tree!

Compact enough,
but with a good
and sturdy grip!

Something for the
“fine” rooms, yet with
the functionality of a
real “work horse”

Conclusions
...don’t jump to
them
good design need
innovation, creativity,
analysis and calculate

Thank you!

Multi-Function Wine Opener Design Process

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