| abstract |
| Background According to the research findings the wine industry is turning to technology-driven solutions such as mobile app based service to enhance their service affiliation and to reach more customers, especially the influential MZ generation (Millennials and Gen Z). This study addresses the critical need for a wine-related digital platform that aligns with MZ generation's digital lifestyle, desire for personalized experiences, an effecient user experience and interest in engaging and immersive contents and offerings.
Methods The study used a multi-faceted methodology combining a comprehensive literature review, a comparative analysis of existing wine applications in the past, a structured online survey, in-depth interviews, and user testing on user interface of Wine town application. The main research objective is to design, develop, and evaluate the effectiveness of a virtual wine application that meets the preferences and needs of the MZ targets.
Result The results of the survey had shown that the respondents had a significant level of dissatisfaction with existing online wine services, the main reason being unengaging and lacking contents. The new virtual wine application, WineTown, tackled this dissatisfaction by prioritizing engaging contents with the users, social interaction features, and a user-friendly interface. The user test results confirmed a positive response to the online community experience and a preference for image-based choices in AI recommendations as well.
Conclusion The study had concluded with the successful development in designing service and user interface and positive reception of Wine Town, an application that incorporates personalization, in-app community interaction, and customized AI recommendations. The findings demonstrate the potential of Wine Town to meet the needs of target users by providing an immersive and engaging virtual space through application for wine lovers. Future research challenges include expansion to different communities and continuous improvement of the in-app's AI recommendation system to ensure long-term relevance and user satisfaction. For the target customers, Wine Town is a promising solution to enhance their wine experience and supports their a passionate experience towards wine. |
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| Key Words |
| Personalized Experiences, Virtual Wine Application, MZ Generation |
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