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Introduction
Defining the success of Vivino's user-generated wine ratings and reviews is crucial for understanding the product's impact and guiding strategic decisions. To approach this product success metrics problem effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.
Framework Overview
I'll follow a simple success metrics framework covering product context, success metrics hierarchy, and strategic implications.
Step 1
Product Context
Vivino's user-generated wine ratings and reviews feature is a core component of their mobile app and website, allowing users to rate and review wines they've tried. This crowdsourced information helps other users make informed purchasing decisions and discover new wines.
Key stakeholders include:
- Wine consumers: Seeking reliable recommendations and information
- Wine producers: Gaining exposure and feedback on their products
- Retailers: Leveraging ratings to drive sales
- Vivino: Monetizing through affiliate sales and premium features
User flow:
- Users scan a wine label or search for a specific wine
- They view existing ratings and reviews
- After trying the wine, users can add their own rating (1-5 stars) and written review
- The new rating is aggregated with others, updating the wine's overall score
This feature aligns with Vivino's broader strategy of becoming the go-to platform for wine discovery and purchases. It differentiates Vivino from traditional wine critics by democratizing wine ratings and leveraging the wisdom of the crowd.
Compared to competitors like Delectable or Wine-Searcher, Vivino has a larger user base and more comprehensive database, giving it an edge in the quantity and diversity of ratings.
Product Lifecycle Stage: Mature. The ratings feature has been a core part of Vivino since its inception and continues to be refined and expanded.
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