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Introduction
Measuring the success of Vivino's wine scanning feature is crucial for understanding its impact on user engagement and business growth. To approach this product success metrics problem effectively, I will follow a simple product success metric framework. I'll cover 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.
Step 1
Product Context (5 minutes)
Vivino's wine scanning feature allows users to take a photo of a wine label and instantly access information about the wine, including ratings, reviews, and price comparisons. This feature is central to Vivino's value proposition as a wine discovery and recommendation platform.
Key stakeholders include:
- Users: Wine enthusiasts seeking information and recommendations
- Wineries: Seeking exposure and sales opportunities
- Retailers: Looking to drive sales through the platform
- Vivino: Aiming to grow user base and monetize through partnerships and transactions
User flow:
- Open Vivino app and access camera feature
- Scan wine label
- View wine information, ratings, and reviews
- Optionally purchase wine or save for later
The wine scanning feature fits into Vivino's broader strategy of becoming the go-to platform for wine discovery and purchases. It differentiates Vivino from traditional wine apps by providing instant, on-the-go access to a vast wine database.
Competitors like Delectable and Wine-Searcher offer similar scanning features, but Vivino's extensive database and user community give it an edge in terms of accuracy and depth of information.
Product Lifecycle Stage: Mature - The scanning feature has been a core part of Vivino for years, with ongoing refinements in accuracy and speed.
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