Developed by Snapp’ since its first version in 2003, Tagawine is a practical and ludic application dedicated to wine lovers, whether they are experts or neophytes. It allows users to “tag” wines by taking a picture of the label via their smartphones. Besides the creation of tags, iOS and Android versions evolved to include key functions:
- History of tastings, adding comments;
- Wine research, consumers’ advise, maturity, suggestions of wine pairing, prices in the market;
- Sharing with the community;
- Geolocation of point of sales;
- Redirection to commercial sites.
Pursuing the commitment to add differentiating services for its clients and expand its sources of monetization, Winebuzz wanted to add a premium option to the application.
Since 65% of Tagawine users have a wine cellar at home, our choice felt on developing a “cellar management” feature. A feature that brings a real plus-value to users and encourages a regular use of the application. This feature was only developed on iOS at first: purchasing behaviors are more pronounced on iOS than on Android users.
The choice of the subscription
What kind of integrated purchase to use? 3 cases are to study according to Apple’s constraints:
- Purchase “one shot” with a permanent option: unlimited access to the function.
- Subscription’s automatic renewal: solution non application unless to produce regular content.
- Non automatic renewal subscription: access to the function during a limited period. Renewal of the subscription at its end.
- Solution n.3 is finally chosen for economic reasons.
- Implementation of integrated purchase and synchronization with the user profile
- Dynamic management of the price and the option according to targets
Thanks to marketing studies, the price of sale is determined at 4.99€/year in France.
Development of the premium function “wine cellar management”:
Available to anybody, the function should be intuitive, simple of access and with a strong added value to encourage the renewal at the end of the subscription. Besides technical constraints, the objective was to ensure continuity on both, the applications’ performances and navigation habits of users. We looked to revitalize the user’s path by animating the screen of wine cellar management. Developing this new function also allowed us to improve the user experience by making “tags” (wines consulted and saved) that could be dissociated to “wine sheets” (wines consulted that we can add to a cellar or to a tag).
- Reorganization of navigation tool to show the new window “my cellar”;
- Redesign the application to offer new ergonomics dedicated to cellar management;
- Real-time statistics;
- Distribution of wines by colors, regions, maturity, geographical area, with sorting and filter options;
- Display of the cellar value according to registered prices by users;
- Inventory management;
- Off-line mode: inputs and outputs inventory management and prices to answer to the context of use of the function (in cellar, secluded area…).
We decided to manage the off-line mode through the iOS data-base (Core-data) which is more adapted to manage important volumes (vs. management in cache). To secure this procedure, we have been particularly vigilant to the API’s synchronization when connection is back to avoid further conflicts between mobile and servers.
- Back-office optimization to identify premium users and visualize the wines in the cellar.