Understanding CBI and the market
To begin our research, we did some domain research on the beverage alcohol industry and had an initial meeting with our stakeholders. Here, we heard that CBI wanted to focus on two key user groups:
1.
Young professionals - employees at the beginning of their careers who go out to bars and restaurants often
2.
Directors and above - seasoned employees who travel for work and expense their meals
CBI also wanted to make sure we knew that there are two separate scenarios for employees using the Ambassador app to consider:
1.
On Premise - locating venues where customers consume the products on premise, such as bars and restaurants
2.
Off Premise- locating venues where customers purchase products and then takes them to consume off premise, like grocery and liquor stores
We took a look at competitors (such as Yelp, UnTappd, and Distiller) in order to learn about digital products that CBI employees might use as alternatives to the Ambassador App to meet their needs. As a result of this competitive analysis, we believe the app needs to have an element of discoverability, a complex search and filter system, detailed product information and aspects of community-building.