04
New Business: Bringing Fine Wine Investing to China
Overview
China’s growing middle class presents huge potential for fine wine investment, yet the concept remained niche and unfamiliar. Our mission was to understand the market, define target segments, and shape a localized strategy and product roadmap to help Cult Wines unlock long-term growth in this emerging category.
The Challenge
To help Cult Wines succeed in the China market by making fine wine investment relevant, accessible, and commercially viable. Our goal was to identify the right target segments, define their needs, and design a strategy and experience that could turn a niche offering into a scalable business opportunity.
Vision
To drive mass adoption of fine wine investing in China by making it feel smart, approachable, and rewarding — and to establish Cult Wines as the go-to brand in this emerging category.
My Role
Project Lead, Strategy & Experience Design
+ Led client engagement and strategic direction for China market expansion
+ Conducted research to identify investor needs, motivations, and trust barriers
+ Defined core user archetypes and their decision journeys
+ Led experience concepting, wireframing, and prototype development
+ Created narratives and tools to align client teams on direction and positioning
Design Highlights
🧠 Six Archetypes, One Opportunity Map
We identified six investor personas and mapped opportunity areas across their needs, aspirations, and barriers to entry.
📱 A Smarter, More Personal App Experience
Designed a mobile-first platform that balanced education, personalization, and control — making fine wine investing feel modern, empowering, and easy to engage with. to provide accessible, standardized and customized fine wine collecting experience
🔍 Key Features Built Around Trust and Growth
Designed a feature set aligned to investor needs to provide accessible, standardized and customized fine wine collecting experience — from personalized watchlists and value tracking to AI wine suggestions and secure vaults — blending clarity, control, and data confidence.
Roadmap
+ Phase 1 (This project):
Research, archetype development, market opportunity mapping, and experience design concepts
+ Phase 2(Passed to EU EPAM CONTINUUM Team):
Following the success of the China phase, the project was handed over to the EU team to replicate the process and identify market opportunities across Europe.
Results
+ Internal alignment on user needs and design priorities
+ Strategic buy-in from stakeholders across regions
+ Delivered prototypes and vision tools to support future development
+ Influenced global product strategy and positioning
Next project
We identified six investor personas and mapped opportunity areas across their needs, aspirations, and barriers to entry.
📱 A Smarter, More Personal App Experience
Designed a mobile-first platform that balanced education, personalization, and control — making fine wine investing feel modern, empowering, and easy to engage with. to provide accessible, standardized and customized fine wine collecting experience
🔍 Key Features Built Around Trust and Growth
Designed a feature set aligned to investor needs to provide accessible, standardized and customized fine wine collecting experience — from personalized watchlists and value tracking to AI wine suggestions and secure vaults — blending clarity, control, and data confidence.
Research, archetype development, market opportunity mapping, and experience design concepts
+ Phase 2(Passed to EU EPAM CONTINUUM Team):
Following the success of the China phase, the project was handed over to the EU team to replicate the process and identify market opportunities across Europe.
+ Strategic buy-in from stakeholders across regions
+ Delivered prototypes and vision tools to support future development
+ Influenced global product strategy and positioning
© 2025
lololololu.com - All Rights Reserved