One thing is certain, the goal of the design sprint should never be the seek for acceptance of the prototype by the users. The design sprint is all about collecting valuable insights, it isn’t about the prototype itself.
This time, for example, the prototypes we built, although they looked amazing, didn’t elicit the reaction we were expecting and hoping for. But instead of being disappointed, we listened to what people had to say: fostering the discussion and asking for their reasons why. Because of this, there’s so much useful information to work with. For example, one of the most surprising insights was that, despite the concern over sustainability as a whole, people don’t relate the topic to wine (yet). People’s views on sustainability simply don’t come to mind when making choices on which wine to buy. With this knowledge in mind, Sogrape can refocus the way they want to approach customers on this topic. Knowing the reasons why the prototypes didn’t succeed, showed Sogrape a clear view on how to communicate sustainability right.