| Abstract |
| With the increase in solo and at-home drinking due to the pandemic and the growing interest in premium alcohol, online alcohol purchasing and pickup services have experienced significant growth. Consequently, user experience (UX) differentiation has become a key competitive factor in digital marketing channels, such as online alcohol purchasing apps. In this context, this study analyzes how a UX design project within a design thinking-based digital marketing education program improves the online alcohol purchasing experience of the Dailyshot app. The project followed a step-by-step approach based on a design thinking-driven digital marketing process and was conducted as a hands-on course activity. In the “Discover” and “Define” phases, desk research analyzed alcohol market trends and consumer behaviors, while user research (including usability testing, app review analysis, and in-depth interviews) identified user needs. The analysis revealed two key findings: (1) a rising demand for an “Alcohol Beginner’s Guide,” driven by an increase in novice drinkers in the aftermath of the pandemic, and (2) the role of alcohol in sharing preferences and fostering social interactions beyond mere consumption. Based on these findings, the “Develop” phase highlighted the need for the following UX improvements: enhanced personalized recommendations, simplified navigation, and increased community interaction. These enhancements aim to transform the Dailyshot app from a basic alcohol pickup service into a platform for personalized alcohol exploration and a differentiated purchasing experience. This study highlights the effectiveness of a design thinking-based digital marketing process in UX improvement and demonstrates its role in enhancing students’ practical UX skills. |
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| Key Words |
| 디자인씽킹, 디지털마케팅 교육, 사용자경험 디자인, 온라인 주류 서비스, 데일리샷 앱, Design Thinking, Digital Marketing Education, UX Design, Online Alcohol Service, Dailyshot App |
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