The challenge of this project was to create one of the best food delivery’s in the world, as a proposal for the competition, we mobilized the entire agency, exactly all departments to think about how the entire Habib’s shopping and brand experience could be on digital channels.
We understand that the best way to achieve good results was to map all possible contact points, experiences, users, competitors, and benchmarks to build the best possible experience. In addition to the work of the shopping experience, the briefing called for the design of a new intranet, with motivators for use for users and strategically built. Below the final presentation and a little of the construction process of this rewarding project.
The proposal for the first phase is to make a diagnosis of the entire service offered (through interviews and data analysis) by the brand and, from there, trace a different experience. In the second phase, an integrated communication plan with an IB Strategy enters. to understand the performance and continuity of improvements.
My Participation: I participated in this project from the capture of the briefing to the presentation, I tried to use UX as the glue between all disciplines, working together with B.I. (thinking about metrics and how to use data for decision making), Technology (helping to think about the best form of development), Creation (helping to define visual design and concept), Planning (understanding the scenario and possible paths), Projects ( planning schedules and choosing suppliers) and UX (making usability tests, managing production of flows and journeys).
Team: Camila Pons e André Sinkos (Planejamento), Mariana Oliveira, Tiago Lourençato e André (B.I.), Marcelo Guarnieri (Tecnologia), Rodrigo Campos, Gustavo Ricci, Bruno Fischer, Diogo Campos (Criação), Aloysio Ribeiro (UX), Rafael Turri (Projetos) Potyra (Monitoramento).
One of the first phases of the project was to do extensive research and understanding of brand feeling and shopping experience.
Surveys and SEO diagnostics
The next phase of the project was to create surveys to learn more about the users’ usage profile. The partner company WSI helped us by making an SEO diagnosis so that we could make a more appropriate design that would solve the problems found by improving the overall performance.
Reports and surveys
Reports and surveys
The strategy sought to make a work of understanding and building journeys by crossing monitoring information, surveys, usability tests and good practices for the design of user profiles and needs so that it was possible to design an interface that could meet all the open points. In addition, this strategy should be combined with technological challenges, creative concepts, and brand strategy. The CUBI Model was used as a reference in the process.
Personas and User journey
The interface design, in addition to obeying a structural grid, sought to create a different experience for each channel, in this project we designed a responsive website, an application, and a responsive intranet, each one was thought to take into account the context of use, the tasks to be executed and a content organization focused on finding and understanding the users of the portal as a whole.
Mobile website – home
Mobile – checkout
Mobile – category, and product page
Mobile – cart page
Mobile – payment
Desktop – home page and cart
We understand that it would make sense to have an app if it respected the concepts of the UX Honey Comb, and that is why we designed an interface connected to the order, voted on by the public who places orders frequently on delivery.
APP + wearables
One of the most relevant points of this project is how it could work smoothly for the user, presenting information at the right time, which would be modified according to the user’s usage profile, geolocation, sales strategy, or even time. For this reason, ways of studying the information for defining the data analysis model and strategies were outlined.
As the whole project, we defined a strategy for using the intranet that sought to bring relevant information and gamification with content aimed at the user according to their type of login.
The intranet would be a relationship and work strategy channel, because, through behavioral and sales data analysis, we could use the intranet to send strategic information, such as predictive analysis that shows stores which products will be sold over the weekend. By placing this type of information on the intranet through an APP, it would be possible to send push messages to managers or employees with the “best next actions” for the business.