Detergente Tucan

Detergente Tucan is a local washing powder from Peru that was launched driven by the energy and determination of a small entrepreneur.
Everything was made based on intuition and experience in the local market, step by step reached clientes B2B in the countryside that resale the product to final consumers.

2 Weeks   |   Individual   |   Lima - Peru

Peru is the 46th largest market for eCommerce with a revenue of US$2 billion in 2019 and the market expansion in Peru is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. The client wanted to "make the image of their product look better and be founded on internet for possible clients".

In order to achieve the client's need and identify the best strategy I follow the Design Thinking methodology. The final goal was to increase Tucan's digital presence to reach more possible B2B clients (therefore reach B2C through resale) trough a new landing page that guide customers to the company's current main communication channel, WhatsApp, and to update the visual identity of the brand to modernize the presence on social networks, mainly Facebook, heavily used in Peru to search for products and services.

Deliverables

1. Updated Visual Identity
2. Style Guide
3. Responsive Landing Page
4. Hi-Fidelity Prototype

Tools

1. Figma
2. Adobe Illustrator
3. Midmap
4. Google Trends

Outputs

1. Navegable Hi-Fi Prototype
for mobile
2. Navegable Hi-Fi Prototype
for Desktop

Project Phases

In the Discover phase I focused on understand the business need, the market, their competitors, market trends in Peru and washing powder users' pain.
After collecting all this information I analysed it and organised in an affinity diagrame that helped me to identified three highlights:

In order to achieve the client's need and identify the best strategy I follow the Design Thinking methodology. The final goal was to increase Tucan's digital presence to reach more possible B2B clients (therefore reach B2C through resale) trough a new landing page that guide customers to the company's current main communication channel, WhatsApp, and to update the visual identity of the brand to modernize the presence on social networks, mainly Facebook, heavily used in Peru to search for products and services.

1. The access to the internet and the behavior profile of the Peruvian user is still evolving, mainly in provinces, where the most used is Facebook and WhatsApp. That is why the CE has great potential for expansion in the country, from the perspective of local business potential.

2. The Peruvian consumer (B2C and B2B) knows that there are factors such as the environment and supporting small business, but considers price and quality as a decisive factor to purchase. Environmental and social awareness are not essential factors for decision making, especially in classes C and D.

3. The group of B2B client is made up of small entrepreneurs, mainly from the countryside, who do not manage their businesses with professional techniques, but with intuition and what they learned working for another wholesaler. They move by price and do not give much importance to added value, only if it is a factor (such as a certification) that is it demanded by their final customer. So those small entrepreneurs need something to show to their clients that provides credibility, as a landing page.

To determine the focus of project, during the Define phase, I use the information collected in the first phase and apply the three highlights on the Jobs to Be Done exercise (JTBD), that I affectionately named Pandora's box because for me is a great moment to see deeply in the soul of the user and understand they real motivations, which can lead us to amazing trends. Hand in hand with JTBD there is the value proposition and the Persona. In this project I didn't apply the Empathy map because there wasn't enough information to do it properly and at the it might not represent the reality.

To close this phase I defined the Problem Statement and Hypothesis Statement. I identify that the best at the stage would be to update the visual identity, modernize Style Guide to be use in social networks and to develop a brand-new landing page.

On the Development Phase I went through brainstorm of solutions, use case, product definition, MVP, user flow, site map, information architecture, Lo-Fi mobile, usability first test, Mid-Fi mobile and second usability test to guarantee that the landing page would be functional and lead the customers to the company's current main communication channel, WhatsApp.

It was also the moment to start thinking about the visual identity, think about style, color, typography, logo and what the user would feel will all that together. The proposal was to create a concept between to very different styles, one is the minimalism style and the second it is a very traditional style in Peru called Chicha. It is part of the Chicha Culture, a colourful and extravagant style that currently became a symbol of small entrepreneurs that come from lower social class and are seen as warriors that try to develop the country through their business.

As first output I developed the middle-fidelity wireframe, in this stage the focus was on the usability for the user, so I tested it with some users that called my attention to issues like the FAQs structure, communication flow and details of vocabulary used. Since the focus os this step is to look at the usability, everything was made in tons pf gray to avoid distraction for the user, like thinking about the colours, if they match, images and more visual information that is important, but not in this moment!

Finally I got to the Deliver phase, it was the time to bring all the energy of the mood board and add colours, images and all this visual details that should help users to understand better the flow, to feel connected with the style and to have more stimulus to the call to action buttons. This stage was my main challenge since I am still developing UI skills, but the result was pretty, fresh and inviting to explore.

The final outcomes were the navegable hi-fidelity prototype for mobile and for desktop, check it out!

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We practice Ethical Design.