ViniFood
E-commerce

An exploratory project for a small entrepreneur: Vini.
He is a chef that used to ran a small cafe at the economic hearth of São Paulo, the Paulista Avenue, and he had to reinvent hisself during the COVID19 pandemic. He wanted to explore options of business models for his food. Beside the context, there are some amazing details about this project.

2 Weeks   |   3 designers  |   São Paulo - Brazil

Deliverables

• Emphaty Map & User Journey
• Persona
• Job-To-Be-Done
• Value Proposition
• Use Case & User Flow
• Sitemap

Tools

1. Figma
2. Adobe Illustrator
3. Midmap
4. Google Trends
5. Neil Patel SEO

Outputs

1. Navegable Mid-Fi Prototype website

The project was developed in partnership with two great colleagues, Vitor Iwasso and Felipe Dangelo.
The challenge was to make a food order easier and faster for users. Including access to a member area, menu, shop car, delivery schedule and payment.

The best solution, considering costs, technical complexity and operational needs, was to develop a simple e-commerce that was integrated with a third part payment gateway, but the nuances that were identified during the stages of the building process had the biggest impact on the project.

The project aimed to find an alternative interaction channel between customer and Chef Vini (previously all the interaction between them was trough Instagram), which would provide a more organized communication dynamic and streamline the order process, delivery and payment. Focusing on the usability, chef Vini requested a prototype in medium fidelity to be able to assess whether the e- commerce was a viable business model or not.

We performed the fallowing steps:
1. Understand the business need
2. Desk research
3. Survey
4. Interviews
5. Emphaty map
6. User journey
7. Persona
8. Benchmarking
9. Affinity diagram
10. Jobs stories
11. Value propositions
12. Problem statement
13. Solutions brainstorm
14. Use Case
15. User flow
16. Site map
17. Information architecture

The project aimed to find an alternative interaction channel between customer and chef Vini (previously all the interaction between them was trough Instagram), which would provide a more organized communication dynamic and streamline the order process, delivery and payment. Focusing on the usability, chef Vini requested a prototype in medium fidelity to be able to assess whether the e- commerce was a viable business model or not.

We realize that most of ViniFood's customers were part of the LGBTQAI+ community and that they took as an important decision factor that Chef Vini was part of the community, so customers wanted to support someone from the community. Thereby we decided to highlight these facts through details such as icons and the vocabulary used to dialogue with the user, designed for the target audience, however keeping a clean a minimalist approach to keep reaching every kind of public.

The approach was meant to be funny and respectful, for that we did a second round of interviews with customers to understand what kind of words and the right ton we should use, and to made the best of the opportunity we talked with more customers about usability and we also ran some tests in low-fidelity to validate what we had already done.

Although the ideal is to do mobile version first, Chef Vini asked for the web version before, in order to analyze the details of the business model. The final result was a mid-fidelity prototype in gray shades to avoid visual distractions, but complete enough to be able to test it.
Do you wanna check it out? Just click here or in the image below!

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We practice Ethical Design.