Cerveza Brahma
Introduction
Brahma Light was trying to get noticed in the Dominican market. They had competition from local beer brands like Presidente and Bohemia, as well as international giants like Heineken and Corona. To stand out, they focused on appealing to wealthy young adults living in large cities. Their aim was to win over these consumers by addressing a number of common problems: 1. Where to meet after work? and 2. Where can they find the “coldest” beer.
Project Overview
BeerBuddy is a mobile app aimed at improving the beer experience for urban professionals in the Dominican Republic.
My Role
As Lead Product Designer, I led the app's design and user experience strategy, focusing on appealing features for our target audience: high-income, educated people aged 24-54.
Problem
Santo Domingo's nightlife doesn't offer a fun way for our audience to meet friends and enjoy beers at local bars that match their tastes. Brahma Beer saw this chance to promote their products and highlight important distribution points in the city.
Business Objectives
Develop an engaging app that alerts users when their preferred beer is at the ideal temperature at nearby bars.
Increase foot traffic in partner bars during off-peak hours.
Position the brand as innovative and user-focused.
Enhance brand awareness.
Drive traffic to Brahma.com.do.
Research & Insights
Market Research: Our team conducted an extensive market analysis, revealing a gap in personalized, real-time beverage service.
User Surveys: Surveys indicated that 78% of respondents valued personalized notifications for leisure activities post-work.
Design Process
1. Ideation: Brainstorming sessions led to the unique concept of temperature-timed beer notifications.
2. Persona Development: We created a target user to ensure an user centered experience
3. Wireframes and Prototypes: Developed initial wireframes, progressing to interactive prototypes tested for usability.
4. Design Iterations: Based on feedback, refined the UI for simplicity and engaging visual appeal.
User-driven Features
Filter by Temperature
Temperature Driven Offers
Geo-fenced Offers
Home-Delivery and Marketplace
Outcomes & Learnings
User Engagement:
Post-launch data showed a 60% increase in app engagement during off-peak hours.
Business Impact:
Brahma Light revenue increased by 5% over the 5 months long of the campaign duration. Partner bars reported a 40% increase in foot traffic, attributing it to our app.
Learnings:
The project reinforced the importance of aligning business goals with user needs, and the power of unique value propositions.
Testimonials
User Testimonial:
"The Cold Beer Locator app has revolutionized my after-work hangouts. It's like having a personal beer concierge!" Carlos, App User
Bar Partner Feedback:
"Our partnership with the app has noticeably boosted our evening crowd." Jose Martinez , Bar NONE
Interactive Elements
