Serving up location specific experiences, direct to door delivery for Coca-Cola in Mexico and Latin America.
My Role
Strategy
Information Architecture
User Research / Testing
Competitive Analysis
Customer Journeys
Task Flows
Wireframes
Prototypes
Timeline
On Going Sprint Work
Tools Used
Sketch
User Zoom
Jira
Magento
The Challenges
Coca Cola en tu Hogar means “Coca Cola to your Home”, which provides direct to door delivery of products that users may want on a reoccurring basis. This is a unique offering that Coke has in Mexico and Latin American countries. Offering a wide range of products like water, soft drinks, juices, coffee, and snacks they aim to be a one stop shop for groceries. The team needed to craft solutions that worked for multiple sites and countries. Each site also working with many distributors who all have different ways of working. Truly wrapping my head around such a large scale project with so many variables was key to success.
Content Complexities
Understanding things like address structure for each country and what is culturally expected was critical to cleaning up and delivering an effective geolocation flow. Along with understanding how the backend of the website currently works, how each data field is populated and how the distributors use that data to deliver the product were all important things to fully understand. I took a deep dive into where users were hitting walls, jumping off the site and rage clicking. Along with a competitive analysis of top brands within the United States and top brands within each country.
A ‘don’t make me think’ User Experience.
Taking everything we learned from our research we were able to implement massive improvements over many sprint cycles that worked for stakeholders, distributors and users. Improvements like locking the address at checkout, simplifying required fields, personalization, in context alerts and prompts, autofilling where possible, cleaning up flows, and weaving updates into the experience with a wholistic approach was just the tip of the iceberg.