-
MALDITO LIQUOR
The design of a website for a start up business, a new liquor store catering to the Hispanic community that provides a diverse selection of specialty beverages and mixers for family and friends' celebrations and gatherings. The website will feature a range of Latino products and curated packages tailored to different types of events.
Skills:
Brand Strategist, Visual Design, Prototype, UX Design
Tools:
Figma, FigJam, Illustrator, Photoshop
Role:
Project Manager & Visual Designer
Team Size:
3 UX/UI Designers
What is maldito liquor?
A recently established liquor store in Oklahoma City, specializing in Mexican spirits and other ingredients.
N
Objective
AN Easier way to buy latino products
The website will feature a range of Latino products and curated packages tailored to different types of events. Users can easily look for products, order, choose between pickup or delivery, and schedule their preferences for a seamless experience.
USER RESEARCH
A Proto Persona Misstep.
Our assumption was a 33-year-old Hispanic graphic designer with a hipster vibe that actively supports local and sustainable businesses.
Frustrations:
-
Lack of places to experience handmade beer.
-
Difficulty connecting with like-minded individuals in the liquor crafting community.
Goals:
-
Find local establishments offering handmade beer.
-
Connect with a community of individuals who share a passion for crafting liquor.
-
Discover unique and sustainable businesses to support.
We were wrong.
We obtained an Important insight after stakeholder conversation
"If Maldito Liquor were a person, it would be a tequila and beer lover…” “a family-focused man embodying the spirit of an Oklahoman, blending country warmth with Mexican flair."
Julia Adame, during the stakeholder interview.
Qualitative & Qualitative data
-
Five user interviews via Zoom will be conducted to collect qualitative data.
-
Online survey will be conducted to collect quantitative data.
-
Designing affinity diagrams & empathy maps to get a good amount of accurate user insights.
methodology
n
The interview with the Stakeholder gave us a better understanding of the users we were going to interview.
Hispanic men aged between 25 and 50 who have recently migrated to the USA, individuals who continue to preserve and hold on to their cultural roots.
User Interview Insights
1.
Need same day
pick up or fast delivery.
2.
Confused with so many options available.
3.
Bad surprise fees at the end of checkout.
4.
Find ingredients for Mexican drinks is time-consuming.
Survey Insights
33.3%
42.9%
57.1%
Have never purchased liquor online.
Purchased liquor in bulk for a special occasion.
Purchase liquor online about once a year.
Definition
Having observed that the Hispanic community encounters challenges in sourcing specialty alcoholic beverages and mixology ingredients, particularly in bulk and at a cost-effective price point, we recognize the resulting time-consuming nature of this task.
Meet Luis:
The Problem
K
the
persona
K
Luis Lopez
A family man | 38 years old
Landscaper | $60K
Goals
-
Supply his family celebrations
-
Save money
-
Purchase alcohol in bulk
Pain Points
-
Confused by too many options
-
Only speaks spanish
-
Hard to find Mexican brands
-
Shipping is very expensive
-
Get ingredients is time-consuming
How can we design the Maldito Liquor website to create a convenient shopping experience, specifically tailored to meet the needs of users like Luis and build the trust of a sector of people that rarely buy alcohol online?
N
Ideation
The Solution
During the ideation process, we engaged in a highly productive brainstorming session that generated a wealth of amazing ideas. Following the prioritization matrix, we made the strategic decision to focus on developing the ideas deemed most impactful and easiest to implement.
N
THe Cultural Approach
The sense of community in a large social media section in the home page.
The language barrier
The change language button. A website also 'En Español'.
The shop specific ingredients IN BULK hassle
Products and packages already curated for various events, plus the convenience to schedule either a store pickup or delivery.
the Final price surprise pain point
Fees are quoted during and before the check out process.
the Expensive delivery pain point
A loyalty program for the frequent users that offers free delivery and more benefits.
the confusion challenge
A design system that facilitates easy discovery of products and packages to avoid overwhelming the user.
the branding
MOOD
board
Style tile
I
Pro
totypes
Try the Hi-Fi Prototype
OBJECTIVES
-
User is able to successfully find products or packages from the navigation bar.
-
Check out process is intuitive enough.
-
From adding a product to the cart, schedule delivery or pick up until payment and check out.
-
Users are noticing our Loyalty Program invitations and there’s a level of interest in joining.
O
user
testing
RESULTS
While the majority of users were able to complete the tasks, we acquired essential insights that required attention.