Coca-Cola
en tu hogar
Timeline
2022-2023
Role
UX/UI Designer
In your home
Spanish
En tu hogar
English
Background
Coca-Cola en tu hogar is Coca-Cola’s Direct to Consumer digital solution for their bottler partners across Latin America. Versions of this platform are used across Mexico, Panama, Colombia, Brazil, and Guatemala.
Each with its own nuances in regard to fulfillment, payment processing, and catalog offerings. To accommodate this wide range of needs, the site is designed around a core structure, which enables best-in-class e-commerce conversation that pivots on a user’s location and proximity to supplying bottler warehouses and pickup locations.
Challenge
Our team’s work started over a year ago with an Experience Audit of the platform, intended initially to fill a backlog of quick wins and enhancements.
But through thoughtful stewardship, continual collaboration, and expert evaluation we’ve gained hard-won trust between our client stakeholders and our team – successfully transforming our relationship and the scope of work into one that not only has a retained and dedicated XD team but where our inputs directly impact the prioritization of features the landscape of the roadmap. These efforts over the last year have transformed the platform into what it is today.
A complete redesign
This is a look at where we started. The history of the site is varied, historically many different clients and agency partners had a hand in the front-end design and overall user experience of the platform, leading to a less-than-ideal customer experience riddled with accessibility issues and room for opportunity.
Back to basics
As we were working on maintaining and improving the site, Coca-Cola implemented a new brand design provided by another agency. After many months of incorporating these designs, days away from launch, Bottlers raised concerns about how this new look felt discounted from what “Coke” is. Our stakeholders were planning on stopping the entire project…but we assured them we could work within the same design system by modifying the specs and reigning it back to classic Coke.
Location Based Experience
Because Coca-Cola En Tu Hogar is a location-based experience, it’s important we ask for a shipping address from the user at the right place and time in order to not negatively impact their shopping and checkout experience. In the audit, we discovered some gaps and issues that lead to serious drop-off, especially in checkout.
Before
In the new experience, there are various locations a user can enter their address depending on their current flow and geolocation appears in an encapsulated popup to minimize distraction. We use Google to auto-populate addresses and auto-fill as much as possible, with the ability to edit and refine if needed.
Once the address is saved, the user sees products and promotions that relate to their location and can continue on in their shopping path.
A comprehensive styles library
In order to be agile as we pivoted through a number of client redirections and brand changes, we created a complex and comprehensive set of Styles and Components library that enabled us to accelerate our solutions while keeping the platform consistent and accessible.
Take a look at some of those components in action below.
