Mobile First | La innovación tecnológica en marcas

Mobile First | Technological innovation in brands

CRUZCAMPO – MOBILE FIRST

Brand communication analysis, user journey, and app proposal

First of all, for a better understanding of the text, we will clarify the term Mobile First. It is based on the idea of create websites and apps that are optimized for mobile devices firstsuch as smartphones and tablets. This means that the design focuses on the user experience on a small screen, and then adapts for larger screens like those of desktop computers or laptops.

Brand Study

Our study brand, Cruzcampo, is a beer brand. It is currently a well-known brand in the sector and stands out in marketing terms for its creative advertising campaigns. However, we cannot say the same about its communication in the digital media.

Weak points in brand communication

• Consumers who are not located near large stores and want to purchase the product near where they live lack information about the nearest point of sale.

• Lack of engagement and interaction on social media.

• Low participation of the target audience in applications with higher interaction such as in-app games, branded content or contests.

Solving weaknesses through an app

For each of the problems seen above respectively, the type of app-solution would be:

• Tool-centric or utility application, by which the consumer would use it to find the nearest points of sale, and thus avoid the possibility of buying another brand of that product because the establishment does not have it.

• Game-centric or application to interact more with users through the use of various elements in a fun way, thus improving the image and increasing awareness.

• Social-centric or an app for socializing and having a good time. The aim is to strengthen the brand-consumer relationship, promote brand engagement, or create communities to share photos and positive aspects of the brand.

Based on the problems and solutions analyzed above, we will discard Game-centric and Social-centric apps, as both lack utility for the end user and are only attractive to a very small audience segment. For the final app proposal, we have determined that geolocating (understanding this term as referring to the position of an object in space, measured in latitude, longitude, and altitude coordinates) the points of sale closest to the user's device is the most effective solution.

APP PROPOSAL

Final proposal-solution

App objective: To geolocate the nearest points of sale.

CUSTOMER USER JOURNEY

Development:

To put things in context, we will start our map with a short biography of the potential user as well as what they expect from the product.

Profile

A user between 20 and 35 years old, who plays sports occasionally, is active on social media, and enjoys sharing opinions and commenting in forums. On weekends, he meets up with friends to drink beer and play board games. Lately, he hasn't been able to find his favorite beer at his usual store and has had to travel far to buy it. He would like to find an alternative that offers better options closer to where he lives.

Expectation

• Fast response to results.

• Intuitive interface.

• Save time with the best option.

• Avoid long journeys to buy the product.

– Purpose of using the product:

Save time and avoid long journeys.

– Steps to achieve the goal:

Research on the web, compare similar apps, check reviews, download the app, register, open it, enter your postal code, run the search engine, select the nearest result, follow the directions to get to the nearest point of sale.

– Content that will go in the diagram:

The phases of awareness, discovery, consideration, use, and loyalty will be included, along with the following parameters:

Touchpoints: When does the user interact with the product?

ActionsWhat actions does the user perform at each step?

Pain pointsWhat obstacles does it encounter?

EmotionsHow do you feel during your interaction with the product?

Opportunities: What can we do to improve the experience at this step?