Today’s shoppers are hungry for convenient, time-saving meal options that keep up with busy schedules. The Coca-Cola Company’s Perfectly Paired Solutions can meet these needs – while increasing loyalty and selling larger baskets – through Perfectly Paired Solutions for meals.
client
Coca-Cola
Consumer/Beverage
agency
MRM/McCann Worldgroup
Role
Research, Strategy, UX/UI, Design System
Prototype Coming Soon
Epic Need: Create a Global Consumer Experience Platform through various apps with one single objective: Coke & [Purpose].
Problem Statement: Coca-cola bottlers are struggling to bring the customers back to their restaurants to dine in after COVID-19 slump.
Consumer tension: “Paradox of Choice” people struggle to decide what and where to eat.
What MVP tries to solve: “Simplify the process of decision” while “gamify” the experience of making the choice.
Solution: Develop a B-2-B-2-C marketing app, starting with Coke & Meals in Peru, that standardizes the way to reach and engage with consumers across the world. To build a single consumer experience where one can register for an account and access everything that local bottlers, and local outlets have to offer.
Research Findings
People:
• Worldwide, 40% of people have adapted towards restrictions and created new routines.
• 68% of people look forward to resuming dining at restaurants
• Once the pandemic has ended, consumer behavior will change as people will continue to place a heavy emphasis on value.
• As people re-emerge from the pandemic, there will be competition for these consumers and their new expectations.
Customers:
• Year-over-year (YOY) decline of 48.5% for seated diners.
• With social distancing, regulations and government mandates, many restaurants were forced to close their doors.
• The ones remaining open, were forced to adopt delivery and take-out technologies that are costly to implement, complicate restaurant operations, and charge high commission fees.
• Restaurants are suffering to return to pre-covid sales, while maintaining pre-covid margins.
Coca-Cola:
• “With Food” is the #1 opportunity for retaining and growing consumption amongst the weekly consumers.
• Meals contributed to 42% of the 2019 volume amongst core consumers globally
• Away From Home (AFH) is a strategic driver for growth. During 2019, AFH contributed 18% volume globally.
• Pandemic assumption is that during 2021 it will contribute to only 6% (Double digit drop Vs 2019)
The COVID-19 pandemic had the world face some challenging times for People and the Restaurants they love.
Personas
Meals Away From Home Journey
Meals Ordering Journey
“What do you want to eat?”
• The dreaded question is asked 365 times a year (Sometimes up to 3 times per day)
• 6.67 times a week for the average couple — resulting in 2 hours and 32 minutes a week of negotiating on what type of meal to eat.
• Dinner proves to be the most controversial mealtime as 46% of survey respondents say that’s the meal they debate about the most
• Nearly a quarter (24 percent) of those studied said they regularly find themselves trapped in some sort of food purgatory as their partner seemingly takes forever to decide what they want.
• Most (69 percent) don’t like to keep going to the same familiar restaurant and are regularly interested in trying new places and different types of food.
• 61 percent find it difficult to discover new restaurants.
Why is so hard to choose what/where to eat?
• The physiology of hanger: When we are hungry, our blood glucose levels drop. This can make it harder to concentrate and do simple tasks, even to behave.
• Paradox of choice: We have limited capacity to process a vast amount of information. Having so many options complicate the decision process, and none seems worth it.
• Limited resources: Modest budget, limited time, Stomach space (How much could I eat now?)
• Seek of value: You want to try something really GOOD, and you have to decide between Cheaper Vs Expensive, Healthy vs Fatty, Taste Vs volume, Fast Vs Fancy.
• Saturation Point: Sick of eating always the same, you feel like maximizing your value, but struggle to choose.
Insights from Affinity Mapping
Coke & Meals platform vision
Coke& Meals MVP turns functional meals into a rewarding experience by bringing people together as the world recovers from COVID by digitizing the shopper marketing for the meal occasion through a new system capability for one-to-one consumer engagement.
Ideation
User Flows
Information Architecture
Wire-framing
Design System
Functional Required Document
What I accomplished:
1.
Designed and delivered end-to-end user experiences, translating complex concepts into user flows, wireframes, mockups, and interactive prototypes that enhanced engagement and usability. Focused on creating an intuitive, seamless experience that aligned with Coca-Cola’s brand and digital strategy.
2.
Drove the product vision by leading user research, journey mapping, prototyping, and usability testing to craft a data-driven, customer-centric meal-pairing experience. Partnered closely with the VP of Product Design, stakeholders, and junior designers to execute a cohesive design strategy that met business and user needs.
3.
Led UX strategy and innovation for core and new platform features, identifying key design challenges and delivering scalable, data-backed solutions. Collaborated with cross-functional teams, including UI designers, junior UX designers, and product teams, to ensure a high-quality, conversion-optimized digital experience.