App mobile | 2021

Cremolatti Case Study

Summary

Cremolatti is an Argentine ice cream company that has evolved from a traditional business into an established brand, aiming to satisfy even the most discerning palates.

Commitment and responsibility are the core values of this brand, enabling it to lead the market and adapt over generations. Today, it continues to do so using its own modern, attractive, flexible, and reliable service methods.

The initiative arose during the 2020 pandemic, which affected many businesses and forced them to reform their sales strategies to become more efficient, committed, and customer-focused.

I conducted research on the Cremolatti brand, one of my favorite ice cream parlors, to understand customer needs during service. The goal was to find solutions aligned with the brand's core values.

Having ordered by phone in the past, I experienced the uncertainty and frustration about delivery times, especially in areas not fully covered by popular delivery apps. This showed a need for improvement in the service.

Problem definition

Currently, Cremolatti does not control its home delivery process. Relying on third-party apps creates issues with customer satisfaction due to the following problems:

Dependence on external apps, resulting in no direct system for complaints and suggestions.
Uncertainty about which stores are available, even with recent corporate facade renovations.
Lack of a real-time delivery system.
No rewards program for frequent customers.
Absence of customer satisfaction surveys.

What can be improved?

To better organize service processes and meet customer needs, the following strategies are recommended:

Enable store location visibility.
Gather customer statistics.
Allow customers to manage their profiles.
Display product categories clearly.
Increase opportunities for service personnel employment.
Communicate order status updates.
Introduce customer motivation programs.

How can it be achieved?

By implementing an effective, dynamic, and flexible app, Cremolatti can achieve the following:

Monitor store availability.
Manage user accounts and profiles.
Develop more complex promotions.
Address customer complaints.
Notify about product availability.
Track the delivery process in real-time.
Simplify payment methods.
Implement a customer loyalty program.

Why is it necessary?

The fast-paced lifestyle and the constant growth of franchises across Argentina make it ideal to implement this mobile app. It can generate a positive impact for both customers and the brand, reinforcing Cremolatti's core values of commitment and responsibility, which have always characterized the company.

Archetypes

Mathias

Business Analyst

Is a father of two children. He is hardworking, deeply committed, and enjoys sharing rewarding moments with his family. This motivates him to strive and dedicate himself to creating well-being for those around him.

Being the provider for his family makes him feel like a hero. At times, he seeks something delicious to share instantly with his children.

Agustina

Student

Is a young dreamer who enjoys spending her free time with friends after school or university. She expresses a rebellious desire for freedom while embracing the joy of her youth.

Is someone who loves to express herself and explore the world. She has a strong desire to discover new things, break away from societal norms, and escape the monotony of daily life. For her, enjoying an ice cream is a joyful activity, often included in her plans for fun.

Norberto

Retired

Is a grandfather with a protective attitude. During his youth, he spent little time at home. He now feels responsible for fostering learning and valuing critical thinking, sharing his knowledge to help others understand the world.

Having dedicated much of his life to work, he now wants to make the most of his time by enjoying moments with his grandchildren. Sharing a high-quality ice cream, suitable for all ages, is one of his favorite activities.

MVP

Locate the nearest store.
Create a user profile.
Choose product categories, sizes, flavors, and add-ons.
Receive alerts about store, delivery, or product availability.
Access a secure payment section.
Decide whether delivery is at home or for in-store pickup.
Use customer benefits and loyalty perks.
Enable geolocation for better service.
Implement a barcode system for order identification in-store.

SKETCHING

This was the process where I brainstormed various ideas about the layout, grid structure, tile usage, and element positioning. The entire process was subject to iterations, with changes made to both the concepts and the user flow.

WIREFRAMES

After designing an appropriate navigation flow, further changes were made based on functionality insights. The final proposal was crafted to ensure users experience a functional and user-friendly interface.

PROTOTYPE

The prototype was developed considering the aforementioned parameters to create a coherent flow for its primary functions. It features a simple and efficient interface that clearly communicates the service offerings.

During the UI planning phase, a monochromatic palette was prioritized, with occasional contrasting elements to balance the corporate red color. This approach ensured the corporate identity was preserved.

UI Kit

Here is a short kit used in the UI process:

Buttons
Cards
Tex-style
Icons