Explore and grab a drink

Innovate Your Way

Duration

3 weeks

Challenge

Coca-Cola Brazil was looking for ideas to develop a mobile app that would help promote its isotonic drink, i9.

The Scenario

We at the creative department in MJV agency (Rio, Brazil) received a request from our client, Coca-Cola Brazil. The client was looking for ideas to develop a mobile app the would help promote and increase the sales of their isotonic drink called i9.

A specific target audience was provided to us. According to client’s own vision, i9 was not a sports drink! The client intended to promote this beverage between people who navigate the city on foot.

Who are the walkers?

No. They’re not the Walking Dead’s zombies! MJV’s amazing and talented research team went to the streets to talk with people, the living ones! And ask questions about their daily commuting, what do they do during their lunch times, how they navigate and explore the city. Later, researchers and designers (me included) gathered together to condensate, group and organize the data.

After some brainstorm sessions, we selected a target audience:

• People who use walking as main transportation method, to go to work, leisure activities, random explorations.

• People who take lunch breaks out of the office, use this time to go to restaurants, outdoor spaces, or to take strolls.

The following insights were collected from the research data and guided our ideation process:

• Stay cool and hydrated! In very hot weather Brazilian cities - like Rio - staying hydrated is very important. Purchasing cold on-the-go beverages and snacks is a common behaviour between most of the people. There are plenty of street vendors and convenience stores to buy from.

• The precious lunch breaks. Brazilian office workers usually receive from employers a financial benefit for lunch meals and also have 1 hour lunch breaks, which creates the culture of going out for lunch every weekday. New food options to break the routine is always welcome.

• Using breaks to stroll and relax. Continuing on the work breaks topic, office workers also demonstrate interest in going for regular walks during their breaks. They usually use this opportunity to explore the surroundings, purchase things, or just take a fresh air in a park.

• Innovating a routine walk. People who go to work on foot regularly are usually interested in new things on their way. Taking a different route just for a change, a new store that just opened, this art installation that they never seen before.

Innovate your Way

After several brainstorm meetings, ideation sessions, sketches, testing, sketching, sketching, repeat… the creative team came up with the Innovate your Way app idea.

Innovate your Way is a social geolocation app that allows people to discover new places around them. When walking to work, or in their regular stroll during work breaks, users can use the app to find nearby locations - less than 15 minutes away - so they can make a quick detour and innovate their walking routine by discovering something new. Those locations are places posted by other users, such as restaurants, parks, art installations, monuments, etc.

On the Home Screen users can find the main feed. The feed shows nearby locations posted by order users (or i9 official account itself) ordered by distance. To find a new place to discover is simple, check the feed, tap on one of the locations, the the app will show more details and directions. The diagram below shows how this interaction works:

Why the name “Innovate your Way”? i9’s brand name when read in Brazilian Portuguese sounds like the word “inove”, which means innovate in English. The name of the app plays with the brand name and the idea to innovate your daily walks.

Adding new locations

Users can also add their own places and share with other people the hidden gems of their city. To do that, on the Home Screen users can tap the Main Action Button (Plus Button) on the navigation bar. On the next screen, the app will require users to input details about the location, such as title, address, photo, etc.

Other Sessions

The navigation bar at the bottom of the screen allows users to access other sessions of the app. These sessions are:

• Favourites: Users can add locations to their favourite list. This session allows users to access their favourite locations and manage them.

• My Places: This sessions let users manage the posts they have created before, from there they can edit posts, check likes, or delete locations.

• Friends: From this tab users can see their friends list, manage friends, search for friends.