The Project

More than a corporate website, the brand's translation into a service and content hub

The project involved creating and designing several modular and reusable features that generate value for Coca-Cola consumers, with both economic and emotional benefits. The hub also provides greater standardization of the brand's operations in the digital environment and a support mechanism for various offline initiatives (O2O, Online-to-Offline).

The Challenge

Flexibility and agility to absorb a turnaround

After many months of work, with the layouts already finalized, we faced an unimaginable setback: the Covid-19 pandemic. Suddenly, with 80% of the project complete, the "Better Together" value proposition, which had guided the entire development, had to be transformed into "Better Apart." Outracoisa* had a month to go back to the drawing board and rethink the product's core concept, leaving aside features and screens and implementing some pandemic-related initiatives.

It's at these times that the word partnership comes into play. Outracoisa* has worked with Coca-Cola since its founding in 2015, and a relationship only survives with strong team spirit and a desire to make things happen. With a strong sense of urgency, we launched the new website in record time, and only after the dust had settled could we return to the methodology, redefine the strategy, and polish the final solution.

The Process

Communication and transparency

The product development process always intertwines with other processes, such as legal, financial, logistical, and business processes. In a scenario of extreme change, large companies can experience this effect intensified, so an agile communication process avoids rework and stagnation. Ultimately, the user benefits most, and the goal is to shield the product's simplicity from the complexity of the context.

Another important process is the design system, which documents thinking and prepares the product for healthy evolution. A good design system defines rules for product growth and prevents it from losing its identity over time.

The Solution

Design System, the solid foundation for evolution

Cocacola.com.br is the services and content hub for one of the world's most valuable brands. Coca-Cola's various digital products were organized into a new, simpler, and clearer architecture for users. An offers section centralized all promotional initiatives from all regions into a single, consistent point of contact and a "Recyclables" vertical now offers services for consumers, such as the Virtual Bottle, which handles the digital management of returnable bottles.

New services and content are being incorporated into the hub within an evolving design system. One of the main objectives achieved with the product is an evolutionary path of continuous relationship with the brand, beyond "spot" campaigns and promotions.

Results

Two dimensions of success

Success came in two directions. From the inside, despite appearing simple, the product reflects a logistical and business complexity that is hard to imagine from the outside. The hub is an umbrella of standards, modules, and structures that connect online and offline. From the outside, the performance indicators are impressive. The 200 days after launch brought in triple the number of visitors compared to the previous 200 days. The bounce rate dropped by almost half, and session time more than doubled. But more than numbers, with a brand of this size behind you, the world changes in small details.