UX/UI Designer
Caldero de Brujas
Project resulting from the thesis of Industrial Design Engineering and the final work of the UX/UI Designer Bootcamp. Caldero de Brujas is a brand of soft drinks that differentiates itself from its competitors both in terms of the beverages and the treatment of the packaging, as well as the business model proposed.
It is divided into four main sections:
Corporate
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Packaging
From the conception of the project, it was established that the soft drink bottles would be made of glass. Bearing in mind that one of the main premises was differentiation from the competition, an asymmetrical bottle was designed. It is inspired by the traditional shape of the bottles, with a witch's hat tilted at the neck.
They would be manufactured at industrial level to ensure high production. The glass must be transparent, which can come from recycled material, as long as the minimum purity of the material is guaranteed.
The 26 H180 crown cap is the chosen closure for the bottle. In order to optimise and standardise the dimensions and guarantee the safety of the bottle, the UNE 126102:2011 standard was followed.
The bottle transport boxes designed for online sales and home delivery are made of cardboard, following model 713 of the FEFCO code. Inside, they have a series of separators (FEFCO 933) that prevent the bottles from colliding with each other and breaking during delivery. They have a capacity of 6x4 bottles.
The packs of bottles for sale in supermarkets are made of cardboard.
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Business model
The business model is based on the premise of differentiation from the competition. To do this, a system for personalising soft drinks was devised, through which more than 4 million different combinations of soft drinks could be created. All these possible varieties can be generated through the Caldero de Brujas app.
There are two ways to buy the soft drinks. Through the app, home orders can be placed after creating customised drinks. For sale in supermarkets, a selection of 8 standard soft drinks is distributed.
In Spain, an attempt has been made to implement a return system for glass bottles in supermarkets in several regions, but with unsuccessful results. Therefore, an alternative system for collection and reuse has been designed. Crates of bottles from Caldero de Brujas online orders can be dropped off at a number of collection points or requested for collection when placing a new order.
Corporate image
Due to the enormous variety of possibilities of soft drink combinations, a system was devised to create the drinks in a simple way. It consists of 6 steps: you choose the base of the drink and whether it is a carbonated drink or not, then you can choose up to 3 extra ingredients, and finally, you determine the type of sweetener.
Each ingredient has one or two colours associated with it, so that when the combination is complete, a unique colour code is formed for each soft drink. As far as possible, the colour ranges are selected in such a way that they can be quickly associated with the ingredients.
App Caldero de Brujas
To carry out the proposed business model, it is necessary to create an app with which to place orders for Caldero de Brujas soft drinks, as well as to manage the return of the bottles once they have been used.
The research, information search and surveys were common to both parts of the project. Then, the ideation of the business model and the app went hand in hand. For this, the Design Thinking methodology was followed. Through the use of different canvases, we gradually detailed what the final product would be like. Some of them were the UX Strategy Canvas or the Business Canvas.
With all the information obtained from these processes, three User Personas were created. With well-differentiated profiles between them, a User Journey was generated for each of them, with which to identify those moments and situations in which the user could use the application, as well as possible blockers.
The next step was to establish the Information Architecture (IA). Using the Card Sorting process, the basic functions that the app should have to satisfy the user's needs were chosen and then sorted into affinity groups.
Through the Site Map, the simple structure created in the previous process was expanded much further, giving more insight into how the application would eventually be structured. When building it, it was found that three main menu options were sufficient to reach the whole project: Home, Drinks and User. From these sections, any action can be performed.
Two different scenarios were considered to create the Flows that users would make through the application to perform an action:
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How to place an order, completing the minimum quantity of units and with the purchase and payment process.
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How to return the empty bottles with the two possible options: home collection or delivery to a collection point.
Wireframes were created after the Web Map and Flows. The first ones were made with pencil and paper, on dirty paper, to obtain the first sketches in a simple way. Then, they were moved to Sketch, where they would be designed from low definition (LOW) to high definition (HIGH) and, finally, the visual styles. In the image, you can see the set of wireframes created in LOW, in the early stages of the design process.
Below is the process of customising drinks and placing an order, now with the final visual style, created for the Caldero de Brujas app.
Future project expansions
During the development of the project, there were several points that were intended to be part of Cauldron of Witches, but had to be discarded in order to achieve a more solid and cohesive MVP.
Once the project was completed, a compilation was made of these parts that would have to be developed and designed if it was decided to bring this project to reality. Some of the proposed extensions are shown below.
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Expansion of Caldero de Brujas' catalogue of packaging formats: larger capacity glass bottles and aluminium cans.
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Design of secondary packaging, mainly for packs of two bottles of standard soft drinks for supermarkets.
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Design of the digital platforms also to the web format and full development of the app. Develop the returns sections, optimise the selection of ingredients, etc.
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Creation of a disciplinary team to analyse soft drink blends, to determine if there are any inconsistencies between blends and to identify the best performing blends.
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Extension of the list of ingredients available to create soft drink blends.
