To help consumers make the best choice among Brastemp products unifying the e-commerce and the institutional portal. Also to facilitate the purchase and create excellence in after-sales.

To help consumers make the best choice among Brastemp products unifying the
e-commerce and the institutional portal. 

User needs

I started my research as a potential buyer so I tried to understand everything users need to know before buying a refrigerator.

User needs

I started my research as a potential buyer so I tried to understand everything users need to know before buying a refrigerator.

When the team started to draw the journey, we gathered some strategists and designers to discuss.

We have gone from a linear journey to a more complex model: The Shopping funnel transformed into a cycle where each moment is worth more.

To do that we divided the journey into four key moments and created a perspective about what we wanted to achieve.

When the team started to draw the journey, we gathered some strategists and designers to discuss.

We have gone from a linear journey to a more complex model: The Shopping funnel transformed into a cycle where each moment is worth more.

To do that we divided the journey into four key moments and created a perspective about what we wanted to achieve.

Many opportunities were discovered in this step. The most important was the necessity to create a service that will support consumers in every step of the funnel, even in physical stores.

Within a general view of the user's journey, I started to understand Brastemp consumers. By analyzing the collected data and some profiles sent by the client, I got into three major profiles.

- Luxury and decoration
- Open House
- Loyal

Then I started to draw a content strategy:
setting communication tone, defining approaches and segmenting strategy for each cluster.

Below you can see the “Luxury and decoration” persona:

Within a general view of the user's journey, I started to understand Brastemp consumers.

Below you can see the “Luxury and decoration” persona:

After the definition of content and personas, I started the sitemap knowing that my main challenge was to unify the e-commerce and the institutional portal into a unique website. Below you can see how the structures of both websites were and how we proposed the new version.

How it was

When we started the project Brastemp had two different websites.

After the definition of content and personas, I started the sitemap knowing that my main challenge was to unify the
e-commerce and the institutional portal.

As usual, before the wireframes, I started some sketches. On the concept sketch, I’ve created a huge structure setting rules and orienting the content according to users’ needs.

As usual, before the wireframes, I started some sketches. On the concept sketch, I’ve created a huge structure setting rules and orienting the content according to users’ needs.

Home

As the principal page of the portal, the relevance was Huge. So I decided to represent "the consumer dream kitchen" on their first access. To do this, we used audience strategy by crossing personas profile, Brastemp proprietary information, and third party data. 

Home

As the principal page of the portal, the relevance was Huge. So I decided to represent "the consumer dream kitchen" on their first access.

Chatbot - GAB

We evolved "Brastemp consultant service" to a chatbot.

Acting as an assistant during pre and post-purchase and becoming a permanent CRM system.

The biggest difference between any other chatbot is that GAB also is present in physical stores. Its presence will be used in partnership with the main retailers and assist buying in physical stores.

Chatbot - GAB

We evolved "Brastemp consultant service" to a chatbot.

Acting as an assistant during pre and post-purchase and becoming a permanent CRM system.

This is the visual identity of the "always by your side assistant" (GAB).

This is the visual identity of the "always by your side assistant" (GAB).

You can check the final result of the project in the video below. We created this video for the pitch. Also as a design interaction guide.

I would like to give special credits to Danilo Nagura, Marco Leal, Francisco Adelano, Camila Moletta and also to the Creative Technologist Thomaz Abramo for this project.