Overview
Redesign of Mazatún’s digital experience to connect a traditional fast-moving consumer goods (FMCG) brand with modern consumers, transforming its website into a dynamic and interactive platform focused on recipes, quick search, and practical culinary content.
Role: Lead Product / UI/UX Designer
- Agency / Collaboration: Viernes (Hermosillo, Sonora, México)
Industry: FMCG & Culinary
Approach: Mobile-First Design & Content Strategy
Deliverables: User Research, Sitemap, Mobile & Desktop Interactive Prototypes
01. The Challenge & User Research
The Goal:
Modernize the brand’s digital presence to meet the needs of homemakers and home cooks looking for quick, healthy, and affordable cooking solutions.
Target Archetype:
Mariana (38) — Busy Mom & Home Cook. She looks for easy recipes, organized by ingredients and prep time, that she can browse on her mobile device while she cooks.
Key Findings:
Mobile browsing should be the top priority (Mobile-First).
Users prioritize clarity regarding ingredients, cooking times, and quick filtering over long blocks of text.
02. UX Strategy & Core Capabilities
Categorized Recipe Engine:
Modernize the brand’s digital presence to meet the needs of homemakers and home cooks looking for quick, healthy, and affordable cooking solutions.
Interactive Step-by-Step Guidance:
A clear, visual layout of ingredients and simplified steps for use in the kitchen in real time.
Integrated Brand Campaigns:
Spaces designed to highlight seasonal campaigns and specific products without disrupting the user’s browsing experience.
03. Impact & Key Takeaways
Data-Driven UI:
Design decisions and iterations continuously informed by user research.
Mobile-First Utility:
Fully optimized for smartphones, ensuring fast and seamless access to the culinary catalog.
Content-First Value:
The content hierarchy and visual clarity made the website a practical tool for consumers to use on a daily basis.
Project Disclaimer & Intellectual Property Notice
This project was developed in collaboration with Viernes in Hermosillo, Sonora. All brand assets, culinary concepts, and UI designs are displayed for portfolio and illustrative purposes only. All rights, trademarks, and intellectual property remain reserved by Viernes and Mazatún.
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