Gazela
TEAM: 7 PX | DURATION: 1 MOTHS | ROLL: UX/UI
Gazela is a Portuguese wine brand, part of the Sogrape group.
At the moment, it is trying to gain relevance among young people, as the brand presents itself as youthful, fresh, and relaxed.
Gazela
TEAM: 7 PX | DURATION: 1 MOTHS | ROLL: UX/UI
Gazela is a Portuguese wine brand, part of the Sogrape group.
At the moment, it is trying to gain relevance among young people, as the brand presents itself as youthful, fresh, and relaxed.
the problem
At the moment, the primary consumers of Gazela are men in the 40-50 age range. However, the brand aims to shift its target audience towards Millennials and Generation Z, creating a community.
the problem
At the moment, the primary consumers of Gazela are men in the 40-50 age range. However, the brand aims to shift its target audience towards Millennials and Generation Z, creating a community.
the solution
To make an impact on Generation Z and Millennials, Gazela needs to have a strong online presence to create engagement and familiarize young people with the brand.
the solution
To make an impact on Generation Z and Millennials, Gazela needs to have a strong online presence to create engagement and familiarize young people with the brand.
Desk research
According to studies, Generation Z and Millennials actively seek personalized, immersive, and interactive experiences, both in-person and online. In fact, 75% of them claim to have made at least one purchase based on what they saw on social media.
However, the online presence of wines is not properly segmented, and this reflects in consumption trends. In Portugal, young people tend to consume more beer (5.3% overall) than wine, with 1.4% for boys and 0% for girls.
competitors
From direct and indirect analysis of some brands strongly recognized and consumed by young people, we conclude that all of them have a strong online presence and try to appeal to the nostalgia of good times spent with family and friends.
Furthermore, all of them have a strong visual component and occasionally offer exclusive merchandise that enhances the feeling of being a coveted item.
interviews
Have you tasted Gazela?
95%
yes
5%
no
Have you tasted Gazela?
73%
yes
27%
no
In what moments do you usually consume wine?
45%
dates
40%
meals
15%
nightlife
Do you often play drinking games?
51%
yes
49%
no
What type of content do you usually consume on the internet?
40%
humorous
32%
informative
28%
artistic
Francisca | 21 anos
University Student, Single
NEEDS:
Francisca seeks to connect with new individuals and expand her social circle.
PAINS:
She doesn’t have much time so she values efficiency and practicality.
persona
Ideate
GURU, a Digital Brand Persona
In the first phase of our strategy, we introduced the cornerstone of our platform - the Digital Guru. This carefully curated persona embodies the very essence of Gazela's brand values.
We meticulously chose a digital native figure whose personality harmonizes seamlessly with Gazela's core values. Authenticity and a distinctive sense of humor became their signature traits.
The Digital Guru took center stage, crafting content that speaks directly to our target audience. Each piece of content radiates the authenticity that defines Gazela, all while delivering a dose of humor.
Delivering entertainment
Challenges
Our second step revolves around infusing the platform with entertaining challenges, all under the guidance of our Digital Guru.
These challenges provide users with moments to disconnect from their fast-paced lives and embrace pure entertainment.
We introduced a rewarding points system, ensuring that users can compete and celebrate their achievements. Points earned through challenges can be redeemed for exciting rewards, adding a playful dimension to the platform.
To sustain user engagement, we constantly introduce fresh challenges, ensuring there's always something new to explore and conquer.
Building an engaged Community
In our final step, we focus on nurturing a lively user community within the platform.
This community not only fosters interaction but also encourages the creation of user-generated content (UGC), further amplifying Gazela's values of relaxation and light-heartedness.
We've incorporated features that enable users to connect with like-minded individuals, discuss their experiences, and foster a sense of belonging.
Users are empowered to contribute their content, be it related to challenges, the Digital Guru, or the Gazela brand. This UGC is seamlessly integrated into the platform and shared across social media channels. To promote sharing and engagement, we offer enticing incentives to users who share their content, such as exclusive rewards and community recognition.
(You can see other flows in Figma on the web version of this site)
Gazela
TEAM: 7 PX | DURATION: 1 MOTHS | ROLL: UX/UI
Gazela is a Portuguese wine brand, part of the Sogrape group. At the moment, it is trying to gain relevance among young people, as the brand presents itself as youthful, fresh, and relaxed.
the problem
At the moment, the primary consumers of Gazela are men in the 40-50 age range. However, the brand aims to shift its target audience towards Millennials and Generation Z, creating a community.
the solution
To make an impact on Generation Z and Millennials, Gazela needs to have a strong online presence to create engagement and familiarize young people with the brand.
Desk
research
According to studies, Generation Z and Millennials actively seek personalized, immersive, and interactive experiences, both in-person and online. In fact, 75% of them claim to have made at least one purchase based on what they saw on social media.
However, the online presence of wines is not properly segmented, and this reflects in consumption trends. In Portugal, young people tend to consume more beer (5.3% overall) than wine, with 1.4% for boys and 0% for girls.
competitors
From direct and indirect analysis of some brands strongly recognized and consumed by young people, we conclude that all of them have a strong online presence and try to appeal to the nostalgia of good times spent with family and friends.
Furthermore, all of them have a strong visual component and occasionally offer exclusive merchandise that enhances the feeling of being a coveted item.
interviews
Are you familiar with the Gazela brand?
95%
yes
5%
no
Have you tasted Gazela?
27%
no
73%
yes
In what moments do you usually consume wine?
40%
meals
45%
dates
15%
nightlife
Do you often play drinking games?
51%
yes
49%
no
What type of content do you usually consume on the internet?
40%
humorous
32%
informative
28%
artistic
Persona
Francisca • 21 anos
University Student • Single
NEEDS:
Francisca seeks to connect with new individuals and expand her social circle.
PAINS:
She doesn’t have much time so she values efficiency and practicality.
User journey
STAGES
Thinking & Feeling
Doing
Opportunities
STAGE 1
I’m kind of bored, Let’s scroll down in instagram
Scroll on instagram, finding a app and opening landing page of platform
Make use of social media marketing to create new followers and brand awareness
Visual appealing ads
STAGE 2
"Yes, I'm 18. If I weren't, I'd still say I was!"
Accept that she has more than 18 years old and makes a register
Prioritise different ways to access the platform
Gather information for marketing purposes and personalize the experience
Display rewards
Visual appealing UI
STAGE 3
It seems interesting!
Select date, place and mood
Gather information to personalize the experience
STAGES
Thinking & Feeling
Doing
Opportunities
STAGE 4
Match maker. It can be a trigger or a killer.
Type of challenge appears;
Share QR code
Visual appealing UI with brand mascot;
Opportunity to create engagement between different persons;
Avatar personalization
STAGE 5
Ahahaha! How embarassing!
Answer of different types of questions
Creation of humorist content;
Guru gives comments to create engagement
STAGE 6
Wow! After all it’s a match maker! Look at this card! I’m gonna share it
Share of explosive card on instagram for friends
Creation of personalized humorist card that can be shared;
Opportunity to share the card and create brand engagement;
Display rewards
GURU, a Digital Brand Persona
In the first phase of our strategy, we introduced the cornerstone of our platform - the Digital Guru. This carefully curated persona embodies the very essence of Gazela's brand values.
We meticulously chose a digital native figure whose personality harmonizes seamlessly with Gazela's core values. Authenticity and a distinctive sense of humor became their signature traits.
The Digital Guru took center stage, crafting content that speaks directly to our target audience. Each piece of content radiates the authenticity that defines Gazela, all while delivering a dose of humor.
Delivering entertainment Challenges
Our second step revolves around infusing the platform with entertaining challenges, all under the guidance of our Digital Guru.
These challenges provide users with moments to disconnect from their fast-paced lives and embrace pure entertainment.
We introduced a rewarding points system, ensuring that users can compete and celebrate their achievements. Points earned through challenges can be redeemed for exciting rewards, adding a playful dimension to the platform.
To sustain user engagement, we constantly introduce fresh challenges, ensuring there's always something new to explore and conquer.
Building an engaged Community
In our final step, we focus on nurturing a lively user community within the platform.
This community not only fosters interaction but also encourages the creation of user-generated content (UGC), further amplifying Gazela's values of relaxation and light-heartedness.
We've incorporated features that enable users to connect with like-minded individuals, discuss their experiences, and foster a sense of belonging.
Users are empowered to contribute their content, be it related to challenges, the Digital Guru, or the Gazela brand. This UGC is seamlessly integrated into the platform and shared across social media channels. To promote sharing and engagement, we offer enticing incentives to users who share their content, such as exclusive rewards and community recognition.
Gazela
TEAM: 7 PX | DURATION: 1 MOTHS | ROLL: UX/UI
Gazela is a Portuguese wine brand, part of the Sogrape group.
At the moment, it is trying to gain relevance among young people, as the brand presents itself as youthful, fresh, and relaxed.
Gazela
TEAM: 7 PX | DURATION: 1 MOTHS | ROLL: UX/UI
Gazela is a Portuguese wine brand, part of the Sogrape group.
At the moment, it is trying to gain relevance among young people, as the brand presents itself as youthful, fresh, and relaxed.
the problem
At the moment, the primary consumers of Gazela are men in the 40-50 age range. However, the brand aims to shift its target audience towards Millennials and Generation Z, creating a community.
the problem
At the moment, the primary consumers of Gazela are men in the 40-50 age range. However, the brand aims to shift its target audience towards Millennials and Generation Z, creating a community.
the solution
To make an impact on Generation Z and Millennials, Gazela needs to have a strong online presence to create engagement and familiarize young people with the brand.
the solution
To make an impact on Generation Z and Millennials, Gazela needs to have a strong online presence to create engagement and familiarize young people with the brand.
Desk research
According to studies, Generation Z and Millennials actively seek personalized, immersive, and interactive experiences, both in-person and online. In fact, 75% of them claim to have made at least one purchase based on what they saw on social media.
However, the online presence of wines is not properly segmented, and this reflects in consumption trends. In Portugal, young people tend to consume more beer (5.3% overall) than wine, with 1.4% for boys and 0% for girls.
competitors
From direct and indirect analysis of some brands strongly recognized and consumed by young people, we conclude that all of them have a strong online presence and try to appeal to the nostalgia of good times spent with family and friends.
Furthermore, all of them have a strong visual component and occasionally offer exclusive merchandise that enhances the feeling of being a coveted item.
interviews
Have you tasted Gazela?
95%
yes
5%
no
Have you tasted Gazela?
73%
yes
27%
no
In what moments do you usually consume wine?
45%
dates
40%
meals
15%
nightlife
Do you often play drinking games?
51%
yes
49%
no
What type of content do you usually consume on the internet?
40%
humorous
32%
informative
28%
artistic
persona
Francisca
21 anos
University Student
Single
NEEDS:
Francisca seeks to connect with new individuals and expand her social circle.
PAINS:
She doesn’t have much time so she values efficiency and practicality.
Ideate
GURU, a Digital Brand Persona
In the first phase of our strategy, we introduced the cornerstone of our platform - the Digital Guru. This carefully curated persona embodies the very essence of Gazela's brand values.
We meticulously chose a digital native figure whose personality harmonizes seamlessly with Gazela's core values. Authenticity and a distinctive sense of humor became their signature traits.
The Digital Guru took center stage, crafting content that speaks directly to our target audience. Each piece of content radiates the authenticity that defines Gazela, all while delivering a dose of humor.
Delivering entertainment
Challenges
Our second step revolves around infusing the platform with entertaining challenges, all under the guidance of our Digital Guru.
These challenges provide users with moments to disconnect from their fast-paced lives and embrace pure entertainment.
We introduced a rewarding points system, ensuring that users can compete and celebrate their achievements. Points earned through challenges can be redeemed for exciting rewards, adding a playful dimension to the platform.
To sustain user engagement, we constantly introduce fresh challenges, ensuring there's always something new to explore and conquer.
Building an engaged Community
In our final step, we focus on nurturing a lively user community within the platform.
This community not only fosters interaction but also encourages the creation of user-generated content (UGC), further amplifying Gazela's values of relaxation and light-heartedness.
We've incorporated features that enable users to connect with like-minded individuals, discuss their experiences, and foster a sense of belonging.
Users are empowered to contribute their content, be it related to challenges, the Digital Guru, or the Gazela brand. This UGC is seamlessly integrated into the platform and shared across social media channels. To promote sharing and engagement, we offer enticing incentives to users who share their content, such as exclusive rewards and community recognition.
(You can see other flows in Figma on the web version of this site)