Combining marketing and technology, the Brinde com Elas (Toast with Them) platform encourages female empowerment, being a channel for women to buy drinks from other women, with reviews from experts and the community about the products.

Within our exploratory research we noticed that there is still a taboo for women who like alcoholic drinks, and this worsens when they go out alone to drink. I highlight the deep feeling of guilt that arises due to the demands of roles imposed on women, or attitudes that are not considered feminine, combined with the repression of alcohol consumption.

“Society was indoctrinated to see men with a glass in their hands while women remained behind, consuming less and in smaller proportions”

We collected data from the IBGE website on the topic and summarized our doubts in an online questionnaire (in which I took great care in constructing the questions) to understand the relationship between the female public and the marketing of alcoholic beverages. We obtained some data:

• 17% of women surveyed consume alcoholic beverages once or more a week
• 61% feel uncomfortable when they see advertising campaigns for alcoholic beverages involving women
• 86.2% of them consider representation important when purchasing a product

The results reaffirmed the need for change in the way alcoholic beverages are advertised to the female public, as women not only like to drink but also understand and produce it. This raises yet another question:

Why is there no visibility for women producers of alcoholic beverages?

We carry out benchmarking in the technology sector to analyze solutions within the topic, based on criteria that we consider essential. Due to the limited time of the project, we decided to analyze only two relevant products in Brazil: Zé Delivery and Maria Bonita Beer. We quickly identified an opportunity for innovation.

By filtering the searches, we identified the persona of the project: Lana Brito, graduated in marketing and passionate about craft beers.

Lana is self-taught and always wanted to turn her hobby of brewing into something more professional. She manages to sell her product by advertising on her social networks, but it's not enough. She is also unsuccessful in closing partnerships, as she feels discriminated against due to her gender and believes that she is not taken seriously in the industry.

Now Lana wants her product to reach more people and have the support she needs for her career as an independent producer of craft beers.

So that all the group's ideas could be heard, I suggested applying the Crazy Eights ideation technique, which narrowed the vision of the final product and, on top of that, was a moment of relaxation and team bonding (unfortunately, I didn't record the drawings generated). This is how the idea of the web platform emerged, with the aim of being accessed both on the computer and on the cell phone.

Performing pair design, we decided to start creating the layout in desktop orientation so we could work on marketing on the landing page. Together with the developers, we plan the information architecture of the platform, as well as the happy path on the user flow.

An essential point for the project was attention to the tone of voice across the entire platform, where words such as “affection” and “refuge” were chosen to bring trust and security to the public.

With this in mind, we seek to offer a channel for exchanging information through a chatbot, where we create the flow of possible dialogues.

In this stage of creating the wireframes, I paid more attention to the payment part, as it deals with sensitive data and is a process that generally causes friction with the user. Therefore, I tried to simplify payment so that it could be done in 1 or 2 clicks without losing the complete view of what you are purchasing.

We created the platform's style guide with a focus on conveying confidence and energy. We define the colors, typography, sizes and styles of the buttons, as well as the interactions. Then we moved to the high-fidelity prototype.

In parallel with the production of the prototype, I managed to create the platform's logo, focusing on being dynamic, festive and feminine.

I'm providing the link to access the interactive prototype and any feedback is welcome!

Brinde com Elas prototype

Oh! I'm also providing the link to the developed platform.

Brinde com Elas platform

Designing solutions at events such as Hackathons, within a limited time, made me experience rapid professional maturity, as I dealt with a multidisciplinary team and a real problem. I was even able to work with a chatbot, a technology that I wasn't used to but opened up many possibilities for implementation in different projects.

All the effort of this team of strong and competent women was evident, because:

The project won the 2nd place prize!

Thank you for every moment of exchange and welcome. See you soon!