ZX Ventures | Estación

ZX Ventures is the global investment and innovation group of Anheuser Busch InBev.

Estación was a pre-seed beverage courier service in Paraguay.

Problem

Purchasing alcohol at the supermarket has multiple points of friction and is especially inconvenient for unplanned occasions.

Solution

Estación offers your favorite beverages at supermarket prices, delivered cold in less than 35 minutes. It offers the lowest prices, the fastest delivery, a large variety and assortment, and guaranteed cold beverages.

 

Target Customers

  • Wants the best promotions, wants to save money

  • Loves hosting and entertaining

  • Likes the in-store experience

 

Competitive Research & Analysis

Competitive research focused on other beverage courier services and apps.

By mapping out the features for each courier service, we were able to compare and contrast them to find commonalities and market differentiating opportunities. This helped inform which features are critical to include for Estación’s target market.

 

Site Map

Estación’s site map follows the standard e-commerce experience: homepage, browse products, view product, add to cart, checkout.

 

User Flow

Based off 4 specific target users, we mapped out specific features that needed to be included on specific sites of the site map.

  1. First Time User: Enter address on the homepage.

  2. First Time User: Enter address on the product page.

  3. Returning User: Already set address but not registered.

  4. Returning User: Already set address and registered.

 

Delivery Process Operations

In order to best serve Estación’s users through the mobile and desktop experience, we had to understand the operations behind delivering beverages to them. We partnered with Estación’s local operations team to confirm this operational process.

Understanding these operational aspects of the business informed the necessary design and communication around delivery times, billing, and other status indicators.

 

Information Architecture

Mapping out the information architecture and navigation flow informed which components needed to be included on each page for each feature in the wireframes.

 

Wireframes

Initial wireframes focused on the navigational flow.

Several iterations of wireframes were produced after rounds of review with and feedback from stakeholders.

 

Design System & UI Kit

Before moving into high-fidelity design, I established a design system and UI kit that aligned with Estación’s branding.

 

High-Fidelity Design & Final Prototype

With the design system and UI kit established, I overlayed the design components onto the wireframes to produce high-fidelity design for feedback and review.

After several design iterations, I produced the final prototype.