Project Type: Proof of concept
Role: UX Researcher | UX Designer
ABOUT PROJECT
I collaborated with the Clase Azul team in a Design Acceleration Lab (DAL) and a group of UXers to redefine the digital experience for their website, aiming to elevate it to the standard of their luxury brand.
Problem:
Clase Azul, known for its iconic tequila and luxury products, had a digital presence that wasn't fully capturing the essence of its brand. The existing website was functional but felt disconnected from the artisanal craftsmanship, rich history, and "magic of Mexico" that defines the brand.
Goal:
The goal was to redesign the website to better showcase the "magic of Mexico" through its products and destinations. The client wanted to create an omnichannel experience that inspires and builds lasting connections with a global community.
PROCESS
BRAND AND MARKET UNDERSTANDING
Documentation Understanding
Existing brand materials, including the brand book, were analyzed to capture Clase Azul’s core identity and uncover opportunities to express its visual and emotional essence online.
USER UNDERSTANDING
User interview (Remote)
Unguided remote tests with ten participants (mobile and desktop, English and Spanish) provided key insights into navigation, content, and brand perception, revealing opportunities to enhance usability and engagement.
CONCEPT PROPOSAL
The concept focused on an omnichannel, personalized, and data-driven experience. It was built on six strategic pillars: online luxury, omnichannel presence, conversion focus, clear interactions, exclusivity through personalization, and a human experience.
Home
Wireframe
Design
Products
Destinos
