From product vision to functional app in record time
How can cool drinks be given away digitally? We solved this question together with Ottakringer AG.
Serving your friends a cold beer with just a few clicks - it's child's play with the Cheers Web App from Ottakringer and TOWA.
Together with the 700-employee traditional brewery, we developed the design, the functional MVP, and the digital marketing of the app to target customers and restaurateurs - and it all started with a shared product vision: to bring joy back to the bar after Corona lockdowns.
Joy at the bar by creating a platform where anyone can serve drinks online.
The common objective was defined by the following 3 core conceptual areas:
🥰 Digital gifting must be emotionally charged
Emotions are aroused through in-app personalization and a targeted go-to-market strategy
✌🏼 The onboarding and buying process is as simple and intuitive as possible
With mobile-first approach, short click paths and state-of-the-art user experience and usability
🎯 The system must integrate well with the restaurateur ecosystem
The B2B user journeys of the restaurateurs were analyzed and intuitively implemented
Prototyping & UI/UX Design
Together we took on the challenge and developed the first digital click dummy via rapid prototyping. After user testing and design, the development was started.
The cheers Progressive Web App was implemented at top speed using Laravel on the backend and Vue.js on the frontend.
All app features were analyzed and classified using the KANO model before development began. Necessary hygiene features must be present in the MVP to provide the user with an ideal experience. Differentiating features set the product apart from the market and must be expanded in a targeted manner and on the basis of user feedback.
The Road to Product Market Fit: From Vision to Digital Product
In the Minimum Viable Product (MVP), the defined basic functions were mapped in order to issue invitations and thus carry out as many initial transactions as possible. Through the user feedback generated, further features and the user experience can be continuously improved. In this way, the further market potential of the app can be ascertained.
In order to ideally address the market, various marketing measures were evaluated, planned and implemented.
In the go-to-market strategy we developed, we opted for a versatile marketing mix. In addition to organic growth via sweepstakes, promotions and influencer marketing, a large-scale out-of-home campaign was played out in the target area of Vienna. Paid advertising campaigns rounded off the mix.
Customized data & tracking concept for all customer touchpoints
To improve user acquisition, we integrated additional features, as well as an extensive tracking concept. This allowed us to collect and control data from marketing, app backend and hospitality touchpoints. We knew where customers came from, their conversion behavior or how they acted in the check-out funnel. Based on these insights, we implemented various marketing automations, for example, to be able to connect the user flows completely automatically via Sendinblue.
Based on this and other data, future marketing measures were developed and adapted.
Further impressions of "Cheers!"
