OK Boomer
In today's world of increasingly endless discretionary spending options, it can be an exasperatingly difficult process to simply find exactly what you want. Aiala is the solution to the market where this overabundance of options is more evident than anywhere else – the mobile avocado toast distribution digital product industry.
Even in today's heavily strategized digital product marketplace, one consumer is perpetually ignored: Kaitlyn. A college-educated, caucasian woman in her late twenties living in a major metropolitan area, Caitlin has long felt neglected by Big Digital. Katelyn both works and lives in the up-and-coming Mission District of San Francisco, California, as an assistant content manager at a social media marketing agency startup, and also runs a thriving freelance yoga strategy consultancy startup.
Caitlynn's preferred method of obtaining her 11:55AM half-lunches and 7:10PM post-yoga dinners is via her numerous food delivery apps. The physical convenience of them appeals to Kaitlin, but the anxiety inducing inconvenience of having to cycle through them endlessly frustrates her more and more every day. This barrier of inconvenience in getting to the avocado toast she really wants prevents her from buying as much as she could. Thus, our primary goal: help Catelyn spend less time scrolling through thousands of poké burritos, and get her to avocado toast as easily as possible.
It's Sooo Me
After minutes of intense heuristics-based research, Aiala has been conceived – a somewhat feminine, possibly mildly hispanic, vaguely exotic sounding, yet inexplicably familiar face. Consisting of vowels, lower case letters, and the consonant "L," like many of Kaitlan's favorite brands, Aiala is an all-new yet immediately approachable brand for its core users, the perpetually overlooked 18-35-year-old, college-educated caucasian market.
With warm, inoffensive colors representative of the empathy behind our brand, and soft, smooth animations inspired by the artistry of avocado schmearing, the Aiala identity is one made with care and compassion for all avocado toast appreciating bon vivants. Like taking a visual Xanax, this brand identity will soothe the anxiety of all avocado toast cognoscenti.
OMG Is This for Real
With Aiala's brand elements established, we now embark on developing the digital architecture and interface. Putting ourselves in Caytlen's shoes, we can now fully realize the true meaning of easily accessible avocado toast.
Interfacing with Aiala
The three key user interaction sections in Aiala – ordering, profile, and checkout – are represented in tabs anchored at the bottom of the screen. Corresponding navigation bars at the top of the screen provide secondary functions and information when necessary.
Coherence Via Visuals
Key navigational and functional changes are represented with bold hits of brand colors, providing interactions in a much more easily identifiable visual manner than the typical avocado toast delivery product.
