WebsiteSodiê Doces2016
The menu changes based on where the visitor is, and a map shows the nearest store. In 2016, that wasn't standard yet.
- Client
- Sodiê Doces
- Role
- Lead web designer and team manager
- Timeline
- 6 weeks
- Disciplines
- Web design, Team leadership, Geolocation
The context
Sodiê Doces is a Brazilian franchise chain of cakes and sweets that was growing fast across the country. In 2016, I led a multidisciplinary team to create one of the brand’s first websites.
The pain
A franchise chain has a problem a single store doesn’t: what sells well in one city isn’t what sells well in another. One national menu, the same for everyone, shows a lot of cake and very little purchase intent. And every visitor’s final question (“is there a store near me?”) needed an immediate answer.
The research and the solution
We ran a geolocation study to match the visitor’s region with the flavors most popular there. The site started showing first what people in that region ordered most, and then the full menu.
To close the journey, an interactive map shows the nearest store. The site also served as an expansion channel, with a dedicated area for people who wanted to open a franchise.
What I took from this project
Personalizing by region sounds sophisticated, but the idea is simple: show first what’s most likely to be chosen. It was one of my first encounters with the idea that the right content for each person is worth more than more content.
