iFood: Poupaê
Challenge
This was a new product iFood was testing in a very specific area. Poupaê was part of the iFood Econômico project, an app made for shopping supermarket items at affordable prices, aimed at the C class. I had to understand the whole idea, persona, voice and tone, and create a series of social media posts and banners for the app.
Solution
I made a complete study about how Poupaê sounded, by analyzing the persona, tone and voice, and other elements, with the marketing team. The result was a very broad study about the product. However, the project was discontinued.
How I helped
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Content research
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UX Writing
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Content editing
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Tone and voice consistency
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Copywriting
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Persona studies
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Content strategy
The persona: Mrs Rita
The first thing I got from the marketing team was this persona, Mrs Rita. So, to create something centered around this user, I did a short storytelling, using some personal examples of real world women that fit the profile.
In Brazil, some timestamps are common-sense, specially when the novelas (soap-operas) start, so I went on with that to determine when to post the social media content.
This simple exercise made me realize how complex was this dynamic between app and user, and how important this app could be for the community that it was aimed for.
Language: brand principles
To organize and standardize the content, I thought of a simple template. The ideas behind these guidelines came from studying the persona and the keywords found in the description. Considering that I received the persona already determined, the principles of the product were taken from there.
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Mrs Rita does everything for her family and always wants the best for them. However, her income is around 2 minimum wages, with R$512.00 being her monthly food budget. So she looks for Affordable Options, so as not to blow her budget.
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As she always wants the best to look after her family, another principle is Quality. She wants to be sure that she's getting the best for her money, and doesn't like being cheated or feeling that she's been passed over.
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Mrs Rita also seeks Reliability. That's why she seeks the commitment and close relationship of her support network. Feeling a sense of community is important and, being confident herself, she also needs to be validated as a source of experience.
With the principles defined, I was able to create a content manual.
Language: tone and voice
Once again, I created a simple guideline to understand how the tone and voice of the brand would work.
The analysis of the brand principles was crucial to arrive at these characteristics: Simple, Informative, Human, and Positive.
Content design and strategy: content areas
To create the content for social media and the app, I identified six themes that would bring value.
The content had to be genuine, capable of winning over and bringing the service closer to the many Mrs Ritas across Brazil, as well as, of course, encouraging the purchase of market products at an affordable price.
The connection with Poupaê partners near those who live nearby would create a close-knit community that would serve as its own support network, just like in small towns.
Result
