Alimentos Auténticos is a marketplace of premium fresh food bought directly from national farmers with the help and distribution of Correos, Spain's postal service. This project came to life as part of Correo's new business generation program.
As a selected food provider the website oriented its narrative with the customers aiming to a certain geographical nostalgia using as the main message "Connect with your origin": your hometown, your summer vacation place when you were a kid, your grandma's food, etc. It tried to bring back memories and put the spotlight in the varied agricultural heritage that Spain has.
Wireframe to define order of contents and navigation models before and after the application of the visual line.
My role in this project went through all stages of the design process (Business definition, content strategy, UX and visual design) as well as team management.
We start with the definition of information architecture and navigation flows. A navigation was designed based on the narrative line of the mark, in this case the geographic origin of the food.
Once these milestones were completed, I designed the interaction models for all elements of the site (checkout, registration, private area, commercial) and defined the visual line of the site until the technical delivery to the development team.
Responsive view of the site
"How it works" illustration