The Casa Caroba project was the first to apply the design for digital innovation methodology from the Federal University of Santa Catarina (UFSC) to a real company.
This artisanal pastry faced the challenge of transitioning to a digital environment, aiming to expand its reach and build an authentic connection with its audience. As a business focused on personalized and inclusive products, Casa Caroba needed a digital structure that communicated its values, simplified the customer experience, and educated consumers about the quality and exclusivity of its products.
Building this digital presence required a strategic content approach to make the brand more understandable, engaging, and credible in the digital space.
Solution
We applied a user-centered methodology focused on data analysis and user experience, developing an authentic and inspiring digital presence that played a decisive role in Casa Caroba’s success.
In-depth research, interviews, and behavioral analysis were conducted to understand the public's expectations and shape an intuitive and engaging user experience. Based on these insights, we built a blog and a YouTube channel that enriched the brand with educational and inspirational content on confectionery and lifestyle. This initiative strengthened the relationship with the audience and bolstered brand trust.
Strategic editorial lines were created to target content with precision at each stage of the marketing funnel, from early education to conversion. This approach helped Casa Caroba clearly and captivatingly communicate its value, reinforcing its identity and credibility in the digital market.
The results were remarkable: the site saw a 3000% increase in new users and a 2800% increase in session numbers, with a peak in traffic during the launch of the Easter menu. The impact also extended to Instagram, where the brand's expanded reach caught the attention of the media. The newspaper Notícias do Dia published an article highlighting the female leadership of Casa Caroba, achieving one million views and solidifying the brand as a reference in the field.
Today, Casa Caroba has evolved into a recipe and lifestyle blog, with its founder now creating content for international brands. This growth reflects the success of the digital strategy and user-experience-centered methodology, transforming the brand into a reference in its segment.
Casa Caroba aimed to strengthen its connection with users by creating a direct channel that was more accessible and immersive than its blog and newsletter. The goal was to provide a unique experience that would make the brand part of users' daily lives and enable more personalized interactions.
Another key challenge was to collect insights about user preferences and needs to optimize content creation and enhance the user experience. The brand needed a space where users could access exclusive recipes, customize dietary preferences, and create personalized lists, fostering a closer and more engaging relationship with Casa Caroba's universe.
Solution
We developed the Casa Caroba app as a central platform to deliver a unique, personalized experience for users. The app allows customers to access all the recipes previously posted on the blog, as well as exclusive early-access recipes shared via the newsletter. Users can also create and save personalized preference lists, ensuring easy access to their favorite recipes.
By enabling users to set dietary restrictions and follow specific diets, the app delivers personalized and relevant recommendations tailored to individual needs.
The app also serves as a direct communication channel, facilitating quick interactions and increasing the brand's presence in users' daily routines. With the convenience of a dedicated app, users have instant access to content, strengthening their connection with the brand and fostering a continuous relationship.
Additionally, the app collects valuable data to better understand the audience, enabling the creation of more relevant, user-aligned content. This feature not only enhances user engagement but also optimizes Casa Caroba’s content strategy, ensuring a more personalized and relevant experience for every customer.
