En Tu Hogar

En Tu Hogar is Coca-Cola's direct-to-consumer (D2C) ecosystem: a web-based platform that allows consumers to order beverages and water, receive them at home with free delivery, and participate in promotions and brand contests.

While the existing web experience already offered 24/7 digital shopping, consumers in Mexico lacked a mobile-first solution for frictionless ordering. The challenge was to create a native mobile app that could compete with established grocery delivery players while remaining fully compliant with TCCC's technology ecosystem.

With no access to usage data or a defined user base, I initiated a lean discovery process through heuristic evaluation, reviewing the existing platform across both desktop and mobile contexts to capture a complete view of the user experience. The scoring framework helped categorize and prioritize usability issues.

I complemented this with a competitive analysis of two leading delivery apps in Mexico, which revealed:

• Core features that consumers expected as baseline
• Key strengths that could inspire differentiation
• Common pitfalls to avoid in the design process

These insights shaped the foundation for the new experience, ensuring the app met local market standards and user expectations from the outset.

The En Tu Hogar mobile app was designed to provide a seamless ordering experience, combining geolocation-based address detection that instantly surfaced relevant products and promotions, intuitive navigation to simplify product discovery, a unified account hub for order tracking and support, and integrated access to promotions and discounts.

My contributions included:

• Designing the app interfaces for iOS and Android
• Championing design QA throughout development to ensure consistency
• Leading prototype presentations to Coca-Cola leadership, advocating for design best practices
• Partnering closely with engineers on technical implementation decisions

The En Tu Hogar mobile app launched in early 2023, securing Coca-Cola's footprint in Mexico's highly competitive D2C market. Within its first year, the app:

• Achieved 100K+ downloads
• Maintained a 70% user retention rate

After the launch of the mobile app, the company saw a 25% increase in monthly digital purchases across the En Tu Hogar ecosystem (app, web platform, and chatbot), compared to the previous year. This positioned Coca-Cola as a credible alternative to grocery delivery apps and expanded its direct channel for consumer engagement.