RETAIL
brand context
business context
Buscatón is a regional browser and allows users to find every store in the area. Shop owners are provided with a user-friendly web-app which allows them to update their catalogs, prices, pictures and special offers.
The company was born out of the need of online visibility of small businesses such as bakeries, drugstores or grocery stores. With this issue in mind the company put us in charge of brand design and user experience.
+80%
Of smartphones run on the Android operating system in Argentina.
95%
Of stores in the neighborhoods where Buscatón was launched are registered.
+60%
Of people use their phones to look for information.
93%
Of Argentinians browse the internet to look for stores near their location before buying something.
❝We need a web-app that allows business owners to manage their catalog, special offers and pictures easily. It is crucial to offer them a platform that is very easy to use.❞
Gustavo Dominguez
CO Founder – Buscatón
industry
what we did
❝We are a digital shop window. The interface design and the way content is displayed must aim to be quickly consumable, easy to read.❞
Diego Rinaldi
CBO – Buscatón
brand development
logo study
Buscaton’s logo is a combination mark. That means that the logotype and the symbol are integrated. This allows for a more direct association between the logotype and the symbol and an optimal performance. The written accent over the letter “O” is altered to look like a searching eye, reinforcing the logo’s name and memorability.
brand identity
images
Images for the brand’s internal and external communication must contain more than 10% of orange hues and at the same type this color must take center stage in the image composition.
illustrations
Just like images, illustrations always have a high percentage of orange. These illustrations are used in the site’s communication to increase the brand’s visibility in the sections where it is necessary.
The illustrated miscellanies work along with the UI in cases where the dynamic content needs support.
typeface
The typography chosen for the project was Gotham Bold because it allows an easy legibility in small sizes used, for example, in mobile devices.
On the other hand, this typography performs well in display sizes, used for external communication, allowing for a good long-distance legibility and a modern appearance.
UX/UI
development
Once the design was finished, our team started to work on the front-end development of Buscatón’s web app.
In this case, the challenge was to keep the platform’s quality, speed and features using one same code that should adapt to a large number of formats.
Whether it be mobile, iOS, Android, tablets, iPads, notebooks or desktop devices, Buscatón’s interface is flexible enough to allow the user to browse through it easily.
Additionally, having only one development allows the company to organize, iterate and optimize the tool in a more systematic way.
Another point to consider is the large number of dynamic data. From images of different width, height and resolution to texts with variable lengths, the platform is programmed to rearrange the information in a way that each page looks organized and easy to understand.
Besides the visible side for the user, our agency was also in charge of the platform’s back-end design, in other words, the visibe part for the second group of users: the business owners.
In this case, the main focus was put on the mobile because 90% of storekeepers manage their content from smartphones.
Thanks to the collaborative work with the company’s development team we reached a result that’s completely intuitive, responsive and easy to browse.
❝They truly met our expectations. The look and feel is exactly what we were looking for and we always felt that the GONNI team was part of our company because they understood our users’ issues and solved every problem with an iterative approach.❞
Gustavo Dominguez
CO Founder – Buscatón
