How it arises?
In February 2022, a blind person asked us if it would be possible to send the catalog in some other way or format, since the application on his phone did not decipher it correctly. The moderation team responds to your message using a voice note and reaching out to the customer, promising to solve a new need that had just arisen.
The event generated repercussions and people who had the same need began to contact us. That was when the humanization of a real conversation and the power of rapprochement with another person made us act from empathy and gave birth to one of the best projects created as an agency.
Right from the start
To insert ourselves into the topic, we had to investigate what applications they used or recommended, what mistakes we had been making when disseminating the catalog and what aspects we should improve. We learned about their routines, modalities and difficulties when making purchases in physical branches and their impediments to making purchases online.
Developing
At first, the format of the catalog was changed, but even so, problems continued to be generated when receiving it, preventing it from being read correctly. Then, trying to solve the need in the most immediate way, the original catalog was copied verbatim in a text block, so that it could be translated by the person who received it. Although this meant double work for the team, up to now it was the only way to respond to this need.
Then, the growing demand generated the involvement and support of the Super Mami team, who considered solving this need a priority. With a programming team trained in the subject, the adaptations of the web page were worked on, which was not an easy task.
The great challenge
Given the time and difficulty that the project implied, the first advance achieved was to place a button on which blind people could click and find out that there was a possibility that the catalog of offers would reach them in a more inclusive way and adapted to your needs. Surprisingly and fortunately, the demand was higher than expected and in light of this, it was proposed to hire a female announcer, who is in charge of reading the text catalog divided into three audio files ready to broadcast.
At present, there is a specific list of inclusive diffusion in which are those people who need to receive the catalog of offers in an aural way. The road was not easy or short, in fact we are still walking it and trying to improve. But with the conviction that the sum of strategy, technology and creativity is the key to continue growing and satisfying more than one need.
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