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Context
MIMIC is a Brazil-based foodtech that designs, implements, and operates dark kitchens for delivery. They license top food brands and handle the entire operation, from cooking to last-mile delivery. In this model, there’s no dine-in area or direct contact with customers: the entire experience happens online, creating new opportunities but also key challenges.

Challenge
The goal of the project was to instrument the entire customer journey in real time, from the moment an order is placed to when it reaches the consumer. We needed to understand how to improve the delivery experience through design, technology, and service design.

Approach & Methodology
We traveled to São Paulo to run an intensive design sprint. We mapped the main user pains across the system, cooks, expediters, couriers, and customers, and identified two core issues:

- Manual prioritization of orders (no clear criteria or automation)
- Lack of communication between areas (causing bottlenecks and mistakes)

What we did
- We designed and field-tested four functional prototypes focused on solving these two main pain points:
- Expedition Prototype: an operations panel to improve visibility of order flow.
- Front Prototype: a coordination space between kitchen and expedition.
- Totem Motoboy Prototype: a digital kiosk for couriers, with queue management and tracking.
- Outside Screen Prototype: an external screen to organize hand-offs and reduce wait times.

Results
- All prototypes were validated with real users in operational environments.
- Iterations were made in real time based on direct feedback from couriers and kitchen staff.
- A strategic roadmap was created to scale the prototypes into functional MVPs.