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With this direction, squads dedicated their efforts to resolving stabilization and performance problems, while the UX team conducted an end-to-end study to improve the user experience.
My Role
UX Lead / UX Specialist
Responsabilities
Leadership, product strategy, UX/UI design, UX metrics tracking (NPS, CSAT, SUS)
My Crew
4 Product Designers
Timeline
Ago 2023 - Fev 2024
UX Team Objectives
The secondary goals combined design and business perspectives to balance user experience and performance. On the design side, the focus was on reducing friction, improving usability, and unifying the visual language across business units. From a business perspective, the aim was to strengthen e-commerce, increase conversion, and improve satisfaction metrics.
Together, these goals set the foundation for the main UX objective:
Research & Discoveries
While the design team was deeply immersed in analyzing benchmarks, user feedback, heatmaps, and the experience of global e-commerce platforms, our UX Researcher conducted qualitative interviews directly with in-store customers.
The goal was to understand perceptions about the e-commerce experience, identifying expectations, main difficulties, and opportunities to improve the online shopping journey.
Problems
The research revealed issues such as:
Difficulty finding specific products due to unintuitive navigation;
Unclear filters and categories, requiring excessive effort to compare;
Long and friction-filled checkout steps that impacted conversion;
Lack of transparency in delivery times and shipping costs;
Inconsistent layout and components across business units.;
Main problems
The app had critical journey and consistency issues. The single home didn’t represent a clear e-commerce vision, focusing more on general features than shopping itself. Each business unit — Groceries and Retail — had its own subhome, with completely separate journeys, carts, and access points, creating confusion and a fragmented experience. The single home also contained three different login and sign-up entries, showing a lack of hierarchy and clarity.
In checkout, the inconsistency continued. Groceries had a simplified flow with limited information and unclear delivery or pickup rules, while Retail used a webview from the website, creating a disconnected visual and usability experience.
Overall, users faced two different checkouts, two separate journeys, and inconsistent visuals, resulting in a disjointed shopping experience.
Redesigned journey
With the redesign, we moved away from the previous single home, which didn’t reflect a real e-commerce experience, and introduced a new home focused on shopping and conversion. From this new starting point, users can easily switch between Groceries and Retail through intuitive tabs. Each area keeps its own color palette and specific characteristics, but both share the same experience and usability standards.
Different BUs, same experience.
Some pages were unified to make navigation clearer, such as the categories screen, which now represents both segments, and the Cart Hub, a centralized space that gives users quick access to both carts.
From the cart to the order confirmation, the flow follows the same structure and interactions for both segments, ensuring a familiar and consistent experience. Visual and structural differences remain only where necessary, respecting the specific components and business rules of each area, while maintaining overall coherence and scalability across the ecosystem.
Results
After the new purchase journey was implemented, the main experience indicators showed significant progress. Navigation became more fluid, the checkout process faster, and overall usability perception improved consistently in user studies.
NPS and CSAT scores increased notably, reflecting higher customer satisfaction. On the app stores, ratings rose from 2.2 to 4.7 on the App Store and from 2.8 to 4.2 on Google Play between August 2024 and September 2025
Want to see the full case?
This case highlights the key challenges, insights, and solutions implemented in the app’s purchase experience. The screens shown here represent just a part of the work.
Request the full presentation to explore detailed research, strategic decisions, the complete process, design iterations, and behind-the-scenes insights.
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