Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
01 / multicoisas
Year
2020
Market
Retail chain
My role
UX strategy
Information architecture
User interface
Prototype
Styleguide
My design process was focused on trying to keep the lifecycle of a customer in mind, aiming at the possibility of creating an amazing experience throughout all steps of the purchasing process, therefore bringing the familiarity that users were used to having when shopping at stores to the digital product.
Luckily, I have received substantial material from Multicoisas regarding their customers. They had run full research about their users’ profiles, habits of consumption, preferences, journeys, and so on. The discoveries altogether brought up 3 personas of customers.
"I like practicality; I always find the product I need to make my home a more functional place"
"The service is very good, the attendants suggest great products for my needs"
When I need to resupply some specific item, I always go to Multicoisas
Using these 3 profiles as a starting point, we dove into their pains and needs. We used the value proposition canvas to help us during the process, by accessing users’ jobs, pains, and gains according to their persona. We then had a look at the perspective of the product: our services, the pain relievers, and the gain creators. This tool has helped us find new ideas and opportunities, as well as prioritize them during the process
One of the main challenges in this project was the information architecture. We had to organize the departments and sort the products within each of them to help the users find what they wanted easily. To do so, we used card-sorting and recruited two users to organize the products into sections. This process made the decision easier.
It was a huge responsibility to help Multicoisas with this product. A lot of stores, employers, and everyone was counting on a new solution. In spite of the short time, I was really pleased with the result. When the e-commerce was launched, around May of 2020, it was through this product that the stores were able to maintain sales and not have greater losses - in this period the company reached a total of R$300,000.00 in online sales.
Furthermore, after the product was launched, Brazilian media highlighted the innovation and the changes that the company had been going through.
You can read it here (in portuguese)
