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01 / e-commerce

Multicoisas

Multicoisas is a retail franchise with several stores in Brazil. This project was conceived at the beginning of the pandemic when many of Multicoisas’s stores were shutdown as a result of lockdowns, and the owners had two challenges to solve quickly: the lack of a digital environment to keep the business going and the shortage of sales and distribution processes.

Year

2020

Market

Retail chain

My role

UX strategy
Information architecture
User interface
Prototype
Styleguide

How could we build an amazing experience?

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.

Understanding the scenario: Who are the customers?

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 profiles of customers.

Solution seeker

"I like practicality; I always find the product I need to make my home a more functional place"

77%

Inspire me

"The service is very good, the attendants suggest great products for my needs"

17%

Do-it-yourself

When I need to resupply some specific item, I always go to Multicoisas

6%

Empathizing with users and finding opportunities

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

Helping the users to find our products

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.

Colors, icons, photos everywhere

Colors

Icons

Countless contexts and screens

Mobile screens

What I’ve learned

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. This is was the first step into the digitalization of the brand.

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)

See it live

Multicoisas

E-commerce / UX + UI Design
2020

Vende Digital

Mobile app / UX + UI Design
2020

Cury

Web App + Dashboard / UX + UI Design
2019