Building the Store of the Future
Team
Digital Service
Product
Mobile App
Project type
Product evolution
Role
Senior Product Designer
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Problem
The app's digital store was operated by an external partner and had low maturity as an e-commerce experience, limiting its potential for engagement and value generation. With the decision to bring development in-house, the opportunity arose to evolve the experience to increase visits, encourage the use of loyalty program points, and drive sales conversion.
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Objectives
- ○ Build a more robust experience foundation for the store
- ○ Increase engagement and recurring usage
- ○ Improve conversion and use of benefits (e.g. points)
- ○ Create guidelines for continuous, scalable product evolution
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Process
The work was split into two complementary fronts:
1. Initial delivery:
○ Creation of a customer area within the store, focused on autonomy and after-sales
2. Strategic exploration (discovery):
○ Market benchmarking to identify e-commerce best practices
○ Mapping of evolution opportunities
○ Heuristic evaluation based on usability principles
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Solution
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Implementation of a customer area within the store, allowing:
- ○ Order tracking (status and delivery)
- ○ Order history lookup
- ○ Management of account data (addresses, payment methods, etc.)
- ○ Personalization and segmentation of the experience
- ○ Structuring seller pages
- ○ A seller aggregator by product page
- ○ Recommendation strategies (cross-sell, up-sell, and sponsored)
- ○ User-generated reviews and content
- ○ Convenience features (e.g. gift purchases, pickup at partners)
- ○ Engagement incentives (e.g. cashback in points)
- ○ Intent-recovery strategies (e.g. abandonment journeys)
Strategic evolution ("future vision"):
Definition of a set of initiatives to mature the store as an e-commerce platform, including:
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Results
- ○ Deliveries shipped to production, improving the after-sales experience
- ○ Creation of a structured backlog for the store's evolution
- ○ Gradual rollout of prioritized improvements
- ○ Visits
- ○ Use of benefits
- ○ Conversions
The initiative generated impact on two fronts:
Short term
Medium term
Overall, there was meaningful growth in the store's key metrics, such as:
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Learnings
- ○ Evolving a digital product requires balancing tactical deliveries with strategic vision
- ○ Well-structured benchmarking speeds up decisions and broadens the solution repertoire
- ○ Not every improvement is immediate — technical maturity and architecture are critical factors
- ○ Good UX work also generates value by structuring the backlog and product direction