Designers
Thaís Falabella, Bel Araújo, Amanda Mendes, Letícia Peixer, Beatriz Barbosa, Arthur Braga, Valéria Romano, Weila Mesquita, Juliana Bessa
Year
2026
Category
Product
Country
Brazil
Design Studio / Department
Product Design, Chapter de Design
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The greatest UX challenge was thinking about how to tackle a problem with an external cause. The delay issue was the responsibility of the store, generated by several adverse factors, such as operational problems, demand peaks during busier periods, traffic, and other circumstances. Since we could not address the root cause of the problem, we focused on how to minimise the impact of this experience on the consumer. By listening to them, we identified the opportunity to provide greater transparency about the order status, as well as offering support during this critical moment — encouraging the store to provide a new estimated delivery time and allowing the consumer to choose whether they were willing to wait for their order or not.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
With this project, we realised that improving the consumer experience does not always require solving the problem at its root. The aha! moment emerged during the interviews, when we identified that most consumers wanted to know where their order was and when it would arrive, seeking this information directly through the chat with the store. This made it clear that the ideal solution of providing a new estimated delivery time should come from the chat, as it was already a familiar route for the consumer. The low point of the project was that, at the beginning of the launch, the results were not immediate, as the stores faced a learning curve before adapting to the new tool.
Where do you see yourself and the project in the next five years?
Over the next five years, with the advancement of AI tools, we believe it will be possible to achieve even greater predictability regarding delays, automating workflows and reducing the reliance on manual steps that consume time for both the store and the consumer. We also expect to act more proactively in cases of delays, anticipating solutions and minimising consumer anxiety. With the rapid evolution of AI, we will be able to accomplish things that today seem unimaginable. However, even in the face of these transformations, our commitment will remain to ensure a quality experience for the end user.
