The existing digital ecosystem was split across two separate mobile applications, one focused on institutional and brand-related content, and the other dedicated to e-commerce and grocery shopping. This separation introduced confusion for users, who often struggled to understand which app to use depending on their goal, resulting in fragmented journeys and inconsistent experiences.

In addition, some key sections of the apps were already known to generate friction, highlighting the need for both structural and experiential improvements.
The challenge was to address these issues while managing an active product with a large and diverse user base.

The primary goal of the project is to consolidate the existing applications into a single, unified experience that clearly supports both informational and transactional user needs.
This involves redefining the information architecture, simplifying navigation and creating a more coherent mental model for users.

At the same time, the project aims to improve specific high-impact areas by addressing known pain points through iterative design and experimentation.
Accessibility is treated as a core requirement rather than an afterthought, ensuring that the new experience is inclusive and compliant from the early stages of development.

The project operates within the constraints of a mature product used daily by a large audience. Design decisions must account for technical dependencies, legacy behaviors and the need to introduce changes progressively without disrupting existing usage patterns.

Another key constraint is the necessity to validate solutions incrementally, through staged releases and controlled experimentation, rather than relying on a single major launch.

My role on this project is as a UX/UI Designer, contributing to both structural and interaction design decisions.
I work on redefining the information architecture, designing user flows and interfaces, and ensuring consistency across the unified experience.

A strong focus of my contribution is accessibility, supporting design choices that improve usability for a broad range of users and aligning the product with accessibility standards throughout its lifecycle.

The design process is iterative and data-informed, combining design exploration with validation through testing and experimentation.
Solutions are introduced gradually, starting from restricted releases and evolving through A/B testing before reaching full public availability.

This approach allows the team to validate assumptions, measure impact and refine the experience over time, balancing user needs, business goals and technical feasibility.

The solution is centered on a single, cohesive application that integrates both institutional and e-commerce functionalities into a unified experience.
Navigation and content structure are redesigned to reduce cognitive load, clarify user intent and support seamless transitions between browsing, shopping and account-related activities.

Known friction points are addressed through targeted redesigns, ensuring that improvements are both measurable and scalable within the broader product ecosystem.

As the project is ongoing, outcomes are being evaluated progressively through testing and staged releases.
Early learnings highlight the importance of clarity in information architecture and the impact of incremental changes on user confidence and task completion.

From a design perspective, the project reinforces the value of treating accessibility and experimentation as foundational elements of modern product design.

Accessibility is a core component of the project and is integrated throughout the design process rather than treated as a final validation step.
Design decisions take into account contrast, typography, touch targets, navigation clarity and interaction feedback, with the goal of supporting a wide range of user abilities and contexts.

Particular attention is given to ensuring that critical flows remain clear and usable even as the information architecture evolves.
Accessibility considerations are also aligned with testing and experimentation activities, helping validate solutions that are both inclusive and scalable within a large consumer-facing product.