App Pague Menos
Transforming
Experience
into Results
The development of the Pague Menos pharmacy app was incredibly enriching.
My main goal was to transform a frustrating experience into an intuitive and efficient solution.
The project resulted in app downloads increasing from 188,000 to 1.8 million, app store ratings improving from 1.7 to 4.6 stars, and the company's monthly revenue from the app multiplying 30 times, rising from R$890,000 to R$26.7 million. This solidified the app as a strategic sales channel for the third-largest drugstore chain in Brazil.
The Challenge
The original app was a Progressive Web App (PWA) adapted from the pharmacy's website, developed without considering the needs of end-users. This led to:
Low Ratings and Reviews
Users complained about confusing navigation, difficulty of use, and slowness, resulting in an average rating of 1.7 in app stores.
Misaligned Strategy
The defined audience didn’t match actual users. We discovered that a large portion of users were over 50 years old, but the design did not meet their needs.
Unsatisfactory Performance
App sales fell short of expectations, with a monthly revenue of only R$890,000 far below the company's market potential.
Usability Issues
The design failed to address basic usability needs, such as larger buttons and simplified navigation for older users.
The situation was critical: the app did not reflect Pague Menos' brand strength and caused losses, demanding a complete overhaul to align with the company's strategic objectives.
My Role
As a Senior UX Designer, I was responsible for leading the app redesign through every stage. My key contributions included:
01
User Research
Conducted in-depth interviews with real users and stakeholders, analyzed app store reviews, and used tools like CSD matrices, empathy maps, and heuristic analyses to identify major pain points and needs.
02
Prototyping and Continuous Validation
Facilitated Lean Inception workshops to map the ideal MVP and prioritize features with the most significant impact for users and the business, collaboratively building a consistent and well-structured roadmap with the PO.
03
Data-Driven Strategy
Redirected the target audience based on qualitative and quantitative data, focusing on an inclusive design that catered to older users and prioritized accessibility.
04
Design System Creation
Developed a modular, scalable system with standardized components and detailed documentation to ensure visual consistency and flexibility for future updates and seasonal campaigns.
05
Lean UX and Agile
Worked closely with stakeholders, developers, QA, and marketing teams to align expectations and ensure efficient deliveries.
06
UX Review
Performed systematic reviews to ensure the development team's deliveries aligned with validated planning and prototypes.
Processes
Interviews and Surveys
Conducted multiple interviews to gather valuable insights into user behavior and needs.
UX Analyses
Supported UX decisions with data, using tools like CSD matrices, empathy maps, and heuristic analyses.
Data Analyses
Examined heatmaps, recorded sessions, and analytics data to understand interaction patterns and friction points.
Discovery
Identified that 70% of users were over 50 years old, requiring larger touch areas, strong contrasts, and simplified navigation.
Journey Mapping
Created a user journey map to identify critical bottlenecks in the experience and better understand key pain points.
Purchase Process
Streamlined confusing purchase processes and reorganized essential information, such as prices and promotions.
Alignment and Expectation Management
Accessible Interface
Larger buttons, simplified menus, and clear visual hierarchy for improved navigation.
Accessibility Best Practices
Implemented WCAG standards to ensure inclusivity, using semantic colors to improve interface understanding while reducing cognitive load.
Modular Structure
Flexible design with components adaptable to seasonal campaigns and promotions, allowing quick updates.
Visual Engagement
Aligned with the brand's visual identity, the design system used modern components and Material UI programming to enhance Pague Menos' credibility.
Validation and Testing
Conducted usability tests with real users, refining details like information hierarchy and navigation.
Complex Prototypes
Developed high-fidelity, interactive prototypes in Figma to test each feature before including it in the roadmap.
Design Application
Performed A/B tests with diverse user groups to validate and refine the best solutions based on feedback.
Organization and Hands-Off Approach
Organized the Figma project by sprint, with each feature designed end-to-end, including all screen variations and component statuses.
Alignment and Collaboration
Worked closely with stakeholders, developers, QA, and marketing teams to ensure alignment.
Documentation
Documented the entire development process, including components, to ensure easy maintenance and future evolution.
Facilitation
Maintained ongoing communication between teams to mitigate risks and keep the project focused on its objectives.
UX Review
Conducted design reviews before delivering features to QA to ensure the visual quality of the final product.
![[PS] iPad Pro Free Scene.png](https://static.wixstatic.com/media/df1ed1_59ab1b6d9bdc475aae4aacef1d19fa7e~mv2.png/v1/crop/x_0,y_44,w_6000,h_4412/fill/w_794,h_584,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPS%5D%20iPad%20Pro%20Free%20Scene.png)
APRENDIZADOS E IMPACTO
Este projeto demonstrou o poder de um design centrado no usuário aliado a uma estratégia clara e bem direcionada. A colaboração entre a equipe, o uso de metodologias ágeis e a aplicação de boas práticas de acessibilidade foram fundamentais para transformar um produto deficitário em um canal de vendas estratégico. Este case me ensinou que ouvir o usuário, iterar continuamente e manter um alinhamento entre todas as partes interessadas são elementos essenciais para o sucesso.
Impressive Results
1.8
Million Downloads
The low 188,000 downloads rose to 1.8 million app installs.
4.6
Stars in App Stores
With bad reviews of 1.7, we raised the rating to 4.6 stars in the app stores.
90%
Approval in Reviews
Improvements validated by 90% of user reviews after launch.
30x
Revenue Increase
Significant increase in monthly revenue from R$890 thousand to R$26.7 million, 30x the initial value.
APRENDIZADOS E IMPACTO
Learnings and Impact
This project demonstrated the power of user-centered design combined with a clear and well-directed strategy. Collaboration across interdisciplinary teams, the use of agile methodologies like Lean UX, and the application of accessibility best practices were fundamental in transforming a struggling product into a strategic sales channel.
This project taught me that listening to users, iterating continuously, and maintaining alignment among all stakeholders are essential elements for success.
thank u!
This is one of the projects I’m most proud of!
Let’s talk about how I can deliver similar results for your company!