A gift for the business
Year
2024
Status
In production
Company
Boticário Group
Short
Complete
I helped transform a legacy checkout feature into a strategic asset, driving an 81% revenue increase.
The Initial Solution
The "Gift-wrapping" feature at Grupo Boticário’s e-commerce had become a point of friction and lost revenue. Originally designed for pandemic-era needs, the solution no longer aligned with current consumer behavior or the company’s expansion goals.
Technical Constraint: Business logic was tied to the front-end, making the component fragile, prone to defects, and impossible to scale with new packaging launches.
Strategic Gap: Despite being the most-searched brand for gifts in Brazil, the interface failed to generate desirability at the final stage of the funnel.
Leading the Transformation of the Gifting Experience
I conducted a multi-method research phase to validate hypotheses and align the redesign with user intent:
Search & Data Analysis: Identified that users searched for functional terms ("box," "bag") rather than just "gift."
NPS & Feedback: Internal data showed the feature performed below the e-commerce average, with high complaint rates regarding the purchase journey.
Stakeholder Alignment: Interviewed cross-functional teams to map technical constraints across multiple brands.
We were treating the gift bag screen as the first chance to sell a gift package, but it should have been treated as the last.
From uncertainty to clarity
Using session recordings (Clarity) and a CSD Matrix, I identified three critical blockers:
High Cognitive Load: Complex decision-making paths and poor typography forced high user effort during checkout.
Component Abandonment: 50% of users who interacted with the component abandoned it before selecting a package.
Inefficient Flow: Task completion averaged 34 seconds—unnecessarily high for a secondary checkout action.
Building the Solution
I moved from diagnosis to execution with a focus on scalability and conversion:
Divergent Ideation: Low-fidelity wireframes to test new information architectures and flows.
Collaborative Refinement: Advanced to high-fidelity Figma prototypes after Design Critique sessions.
Validation: Conducted A/B testing to verify that updated terminology and layout improvements boosted conversion without technical performance hits.
From Friction to Record-Breaking Revenue
The redesign turned the gifting experience into a major growth lever:
Increase in Revenue Captured
An 81% increase compared to the same period in the previous year.
Near-Zero Complains
In the months prior, this number reached 50.
87,000 Wrapped Orders
A 7% increase compared to the same period in the previous year.
Record-Breaking Share of Orders
Reaching 25% participation, a 7% increase compared to the same period in the previous year.