Carrefour Brazil

During my 2 years and 6 months as a Senior Product Designer at Carrefour Brasil, I was primarily involved in projects related to financial services in ecommerce. I served as the Product Designer for the Services squad, focusing on key products such as Extended Warranties, Insurances, Gift Cards, Present Cards, and other services provided by partners. During this period, I also worked on product page projects across all business units for Web and App, as well as on the Backoffice Portal project for operational management of insurance tickets.

In my daily work routine, the day-to-day activities consisted of understanding user behaviors to balance the needs of the business, clients, and user experience, creating hypotheses, components for the Design System, and navigation journeys.

Research and Behavioral Analysis

I employed my expertise in data analysis to decipher customer navigation behavior, aiming to identify and resolve user experience issues and frictions. Utilizing quantitative data, I developed actionable insights that led to significant improvements in the product’s interface and functionality, resulting in a more intuitive and satisfying user experience. Key deliverables from the Research and Behavioral Analysis included:

• Navigation Flows
• Hypotheses derived from analytics platform data
• Analysis of user interaction heatmaps on the platform using tools like Hotjar and Microsoft Clarity
• Analysis of verbatim feedback to identify major customer issues
• User journey-based personas
• Well-defined scope based on stakeholder demand presentations
• Review of best practices suggested by institutions like Baymard, tailored to the national market
• Definition of appropriate taxonomies for financial products using card sorting techniques

Prototyping

With a deep understanding of the behavior and challenges faced by stakeholders, clients, and business areas, I moved on to the hypothesis generation phase. In this stage, I developed high-fidelity visual prototypes with a navigation context similar to actual website usage, allowing for rapid iteration and refinement of ideas. This process enabled efficient evaluation of the proposed solutions, ensuring that the design innovations were aligned with user needs and the company’s strategic objectives.

Validation

Following the prototyping period, I conducted both moderated and unmoderated tests with clients, providing a comprehensive view of potential frictions and usability challenges in the proposed experience. A/B tests were performed with a percentage of live traffic, where I was involved from hypothesis generation to front-end implementation using HTML, CSS, and Javascript. Additionally, various types of usability tests were conducted, unmoderated with tools like Maze and Useberry, and moderated with clients in-store and via videoconference.

These studies were crucial for gathering valuable insights and identifying interface, flow, and usability flaws early, before the solution development phase. This proactive approach ensured an effective refinement of the product, guaranteeing an optimized user experience in line with the target audience’s expectations and needs.

Handoff

During the handoff stage, my focus was on ensuring a smooth and efficient transition from design to development. To achieve this, I employed clear methodologies and detailed documentation, ensuring that all aspects of the design were well communicated and understood by the development team. I guided them on the components of the Design System used in each scenario, as well as any modifications they underwent, aligned with the Design System team. Additionally, I maintained continuous collaboration with developers throughout the process, resolving any doubts and ensuring that the design solutions were technically feasible and aligned with the project’s objectives.