Riachuelo

We started from one question: how might we make the new app the cornerstone of Riachuelo's omnichannel strategy?

After meetings with stakeholders, we chose desk research in three parts:

1. Competitive analysis of the main competitors. The app references were Westwing, Amaro, Zara, Renner and C&A.
2. A deep heuristic analysis of Riachuelo's e-commerce: navigation structure, style guide, products and tone of voice.
3. Good references and best practices from mobile apps.

Then we ran a co-creation workshop with partners, customers and stakeholders, based on Design Thinking. The focus was to list opportunities and understand customer behavior in the physical stores, along with their current pain points.

We presented two personas that represented Riachuelo's customer and ran a brainstorming session with "How might we..." questions, chosen in advance to give direction:

• How might we please customers when they return products?
• How might we be more helpful to customers when they choose a product?
• How might we fascinate customers in the dressing room?

The workshop confirmed our hypothesis about the main features the app needed.

We also found operational blind spots that go beyond the app. In an official presentation, we raised these issues and their risks with the stakeholders.

We organized all the main ideas in a MoSCoW matrix (Must have, Should have, Could have, Would have). It showed which functions customers could interact with and became the basis for prioritizing which screens to deliver.

With the functions approved, I designed the main app templates, inspired by Riachuelo's web e-commerce and using brand assets. The full customer journey was produced and delivered to the Riachuelo team.