Project Introduction

This project aimed to improve the user experience on the product description page in the Americanas Mercado app. The need was to bring more clarity about the item information, especially considering an audience with dietary restrictions, such as vegans and vegetarians, who require specific details about the product composition.

My Role and Responsibilities

As a UX Designer, I was responsible for identifying opportunities for improvement on the product details page and developing a solution that met user needs. My work included user research, interviews, creating prototypes in Figma, and conducting usability testing to validate the proposed changes.

Process and Approach

• Case Start
  I conducted field research to understand how consumers seek information about products in physical stores, focusing on nutritional details and sourcing. This survey helped me understand the importance of this information in the online environment.

• Interviews
  I spoke with three users to deepen the understanding of their needs and difficulties in searching for information about food products. One relevant insight came from a vegan user, who reported difficulties in finding information about the composition of products, which led her to abandon the purchase.
  
  

• Screen Redesign
  Based on the insights from the interviews, I created a new screen proposal in Figma, focusing on improving the organization of information and facilitating access to nutritional details and sourcing seals. The redesigned interface features a cleaner and more intuitive layout.
  
  

• Usability Testing
  To validate the redesign, I conducted navigation tests on Usability Hub. User feedback was positive, highlighting good adherence to the new interface and a more efficient navigation.

Challenges and Solutions

The main challenge was to organize the information clearly and accessibly. The solution involved highlighting nutritional information, adding seals about the product sourcing, and optimizing the layout to facilitate reading and navigation. These changes made the experience more satisfying, especially for users with dietary restrictions.

Results and Impact

The improvements resulted in:

• Reduction in the search time for information within the app;

• Greater clarity in displaying important information;

• Increased user satisfaction, especially among vegan and vegetarian audiences.

Conclusion and Learning

This project provided me with valuable learning about the importance of adapting interfaces to meet specific audiences, such as vegans and vegetarians. Developing a solution that responded to these needs reinforced my skills in user-centered design and my understanding of accessibility and inclusion.