1. Context
Compra da Semana is a fictional grocery app scenario with scheduled deliveries. After expanding coverage, the company was investing in customer acquisition, but more registrations were not translating into first purchases.
With narrow margins, offering more coupons would not be sustainable. The challenge was to improve conversion by making purchase conditions clearer.
The scenario covers eight weeks of work involving Product, Design, three engineers and a data analyst.
This is a conceptual exercise. The company, interviews, tests, team and results are simulated and are not associated with a launched product.
2. Problem
In the scenario, only 32% of new users who started checkout completed their purchase. The flow required a full address before showing delivery fees and time slots.
People built a basket and spent time registering without knowing whether delivery would fit their schedule or budget. This created effort and uncertainty for customers and lost sales opportunities for the company.
How can people evaluate delivery conditions before investing time in a purchase?
The central hypothesis was that showing this information earlier would enable more informed decisions throughout the journey.
3. Role
In this exercise, the Product Design role covers research, experience definition, prototyping, usability evaluation and follow-up on the proposed implementation.
The role was structured to demonstrate how Design could work with Product and Data on hypotheses and success criteria, and with Engineering to assess feasibility.
The scope also includes negotiating priorities, documenting decisions and ensuring interface quality. Pricing and logistics rules belong to the business and operations teams.
This role is part of the fictional scenario and does not represent verified professional experience for Pedro Guedes.
4. Evidence
The simulated research combines funnel behavior, support reports and interviews with eight people who abandoned their first purchase.
What the scenario suggests
The largest drop occurs when delivery fees and time slots appear. Six of the eight people report needing to know costs or availability before selecting products. Support questions include neighborhood coverage and same-day delivery.
How the hypothesis changes
In simulated tests of the previous flow, participants only discover at the end that available time slots do not suit their needs. This suggests that reducing form fields alone would be insufficient.
The order of information is also part of the experience.
The evidence in this section was defined for the exercise. No real interviews were conducted for this case study.
5. Decisions
01 / Check delivery using only a postal code
Show coverage, estimated fees and time slots without requiring a full address. The check is optional so people can continue exploring the service.
02 / Separate estimates from confirmation
Delivery fees depend on the address and basket contents. The interface labels estimates and updates conditions as the basket changes. Time slots show current availability; reservation occurs at checkout.
03 / Focus the first release
The scope prioritizes postal code checks, cost summaries and delivery selection before payment. Personalized recommendations and discount changes are excluded to focus evaluation on the main hypothesis.
04 / Evaluate operations alongside conversion
Cancellations, delays and margin per order complement conversion. Improvements need to produce orders that are operationally viable and satisfactory for customers.
6. Solution
The experience was redesigned to answer three questions earlier:
Do you deliver to my area?
How much will I pay?
When can I receive it?
At the start, a postal code check shows coverage, estimated fees and upcoming time slots. During shopping, the basket displays the subtotal and estimated delivery fee.
At checkout, people confirm their address and time slot before payment. If a slot fills up, the proposal preserves the basket and offers alternatives. The design also covers invalid postal codes, areas without coverage, unavailable slots and lookup failures.
Evaluating the concept
In the simulated scenario, five of six participants identify delivery conditions without help. One misunderstanding about time-slot reservations leads to changes in copy and visual hierarchy.
The phone presents an interactive demo. Products, addresses, time slots and prices are examples; no purchase or payment is processed.
7. Results
The scenario includes a four-week A/B test with new users split between the previous flow and the new experience. The values below are entirely simulated.
| Metric | Before | After |
|---|---|---|
| Checkout conversion | 32% | 40% |
| Cancellations | 4,2% | 4,1% |
| Delivery inquiries / 100 orders | 9 | 6 |
The exercise also considers an increase in the proportion of new users who purchase, avoiding interpreting only a shift in who reaches checkout. The scenario shows no relevant deterioration in margins or punctuality.
Four weeks would not be enough to establish an effect on repeat purchases. As the changes are evaluated together, the effect cannot be attributed to a single component.
8. Lessons learned
Information needs to appear when it helps people decide. In this exercise, costs and availability belong at the start of shopping.
Showing information earlier also requires managing expectations. A visible time slot must not appear reserved if operations cannot guarantee it yet.
The proposed collaboration between Design, Engineering and Operations connects the experience with real operating rules.
What to investigate next
Track repeat purchases and study areas with few time slots. Some abandonment may depend on logistics capacity, requiring changes beyond the interface.
Clarity is part of the product, from first contact to confirmation.
Explore at your own pace.
The phone is in free exploration mode. Use the buttons and app navigation to explore the experience.
Demo with fictional data. Try postal code 01310-100, choose a time, adjust the basket and simulate confirmation. No purchase is made.