YEMA E-Commerce
YEMA is a supermarket that offers the healthiest products at the lowest prices in Mexico.
Project Overview
The project's objective was to define the digital experience and aesthetics of YEMA. As a newly established startup, the strategy was to have online sales account for 100% of the sales in the first year, with a subsequent shift to 60% in the following years. This presented a significant opportunity to collaborate closely with the Development team, working together to ensure the best experience for users.
My Role & Responsibilities
As Head of Design and Experience, I was responsible for defining the entire E-Commerce experience. I coordinated the UI/UX, Marketing, and photography teams to accomplish the designated tasks. Additionally, I served as the key point of contact between the various design teams and developers, ensuring clear interactions and aligning expectations.
Stakeholders:
Program Managers
Logistics Team
Consumer Goods Developers
Development Teams
Founders (CEO & CTO)
Timeline:
6 months (Nov 2019 - Apr 2020)
Tools:
Figma / Jira / Slack / Google Suite / Miro / Zoom
Location:
CDMX, Mexico
Challenge
Develop from the ground up YEMA E-Commerces in the lapse of 6 months, creating a unique online shopping experience where the users found quickly and intuitively the information that is important to them.
Objectives
Construct a platform with the agility to evolve rapidly, keeping in mind the startup nature of the venture.
Facilitate swift access to curated catalog views, categorized by different types of diets.
Portray the brand's values of clarity and transparency to convey why a particular product is included in our catalog.
Develop a user-friendly Content Management System (CMS) to enable easy and efficient content uploads.
Deliver a clear communication of what sets YEMA apart as a distinctive supermarket experience.
Market Research
Key Findings
Through an analysis of competitors, it becomes evident that there is an opportunity to develop an E-Commerce platform that comprehends the distinct ways consumers of this type navigate and interact with information. Adopting this approach will not only set us apart but also provide a competitive edge.
User Persona
Contextualizing the target audience's needs with a health-focused supermarket and recognizing the absence of a comprehensive one-stop shopping option that aligns with their needs and goals, enables us to shape a tangible, representative persona. Constructed solely from our research findings and interview quotes, we've synthesized a user persona.
Final Look
Here are the final designs for the E-Commerce and a sneak peak to the Design System (Clara) created for all YEMA digital products.
