The Business Tool

Context

O Boticário is the largest cosmetics and perfume company in Brazil and the largest franchisor in front of Mcdonald's to get an idea of ​​how big a business is. To manage the entire franchise network, the system Botiweb is used. It is the main channel of communication and interaction with store owners. 

At the end of 2016, a satisfaction survey was carried out, and it was found that the company's worst point was the Botiweb system.

They approached our company to understand what was going on. We did a heuristic evaluation at the beginning to understand if there were usability problems and it has too many. From that, deep research work began to understand the users, context, and business to create a new system that had a better perception of value.

My role

In this project, I was involved after heuristic evaluation and was responsible for everything in the design process.

At the company, I was always seen as the reference in research and product definition. My final deliveries were functional prototypes of the primary resources of the product in a high-fidelity prototype.

In this project, I had to specify everything and go back to the UI because the responsible designer of my squad needed to leave the company and had no one to assume this.  And it was excellent and challenging to return to the craft of the product.

So I ended up doing all the research with users, information architecture, wireframe, prototyping, interface design, usability tests, and monitoring of the front-end development.

Approach

I started to understand the franchise business and see the stakeholders' pain points. The product did not adequately reflect the company's excellence, and it was realized that this was because different types of users had access to unnecessary information.

The profiles identified were store owners, salespeople, and managers. I went to the field to interview and visit stores and were carried out surveys with 30 users and three visits to stores.

In the research process, I asked users to do day-to-day activities to understand what didn't work well. The method was a mix of usability testing, shadowing, and individual interview.

After studying product metrics, I made a presentation with the entire product strategy, personas, user journey, points of improvement, and adjustment impact.

What was noticed is that the tool hindered the day-to-day work. There was a problem with navigation and the findability of content.

Users felt lost in the system, and for them, the worst part of the day was when they needed to do something in the system. It was necessary to change this perception quickly.

In the presentation to the board, after evaluating all the material, they concluded that it was better to make a new product than adjust what existed.
I started the process of creating a new AI, wireframes, and prototypes. With the client's approval, we went to UI. That's where I needed to take on this activity. I tried to maintain an easy-to-read interface with a clear visual hierarchy.

I applied a usability test with 30 users, separated by user profiles at the annual franchisee's event. A stand was set up at the event to carry out the tests, a unique experience. With the system validated, it was for constructing the front-end where I managed the deliveries and did the QA.

Today Botiweb is a parameter for a franchise communication tool in Brazil.