← Back to cases Case 01 · Grupo Boticário · 2021 — 2023

WhatsApp
Sales.

Turning WhatsApp into a strategic sales channel for 4,000+ stores across 1,650 cities, insourcing systems and 4×'ing conversion.

Client
Grupo Boticário
Period
2021 — 2023
My role
Lead Designer
Impact
4× conversion lift
cc
Consultant app screens: customer queue, WhatsApp chat and product sharing
The challenge

Build a new sales channel over WhatsApp.

WhatsApp is the most installed app in Brazil, present on over 95% of smartphones. Store sellers were already using their personal WhatsApp to serve customers, but that meant compliance risk, cognitive overload and tool fatigue.

The brief: build a conversational commerce channel as the strategic north for a phased phygital beauty ecosystem, one that was better than personal WhatsApp, integrated into store operations, and interruption-proof.

In parallel, I led the insourcing of the platform: mapping legacy flows, validating with end users and structuring a technical transition plan that cut 100% of external vendor dependency.

My role

Direction, plan and rapid design.

01
Set direction
Interviews with directors, managers and tech leads. Benchmarks and end-user research.
02
Shape a plan
Co-creation workshops, phased roadmap with PMs, findings shared cross-team.
03
Rapid design
Designs delivered in parallel with team onboarding, remote usability testing, structured handoff.
04
Design System
200+ new components to support the omnichannel operation.
App home before and after, with the service queue
Risk & solution

What had to hold up.

We mapped three risk areas before drawing any screens:

  • · Compliance and data privacy exposure via personal WhatsApp.
  • · Adoption and productivity at risk from tool fatigue across store teams.
  • · Cognitive overload from parallel task management during the transition.

The solution had to be better than personal WhatsApp, integrated with store ops and interruption-proof: cart management, online payment, order tracking and daily missions, all in one place.

Unified journey
01Chat
→
02Cart
→
03Payment
→
04Tracking
Flow for sharing a product and building the cart

"Brazil's most intimate channel became a serious sales channel, without losing the warmth of conversation."

Impact · 2 years

From pilot to part of the ecosystem.

4×
conversion lift on the redesigned journey.
Top5
among digital channels by sales volume.
↑GMV
meaningful contribution to total group GMV.
Human impact

Both sides of the counter.

NPS high
among both customers and in-store consultants.
↑base
significant growth in identified-customer base.
Omnichannel WhatsApp Discovery Design System OKRs MLP / MVP Research Figma

ℹ️ Some metrics and images have been omitted for confidentiality. I have the full detailed case with complete data and visuals. Get in touch and I’ll be happy to present it.

Learnings

What I take from this case.

· First real end-to-end application of OKR methodology.

· Phased MLP/MVP was essential to de-risk and calibrate adoption.

· Behavior change is hard: consultants kept their personal WhatsApp for ~1 year before fully migrating.