WhatsApp Sales · Boticário · Case

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.

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

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.