E-commerce · Boticário Group

Customer Loyalty Program

Boticário Group

Role Staff Product Designer

Project Category E-commerce

Timeline 1 year (till Jun '25)

The Boticário Group is one of the largest beauty companies in the world and a leader in Brazil, with a diverse portfolio that includes brands like O Boticário, Eudora, Quem Disse, Berenice?, Vult, and BeautyBox.

I took part in the national rollout of the Group's loyalty program, a strategic project that expanded beyond O Boticário to include other key brands. This cross-brand initiative became a high-impact program within the company, enhancing customer engagement and creating a unified, value-driven experience across multiple touchpoints.

Core Responsibilities

Product design Product strategy and management User research Usability testing A/B testing Accessibility Technical Handoff

Final redesign — navigation, challenges, activity history and onboarding

Project walkthrough

Navigation data analysis — usage analytics for the loyalty program

Heuristic analysis — quantitative results radar chart

Heuristic analysis — challenges and benefits screen, annotated findings

Service blueprint — end-to-end journey from Jan to Jun 2025

Service blueprint — macro stages and findings

Card sorting — clusters and dendrogram across all navigation layers

Card sorting — cluster breakdown with dendrogram detail

Wireframes — modular components, adaptive hierarchy