Zaitt is the first autonomous store in Latin America with smart stores spread throughout Brazil accessible through an app, which was the focus of this project. The project had a clear objective: to redesign the Zaitt app to improve usability and create a digital experience more aligned with the in-store experience.
To achieve this goal, the project began with a dive into existing problems with the application's interface, many of which were identified by the users themselves. This provided a greater understanding of main points such as inconsistency, navigation problems, and mainly affordance, that is, how intuitive the interactions were to users.
From this mapping, we adopted a systematic approach, using card sorting to organize problems into logical categories which allowed us to establish a clear structure to address problems and generate alternative solutions. We also built a map of the system/access tree and based on it, we created wireframes that after refinement and validation, became a complete prototype with the new interface. This allowed us to evaluate the effectiveness of the proposed solutions and further refine the user experience, ensuring it was aligned with the stakeholders' vision.
The central challenge of this project was to find the balance between business objectives and user demand for solutions to a variety of identified problems. Additionally, there was a critical need to consider the interplay between the digital experience and the physical experience, a characteristic specific to Zaitt.
The result was not just a redesigned system, with a more user-friendly interface, but a remodeling of the user experience for a more efficient and scalable expansion of the business. The Zaitt case project highlights the importance of user-centered design and a more strategic design vision to solve complex problems, taking into account user needs, the project application context, and business objectives.
