Facily · 2021—2022
Facily
The context
Facily operated a social commerce model where local partners, known as Pontos Facily, received and delivered orders to customers.
Their app was a central part of that operation, but usability, performance and lack of operational visibility made everyday work difficult.
At the time, the app had a 2.3-star rating on the Play Store and operational issues were affecting logistics indicators such as order reallocation and reverse logistics.
My role
I worked as Product Design Lead for the Logistics business unit, leading three designers while remaining directly involved across the entire process.
I was also the connection point between Product, Technology, Operations and users, helping create consistency across logistics products and bringing real user context into product decisions.
Field research
15+ locations
Go where the work happens.
01
We visited more than 15 Pontos Facily across the São Paulo metropolitan area, observing how partners worked and talking directly with them about their routines and pain points.
The research made the gap between the digital experience and the real operation impossible to ignore.
What we found
100%
Every participant reported incorrect order counts inside the app.
80%
Most partners relied on notebooks or spreadsheets to manage orders.
60%
Many had already lost orders due to operational preparation issues.
The insight
Partners did not simply need a cleaner interface. They needed visibility and confidence.
They needed to know which orders were at the location, which were still on the way, what each order contained and what had already been delivered.
That changed the project from a visual redesign into a broader operational experience redesign.
Core needs
01
Know exactly which and how many orders were physically at the point.
02
Understand which orders were still in transit before arrival.
03
Access delivery records, item information and operational reports.
Design direction
The redesign focused on helping partners manage the operation instead of simply reacting to problems.
We reorganized the experience around visibility, status, order identification and actionable information, using continuous feedback from real users throughout the process.
Leadership
Beyond designing the product, I helped create a closer relationship between the company and its logistics partners.
Research in the field and co-creation with users brought Operations, Product and Technology into the same conversation, making decisions less dependent on assumptions.
Outcome
The project transformed the app from a limited operational interface into a clearer management tool for Pontos Facily.
More importantly, it changed how the team approached product decisions: observing the operation, involving users earlier and validating assumptions directly in the field.
Back to work
Selected work Explore the other projects. →