OVERVIEW.
ABOUT THE COMPANY
Natura & Co is a top global beauty and cosmetics company that needed a digital solution for its distributors after the pandemic disrupted their traditional sales model.
PROBLEM
The main problem was the complex and oversized menu of the existing "My Consultancy App," which made it hard for professional consulting users to work efficiently. The goal was to redesign the app's information architecture and improve design processes.
TEAM AND TIMELINE
Guilherme Theodoro, a Product Design Specialist Consultant for Thoughtworks, led the redesign of the app's information architecture and defined design processes. He worked with a cross-functional team. The project ran from April 2020 to October 2021.
SOLUTION
The project delivered a completely renewed application structure for the "My Consultancy App". Key parts of the solution included:
In-depth research: This involved benchmarking against top global apps (like Facebook, Instagram, Netflix) and Latin American "super apps", and a comparative analysis of usability and navigation.
User profile mapping: Identified 47 unique user profiles across Latin America and Malaysia.
Taxonomy analysis: This reduced menu items from 26 to 8 groups/11 items, cutting scroll size by over 50% and greatly improving the user experience.
New menu design: The ideation and synthesis led to a streamlined menu that was easier for all users to learn.
Prototypes: Wireframes and functional prototypes were created to demonstrate user flows.
Design system: Comprehensive documentation for design system components was developed for both iOS and Android.
IMPACT
The project resulted in a split design system and a complete reseller ecosystem. This led to a 35% revenue increase in Hispanic Latin America and a 15% revenue increase in Brazil between 2022 and 2023. The redesigned, simpler menu also significantly improved the daily workflow for Natura consultants. Guilherme also initiated the implementation of native guidelines in the company's design system.
