Product Designer
Product Designer
Bimbo
Transforming individual actions into meaningful collective impact
THE PROBLEM
People supported the mission.
They just didn't see their role in it.
Grupo Bimbo launched a social impact initiative built around a simple concept:
Users run.
Bimbo donates.
The value proposition was easy to understand.
The behavioral challenge was not.
Research revealed that most users appreciated the cause and agreed with the mission.
Yet appreciation rarely translated into participation.
The campaign focused heavily on the social impact being created.
Users were still asking themselves a different question:
"Why should I participate?"
The challenge wasn't communicating the cause.
The challenge was creating motivation
We weren't designing a donation campaign.
We were designing motivation.
Emotional motivators
Moments of disengagement
Participation barriers
Perceived impact
TARGET USERS
01 Design Decision
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
how might we...
→ How might we make social impact feel personal?
→ How might we create emotional engagement without overwhelming users?
→ How might we reduce friction between intention and action?
→ How might we help users see the value of their contribution?
01
Make Individual Contributions Visible
Research revealed that users wanted proof that their actions mattered. We redesigned the experience to show how personal participation contributed to larger campaign goals.
Tradeoff
Required balancing personal achievements with collective outcomes.
02
Shift the Narrative From Cause to Contribution
The original messaging focused heavily on the social mission. We reframed communication around the participant's role within that mission.
Tradeoff
Less emphasis on organizational efforts and more emphasis on user actions.
03
Visualize Collective Progress
People respond differently when they can see momentum.
We introduced mechanisms that connected individual participation to broader community achievements.
Tradeoff
Increased understanding of campaign progress and personal contribution.
DEFINE
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
store owners value speed, simplicity, and reliability.
Store owners value speed, simplicity, and reliability.
the experience should be optimized for reordering, not browsing
store owners value speed, simplicity, and reliability.
150+
Many place orders multiple times per week to restock their stores.
6
Order products regularly to maintain inventory and serve customers
18
Content
Many place orders multiple times per week to restock their stores.
store owners value speed, simplicity, and reliability.
Small corner stores
1 to 3 employees. Low digital maturity
Reorder, don't stop
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Content
Content
store owners value speed, simplicity, and reliability.
Step-by-step flows that teach and guide users without overhelming them.
Learning moments embedded naturally within the user journey.
Recomendations based on user interests, goals and behavior.
Visual and simple explanations of perfomance risk.
Define
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
Store owners value speed, simplicity, and reliability.
Small corner stores
1 to 3 employees. Low digital maturity
Reorder, don't stop
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Define
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
FINAL EXPERIENCE
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
High order volume. More complex operations
High order volume. More complex operations
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
High order volume. More complex operations
High order volume. More complex operations
FINAL EXPERIENCE
FINAL EXPERIENCE
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
1 to 3 employees. Low digital maturity
High order volume. More complex operations
1 to 3 employees. Low digital maturity
High order volume. More complex operations
1 to 3 employees. Low digital maturity
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations