Coca Cola
Helping thousands of small business owners restock faster across Latin America
Role
Sr. Product Designer - UX UI
Industry
Retail Distribution
Platform
Web / Mobile
Impact
Accelerated product reordering
Reframing the Problem
Restocking felt harder than it should
The "Juntos" Coca-Cola ordering platform supports thousands of convenience stores, small retailers, and neighborhood businesses across Latin America. But over time, the Coca-Cola experience started feeling like a traditional ecommerce platform.
The assumption was simple: users opened the app to explore.
Research told a different story: most store owners already knew exactly what they needed. The product was optimized for exploration. Users were optimized for efficiency.
01
Design around Reordering
Store owners frequently purchased the same products in similar quantities. Despite this, they were forced to recreate orders from scratch every time.
02
Introduce quick order experiences
Store owners manage inventory, suppliers, customers, and cash flow simultaneously. Ordering inventory is not shopping. It is an operational task.
03
Reorganize categorie
Browsing categories, navigating catalogs, and searching for products added effort without adding value. Users had already made the purchasing decision.
The turning point
We weren't building a store. We were building a tool.
Store owners approached ordering as work, not shopping. They needed speed, not discovery.
80%+ of orders contained previously purchased items, revealing automation opportunities.
Navigation and search added unnecessary steps in a routine task.
Users managed inventory, suppliers, customers, and cash flow simultaneously; ordering couldn't demand attention.
We stopped asking "How do we help users shop?" and started asking "How do we help users work?"
Understanding the users
Became the foundation for every design decision that followed.
Convenience Store Owner
Daniela
Manages a single location, limited time, and tight margins. Orders the same products weekly in predictable quantities. Needs to reorder in minutes, not browse for hours.
Retail Representative
Luis
Runs multiple responsibilities simultaneously: managing inventory, dealing with customers, handling cash flow. Ordering isn't his job, it's one of ten things he needs to do today.
Multi-Location Owner
Mariana
Manages 3-5 convenience stores across the city. Orders for multiple locations simultaneously. Needs to differentiate orders per store but keep the process fast and organized.
Before
→ How might we design for users juggling multiple responsibilities?
→ How might we streamline the ordering process for support teams?
After
→ How might we enable store owners to reorder?
→ How might we respect operators' time while managing inventory and operations?
Design Around Repetitive Purchasing Behavior
Rather than optimizing for product discovery, we restructured the entire experience to prioritize previous purchases and enable one-tap reordering.
Introduce Quick-Order Functionality
Reduced the ordering process from 12+ taps (browse → select → quantity → add → checkout) to a streamlined 3-step flow by eliminating unnecessary navigation and decision points.
Contextual Reorder Recommendations
Rather than showing all products, the experience now surfaces AI-powered reorder suggestions based on purchase frequency, seasonal patterns, and inventory cycles. Users see what they need, when they need it.
Order History & Comparison Views
Users can now compare current orders against previous weeks, spot variance, and validate quantities before checkout. This prevents ordering errors and provides confidence in decision-making.
