Role
Product Designer
Coca Cola
Redesigning inventory replenishment for thousands of small business owners across Latin America
THE PROBLEM
The platform was designed for shopping.
Users were trying to restock a business.
Coca-Cola's ordering platform supports thousands of convenience stores, small retailers, and neighborhood businesses across Latin America.
Over time, the experience evolved like a traditional ecommerce platform.
The assumption was simple:
Users open the app to discover products and build orders.
Research revealed the opposite.
Most store owners already knew exactly what they needed before opening the platform.
The product optimized for exploration.
Users optimized for efficiency.
We weren't redesigning ecommerce.
We were redesigning replenishment.
DISCOVERY
Ordering frequency
Product repetition patterns
Navigation paths
Ordering bottlenecks
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 help store owners replenish inventory without rebuilding orders manually?
→ How might we align the digital experience with real-world inventory management?
→ How might we reduce navigation friction across large product catalogs?
→ How might we reduce effort during recurring purchases?
01
Design Around Reordering
Research showed users repeatedly purchased similar products. Rather than prioritizing catalog exploration, the experience prioritized previous purchasing behavior. Users could begin with products they had already purchased instead of starting from the catalog
Tradeoff
This reduced visibility of the broader product assortment. However, research showed speed was significantly more valuable than discovery for core users.
02 Design decision
Introduce Quick Order Experiences
The existing workflow required users to manually rebuild inventory purchases. We introduced quick-order functionality that leveraged purchase history and previous behavior.
Tradeoff
Additional complexity within order management systems.
The efficiency gains outweighed the implementation cost
03
Reorganize Categories
The original structure reflected internal product organization.
We redesigned categories to resemble how store owners think about inventory inside physical stores.
Tradeoff
Improved product discoverability within established purchasing patterns.
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