Senior Product Designer
The only PD across the entire customer row at Daki
The team
Product lead Brazil, Engineers, Jokr and Daki CTOs and VPs
Responsibility
Create an experience of choosing products via web and checking out via app.
The Problem
We needed to create a test shopping experience via the Daki website to see if it was possible to convert online leads via the website into product purchases.
Key notes
🗒️
Operated as the only Product Designer at times, partnering with a newly forming leadership and an engineering squad from an external consultancy.
🗒️
First feature with a completely new engineering team.
Company and Product
Daki is a mobile first ultra fast delivery platform in Brazil. In 2022 Daki joined JOKR and both apps were consolidated into a single platform. While the core business overlapped, the apps differed in architecture, user journeys, and market specific features.
Constraints and Challenges
Do not reduce existing revenue and engagement in the app
Check out a purchase made on the Web via the App
Identify checkouts made in the app coming from the web, to understand the metrics relevant to the success of the application
Daki did not have any type of Design Tokens for web applications
Two-week deadline for ideation, construction, handoff, and implementation
Web architecture
Mapped the full navigation structure, defined context segmentation, and documented each feature behavior.
Benchmark
Mapping web applications whose primary functionality exists in mobile apps to understand cross-platform patterns.
Web Design Tokens
Tokenized colors, spacing, and typography to fit Desktop devices. Component parity checklist across device types and creation of new components.
Live handoff
Outcomes
📈
We validated the hypothesis that users navigating the web flow could be converted into purchases.
📈
Since checkout was completed in the app, the conversion rate on the web was not as high as expected, but there were still meaningful conversions.
📈
Unexpectedly, web purchases tended to have a higher order volume than those made through the app.
