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01 · Product Design case study
Natura · Malha Omni
Malha Omni: distributed inventory to reduce freight cost and delivery time.
Natura’s omnichannel programme connecting digital purchase, physical operations and advanced inventory nodes.
Context
Malha Omni was conceived in phases, expanding coverage without losing the service logic in each operational reality.
My role
Senior Product Designer, working in partnership with Design coordination. Research, workshops, Design Sprints, journeys, blueprints, personas, interfaces, testing, documentation and handoff.
- Phase 1Natura-owned stores
- Phase 2Franchises and Aqui Tem Natura
- Phase 3Beauty Consultants
- Phase 4Internationalisationfirst market: Chile
The evidence that defined the MVP
Research recorded broader reach and complexity in franchises. The MVP scope was Natura-owned stores, where the material indicated conditions to test operations without the pricing and remuneration constraint of ATNs.
Mapped journey
An operations journey artefact: consideration, decision, delivery and use, with each stakeholder’s actions recorded in one map.
Decisions visible in the interface
Three screens from the live operation and the state each one made legible so the store could act.
State shown: new orders, accepted orders and history.
State shown: carrier selection for an order.
State shown: product list with availability.
Flow and states
The prototype map and interface excerpts document the flow worked on, from order to shipping.
Confirmed outcomes
In some scenarios, delivery time moved from up to 4 days to approximately 30 minutes. The measured operation recorded +50% satisfaction and approximately 20% sales growth.
Scaling the operation
Internationalisation started in Chile, and not as a translation of what already existed in Brazil.
- 01
Local research
Understanding buying and delivery behaviour in that market.
- 02
Operational constraints
Mapping what the local network could and could not sustain.
- 03
Journey adaptation
Adjusting the delivery promise to what operations could actually meet.
- 04
Validate before replicating
Testing the adapted scope before taking the model further.
Available for opportunities
Open to senior roles and selected projects.
I am looking for teams that treat design as part of product decisions, and companies that need to turn complex problems into better digital products, experiences or operations.