The Company

Operating for the past 13 years in e-commerce, is the largest and most complete Internet store in Brazil.

The brand offers more than 500,000 items distributed in 32 categories such as computers, home appliances, electronics, mobile phones, furniture, domestic utensils, toys, books and much more.

The Project

Completely redesigned, updated for iOS 7 and Mobile Site.

The Challenge

A New E-commerce Experience.

The App was designed to give the user a very easy and intuitive experience for searching and shopping.Bringing a clean look designed after several design iterations.

Small details like the barcode reader and category icons made the experience more pleasant.

We also thought deeply about the navigation metaphors. After lots of iteration we settled on the Tab Bar instead of more "lazy" approaches like side menus because it simplifies your shopping experience by featuring the most important features you look for (Search, Favourites and Cart).

My Role

Mobile Coordinator from Mobile Team (Americanas, Submarino and Shoptime).


  • Paper and Pen
  • Photoshop
  • Illustrator



The wireframes were the beginning of everything, we thought in the best possible way to use the enterprise services available at the moment, and we built a new shopping experience for them.



List of the icons for the e-commerce category list.


Final Layout

 Some screens from the Total app

Some screens from the Total app

Focus on what's really important

These product photos were set to the highest possible resolution. Also, a very important thing for conversion is to be able to read reviews from others who have already bought the product. Everything was thought to get the greatest shopping experience ever.

Clean and intuitive experience

The display mode was made for different types of search; the user can toggle between a grid and list view for information, and a full view for larger images.

User opinion is taken seriously

All reviews with suggestions and comments on the old application were considered by the UX team, resulting in many redesigned wireframes with suggestions to suit the client in the best possible way. With this app update users could track their orders, buy through a call center or simply send feedbacks.

Creating a universal app

A universal app is a single app that was optimised for iPhone, iPod touch, and iPad devices. Providing a single pattern that adapts to the current device offers the best user experience. 
Users can also use the Americanas app on their iPhones and iPad.

The mobile website

Besides the UX concepts we need to promote the apps. For this we created a hot site for the apps and the mobile web version.

Demo Video