Lacta is one of Brazil's biggest chocolate brands. Part of Mondelez International. Their e-commerce was huge during Easter but dead the rest of the year. Like, completely dead.

They wanted year-round revenue. We had to rethink the entire shopping experience. New features for each persona, at every stage of the funnel. Make people want to buy chocolate online in July.

We analyzed six direct competitors: Hershey's, Kit Kat, Kopenhagen, Cacau Show, Garoto, and Dengo. Scored them across key e-commerce parameters to find where Lacta could win.

We also ran Core Web Vitals comparisons. Most competitors had slow, bloated sites. That was an easy win for us.

We identified two behavioral groups from the analytics data. Completely different motivations, completely different browsing patterns.

The key stat: Planners convert at 5x the average rate. That changed our entire strategy. We needed to build for Planners first and find ways to convert Immediatists into Planners.

From the behavioral data and stakeholder interviews, we built four proto-personas. Each one shops differently, values different things, and needs a different experience.

Using Design Thinking workshops, we generated 20+ new features for the backlog. The wildest ones? A Metaverse store and a "Find The Perfect Gift" quiz. Completely new shopping journeys that didn't exist before.

We prioritized everything using a MoSCoW framework. Each feature got scored on pros, cons, attention points, and replacement suggestions. WOW features went into the innovation pipeline. Must-haves went straight to dev.

The final design brought everything together. Year-round e-commerce with seasonal flexibility, personalized gift experiences, and a checkout built for each persona type.