Riachuelo

DiscoveryUI/UXInternational

Designing Riachuelo’s First E-commerce Experience

Riachuelo e-commerce site shown on desktop, laptop and phone

Role

Senior Director, Customer Experience

Problem

Riachuelo, a Brazilian fashion retailer with more than 300 department stores, was launching its first e-commerce platform and needed a digital channel that fit local shopping behavior and worked with its stores rather than apart from them.

Approach

As Senior Director of Customer Experience, I led design and experience strategy, overseeing user research, UX design, and visual design, and aligning teams across regions and disciplines. On-site research in São Paulo and across Riachuelo stores grounded the work in how people actually shop.

Solution

An omnichannel e-commerce experience suited to local shopping behavior. The launch was delivered on time and laid the groundwork for digital and omnichannel expansion.

By the numbers

At a glance

300+

department stores across Brazil

On time

launch of Riachuelo’s first e-commerce platform

Let’s talk

The world is evolving faster than ever. I thrive at the intersection of emerging technology, leadership, and hands-on problem-solving, turning complexity into clarity and tackling challenges that truly matter.

I welcome the opportunity to connect and share more.

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