Made by Davi Aires
STRATEGY
From physical stores to digital shops → bringing simplicity to small businesses
Leading the process hands-on
Problems:
- Building a new product required alignment across engineering, PMs, and marketing, with clear priorities and validation.
Solutions:
- Acted as a hands-on design lead, managing the project in Notion using scrum and kanban practices.
- Delivered prototypes and design documentation for engineering handoff.
- Validated features with PMs and aligned product positioning with marketing for launch readiness.
Designing for simplicity and scale
Problems:
- Small business owners needed an easy way to manage products and orders without advanced technical knowledge.
- Checkout flows in existing platforms were often long and discouraging for end-users.
Solutions:
- Designed a clean and minimal checkout flow, reducing steps and improving conversion.
- Structured the product catalog as the central hub, balancing simplicity with key e-commerce essentials.
- Created and documented a design system from scratch to ensure scalability and consistency across features.
Understanding the gap
Problems:
- Most small business owners were not selling online, even though they needed to.
- Existing e-commerce solutions were too complex, expensive, or disconnected from their day-to-day operations.
Solutions:
- Conducted competitive analysis and quantitative research to map the barriers.
- Defined a product vision: a mini e-commerce that could digitalize a physical store with minimal friction.
- Positioned ShopMoura as a bridge between simplicity and growth, making digital sales accessible for everyone.
SOLUTION
A simple, accessible mini e-commerce for physical stores
The solution was a lightweight e-commerce platform that allowed store owners to quickly digitalize their inventory and start selling online with minimal effort.
INSIGHTS
What we learned and achieved along the way
Data-driven iteration strengthens decisions
Mouseflow tracking provided clarity on user drop-offs and behaviors, shaping iterations in real time. The data validated design hypotheses and guided improvements for checkout and catalog navigation.
📊 Result: Reduced friction in checkout flows and improved product discovery, reinforcing adoption and retention.
Simplicity is a differentiator
While competitors focused on full-featured, heavy platforms, ShopMoura succeeded by making the core experience fast and effortless.
📊 Result: Mouseflow showed high completion rates in checkout flows, confirming the impact of a simplified process.
Hands-on leadership accelerates delivery
Acting as both design lead and contributor, I managed sprints, created prototypes, and aligned cross-functional teams. This hybrid approach ensured both speed and quality in execution.
📊 Result: Faster time-to-market and a clear design system foundation that supported future iterations.
