Piccadilly Shoes

Piccadilly is one of Brazil’s largest women’s footwear brands.

Project Summary

During the pandemic, Piccadilly needed to rapidly digitize its consumer experience to support women over 50 with low digital literacy. I designed the e‑commerce app and a reseller program, leading research, UX, and UI to build an accessible solution optimized for older devices. The result was increased reach, engagement, and meaningful social impact during a critical moment.

Problem

The company needed to prevent store overcrowding during COVID‑19, improve digital access for users with low digital familiarity and outdated smartphones, and support women facing financial hardship. Evidence showed low trust in digital channels, slow internet connections, and limited income opportunities.

What I Did

I conducted qualitative research with customers and top sellers to uncover real barriers. I simplified navigation, designed accessible UI elements for low vision, and optimized performance for slow connections. I structured the app with delivery and pickup scheduling and created the Ambassadors Program, enabling users to become resellers with a dedicated dashboard. I also built the companion website for ambassadors to manage inventory, goals, and earnings.

Solution

I created an app with large touch targets, enlarged text, high‑contrast visuals, and simplified journeys, enabling safe and accessible online shopping. I launched the Ambassadors Program, allowing women to register, sell products, and track their income through a dedicated panel. The solution combined accessibility, income generation, and reduced in‑store traffic.

Impact

62% increase in purchases made through the app
30% growth in the number of ambassadors in the first month
30% increase in sales volume generated by ambassadors
87% of ambassadors reported increased income in the first month
87% said the program helped them financially during the pandemic
82% said they felt Piccadilly genuinely cared about their well‑being

Learning

This project reminded me of the deeper purpose of design. Beyond usability and aesthetics, well‑designed products can create opportunity, dignity, and real economic impact. Designing with empathy and staying close to users allowed me to deliver not just a functional solution, but one that genuinely supported women during a difficult moment. It remains one of the projects I am most proud of.