Piccadilly – E-commerce App & Social Impact Program
INDUSTRY:
Fashion / E-commerce
COMPANY:
Piccadilly
ROLE:
Product Designer (UX Research, Strategy, UI)
summary.
Piccadilly is one of Brazil’s largest women’s footwear brands, recognized for combining style, comfort, and accessibility. During the pandemic, I joined the team to design an e-commerce app that made online shopping easier, safer, and more inclusive — while also helping the brand reach and support its core audience: women over 50, especially in southern Brazil.
challenge.
Reach a demographic with limited digital literacy and older smartphones
Ensure a frictionless shopping experience despite slow internet connections
Prevent store overcrowding during the pandemic
Support users facing financial hardship through new business opportunities
goal.
Improve accessibility and usability for older users
Offer flexible delivery and pickup options to reduce in-store traffic
Create an inclusive feature set that worked even on low-end devices
Launch a social-impact-driven sales initiative to support the community
solution.
Designed a mobile app with:
Large touch targets and text optimized for low vision
High-contrast visuals and simplified navigation
Options for home delivery and in-store pickup scheduling
Launched the Piccadilly Ambassadors Program, allowing users to:
Register as resellers
Earn commissions
Manage sales through a custom-built dashboard
Developed a companion website for ambassadors to manage inventory, set sales goals, and monitor earnings
Conducted qualitative research with top sellers to gather feedback and identify feature opportunities
result.
Successful rollout of a socially inclusive platform during COVID-19
Strong engagement with the Ambassadors Program, especially among older women in rural areas
Improved brand perception as empathetic and community-driven
Positive user feedback, with many participants expressing gratitude for the opportunity to supplement their income
💡 What I Learned
This project reminded me why I design. Beyond usability and aesthetics, great products can create opportunity, dignity, and empowerment. Designing with empathy — and in close contact with real users — allowed us to deliver not just a functional experience, but one that changed lives during a difficult time. It's one of the projects I’m most proud of.
