Mi Plaza

Case Study

Cost Efficient Deliveries

Mi Plaza Digital set out to simplify the weekly shopping ritual for busy millennials by aggregating local vendors into a single, intuitive app. The goal: cut down the time and frustration of buying essentials while increasing convenience and satisfaction.

The Challenge

Millennials often juggle work, family and personal pursuits, leaving little time to plan shopping or search for deals. Fragmented vendor options, long store lines and unclear delivery windows created friction that discouraged frequent use. Mi Plaza needed a seamless way to unite local products and reliable delivery to make shopping as effortless as a few taps.

My Role & Approach

Role: Lead UX Designer and Brand Strategist
Key Actions:
- Conducted ethnographic research to pinpoint time‑drain pain points in existing grocery apps.
- Designed the brand identity and visual language to convey trust and speed.
- Mapped the customer journey and optimized flows to minimize steps from selection to checkout.
- Collaborated with developers to implement an intuitive interface across iOS and Android.
- Led user testing rounds with 15 participants, iterating based on real feedback.

UX Research

User Testing Artifacts for validation, IA, Searching potential User friction and revamping UX.

Monthly Users (2019-2020) | 30.000

Total Reach | 200.000

Deliveries| 30000 in the first MVP.

Our User Persona Diagram

Project Scope

Methods| Market Research, Interviews, Usability Testing, Information Architecture, Wireframing, Branding, Prototyping, UI Design

Timeline | 30 weeks First Release

Project Management | Scrum – Kanban

Tools | Figma, User Testing, Value Proposition Design

User Emotional Journey

Ideation Sessions

Value Proposition Design, Business Model Canvas, Weakness – Opportunities, Card Sorting, User Testing.

Discovered the User persona Using Agile methods for validation. (Interviews, Benchmarking, Google Trends), implemented strategies for rapid wireframing and testing with users (Lean UX). Built user stories, epics, and features with the product managers and developers.

Sectioned different releases of the app into stages. Used Design System for Efficient delivery of Design Vs. Code.

MVP Features

Mi plaza is a web and mobile app for buying in less than three steps your recurrent shopping list, finding the best deals efficiently. All your home essentials and more orders to deliver in less than 30 minutes to your front door.

Favorites

Build a space where, with a single tap, users can add to their cart, recurrent products they buy in the monthly basis. This can save time and build rapport and engagement with miplaza.

Coupons

Users can access thousands of coupons and obtain discounts, promotions and offers from different product brands, this is useful to bring positive reinforcement and gamification to the product.

Design Process

We established consistency across the platform then building upon the foundations of the product to create a memorable experience for the user. With a UI kit and design system built for a large dynamic team, we included Adobe XS components, text styles, motion guidelines, and color palette to allow developers and designers to work faster using material design while maintaining consistency.

Impact & Results

🕒 30 % reduction in average time to complete a weekly order.
📈 22 % increase in user retention after four weeks.
💬 4.7/5 average satisfaction score from pilot users.
💡 Expanded vendor network by 18 % within the first three months.

High Fidelity Prototype

Takeaway

By focusing on a single pain point — saving time for busy customers — Mi Plaza transformed the grocery experience into a frictionless, one‑stop solution. The blend of a clear brand story, well‑researched user flows and data‑driven iteration led to measurable gains in engagement and loyalty.

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