Natura
Natura is a Brazilian company operating in the cosmetics industry. Founded in 1969 by Antônio Luiz Seabra, Guilherme Leal, and Pedro Passos, it is now present in Brazil, Argentina, Chile, Colombia, Mexico, Peru, France, the United States, and Malaysia, as well as in 63 other countries indirectly.
Today, Natura employs over 7,000 people, has nearly 8 million consultants, and operates more than 772 stores, including company-owned and franchise locations in Brazil, Argentina, Chile, Mexico, and Peru. It also has 654 units of its "Aqui Tem Natura" network (Beauty Consultants) throughout Brazil.
The project
This project was one of the most ambitious national projects I have ever worked on. The goal was to redesign Natura's website from scratch, as the company decided to migrate its most important and flagship Brazilian e-commerce platform to VTEX, one of the most robust e-commerce solutions in the industry. The aim was to create a new digital experience that aligned with Natura's modern brand vision, providing a seamless and user-friendly shopping experience for its customers.
How we did it
This project involved collaboration across multiple teams, including graphic designers, developers, architects, software engineers, content and marketing teams, and UX/UI designers. The process was extensive and included various phases: research, user testing, navigation testing, and prototyping.
Our approach was rooted in UX principles, ensuring that every design decision was focused on improving the user experience, from simplifying the purchase flow to enhancing the overall visual appeal of the site.
Pain Points
Although the previous website was already quite good in terms of navigation and usability, it was clear that it needed a redesign to reflect Natura’s evolving vision. The older platform was functional, but we identified areas that could be improved to create a more cohesive and meaningful experience for users.
The challenge was not to overhaul everything, but to build something that made more sense for Natura’s modern identity and future goals.
How it was done
We started by conducting thorough research to understand Natura's users, their behaviors, and pain points. We then created prototypes and conducted user testing to validate our design ideas. With the help of navigation and usability tests, we refined the user journey to ensure it was intuitive and seamless.
Natura
Results
The result was a modern, more efficient website that closely aligned with Natura’s updated brand identity and vision.