Florencia Ferretto · Portfolio

Hello, I'm Florencia Ferretto, an Information Scientist specialized in UX Design. Welcome to my portfolio!

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Leading UX Design Teams

Grido App

Working as UX Process Lead in Saltolab, 2021 - 2023

Context

Grido is the fourth-largest ice cream retail chain globally and the largest in Latin America. Founded in the year 2000, with over 1900 branches, it caters to more than 250 million consumers.

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The Customer Experience team engaged the services offered by Saltolab to enhance the user experience of an app they had recently launched.

After conducting research to diagnose improvement opportunities and prioritize actionable items, we devised a plan to incrementally enhance the product.

We began by addressing what we identified as the primary issue: there was a high rate of registered users whom, after the first week of installing the app, did not engage with its features again.

Marketing efforts were underutilized as they failed to transform users into more active participants and cultivate a loyal relationship with the product. Without improving these metrics, it was challenging to consider enhancements to other aspects of the experience.

So we started a continuous improvement process that would last 2.5 years of partnership between Grido and Saltolab.

What We Wanted to Achieve:

We aimed to ensure that users downloading the app for the first time wouldn't exit the onboarding process without having used at least one of the 3 main product features:

1) Online Orders

2) Club Grido Benefits

3) Finding nearby Grido stores

Strategy We Followed:

We designed a first-time-use experience, placing the Club Grido functionality at the forefront.

This way, all users, after their initial interaction with the app, would gain a more comprehensive understanding of the value proposition and its differentiators.

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What Else Did We Do

Contributed to Grido's product roadmap development by aligning with user experience objectives. Presented 4 distinct initiatives stemming from the impacts of the initial project, with the goal of comprehensively enhancing the overall user experience.

Home and Navigation

Gamification of Club Grido through transfers and the use of points

UI Kit design and development

Surveys feedback in-app

Key Points of Impact

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Involving in both building a product roadmap and initiating specific improvements has strengthened our partnership with Grido and consolidate our relation with them as experts and strategic design partners.

*You can see image references of this projects at the bottom of this page.

My Contributions:

Team Hunting and Leading: I assembled the project's UX team, leading the search for 1 UX Writer and 3 UX/UI designers.

Product Strategy Definition: In collaboration with my partner and Grido stakeholders, I defined the product strategy to ensure a clear scope and achievable results.

Team and Client Alignment: I designed and co-facilitated alignment, ideation, and feedback workshops with the client's team.

Content Design Leadership: I led the end-to-end content design process.

UX Mentoring and Training: I directed and mentored UX/UI designers and UX writers who joined to collaborate independently on the project.

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Wanting to know more details about the project? I can walk you through design files, the workshops I facilitate and dive deep into the design challenges, Drop me a line!

floren.ferretto@gmail.com⁠

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Made by

Floren Ferretto⁠

with ❤ and good wi-fi in Barcelona · 2024. This is a work in progress so feel free to offer me any suggestions to keep improving.

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