PROJECT CONTENT
As Project Manager and UX Designer, I led the development of Nova Itapemirim’s eCommerce platform, overseeing project execution, market research, user flow definition, and interface design.
NOVA ITAPEMIRIM
The objective of this project was to create a new app and corporate website for bus ticket sales, while revitalizing the Itapemirim brand. As a market leader and one of the most established companies in the industry in Brazil, the challenge was both significant and highly rewarding. It provided valuable learning opportunities, particularly in project management as well as UX/UI design.
Given the limited time for field research, I conducted secondary research on the brand’s history, reviewing its previous website and online user feedback, especially considering the company’s recent recovery from judicial restructuring. I then analyzed major competitors in the Brazilian market, such as Clickbus, FlixBus, and Buson, to understand what works well and how I could apply these insights to create a great user experience for the new Itapemirim website and app.
During the ideation phase, one of the biggest challenges was the lack of time for a complete process, especially since the company did not yet have a well-established UX culture. However, I conducted a detailed competitive analysis, applying Nielsen’s heuristics to assess both the purchasing experience and overall usability. Building on these insights, I structured the site's information architecture, ensuring it accommodated not only e-commerce functionalities but also institutional content. This content was essential not just for SEO but also for communicating the company’s structural changes, reinforcing transparency and trust with users. Finally, I designed the prototypes in Figma, always focusing on creating a smooth and intuitive shopping experience. As a result, we identified effective solutions for launching our MVP, ensuring an optimized user journey from day one. Read the full study here.
After several rounds of discussions and refinements, we finally arrived at the final design. The challenge wasn’t just the visual aspect but also how we communicated with our customers through content. We also faced some obstacles related to time constraints and internal systems, which limited certain functionalities. However, we successfully delivered a solid product that has become a market leader in its segment. In its first month alone, it generated over R$1 million in revenue organically—without heavy paid advertising.
Check out the final result of the incredible challenge that was the Nova Itapemirim website! I’m truly proud of how it turned out, and I’d love for you to see it for yourself. You can access the href="http://www.novaitapemirim.com.br" target="_blank">final website or click on the images to see the final deliverables.
