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Designing a brand new global delivery platform

Empowered over 1 million users in 11 countries to order cold beer in under 30 minutes—driving double‑digit growth, seamless experiences, and deeper brand loyalty

Timeline

Aug 01, 2022 - Fev 27, 2023

Company

AB Inbev, Thoughtworks

Brands

TaDá Delivery

Devices

Desktop, tablet

Role

Product design, UI design

Challenge

Challenge

AB InBev was shifting from locally acquired delivery solutions to a unified global platform. But the foundation wasn't ready. The experience still relied on duplicated tools, inconsistent UI patterns, and fragmented order flows—varying not just by country, but sometimes even within the same region.

For sellers, that meant unclear steps, status updates that didn’t match real-life processes, and manual workarounds to complete deliveries. For the business, it meant a growing challenge to scale fast without losing trust or usability.

AB InBev was shifting from locally acquired delivery solutions to a unified global platform. But the foundation wasn't ready. The experience still relied on duplicated tools, inconsistent UI patterns, and fragmented order flows—varying not just by country, but sometimes even within the same region.

For sellers, that meant unclear steps, status updates that didn’t match real-life processes, and manual workarounds to complete deliveries. For the business, it meant a growing challenge to scale fast without losing trust or usability.

Opportunity

Opportunity

Design had the chance to set the foundation for a truly global product—one that could feel consistent, intuitive, and adaptable from day one. By replacing scattered flows with a unified experience, the platform could support rapid expansion, reduce training effort, and build user confidence in every delivery, across all markets.

Design had the chance to set the foundation for a truly global product—one that could feel consistent, intuitive, and adaptable from day one. By replacing scattered flows with a unified experience, the platform could support rapid expansion, reduce training effort, and build user confidence in every delivery, across all markets.

Impact
Impact

A trustedworthy, scalable experience across 11 markets

A trustedworthy, scalable experience across 11 markets

The redesigned experience helped AB InBev’s move from local workarounds to a consistent global platform. Usability tests showed task times cut by nearly 50%, and internal feedback rated the new flows 4.8/5 for clarity and trust. The product launched in 11 countries, reached 1M+ users in its first year, and now supports deliveries through 40,000+ active couriers—laying the foundation for future features and continued growth.
The redesigned experience helped AB InBev’s move from local workarounds to a consistent global platform. Usability tests showed task times cut by nearly 50%, and internal feedback rated the new flows 4.8/5 for clarity and trust. The product launched in 11 countries, reached 1M+ users in its first year, and now supports deliveries through 40,000+ active couriers—laying the foundation for future features and continued growth.

Metrics are anonymized for compliance, and its use is restricted for hiring processes. Any reproduction will be considered a breach of trust by the recruiting team.

Process

If you’re interested in how my mind works, here’s how I approach things—even though I know you might not care.

Discovery

Mapped the full journey across the tools to identify friction points in daily operations. Collaborated with product and ops teams to understand the gaps between the digital flow and what actually happened on the ground. Ran research with sellers in 11 countries to surface the most common blockers—unclear handoffs, missing status updates, and duplicated steps across tools.

Ideation & design

Redesigned the core experience using the Hexa design system, adapting it for new flows and components. Focused on creating scalable, reusable patterns for order tracking, delivery confirmation, and returns. Worked closely with product and engineering to keep the experience simple, consistent, and feasible across multiple markets.

Validation & implementation

Prototypes were tested remotely with sellers to refine interaction details and confirm the clarity of each flow. Paired with developers to support implementation, ensure design intent was preserved, and adjust based on real platform constraints. The updated flows became the foundation for a global platform used across 11 countries.

Team & credits

The success of the project is also the success of the team

Product manager

Gustavo Feresin, Dani Lopes, Diego Faria, Pedro Banks

Lead designer

Viviane Anchieta, Thiago Gomes

Product designer

Priscila Melo, Jessica Diniz, Rafaela Liberal

Engineer manager

Afonson Amorim, Lucas Thibau

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