Projects Overview
Trela’s mission is to help people eat better by providing everything needed for a healthy diet in a simple, affordable way—just like shopping on Amazon. We’re building a marketplace where top producers compete fairly, selling their full inventory directly to consumers. Perishable goods are sent to warehouses only after being sold, optimizing efficiency and reducing waste.
As Head of Design, I lead by example, working hands-on to build and enhance our products. I’m part of the Consumer Squad, where I serve as the sole designer responsible for crafting seamless web and app experiences. Since joining Trela in 2021 as the first designer, I’ve played a pivotal role in shaping the business, combining my expertise in design, technology, and operations with a deep focus on user advocacy to drive strategic decisions.
In 2023, Trela transitioned from a Social Commerce model to a full Grocery App. By early 2024, a strategic repositioning helped us achieve Product-Market Fit, resulting in 600% growth that year. With top ratings on Apple (4.9) and Google (4.9), an NPS of 84, and industry-leading retention, we’re on track for another 600% growth this year. Weekly customer conversations, combined with insights from Voice of the Customer – Continuous Research + AI, ensure we’re consistently improving and delivering value to our users.
Explore live at www.trela.com.br or on our Apple and Android apps.
Projects overview
Over the past two years since our pivot, it’s difficult to capture every project we’ve undertaken, but each initiative has been essential in improving key metrics and shaping the Trela we know today. Trela’s transition to a grocery platform began with a simple interaction aimed at testing whether users truly valued our new direction. While research supported the pivot, we needed an MVP to validate it.
Once we confirmed we were on the right track, we expanded functionality, guided by continuous research and heuristic analysis. A major milestone in this journey was a strategic rebranding initiative that solidified our repositioning and officially marked our new direction, reinforcing our mission and vision.
Enhancing Product Discovery
To increase Items Per Order (IPO) and Average Order Value (AOV), we expanded and refined how users discover products:
Improved Search
Introduced filters and sorting
Added a "Reorder Products" feature.
Redesigned category experience
Highlighting Competitive Pricing
We capitalized on one of our core strengths—pricing—by developing an automated crawler that compares competitor prices. This feature transparently shows customers how much they save by choosing Trela, reinforcing our value proposition.
Improving Product Visibility with Recommendations
To increase Items Per Order (IPO) and Average Order Value (AOV), we introduced recommendation carousels across the platform. These carousels help customers discover more relevant products, enhancing their shopping experience and encouraging higher engagement.
Improving SEO with better content
We focused on delivering high-quality content to reinforce our positioning as a curated marketplace, while also using SEO as a cost-effective strategy to attract new users:
New Product Page: Improved visuals, added a curation score, detailed nutritional information, and ingredients.
User Reviews: A simple yet impactful feature that helps customers choose products, frequently praised in qualitative interviews.