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Matheus GhenoMatheus GhenoLead Product Designer
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Cases

Case 06 · Ricciardi Massas

Ricciardi app

A delivery app for a traditional Curitiba brand, with centralized orders and in-house delivery.

Request typeNew product + freelance
GoalUnify orders on one platform, with delivery forecasts and easier expansion.

Context

What the project is

Ricciardi Massas is a family-owned brand from Curitiba and a reference in the city’s food business. Since 1982, it has sold pasta, sauces, ready meals, meats, cold dishes, drinks and desserts.

With the pandemic, sales fell and orders spread across up to 6 channels. The project started in a conversation with one of the managers, who described the difficulty of managing orders and the drop in revenue. Together we concluded that my work, combined with a development team, could solve it. I worked from research through development follow-up.

Problem

Falling sales, high fees and orders scattered across up to 6 channels.

−37%drop in average ticket, from R$96.13 in September 2021 to R$60.38 in September 2022
27%was the markup partner apps added to prices: R$50 became R$63.50
up to 6order channels, which made management hard

Process

In 19 days, using Double Diamond.

Phase 01Discover4 days. Contextual, quantitative (36 answers) and qualitative (8 interviews) research, plus the CSD matrix.
Phase 02Define2 days. Empathy map and MVP validated with stakeholders and team.
Phase 03Develop7 days. Userflow, low, mid and high fidelity wireframes, style guide and UI kit.
Phase 04Deliver6 days. Usability tests, handoff and UXQA with the company that built the app.

Decisions

The three main decisions on the app.

Decision 01

A mini design system

Semantic tokens, components and a do’s and don’ts guide, so any designer can evolve the app while keeping the brand and its standards.

Decision 02

Centralize orders

A dedicated app brings together orders that went through up to 6 platforms and reduces dependence on partner apps and their fees.

Centralize orders
Decision 03

In-house delivery and loyalty

The delivery fee is R$5 in Curitiba and R$10 in the metro area, versus R$12 to R$17 on partner apps. Coupons and promotions help build loyalty.

In-house delivery and loyalty

Evolution

From paper to interface.

Gallery

The screens, in detail.

Results

What changed after launch.

1.3k
downloads in the first 3 monthsApproximate figure.
94%
overall usability test scoreSUS test with 15 people, on the Maze platform.
from R$60.38 to R$79.49
average ticket, about +32%March 2023, three months after launch, versus R$60.38 in September 2022.
from 27% to 3%
of order value paid to stay listed on delivery appsMarch 2023, three months after launch.
~12%
of sales went through the brand’s own appApproximate figure, in March 2023.

Lesson

Good delivery is also about negotiation: an extra step the owners asked for gave them confidence without delaying the deadline.

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