Hiperdino is the largest supermarket chain in the Canary Islands, with over €1.56 billion in annual revenue. I led the comprehensive redesign of its digital ecosystem—web and app—at a time when outdated usability and inefficient navigation were directly affecting conversion. The focus was on rebuilding the architecture, simplifying key flows, and creating a scalable system aligned with business and development teams.
I led the UX team and the full redesign of the digital product. My responsibilities ranged from initial discovery and UX/UI strategy definition to design system creation, continuous collaboration with development, and design QA during implementation.
The website and mobile app were built on an outdated usability approach, with complex navigation and inefficient flows directly impacting conversion.
Information was lost across different parts of the user journey, hierarchy lacked clarity, and the architecture was not optimized for real user behavior.
Available data — including heatmaps — was not being properly interpreted or leveraged to improve the experience, increasing the gap between design decisions and actual usage patterns.
"The design system is not a visual layer, but a product infrastructure that prevents returning to inconsistent decisions."
Based on the initial diagnosis, the project goals were clearly defined:
The work started with an analysis phase focused on understanding what was actually failing: how users navigated, where information was lost, and why existing data was not driving meaningful improvements.
From there, the process focused on rethinking information architecture, defining clearer and more efficient interaction patterns, designing consistent flows across web and mobile, and translating data into concrete design decisions.
The design system was conceived as a direct response to the identified problems. Not as a visual layer, but as product infrastructure to prevent inconsistent and inefficient decisions.
It included clear tokens and foundations, reusable components, and business-specific patterns — such as promotions, minicart, and checkout — all aimed at improving usability, consistency, and iteration speed.
Collaboration with the development team was continuous and strategic. Many decisions were made considering real technical constraints, prioritizing sustainable solutions over quick fixes.
The system reduced ambiguity, improved communication, and ensured UX decisions were properly implemented.
The project is currently in production. The redesign establishes a solid foundation to regain efficiency, reduce friction, and support long-term evolution of the digital product.