Pichau Gaming
Strategic evolution of the mobile experience
Role
Product Designer
Industry
E-commerce
Context
Pichau is one of the largest companies in the gaming segment in Latin America, a reference in hardware, peripherals, and customized PCs.
With a highly engaged and demanding user base, the company decided to launch a new version of the mobile app with the objective of:
Improving the mobile shopping experience
Increasing conversion
Reducing friction at checkout
Elevating the premium perception of the brand
The challenge was to transform a transactional experience into a smooth, high-performance experience aligned with the brand's gamer culture.
My Role
I acted as a design consultant on the new app project, contributing with:
Mobile experience strategy
Structuring critical flows
Evolution of interface and visual hierarchy
Usability review
Prototyping and validation of solutions
Main Challenges
1. Highly demanding audience
The gamer user is quick, comparative, and sensitive to performance.
Any friction impacts conversion.
2. Complex catalog
Large volume of products, technical variations, and detailed filters.
3. Checkout as a critical point
Long and unclear processes impacted abandonment.
4. Perceived performance
In addition to technical performance, it was necessary to convey visual agility and fluidity.
Solutions
Discovery
The work started with:
Heuristic analysis of the previous app
Benchmarking with large e-commerce and tech apps
Mapping of critical journeys (search → product → cart → checkout)
Identification of usability bottlenecks
Tools and methods used:
Figma for structuring and prototyping
Behavior analyses via product analytics tools
Iterative reviews with stakeholders
Main insights:
The user needed to reach the right product faster
Technical information needed to be organized without clutter
The checkout needed to appear shorter while maintaining security
Delivery
The project was structured into four main fronts:
1. New homepage focused on sales
Prioritization of offers and strategic categories
Better organization of banners
Highlight on promotions and launches
Clearer visual hierarchy
2. Product page focused on the "Build Your PC" experience
More scannable technical organization
Better visibility of price, installments, and availability
Redesigned flow to improve the "Build Your PC" feature experience
Highlight on differentiators and benefits
Adjustment of contrast and typography for quick reading
3. Optimization of cart and checkout
Reduction of visual noise
Better organization of purchase summary
Clear progress feedback
Cleaner interface oriented towards completion
4. Visual standardization
Standardization of components
Better use of contrast and typography
Adjustments to reinforce gamer identity without compromising usability
Creation of a scalable base for future app evolutions
Achieved Results
Smoother and more modern experience
Reduction of friction in critical purchase flows
Better organization of technical information
Clearer checkout oriented towards completion
Increased premium perception of the app
Trio - Design System
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