Promotool
AI promotion system that personalizes discounts and optimizes offers
Um sistema de promoção inovador baseado em IA foi projetado para trazer um novo nível de precisão e personalização às estratégias promocionais
Context (Problem)
The Boticário Group needed an efficient and easy-to-use promotions tool that would replace manual flows with a complex user journey. The challenge was to create an intuitive and visually attractive system, following the design system and highlighting the intelligence behind the offers in a clear and simple way.
Strategic objectives (Challenges)
Increase competitiveness in the market: through A.I.-generated promotions, exploiting the maximum ROI and industry margin possible.
Increase visibility of results: allowing departments to monitor promotion planning in real time and make decisions based on historical data.
Optimize internal resources and processes: automating repetitive tasks, reducing manual errors and freeing up team time to focus on strategies with greater added value.
Tools
Figma
Miro
Google Meet
Google Docs
Process
Mapping the ecosystem
User journey
Interviews
High fidelity prototypes
Handover
Product Team
Close collaboration with the Product Manager (PM) and Group Product Manager (GPM) was crucial for the project's success. Together, we established a transparent and efficient process to handle stakeholder demands, ensuring their needs were heard and strategically integrated into the product roadmap.
We utilized a collaborative approach, involving stakeholders in workshops and feedback sessions, to understand their expectations and priorities. This open and constant communication allowed us to align expectations, negotiate deadlines, and build a roadmap that met both business and user needs.
DISCOVERY
Ecosystem mapping
Grupo Boticário had a Revenue Growth Management (RGM) department with three systems: Promotion Registration, Promotion Consultation, and Promotion Planning. We mapped how these systems were related to ensure the new solution would integrate efficiently.
With this mapping, I was able to visualize the interdependencies, identify integration opportunities, and define the technical requirements for the solution.
User Journey
We organized workshops with the promotion planners of Eudora and Boticário, using a Discovery framework. We mapped the planning journey of each brand, seeking to understand the stages, the actors involved, the tools used and the challenges faced in the current process.
[Decentralized processes, documentation without visibility between areas and long time to reach deliverables].
With this mapping, I was able to visualize the user journey, identify bottlenecks and friction points, and understand the differences and similarities between the processes of Eudora and Boticário.
Interviews
In the interview stage, my goal was to understand the reality of the promotion planners at Eudora and Boticário. I observed how spreadsheets were used in each stage of the process and interviewed fifteen planners, seeking to represent different profiles and levels of experience.
Main challenges
The project faced challenges such as the complexity of Grupo Boticário's product ecosystem, with multiple interactions and dependencies between teams. There was a crucial stage called "consensus," which condensed all the information. Additionally, there was resistance to change from some users accustomed to traditional processes.
Proposed solutions
Automation of repetitive and manual tasks.
SKU listing.
Margin and ROI objective.
Golden rules.
Centralization of information.
Improved communication between areas involved in promotion planning, through visibility by graphics.
DESIGN
Low fidelity prototype - Used for validating features
High-fidelity prototype - Final product version
Final Thoughts
With the implementation of Promotool, we achieved two strategic objectives:
Increase Visibility of Results: The departments now have access to and visibility of budget forecasts and the impact of each promotion applied to each SKU.
Optimize Internal Resources and Processes: The time to create a plan, which previously took days, was reduced to less than 30 minutes.