ZX Ventures | Sempre em Casa

ZX Ventures is the global investment and innovation group of Anheuser Busch InBev.

Sempre em Casa is a São Paulo, Brazil-based online subscription service founded in 2018 for alcoholic and non-alcoholic beverages, backed by ZX Ventures.

Background

In 2020, the surge in on-demand delivery during COVID drove a significant increase in site traffic, creating an opportunity to rethink and improve the overall experience. We took this moment to execute a comprehensive rebuild of Sempre em Casa to create a more scalable and cohesive platform spanning backend, frontend, product design, and overall UX.

With the majority of traffic coming from mobile, we prioritized a mobile-first approach. Within this effort, we focused on optimizing key areas of the site, particularly the Homepage and PLP, by standardizing UI patterns such as color usage, button styles, and typographic hierarchy, based on best practices established across ventures

Goal

Create the most frictionless beverage routine with maximum savings by continuously refining our product, service, and communication. Focus on strengthening the experiences customers already love while closing gaps in how we deliver and communicate our value, supporting sustained organic growth.

Target Customers

Families (35-50 years old): 70% of subscribers are married and married with children.

• 54% Had peace of mind that they don't have to look for promotions 

• 21% Felt happy that they had to pay less 

• 14% Felt proud that they know they are saving money

Business Pillars

Pillar #1: Best Value

User Insight: People want the best overall value, not just the lowest price. They compare options across multiple stores to find the best combination of price, delivery, fees, rewards, and reliability for their favorite beverages.

North Star Metrics: Subscriber Growth, CLTV / CAC, Churn

Pillar #2: Control 

User Insight: People lack control over their beverage purchasing routine due to limited transparency around pricing and promotions, long and unpredictable supermarket lines, and inconsistent product availability. This also applies to many subscription services, where users pay but have little flexibility or control once enrolled.

North Star Metrics: NPS, Retention

E-Commerce Optimization

A streamlined, end-to-end experience focused on clarity, flexibility, and control.

Homepage & Entry:

• Clarified value prop, benefits, and how it works

• Added age gate and ZIP-based area coverage

Onboarding & “How It Works”:

• Simplified onboarding with clear next steps

• Introduced visual, easy-to-understand service education

Product Discovery:

• Improved search, filters, and collections

• Standardized product cards with clear pricing and options

Product Detail (PDP):

• Elevated product info, pricing, and variants

• Streamlined add-to-cart and related product discovery

Basket & Subscription:

• Centralized basket for managing products and delivery frequency

• Enabled easy edits, pauses, and recurring order control

Checkout:

• Simplified into clear steps: review, delivery, payment, confirmation

• Improved transparency across pricing and scheduling

Account & Deliveries:

• Central hub for profile, payments, and preferences

• Clear visibility into past and upcoming deliveries

Notifications:

• Designed key lifecycle touchpoints (orders, payments, delivery updates)

Final Designs

Feature Enhancements

Onboarding & Account Experience: Redesigned flows for both new users and returning subscribers.

Visual Clarity: Improved hierarchy and legibility across the experience.

Simplified Management: Streamlined the “Your Box” subscription management interface.

Efficiency Gains: Reduced key actions—pause (4 → 2 clicks) and edit time (30s → 10s).

Trust & Adoption: Addressed concerns around subscriptions (cost, taxes, reliability).

Design System Optimization: Applied proven UI patterns to reduce drop-off and improve conversion.

Scalable Retention Model: Built a flexible subscriber admin experience focused on long-term engagement.