ZX Ventures

Sempre em Casa

Product Design · UX/UI Design · E-Commerce · Mobile-First Design · Conversion Optimization · Subscription Experience

Redesigning the digital commerce and subscription experience for Sempre em Casa, a ZX Ventures-backed beverage delivery platform, to simplify product discovery, streamline purchasing, and give customers greater control over recurring orders through a scalable, mobile-first experience.

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.

The Challenge

Sempre em Casa experienced significant growth in digital traffic during the COVID-19 pandemic, creating an opportunity to modernize its e-commerce platform and better support an expanding subscription business.

The existing experience needed clearer product discovery, more intuitive purchasing workflows, and greater transparency around pricing, delivery schedules, and subscription management. Customers valued convenience and savings but needed more flexibility and control over recurring orders to confidently adopt and maintain subscriptions.

The opportunity extended beyond improving individual shopping journeys. It required rethinking the end-to-end customer experience, from initial discovery and onboarding through checkout, subscription management, and retention, while establishing consistent design patterns that could scale with the business.

My Role

As a Product Design Consultant for ZX Ventures, I contributed to the UX/UI redesign of Sempre em Casa, translating customer insights, business priorities, and e-commerce best practices into a more intuitive, mobile-first shopping and subscription experience.

My work focused on optimizing key customer journeys, including homepage and product discovery, onboarding, product detail pages, checkout, account management, and recurring subscription workflows.

The approach emphasized simplifying complex interactions, improving visual hierarchy, standardizing reusable UI patterns, and giving customers greater visibility and control over their purchases and deliveries.

Outcome

Delivered a streamlined, mobile-first commerce experience with clearer product discovery, simplified checkout flows, and a centralized subscription management hub that made recurring orders easier to manage.

The redesigned experience reduced subscription pause actions from four clicks to two and shortened subscription editing time from 30 seconds to 10 seconds, while establishing reusable design patterns to support greater usability, customer retention, and long-term platform scalability.

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.