E-commerce Kabum
KaBuM! is a leading Brazilian e-commerce retailer specializing in technology products — including computer hardware, gaming gear, electronics, smart-home devices, and smartphones. Founded in May 2003 in Limeira, São Paulo, by brothers Leandro and Thiago Ramos, KaBuM! has grown into one of Brazil’s top destinations for tech enthusiasts. The company operates distribution centers across Brazil—in the interior of São Paulo, Espírito Santo, and Santa Catarina—and maintains administrative offices both in Brazil and in the United States. KaBuM! offers products from major global brands such as NVIDIA, Intel, AMD, Gigabyte, Kingston, Corsair, Razer, ASUS, Samsung, Husky, and LG. KaBuM! also invests in content and community by running its own studio, KaBuM! TV, where it produces product reviews, unboxings, tests, event coverage, interviews, and series published on its YouTube channel. In July 2021, KaBuM! was acquired by Magazine Luiza, marking an important milestone in its expansion.
For this project, I created a modern, high-performance e-commerce experience for KaBuM!, one of Brazil’s leading technology and gaming retailers. The goal was to elevate the brand’s digital presence by designing an interface that speaks directly to tech enthusiasts, gamers, and power users—while delivering a smoother, faster, and more intuitive shopping journey.
This case study highlights my end-to-end design process, including research, UX/UI design, visual direction, and prototype development. The result is a dynamic e-commerce experience built for users who live and breathe technology.
User Story Mapping
To gain a holistic understanding of the customer journey, I developed a comprehensive User Story Map that combined user research, business goals, and operational processes into a single visualization. Rather than focusing only on individual screens or features, this exercise helped uncover how users interact with the platform throughout their entire lifecycle, from product discovery to post-purchase support. The mapping began with the definition of a primary User Persona, outlining the user's profile, motivations, behaviors, and expectations. This provided the foundation for identifying their key functions and objectives, ensuring that every design decision addressed real user needs. From there, the journey was structured into User Activities, representing the major phases of the experience, and further decomposed into User Tasks and User Stories, allowing each interaction to be analyzed from both the user's and the business's perspective. To better understand the overall experience, the map also included an Emotional Journey, highlighting moments of satisfaction, uncertainty, and frustration across the purchasing flow. In parallel, I evaluated the Process Cost and Process Complexity Level for each stage, making it possible to identify operational inefficiencies alongside user pain points. By consolidating all these perspectives into a single framework, it became easier to identify Solution Opportunities with the highest potential impact. These insights guided product recommendations focused on simplifying complex flows, reducing user effort, increasing confidence during the purchase journey, and improving both customer experience and business efficiency.
Net Promoter Score (NPS)
To complement the journey analysis with real customer feedback, I conducted an NPS (Net Promoter Score) survey focused on measuring user satisfaction across the most critical stages of the customer lifecycle.
Rather than evaluating the experience as a whole, the survey was segmented into four key moments: Interest, Purchase, Order Tracking, and Warranty. This approach provided more granular insights into where users perceived the greatest value and where friction was impacting the overall experience.
Analyzing feedback at each stage made it possible to identify recurring pain points, prioritize opportunities for improvement, and validate assumptions gathered during previous research activities. The results also helped establish a customer-centric baseline for future product enhancements, ensuring that design decisions were driven by measurable user sentiment rather than assumptions alone.
After completing the discovery phase—including user research, personas, customer journey mapping, User Story Mapping, and NPS analysis—I established a clear understanding of the biggest friction points across the customer experience. These insights became the foundation for defining product priorities and identifying opportunities with the greatest business and user impact.
With this strategic direction in place, I led the evolution of KaBuM!'s e-commerce experience while building and scaling the company's Design System, creating a robust foundation to support a fast-growing digital ecosystem. Working closely with Product Managers, Designers, and Engineers, I translated business goals, user needs, and technical requirements into both a cohesive shopping experience and a shared design language adopted across multiple products and teams.
The work included redesigning and continuously optimizing key customer journeys—including product discovery, navigation, product pages, checkout, order tracking, and after-sales experiences—while simultaneously developing reusable components, design tokens, accessibility standards, and interaction patterns that ensured consistency, scalability, and faster product delivery.
Beyond the interface itself, I established Design System governance, contribution workflows, documentation standards, and adoption strategies, enabling multidisciplinary teams to collaborate more efficiently while maintaining high design quality across the organization.
This initiative required close collaboration with Product and Engineering teams, facilitating strategic discussions that balanced user needs, business objectives, and technical feasibility. Through workshops, design reviews, and continuous stakeholder engagement, I helped drive Design System adoption while continuously improving the customer experience across KaBuM!'s digital products.
The result was a scalable ecosystem that streamlined product development, reduced duplicated effort, strengthened collaboration between teams, and delivered a more consistent, accessible, and intuitive shopping experience for millions of customers.
Projected Customer Experience Impact
The initial NPS assessment revealed significant opportunities for improvement across the customer journey. While the Purchase experience achieved a positive score of 65, the remaining stages highlighted important friction points: Interest scored 34, Order Tracking 29, and Warranty reached -41, indicating a high level of customer dissatisfaction after the purchase.
These insights became the foundation for prioritizing design initiatives throughout the project. By simplifying user flows, improving information architecture, increasing transparency during order tracking, and redesigning the warranty experience, the proposed solutions aimed to create a more consistent and customer-centered journey.
The redesigned experience projects a substantial improvement across every stage of the lifecycle. The Interest stage increases from 34 to 72, driven by improved product discovery and navigation. The Purchase experience evolves from 65 to 68, reinforcing an already strong checkout process with incremental usability improvements. Order Tracking rises from 29 to 66 by providing clearer status updates and more predictable delivery communication. The most significant transformation occurs in the Warranty journey, moving from -41 to 74 through a simplified support process, greater transparency, and faster issue resolution.
Together, these improvements elevate the overall customer experience, demonstrating how a user-centered design strategy can reduce friction, strengthen trust, and positively influence customer perception across the entire product lifecycle.
Design System Impact
The Design System became much more than a component library—it evolved into the foundation for a more scalable product development process and a more consistent customer experience across KaBuM!'s digital ecosystem.
By standardizing interfaces, establishing reusable patterns, and strengthening collaboration between Product, Design, and Engineering, the initiative addressed both operational inefficiencies and user experience inconsistencies identified during the discovery phase.
The projected impact demonstrates how a mature Design System can influence both product quality and business performance. Usability approval increased from 3.8 to 4.8 out of 5, reflecting a more intuitive and reliable customer experience. Feature delivery time was reduced by 32%, while frontend development effort decreased by 41% through the adoption of reusable components and shared design standards.
Consistency across core user journeys improved by 35%, creating a more predictable experience throughout the platform. At the organizational level, collaboration between Product and Engineering teams increased by 37%, supported by clearer documentation, shared workflows, and a common design language. Internal adoption of the Design System also grew by 75%, expanding from 8 to 14 active teams and establishing the system as a central asset for product development.
Beyond operational improvements, these initiatives are projected to contribute to stronger business outcomes, including higher customer satisfaction, increased development efficiency, improved product quality, and an estimated 18% increase in conversion rate, demonstrating the strategic value of investing in a scalable Design System.
