OXXO

OXXO is the largest convenience store with over 17,000 locations across Mexico and provides more than 2,000 services at the cashier. OXXO wanted to create an app that facilitates the services offered at the physical stores, among which includes mobile top-up and home services.

Visit OXXO app

MY ROLE

During my time at Ice Mobile, I served as a UX Designer for our OXXO client. I was accountable for Navigation, UX designs, oversee UI designs, and UX research. In addition, I collaborated with an international team in Amsterdam, Toronto, and Mexico City.

Learnings and takeaways

Accountabilities

Designed a future-proof design system for an app integrating grocery/takeout delivery, loyalty programs, payments (20+ providers with multi-scenario flows), and more. Mapped raw payment data into wireframes, prioritized MVP tasks with the team, and delivered extensive UX documentation (flows, wireframes) plus UI guidelines for internal projects.

Conducted UX research via user interviews and feedback synthesis, proposing data-driven designs that enhanced scalability and flexibility.

Usability testing

Led 3 usability tests (in-person/remote) and customer/employee interviews over 6 months at OXXO stores in Monterrey, Mexico, driving an iterative design process.

Key Iteration Example:

Phase 1 Testing: Focus groups revealed confusion, users knew products earned points, but not that barcode scanning (physical/digital card) was required.
Design Solution: Added explicit "SCAN, COLLECT & WIN" onboarding, card screens, and contextual prompts throughout flows.
Phase 3 Validation: Users found scanning crystal clear, achieving perfect comprehension—a clear team win!