Totalplay – Delivery App

App Delivery - Restaurantes

Context

In its digital expansion strategy, Totalplay sought to diversify its offerings beyond telecommunications, venturing into on-demand services such as food delivery, groceries, and convenience products.

The challenge was to build a delivery platform from scratch, offering a fluid, competitive, and robust experience, similar to what Rappi or Uber Eats already did, but integrated into the Totalplay ecosystem.

My role was to lead the UX/UI design, structure the functional architecture of the app, and develop the first key modules along with the internal technical team.

Strategic Objective

Develop an agile, intuitive, and scalable delivery app for millions of potential Totalplay users, leveraging their installed base and digital distribution channels.

For the end-user:

Quickly access products and services from their Totalplay app.
Have an intuitive experience, similar to leading apps in the market.
View estimated delivery times, map location, and promotions.

For Totalplay:

Enter a new recurring consumption market (delivery).
Leverage the existing infrastructure and users to capture share in the on-demand ecosystem.
Design a product that could scale by regions and categories without friction.

Success Metrics

North Star Metric

Number of completed orders per monthly active user (MAU)

KPIs:

Average time from app opening to checkout: < 2 min
Day 7 retention: > 35%
Conversion rate per category (food, pharmacy, convenience)
% of users who use “reorder” or recurring promotions functionalities

Research & Insights

Activities led by me:

Benchmark of critical flows in Rappi, Uber Eats, DiDi Food.
Testing with internal users of the Totalplay ecosystem (controlled pilot).
Validation of wireframes with potential buyers.
Collaboration with the logistics and support team to understand key frictions.

Key Findings:

Familiarity with delivery apps allows leveraging already known patterns.
Users value speed and clarity: knowing how much it costs, how long it takes, and how to pay.
The search engine and promotions are heavily used functions.
The interface had to adapt well to low connectivity areas or mid-range devices.

UX / UI Design

Designed Flows:

Navigation by categories and dynamic filters.
Product screen with intelligent upsells (add drinks, combos, etc.).
Persistent cart with quick editing.
Quick checkout with stored cards and Totalcoins.
Real-time order tracking (ETA + delivery person location).

Visual Design:

Modular card-type layout, very visual (large images, clear typography).
Responsive interface for Android and iOS.
Dark mode and accessibility adaptability.
Design system built in Figma with reusable components.

Frontend Developement

Stack:

Flutter for cross-platform mobile development (with direct integration to the Totalplay backend).
Firebase for notifications, authentication, and real-time tracking.
Business logic coded in Dart + backend in Node.js.

Personal Technical Contributions:

Development of functional prototypes for testing.
Implementation of navigation flows, cart, and order tracking.
Support in database architecture for products, orders, and tracking.

Results ( initial MVP stage)

Functional MVP deployed in an internal pilot with more than 500 users.
Positive feedback on the navigation experience and purchase speed.
Rapid iterations based on usage events and heatmaps on mobile.
Design and code base later used in other internal projects.

Personal Role

I designed the entire user experience from navigation to delivery.
I collaborated directly with backend engineers and logistics to map real functionalities.
I developed functional prototypes and frontend logic in Flutter.
I presented the progress to product, commercial, and general management stakeholders.