Improving Product Discovery in OXXO a Domicilio:
Redesigning search to make shopping faster, easier, and engaging.

Improving Product Discovery in OXXO a Domicilio:
Redesigning search to make shopping faster, easier, and engaging.

At Spin Premia, I worked with the product team to improve product discovery in OXXO a Domicilio, where search was the main conversion driver but had major usability gaps.

My role was to redesign the search experience through flows, wireframes, and prototypes. The new design boosted results: conversion rose from 53% to 64%, time-to-product dropped by 41 seconds, and the “no results” page began generating conversion where previously it had none.

At Spin Premia, I collaborated with the product team to turn OXXO GAS raffles into a gamified rewards experience. The team identified low transparency and undelivered prizes as major pain points, and together we ideated Golden Boxes as an instant rewards mechanic.

My role was to develop the flows, prototypes, and animations, applying gamification principles and user-centered design. In just four months, the initiative grew from 113 to over 51K users, significantly increasing participation and user trust.

Context

OXXO a Domicilio is a section within Spin Premia available in Monterrey and Tijuana, where users can order OXXO products directly to their homes. Beyond convenience, the section also features exclusive coupons and promotional dynamics tied to product purchases, encouraging loyalty and repeat usage.

As part of Spin Premia’s ecosystem, OXXO a Domicilio plays a strategic role in expanding OXXO’s reach beyond physical stores, strengthening retention and opening new digital revenue streams.

OXXO a Domicilio is a section within Spin Premia available in Monterrey and Tijuana, where users can order OXXO products directly to their homes. Beyond convenience, the section also features exclusive coupons and promotional dynamics tied to product purchases, encouraging loyalty and repeat usage.

As part of Spin Premia’s ecosystem, OXXO a Domicilio plays a strategic role in expanding OXXO’s reach beyond physical stores, strengthening retention and opening new digital revenue streams.

OXXO a Domicilio is a section within Spin Premia available in Monterrey and Tijuana, where users can order OXXO products directly to their homes. Beyond convenience, the section also features exclusive coupons and promotional dynamics tied to product purchases, encouraging loyalty and repeat usage.

As part of Spin Premia’s ecosystem, OXXO a Domicilio plays a strategic role in expanding OXXO’s reach beyond physical stores, strengthening retention and opening new digital revenue streams.

Industry

Retail

Role

Product Designer

Project type

Mobile App
Feature Design
Mobile App Feature Design

Timeline

Q2, Q3 2024

Spin Premia app and
access to OXXO A Domicilio

Spin Premia app and
access to OXXO A Domicilio

Spin Premia app and
access to OXXO A Domicilio

The challenge

Discovery showed that search was the functionality with the highest conversion rate in OXXO a Domicilio. However, despite its importance, several gaps were identified:

  • The search bar was not visible upon entering the section.

  • Users lacked personalized recommendations or history, missing opportunities to optimize discovery.

  • Search results did not support filters or refinement options.

  • The no results page created a dead end, leading to frustration and drop-offs.

Discovery showed that search was the functionality with the highest conversion rate in OXXO a Domicilio. However, despite its importance, several gaps were identified:

  • The search bar was not visible upon entering the section.

  • Users lacked personalized recommendations or history, missing opportunities to optimize discovery.

  • Search results did not support filters or refinement options.

  • The no results page created a dead end, leading to frustration and drop-offs.

Discovery showed that search was the functionality with the highest conversion rate in OXXO a Domicilio. However, despite its importance, several gaps were identified:

  • The search bar was not visible upon entering the section.

  • Users lacked personalized recommendations or history, missing opportunities to optimize discovery.

  • Search results did not support filters or refinement options.

  • The no results page created a dead end, leading to frustration and drop-offs.

Objectives

  • Improve visibility and accessibility of the search bar.

  • Enhance product discovery with recommendations, history, and popular searches.

  • Add predictive and filtering capabilities to refine results.

  • Reduce empty search frustration with contextual suggestions that keep users engaged.

Take a breath

Process

Process

1

Discovery

Analytics showed that search was the main conversion driver in OXXO a Domicilio, responsible for an average of 48.6% of all purchases. In January 2025, it even peaked at 72.7%, consolidating search as the primary entry point to buy.

User interviews confirmed this behavior: the first action users took when entering the section was going to the search bar. However, lack of visibility, absence of recommendations, and no filtering options made the process slow and frustrating.

Discovery

We analyzed user behavior and existing campaigns, complemented with a benchmark of gamification mechanics (loot boxes, surprise reveals). Insights showed that users expected instant gratification.

Discovery

We analyzed user behavior and existing campaigns, complemented with a benchmark of gamification mechanics (loot boxes, surprise reveals). Insights showed that users expected instant gratification.

2

Exploration & Design
I conducted a benchmark of retail and delivery apps to identify effective search patterns and adapted them to Spin Premia’s context. From there, I designed flows and wireframes that prioritized visibility, personalization, and efficiency, later validated with stakeholders to balance usability, business goals, and technical feasibility.

Exploration & Design
Based on these insights, I explored multiple reward formats — from envelopes to boxes — and validated that boxes created a stronger perception of value and excitement. I designed user flows that emphasized immediacy (fuel → box → reward), and prototypes that balanced clarity with delight. Animations were added to reinforce the anticipation of opening a box and uncovering the prize.

Exploration & Design
Based on these insights, I explored multiple reward formats — from envelopes to boxes — and validated that boxes created a stronger perception of value and excitement. I designed user flows that emphasized immediacy (fuel → box → reward), and prototypes that balanced clarity with delight. Animations were added to reinforce the anticipation of opening a box and uncovering the prize.

3

Iteration & Collaboration

  • Reviewed metrics and user interviews to identify improvements to the search module.

  • Designed filtering and sorting functionalities to strengthen the experience and help users reach results faster.

Solution

The new search experience introduced visibility, personalization, and efficiency:

  • Always-on search bar fixed at the top of the section.

  • Personalized recommendations: history, popular queries, and recent products.

  • Predictive search: results by products, categories, and subcategories.

  • No-results page with suggestions that converted empty states into opportunities.

The new search experience introduced visibility, personalization, and efficiency:

  • Always-on search bar fixed at the top of the section.

  • Personalized recommendations: history, popular queries, and recent products.

  • Predictive search: results by products, categories, and subcategories.

  • No-results page with suggestions that converted empty states into opportunities.

The new search experience introduced visibility, personalization, and efficiency:

  • Always-on search bar fixed at the top of the section.

  • Personalized recommendations: history, popular queries, and recent products.

  • Predictive search: results by products, categories, and subcategories.

  • No-results page with suggestions that converted empty states into opportunities.

Highlights

BEFORE

BEFORE

The search bar was hidden and less accessible to users.

The search bar was hidden and less accessible to users.

AFTER

AFTER

An always-on search bar at the top with dynamic recommendations from the start.

An always-on search bar at the top with dynamic recommendations from the start.

BEFORE

BEFORE

wasted space with no history or popular searches, leaving users without guidance.

wasted space with no history or popular searches, leaving users without guidance.

wasted space with no history or popular searches, leaving users without guidance.

AFTER

AFTER

search enriched with history, popular queries, and dynamic recommendations — guiding users from the start.

search enriched with history, popular queries, and dynamic recommendations — guiding users from the start.

search enriched with history, popular queries, and dynamic recommendations — guiding users from the start.

BEFORE

BEFORE

A dead end in the no-results page, leaving users without alternatives

A dead end in the no-results page, leaving users without alternatives

A dead end in the no-results page, leaving users without alternatives

AFTER

AFTER

no-results page transformed into a recommendation hub, converting dead ends into opportunities.

no-results page transformed into a recommendation hub, converting dead ends into opportunities.

no-results page transformed into a recommendation hub, converting dead ends into opportunities.

Impact

Impact

Conversion improvement

+11points

Conversion from search to add product increased from 53.1% → 64%

Time reduction

-41Seconds

-41Seconds

Average time to reach a product detail decreased from 119s → 78s

Turning dead ends into opportunities

53.2%

Conversion rate through the no-results page recommendations

Learnings

  • Data-driven design confirmed search as the primary driver of conversion, making it the highest-leverage improvement area.

  • Avoiding dead ends: turning no results pages into recommendation hubs proved highly effective.

  • Optimizing one key functionality (search) can create outsized impact across the entire purchase journey.

What’s next

  • Track post-launch analytics to validate improvements in conversion rate and time-to-product over a longer period.

  • Integrate and optimize filtering and sorting functionalities to strengthen search results.

Next project

FEATURE DESIGN

Gamifying OXXO GAS: Driving Participation with Golden Boxes

Golden Boxes transformed OXXO GAS raffles into a gamified journey of instant rewards. The feature scaled rapidly, driving a +180% increase in visits and becoming one of the app’s most engaging experiences.

View case study

©2025 CATALINA ARANGO. All rights reserved. Mom,Dad I finally built my portfolio! :)

©2025 CATALINA ARANGO.
All rights reserved.
Mom,Dad I finally built my portfolio! :)