2024
feed
Information Architecture Redesign
Continente Feed is the content platform of the Portuguese supermarket chain Continente, combining recipes, tips, campaigns, and product news with shopping list functionality and direct e-commerce integration. The challenge of this project was to create a more intuitive and seamless experience, allowing users to discover relevant content and complete purchase actions easily.
​My work focused on restructuring the site’s information architecture, redefining categories, menus, and navigation flows. Through user behavior analysis and usability testing, I identified friction points and redesigned the platform to make content exploration and adding items to shopping lists simpler and more efficient.
​My work focused on restructuring the site’s information architecture, redefining categories, menus, and navigation flows. Through user behavior analysis and usability testing, I identified friction points and redesigned the platform to make content exploration and adding items to shopping lists simpler and more efficient
The outcome was a clearer and more coherent experience, helping users quickly find what they’re looking for while maintaining context between content and actions. This improvement contributed to a 15% increase in user retention, demonstrating how well-structured information architecture directly impacts user engagement.