Pingo Doce
Pingo Doce
Pingo Doce
From Impulse Buys to Meaningful Moments
From Impulse Buys to Meaningful Moments
From Impulse Buys to Meaningful Moments
Pingo Doce, Portugal's oldest modern retail chain, that completed 45 years in 2025, was facing growing competitive challenges. With over 460 stores and reaching 85% of Portuguese households, the company needed to strengthen the value of its private label, which represented 40% of total sales.
Pingo Doce, Portugal's oldest modern retail chain, that completed 45 years in 2025, was facing growing competitive challenges. With over 460 stores and reaching 85% of Portuguese households, the company needed to strengthen the value of its private label, which represented 40% of total sales.
Pingo Doce, Portugal's oldest modern retail chain, that completed 45 years in 2025, was facing growing competitive challenges. With over 460 stores and reaching 85% of Portuguese households, the company needed to strengthen the value of its private label, which represented 40% of total sales.
Problem
Problem
Problem
The Indulgence category (ice cream, cookies, chocolates, potato chips and similar) presented a particular challenge. Although 91% of consumers bought private labelled products, only 11% chose this supermarket specifically for its brands. Indulgent products, by nature, are purchased more by impulse and emotion than by rational planning.
The Indulgence category (ice cream, cookies, chocolates, potato chips and similar) presented a particular challenge. Although 91% of consumers bought private labelled products, only 11% chose this supermarket specifically for its brands. Indulgent products, by nature, are purchased more by impulse and emotion than by rational planning.
The Indulgence category (ice cream, cookies, chocolates, potato chips and similar) presented a particular challenge. Although 91% of consumers bought private labelled products, only 11% chose this supermarket specifically for its brands. Indulgent products, by nature, are purchased more by impulse and emotion than by rational planning.
Outcome
Outcome
Outcome
Transforming Pingo Doce’s indulgence shopping with a new strategy for its indulgent product line, focusing on emotional and social connections, by introducing themed packs for specific occasions (e.g., "Movie Night," "Game Day," "Chill at Home"). The campaign was also supported by social media influencers and targeted ads.
Transforming Pingo Doce’s indulgence shopping with a new strategy for its indulgent product line, focusing on emotional and social connections, by introducing themed packs for specific occasions (e.g., "Movie Night," "Game Day," "Chill at Home"). The campaign was also supported by social media influencers and targeted ads.
Transforming Pingo Doce’s indulgence shopping with a new strategy for its indulgent product line, focusing on emotional and social connections, by introducing themed packs for specific occasions (e.g., "Movie Night," "Game Day," "Chill at Home"). The campaign was also supported by social media influencers and targeted ads.
Role
Role
Role
UX/UI Designer
UX/UI Designer
UX/UI Designer
Timeline
Timeline
Timeline
3 weeks
3 weeks
3 weeks
Team
Team
Team
1 Project Manager
1 Project Manager
1 Project Manager
4 Designers
4 Designers
4 Designers
4 Digital Marketeers
4 Digital Marketeers
4 Digital Marketeers
Pingo Doce
& Indulgence Category
Pingo Doce
& Indulgence Category
Pingo Doce
& Indulgence Category
Before designing our solution, we needed to understand Pingo Doce’s positioning in the indulgence category.
Before designing our solution, we needed to understand Pingo Doce’s positioning in the indulgence category.
Before designing our solution, we needed to understand Pingo Doce’s positioning in the indulgence category.
Pingo Doce’s strenghts
Pingo Doce’s strenghts
Pingo Doce’s strenghts
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Trust and Loyalty: Pingo Doce holds a strong reputation amongst Portuguese consumers
Trust and Loyalty: Pingo Doce holds a strong reputation amongst Portuguese consumers
Trust and Loyalty: Pingo Doce holds a strong reputation among Portuguese consumers
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Affordability: The brand’s competitive pricing makes it an attractive option for budget-conscious shoppers
Affordability: The brand’s competitive pricing makes it an attractive option for budget-conscious shoppers
Affordability: The brand’s competitive pricing makes it an attractive option for budget-conscious shoppers
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Local Connection: Pingo Doce’s deep roots in Portuguese culture and communities
Local Connection: Pingo Doce’s deep roots in Portuguese culture and communities
Local Connection: Pingo Doce’s deep roots in Portuguese culture and communities
How are Pingo Doce’s indulgences products positioned?
How are Pingo Doce’s indulgences products positioned?
How are Pingo Doce’s indulgences products positioned?
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The indulgence products are often placed alongside branded competitors, making them less distinguishable
The indulgence products are often placed alongside branded competitors, making them less distinguishable
The indulgence products are often placed alongside branded competitors, making them less distinguishable
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Unlike premium brands with strong emotional marketing, Pingo Doce relied mostly on price-based promotions
Unlike premium brands with strong emotional marketing, Pingo Doce relied mostly on price-based promotions
Unlike premium brands with strong emotional marketing, Pingo Doce relied mostly on price-based promotions
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Packaging and shelf placement did not emphasize the emotional experience behind indulgent purchases.
Packaging and shelf placement did not emphasize the emotional experience behind indulgent purchases.
Packaging and shelf placement did not emphasize the emotional experience behind indulgent purchases.
Understanding Behavioral Patterns in Indulgence Shopping
Understanding
Behavioral Patterns in Indulgence Shopping
Understanding Behavioral Patterns in Indulgence Shopping
We analysed market trends and consumer behaviour around indulgences. These insights confirmed that we needed to link social occasions with snack choices.
We analysed market trends and consumer behaviour around indulgences. These insights confirmed that we needed to link social occasions with snack choices.
We analysed market trends and consumer behaviour around indulgences. These insights confirmed that we needed to link social occasions with snack choices.
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Food consumption increases by 30% when eating with others
Food consumption increases by 30% when eating with others
Food consumption increases by 30% when eating with others
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82% of people reported eating without being hungry
82% of people reported eating without being hungry
82% of people reported eating without being hungry
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In 48% of cases, consumption is greater when it occurs in a larger group
In 48% of cases, consumption is greater when it occurs in a larger group
In 48% of cases, consumption is greater when it occurs in a larger group
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85% consider indulgent snacks an occasional treat but buy them biweekly
85% consider indulgent snacks an occasional treat but buy them biweekly
85% consider indulgent snacks an occasional treat but buy them biweekly
What Are Other Supermarkets Doing?
What Are Other
Supermarkets Doing?
What Are Other Supermarkets Doing?
To identify opportunities, we analysed how other competitors position indulgence products in both digital and physical spaces.
To identify opportunities, we analysed how other competitors position indulgence products in both digital and physical spaces.
To identify opportunities, we analysed how other competitors position indulgence products in both digital and physical spaces.
Continente (45%): Balances price and quality, has a strong digital presence but lacks personalised engagement
Continente (45%): Balances price and quality, has a strong digital presence but lacks personalized engagement
Continente (45%): Balances price and quality, has a strong digital presence but lacks personalized engagement
Lidl (75%): Frequent product rotation, aggressive digital campaigns, but lacks emotional engagement
Lidl (75%): Frequent product rotation, aggressive digital campaigns, but lacks emotional engagement
Lidl (75%): Frequent product rotation, aggressive digital campaigns, but lacks emotional engagement
Mercadona (89%): Premium quality, innovation-driven, with a seamless in-store experience
Mercadona (89%): Premium quality, innovation-driven, with a seamless in-store experience
Mercadona (89%): Premium quality, innovation-driven, with a seamless in-store experience
Aldi (80%): Focuses on sustainability and health but has limited digital interaction
Aldi (80%): Focuses on sustainability and health but has limited digital interaction
Aldi (80%): Focuses on sustainability and health but has limited digital interaction
Opportunity: To differentiate Pingo Doce by creating special moments rather than just impulse purchases.
Opportunity: To differentiate Pingo Doce by creating special moments rather than just impulse purchases.
Opportunity: To differentiate Pingo Doce by creating special moments rather than just impulse purchases.
Interviews & Surveys:
Understanding Shoppers
Interviews & Surveys:
Understanding Shoppers
Interviews & Surveys:
Understanding Shoppers
We conducted 13 interviews and attained 101 survey responses to understand why, when, and how customers buy indulgences.
We conducted 13 interviews and attained 101 survey responses to understand why, when, and how customers buy indulgences.
We conducted 13 interviews and attained 101 survey responses to understand why, when, and how customers buy indulgences.
Surveys
Surveys
Surveys
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91% buy private label products
91% buy private label products
91% buy private label products
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85% consider consuming indulgent products an occasional pleasure
85% consider consuming indulgent products an occasional pleasure
85% consider consuming indulgent products an occasional pleasure
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85% purchase indulgences every two weeks
85% purchase indulgences every two weeks
85% purchase indulgences every two weeks
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40% want more variety
40% want more variety
40% want more variety
Interviews
Interviews
Interviews
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Buys for personal consumption and sharing
Buys for personal consumption and sharing
Buys for personal consumption and sharing
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Organizes social events on Fridays, Saturdays, and Sundays
Organizes social events on Fridays, Saturdays, and Sundays
Organizes social events on Fridays, Saturdays, and Sundays
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Shopping with company influences purchasing in larger quantities
Shopping with company influences purchasing in larger quantities
Shopping with company influences purchasing in larger quantities
Designing for
Two Shopper Types
Designing for
Two Shopper Types
Designing for
Two Shopper Types
We identified two key personas based on our user research, surveys, and interviews. Each represents distinct shopping behaviors and motivations within the indulgence category.
We identified two key personas based on our user research, surveys, and interviews. Each represents distinct shopping behaviors and motivations within the indulgence category.
We identified two key personas based on our user research, surveys, and interviews. Each represents distinct shopping behaviors and motivations within the indulgence category.
Customer Journey:
From Planning to Purchase
Customer Journey:
From Planning to Purchase
Customer Journey:
From Planning to Purchase
To design an ideal and engaging indulgence shopping experience, we mapped out the end-to-end journey of our users, identifying key pain points and opportunities for improvement.
To design an ideal and engaging indulgence shopping experience, we mapped out the end-to-end journey of our users, identifying key pain points and opportunities for improvement.
To design an ideal and engaging indulgence shopping experience, we mapped out the end-to-end journey of our users, identifying key pain points and opportunities for improvement.
Simplifying the
Shopping Experience
Simplifying the
Shopping Experience
Simplifying the
Shopping Experience
We designed a flow that simplifies the process of discovering, customising, and purchasing indulgence products—whether shopping alone or with friends, ensuring a frictionless and engaging journey.
We designed a flow that simplifies the process of discovering, customising, and purchasing indulgence products—whether shopping alone or with friends, ensuring a frictionless and engaging journey.
We designed a flow that simplifies the process of discovering, customising, and purchasing indulgence products—whether shopping alone or with friends, ensuring a frictionless and engaging journey.
Our campaign
Our campaign
Our campaign
Discover your moment
Discover your moment
Discover your moment
Exploring Solutions
Through Quick Sketches
Exploring Solutions
Through Quick Sketches
Exploring Solutions
Through Quick Sketches
Before jumping into wireframes, we started with quick sketches to explore different solutions for the user flow and visual hierarchy.
Before jumping into wireframes, we started with quick sketches to explore different solutions for the user flow and visual hierarchy.
Before jumping into wireframes, we started with quick sketches to explore different solutions for the user flow and visual hierarchy.
Rapid Prototyping
to Validate the Flow
Rapid Prototyping
to Validate the Flow
Rapid Prototyping
to Validate the Flow
Given the tight timeline, we skipped low-fidelity wireframes and jumped straight to medium fidelity.
As we were working within the Pingo Doce design system, we already had predefined components, colors, and typography, allowing us to focus on testing the user flow rather than the UI details.
Given the tight timeline, we skipped low-fidelity wireframes and jumped straight to medium fidelity.
As we were working within the Pingo Doce design system, we already had predefined components, colors, and typography, allowing us to focus on testing the user flow rather than the UI details.
Given the tight timeline, we skipped low-fidelity wireframes and jumped straight to medium fidelity.
As we were working within the Pingo Doce design system, we already had predefined components, colors, and typography, allowing us to focus on testing the user flow rather than the UI details.
Why This Approach Worked
Why This Approach Worked
Why This Approach Worked
By rapidly prototyping and testing in medium fidelity, we ensured that the core user experience was solid before moving into high-fidelity designs, keeping the project on track despite tight deadlines.
By rapidly prototyping and testing in medium fidelity, we ensured that the core user experience was solid before moving into high-fidelity designs, keeping the project on track despite tight deadlines.
By rapidly prototyping and testing in medium fidelity, we ensured that the core user experience was solid before moving into high-fidelity designs, keeping the project on track despite tight deadlines.
Usability Testing:
Iterating for a Smoother Experience
Usability Testing:
Iterating for a Smoother Experience
Usability Testing:
Iterating for a Smoother Experience
We conducted usability tests with 8 individuals to gather valuable insights.
Key friction points were identified in the flow and conscious improvements were made to enhance clarity, efficiency, and usability.
We conducted usability tests with 6 individuals to gather valuable insights.
Using the feedback collected, we refined the design to bridge the gap between our assumptions and the users actual experiences.
We conducted usability tests with 6 individuals to gather valuable insights.
Using the feedback collected, we refined the design to bridge the gap between our assumptions and the users actual experiences.
Before
Before
Before
Users found the onboarding process too long, experiencing it as a barrier towards entry.
Users found the onboarding process too long, experiencing it as a barrier towards entry.
Users found the onboarding process too long, experiencing it as a barrier towards entry.
After
After
After
We condensed all essential information into a single, clear screen, allowing users to get started faster.
We condensed all essential information into a single, clear screen, allowing users to get started faster.
We condensed all essential information into a single, clear screen, allowing users to get started faster.
Before
Before
Before
Cards were too large, and pack contents weren’t visually distinct, causing them to look like individual products.
Cards were too large, and pack contents weren’t visually distinct, causing them to look like individual products.
Cards were too large, and pack contents weren’t visually distinct, causing them to look like individual products.
After
After
After
We added a rewards button to show accumulated points, reduced card sizes, introduced product modification options, and placed a rectangle around pack items to make them visually distinct.
We added a rewards button to show accumulated points, reduced card sizes, introduced product modification options, and placed a rectangle around pack items to make them visually distinct.
We added a rewards button to show accumulated points, reduced card sizes, introduced product modification options, and placed a rectangle around pack items to make them visually distinct.
Before
Before
Before
The "Moment" view became confusing as the number of products increased due to the horizontal scroll, making it harder for users to manage their selections.
The "Moment" view became confusing as the number of products increased due to the horizontal scroll, making it harder for users to manage their selections.
The "Moment" view became confusing as the number of products increased due to the horizontal scroll, making it harder for users to manage their selections.
After
After
After
We switched to a vertical layout, reduced the card size, and improved visibility, allowing users to quickly view and edit their pack.
We switched to a vertical layout, reduced the card size, and improved visibility, allowing users to quickly view and edit their pack.
We switched to a vertical layout, reduced the card size, and improved visibility, allowing users to quickly view and edit their pack.
Before
Before
Before
Users had to confirm each product individually, making the checkout process slow.
Users had to confirm each product individually, making the checkout process slow.
Users had to confirm each product individually, making the checkout process slow.
After
After
After
We added a "Select All" checkbox, allowing users to confirm everything in one click, significantly improving efficiency.
We added a "Select All" checkbox, allowing users to confirm everything in one click, significantly improving efficiency.
We added a "Select All" checkbox, allowing users to confirm everything in one click, significantly improving efficiency.
Expanding on Pingo Doce's Visual Language
Expanding on Pingo Doce's Visual Language
Expanding on Pingo Doce's Visual Language
To maintain consistency with Pingo Doce's existing design system, we leveraged pre-established components, colors, and typography, while creating new elements tailored to the "Moment-Based Shopping Experience."
To maintain consistency with Pingo Doce's existing design system, we leveraged pre-established components, colors, and typography, while creating new elements tailored to the "Moment-Based Shopping Experience."
To maintain consistency with Pingo Doce's existing design system, we leveraged pre-established components, colors, and typography, while creating new elements tailored to the "Moment-Based Shopping Experience."
Feature #1
Choose Your Moment
Feature #1
Choose Your Moment
Feature #1
Choose Your Moment
The user chooses the perfect "moment" based on the occasion. These moments are dynamic and rotate throughout the year, adapting to seasonal events and special holidays.
The user chooses the perfect "moment" based on the occasion. These moments are dynamic and rotate throughout the year, adapting to seasonal events and special holidays.
The user chooses the perfect "moment" based on the occasion. These moments are dynamic and rotate throughout the year, adapting to seasonal events and special holidays.
Feature #2
Personalize Your Moment
Feature #2
Personalize Your Moment
Feature #2
Personalize Your Moment
After selecting the moment, the user can fully customize the pack by adding other products, removing items and adjusting quantities.
The suggested products are tailored to the selected moment, given the user's previous choices. The system will also learn from user preferences over time, adapting future product recommendations.
After selecting the moment, the user can fully customize the pack by adding other products, removing items and adjusting quantities.
The suggested products are tailored to the selected moment, given the user's previous choices. The system will also learn from user preferences over time, adapting future product recommendations.
After selecting the moment, the user can fully customize the pack by adding other products, removing items and adjusting quantities.
The suggested products are tailored to the selected moment, given the user's previous choices. The system will also learn from user preferences over time, adapting future product recommendations.
Feature #3
Invite Friends to the Moment
Feature #3
Invite Friends to the Moment
Feature #3
Invite Friends to the Moment
The user can invite friends to co-create the pack, allowing them to add products, remove items and adjust quantities.
This turns the experience into a social activity and increases engagement and fun.
The user can invite friends to co-create the pack, allowing them to add products, remove items and adjust quantities.
This turns the experience into a social activity and increases engagement and fun.
The user can invite friends to co-create the pack, allowing them to add products, remove items and adjust quantities.
This turns the experience into a social activity and increases engagement and fun.
Feature #4
Owner Control: Approve All Changes
Feature #4
Owner Control: Approve All Changes
Feature #4
Owner Control: Approve All Changes
To avoid chaos, the "Moment Owner" must approve or decline all modifications made by friends before finalizing the pack.
Gives the user full control over the final selection and avoids unwanted changes.
To avoid chaos, the "Moment Owner" must approve or decline all modifications made by friends before finalizing the pack.
Gives the user full control over the final selection and avoids unwanted changes.
To avoid chaos, the "Moment Owner" must approve or decline all modifications made by friends before finalizing the pack.
Gives the user full control over the final selection and avoids unwanted changes.
Feature #5
Scan & Add Products
in Real Time
Feature #5
Scan & Add Products
in Real Time
Feature #5
Scan & Add Products
in Real Time
While shopping in-store, the user can scan the product’s barcode to instantly add it to the moment.
Seamless connection between digital and physical store and allows users to modify the pack while shopping.
While shopping in-store, the user can scan the product’s barcode to instantly add it to the moment.
Seamless connection between digital and physical store and allows users to modify the pack while shopping.
While shopping in-store, the user can scan the product’s barcode to instantly add it to the moment.
Seamless connection between digital and physical store and allows users to modify the pack while shopping.
Feature #6
Confirm Products & Payment
Feature #6
Confirm Products & Payment
Feature #6
Confirm Products & Payment
Before checkout, the user reviews the final product list and receives a QR code coupon, which can be scanned at the Pingo Doce cashier to finalize the purchase and collect reward points.
Before checkout, the user reviews the final product list and receives a QR code coupon, which can be scanned at the Pingo Doce cashier to finalize the purchase and collect reward points.
Before checkout, the user reviews the final product list and receives a QR code coupon, which can be scanned at the Pingo Doce cashier to finalize the purchase and collect reward points.
Feature #7
Share Points with Others
Feature #7
Share Points with Others
Feature #7
Share Points with Others
The user can share reward points with anyone, even if they weren't part of the moment.
If the person was already part of a moment, their name and photo automatically appear.
This increases community engagement.
The user can share reward points with anyone, even if they weren't part of the moment.
If the person was already part of a moment, their name and photo automatically appear.
This increases community engagement.
The user can share reward points with anyone, even if they weren't part of the moment.
If the person was already part of a moment, their name and photo automatically appear.
This increases community engagement.
Feature #8
Wheel of Luck
Feature #8
Wheel of Luck
Feature #8
Wheel of Luck
Users can swap points for spins on the Wheel of Luck, where they can win exclusive rewards.
Users can swap points for spins on the Wheel of Luck, where they can win exclusive rewards.
Users can swap points for spins on the Wheel of Luck, where they can win exclusive rewards.
Next Steps
Evolving the Experience
Next Steps
Evolving the Experience
Next Steps
Evolving the Experience
Smart Route
Smart Route
Smart Route
The Fastest Path to Your Perfect Moment
The Fastest Path to Your Perfect Moment
The Fastest Path to Your Perfect Moment
To enhance the in-store experience, we plan to implement a smart route system that maps the store layout and guides the user through the most efficient path to collect all the products in their moment pack.
To enhance the in-store experience, we plan to implement a smart route system that maps the store layout and guides the user through the most efficient path to collect all the products in their moment pack.
To enhance the in-store experience, we plan to implement a smart route system that maps the store layout and guides the user through the most efficient path to collect all the products in their moment pack.
Pingo Doce Lens
Pingo Doce Lens
Pingo Doce Lens
Augmented Reality for Product Discovery
Augmented Reality for Product Discovery
Augmented Reality for Product Discovery
By using Augmented Reality (AR), the user can simply point their phone camera at a shelf or aisle, and the app will highlight all Pingo Doce private label products in real time.
By using Augmented Reality (AR), the user can simply point their phone camera at a shelf or aisle, and the app will highlight all Pingo Doce private label products in real time.
By using Augmented Reality (AR), the user can simply point their phone camera at a shelf or aisle, and the app will highlight all Pingo Doce private label products in real time.
Designing Moments,
Not Just Products
Designing Moments,
Not Just Products
Designing Moments,
Not Just Products
By shifting the focus from "what to buy" to "what moment you're buying for", we created a more emotional and personalized shopping experience.
The tight timeline pushed us to skip low-fidelity wireframes, allowing us to test the flow earlier and improve the experience more efficiently.
Using Pingo Doce's existing design system allowed us to ensure visual consistency while developing new components that boosted the overall experience.
By shifting the focus from "what to buy" to "what moment you're buying for", we created a more emotional and personalized shopping experience.
The tight timeline pushed us to skip low-fidelity wireframes, allowing us to test the flow earlier and improve the experience more efficiently.
Using Pingo Doce's existing design system allowed us to ensure visual consistency while developing new components that boosted the overall experience.
By shifting the focus from "what to buy" to "what moment you're buying for", we created a more emotional and personalized shopping experience.
The tight timeline pushed us to skip low-fidelity wireframes, allowing us to test the flow earlier and improve the experience more efficiently.
Using Pingo Doce's existing design system allowed us to ensure visual consistency while developing new components that boosted the overall experience.
Key Takeaways from the Process
Key Takeaways
from the Process
Key Takeaways
from the Process
✅ People buy for moments, not just cravings.
✅ People buy for moments, not just cravings.
✅ People buy for moments, not just cravings.
✅ Early user testing is key to identifying pain points and iterating quickly.
✅ Early user testing is key to identifying pain points and iterating quickly.
✅ Early user testing is key to identifying pain points and iterating quickly.
✅ Reusing design system components speeds up the process, but customizing new elements for specific experiences adds value.
✅ Reusing design system components speeds up the process, but customizing new elements for specific experiences adds value.
✅ Reusing design system components speeds up the process, but customizing new elements for specific experiences adds value.
✅ Adding sound and motion feedback increased engagement and emotional connection.
✅ Adding sound and motion feedback increased engagement and emotional connection.
✅ Adding sound and motion feedback increased engagement and emotional connection.
© Copyright 2025
Porto, Portugal
00:54
© Copyright 2025
Porto, Portugal
00:54
© Copyright 2025
Porto, Portugal
00:54