Facily, the first social commerce platform in Latin America, was experiencing hypergrowth and needed to improve its product page experience.

The challenge was to understand whether a redesign was necessary and how to make the purchase journey clearer for users, especially because many struggled to understand the group-buying model.

To solve this, the redesign focused on simplifying the purchase flow and improving user education throughout the experience.

A tutorial format inspired by stories was introduced to help users understand how Facily's group-buying system worked, while the product page architecture was reorganized to reduce distractions and guide users step-by-step.

The proposed changes were validated through unmoderated and moderated usability tests with more than 400 users. The results showed a 21 points improvement in usability score.