Cidade Matarazzo
Cidade Matarazzo is a Brazilian luxury lifestyle destination that set out to bring hospitality, retail, dining, and cultural experiences into a single digital ecosystem. The project explored how a consumer app could blend content and commerce, becoming a central touchpoint across the wider Matarazzo experience, with an initial focus on fashion.
There was no existing product to iterate on, just a brand direction and an ambition. Working alongside the Design Lead and as the most senior hands-on designer on the team, I drove day-to-day design from discovery through early delivery, while building a framework the rest of the design team could build on. We delivered this as a cross-functional team spread across three locations, a first-of-its-kind project for the company, with real coordination hurdles along the way.
Key Contributions
Defined the app's UI framework, design system, and core interaction patterns from the brand direction, the scalable foundation for a multi-vertical product.
Designed end-to-end fashion discovery and purchase journeys, merging editorial content and commerce to support both inspiration and conversion.
Designed an interactive onboarding flow that captured customer preferences and fed them directly into personalised content and product discovery.
Built interactive prototypes to pressure test key interactions and align client stakeholders around the product vision before build.
Worked closely with engineering throughout to validate feasibility early, rather than discovering constraints late.
