Background

As part of Garmin’s expansion into Latin America, the company launched its official Brazilian e-commerce store. The objective was to establish a trustworthy and high-performing digital sales channel aligned with Garmin’s global brand standards, while adapting to local market behaviour.

The store was implemented using the Ciashop platform (TOTVS), which introduced technical and structural constraints that influenced design, performance and interaction flexibility.

Problem

The challenge was to translate Garmin’s strong global brand credibility into a new digital commerce experience in a market with parallel imports, price sensitivity and trust barriers.

At the same time, platform limitations required careful prioritisation and design decisions to balance brand expression, usability and technical feasibility.

Role

I led the end-to-end product design effort from briefing to release, translating Garmin’s global brand standards into a tailored e-commerce experience for the Brazilian market.

My responsibilities included UX strategy, flow definition, interaction design and implementation collaboration. I worked closely with engineering and business stakeholders to ensure the final solution balanced brand credibility, usability and technical feasibility.

Approach

• Conducted research to understand local purchasing behaviour and trust barriers
• Designed end-to-end commerce journeys including discovery, product detail and checkout
• Adapted global brand guidelines to platform constraints while preserving credibility
• Addressed parallel market concerns through trust-building design elements
• Collaborated closely with developers and conducted design QA during implementation

Strategic Objectives

• Establish an official and trustworthy Garmin sales channel in Brazil
• Improve customer confidence in purchasing high-value technical products online
• Support regional expansion with a scalable commerce foundation

Key Challenges

• Navigating Ciashop platform limitations and structural constraints
• Addressing trust barriers in a market with strong parallel import activity
• Balancing global brand standards with local adaptation needs

Impact

• Successfully launched Garmin’s official Brazilian e-commerce channel
• Delivered a high-performance digital commerce experience aligned with global standards
• Achieved strong customer satisfaction and commercial performance following launch