→ challenge

Farmatodo is one of Latin America's largest pharmacy chains, serving over 10 million users through its mobile app — offering everything from prescriptions to everyday essentials. Yet the app's homepage wasn't pulling its weight: the layout was crowded and unfiltered, with no category filtering to speak of. Users skipped past it entirely and went straight to search, missing most of what Farmatodo actually offered.

→ Opportunity

I redesigned Farmatodo's homepage architecture within its existing design system, replacing the crowded, unfiltered layout with clear categories and subcategories built for exploration. Users could now discover products in a way that was finally clean and readable, instead of relying on search alone. The new hierarchy carries through to Search as well, with cards built on allergen icons and color-coded tokens. Every card is fully responsive, holding its structure whether a product name and details run short or long.

→ outcome

This was phase one of a larger redesign that's still in progress. Since launch, the homepage has gone from a screen users skipped past to one they actively browse — helped by additions like 'Especial del Mes,' a curated monthly section that gave users another reason to explore. Two months post-launch, 15-18% more users were exploring the app beyond search; by month eight, 28-32% of users were purchasing from Especial del Mes and returning to the app more frequently.