iFood - Web App Utilities
Role
Product Designer
Timeline
2 Weeks
Platform
Multi-Platform (Web, iOS, Android)
Tools
Figma, Miro, ZeroHeight
The Context
As a third-party initiative developed during my time at Elo, we were tasked with helping iFood expand their ecosystem beyond food delivery by introducing a new "Utilities" feature across several key products: iFood Pago (mobile), the iFood Delivery App for drivers (mobile), and the Partner Portal (desktop).
The Goal: The idea was to allow users registered in these distinct products to view and centralize all their basic utility bills (water, electricity, internet, etc.) directly within the app they already use daily. As an incentive, users would receive an iFood-subsidized discount for paying through the platform, acting as a strategic investment to boost user retention and ecosystem loyalty.
The Challenge
Ecosystem Unification
Designing a standardized utilities payment flow that could seamlessly adapt to three completely different iFood products (two mobile, one desktop) without feeling out of place in any of them.
Frictionless Habit Switching
Users were accustomed to paying utility bills via their dedicated banking apps. We needed to create a flow so intuitive and visibly rewarding that they would actively switch their financial habit over to iFood.
Business Logic Transparency
Clearly communicating that the discount came directly from iFood's investment to build brand loyalty, without confusing the user about the actual, original amount of the utility bill.
The Solution
Centralized Bill Hub
Designed a simple, elegant dashboard where users could import, view, and manage all their utility bills in one unified interface, regardless of which iFood product they were logged into.
Cross-Platform Consistency
Built a flexible component structure that worked flawlessly on mobile constraint spaces (iFood Pago and Delivery App) and scaled up naturally for the desktop-focused Partner Portal.
Design System Improvisation
Since we were working as an external partner, we didn't have direct access to iFood's internal component library. To ensure the new feature felt 100% native, I had to carefully reverse-engineer and rebuild their UI components by hand, seamlessly mimicking their visual guidelines and interaction patterns.
The Results
The integration successfully provided a unified, rewarding bill-payment experience across the iFood ecosystem. By centralizing utilities and offering clear financial incentives, the feature deepened user engagement and created a powerful new retention channel for the brand.
+300k
Active Partners Impacted
+3
Platforms Integrated
