AB InBev / Tada
Context and background
DTC (Direct to Consumer) is the AB InBev branch responsible for creating and bringing experiences to the final consumer without any store or third-party interference. Its top two platforms are Zé Delivery, in Brazil, and Tada Delivery, present in 15 countries. This case covers the redesign of Tada, the faster-moving of the two, starting in early 2023 with the goal of building a product that could scale across all the markets it operates in without compromising quality or consistency.
role and scope
user research, user testing, prototyping, documentation, UI design
stakeholders
2 product managers, 14 engineers, 2 engineering managers, 1 design manager, 1 marketing manager
timeline
~6 months from start to finish
tools
Figma, ProtoPie
Countries Tada operates in
15
What the redesign targeted
A redesign at Zé Delivery was ideated in 2022 but shut down. Tada is the faster-moving product with real room to change.
“Growth during the pandemic led to practical but unpolished apps. The product works, but it wasn't built to scale.”
design statement at all hands
growth opportunity
Zé Delivery and Tada bring millions of dollars to AB InBev as of 2023
Rapid growth during the pandemic led to apps that worked but weren't designed for scale. Both Zé Delivery and Tada were functional, but the product experience was inconsistent across markets, the design system was fragmented, and the underlying component structure wasn't built to support the number of countries these platforms needed to reach.
A redesign at Zé Delivery had been attempted in 2022 but was shut down before it shipped. That history cast a long shadow. With Tada, the team had a real opening: a smaller, faster-moving product where change was more feasible. The challenge was designing something rigorous enough to prove the concept while building it at the speed a live product in 15 countries demands.
Tada wasn't just a redesign target. It was a proof of concept for the entire DTC portfolio. A well-executed redesign here could influence the direction of Zé Delivery and establish the design system and component library as the foundation for every future product AB InBev ships across its direct-to-consumer platforms.
The existing Tada and Zé Delivery apps were built fast, mostly by engineers under pandemic-era pressure. The result was a patchwork of screens with no consistent design language, components that varied market to market, and flows that had grown organically over years without a clear guiding system behind them. There was no proper component library, no shared token system, and no documentation that a designer joining the team could actually rely on.
Rappi and iFood both operate at scale across Latin America, and their product polish reflects years of iteration. Rappi in particular handles a wide range of categories with clarity: the browse experience is layered but not overwhelming, and the checkout flow is fast and predictable. Instacart offers another angle: strong information density with good filtering and a checkout that doesn't break down at scale. The common thread is structure. Not simplicity, but a clear hierarchy that holds up across any context.
reference images
Research
Placeholder — describe what research was or wasn't possible at this stage, and the conditions under which the team had to work.
research type
time spent
~3 weeks
Objective
Placeholder — explain the reason behind this particular research type, or why a different approach was taken. Sometimes there was no time or space to do formal research.
Results
Placeholder finding — what was discovered overall.
Placeholder finding — a recurring behavior or pain point.
Placeholder finding — a workaround customers were using.
Placeholder finding — something that informed the direction.
First iterations
Placeholder — describe the early explorations: sketches, whiteboard sessions, wireframes, or any first-pass ideas that were put to paper or screen.
Placeholder — what came out of this iteration. What worked, what didn't, and what shaped the next step.
Placeholder — any feedback received from users or stakeholders at this stage, even informal or directional.
sketches / wireframes
Placeholder — name the situation or problem being dealt with in this case.
Challenge 01
The problem
Placeholder — describe the specific challenge, what triggered it, and any feedback that confirmed it was a real blocker.
“Placeholder — a quote or piece of feedback that illustrates the problem.”
The solution
Placeholder — describe what was done to address this challenge. Be honest about whether it fully solved the problem or was a best-effort given the constraints.
solution screenshot or evolution carousel
Challenge 02
The problem
Placeholder — second challenge description and its context.
The solution
Placeholder — how this one was addressed.
solution screenshot or evolution carousel
final screens, collage or video
Final thoughts
Placeholder — overall reflection on the delivery. What the feature became, what it enabled, and any honest assessment of what could have been done differently.
What I've learned
Placeholder — a key takeaway from this project.
Placeholder — something about process, collaboration, or constraints.
Placeholder — something that would be done differently next time.