One of the main challenges was balancing flexibility and control. While the AI could interpret open-ended messages like “I’m looking for a new TV” or “show me something under $500,” we needed to ensure the responses stayed relevant, accurate, and aligned with Magalu’s catalog.

This led us to design a hybrid experience:

• AI handles interpretation and conversation

• Structured systems handle product search, pricing, and checkout

Another key focus was reducing friction. Traditional e-commerce flows rely on multiple screens, filters, and clicks. In this experience, we translated those steps into a dialogue:

• Asking preferences naturally

• Refining results through conversation

• Presenting options in a clear, scannable format

The design challenge here was not just usability, it was clarity. Users needed to feel in control, even when interacting with an AI system.

Finally, trust played a critical role. When users interact with AI, uncertainty increases. To address this, we designed responses that were transparent, helpful, and consistent, avoiding overly “smart” behavior that could confuse or mislead

This project reinforced an important shift:
interfaces are no longer just screens, they are conversations.

Designing for this new paradigm means thinking less about flows and more about intent, context, and trust.