Coca-Cola FEMSA
Designing for corner shops, innovating at scale​
Experience Design | Digital Product Design | Project Management
Coca-Cola FEMSA, one of the largest bottlers worldwide with over $40 billion in sales, relies on mom-and-pop stores for more than 50% of its revenue, totaling ~1 million points of sale in Mexico. At the time, new store onboarding and operations were slow, error-prone, and frustrating for both sales representatives and clients.
Cost to serve above industry standard significantly raised due to sales representatives’ overtime
Overall client satisfaction at a record low, driven mainly by new clients experiences
Constant market share loss over the past 4 quarters, impacting sales performance
2.8 / 5
Net Promoter Score
the challenge.
meet leticia.
Meet Leticia, a new tiendita owner. She invested her life savings to open her neighborhood store and knows that having cold Coca-Cola products is key to success. But starting out wasn’t easy.
The process was filled with challenges:
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Registration that took far too long
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Uncertainty about whether the equipment would fit in her small space
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Worries about electricity costs
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Unclear delivery timelines.
01. Speeding up client registration
For Leticia, waiting 17 days just to get registered as a new client felt like a lifetime, especially when competitors could get her started in 5 days.
Document Digitization
my role.
I designed and led the development of a Document Digitization tool within the sales representative app, enabling documents to be scanned, validated, and approved in real time.
our impact.
Registration went from 17 days to 10 minutes, allowing sales reps to take orders on the same visit.
Leticia could now stock her store with cold Coca-Cola and serve her first customers the very next day, turning what used to be a frustrating barrier into a seamless start for her business.
02. Ensuring refrigerators fit small stores
For Leticia, a fridge isn’t just a piece of equipment—it’s essential for keeping her products cold and serving her customers. But her tiny tiendita, like many mom-and-pop stores, made it hard to know which refrigerator would actually fit. Incorrect deliveries had caused multiple reworks in the past, wasting time and resources.
AR Visualization
my role.
I facilitated design workshops and introduced AR simulations that accurately measured store spaces and recommended the right refrigerator for each location.
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our impact.
During the pilot, this approach reduced reworks by 60% and cut cost-to-serve by 12%, giving Leticia confidence that her new fridge would fit perfectly and help her serve her community without frustration.
The AR refrigerator simulator was especially challenging, every centimeter matters in tiny mom-and-pop stores. Delivering accurate recommendations required precision and collaboration with the sales and refrigeration team.
I led design, development coordination, and problem-solving, ensuring client needs and operational constraints were balanced.
03. Helping clients weigh costs and benefits
Even when a refrigerator fit perfectly, Leticia worried about the extra electricity costs and whether her increased sales would cover them. For someone investing her life savings, every peso ($) mattered.
Energy consumption calculator
my role.
I co-designed an energy consumption calculator that projected electricity costs alongside potential sales, factoring in location, nearby competition, customer traffic, and historical trends.
our impact.
During the pilot, 67% of clients accepted refrigerators compared to a 48% baseline, helping them start their businesses with certainty and peace of mind.
This gave Leticia, and other shop owners, the confidence to make informed decisions.
04. Providing delivery certainty and support
After placing her first order, Leticia had no way of knowing when it would arrive or whether she could make changes if needed. Waiting and worrying about her delivery added unnecessary stress to an already challenging start.
Customer support chatbot
my role.
I coordinated the development of a chatbot with automated SMS notifications, giving clients their order numbers, delivery dates, and updates if delays occurred.
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our impact.
During the pilot, this solution increased the Net Promoter Score from 2.8/5 to 3.4/5, enhancing customer satisfaction and trust while reducing uncertainty for shop owners
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Leticia could now track her order in real time and feel in control of her business
learnings.
This project reinforced the value of failing fast and iterating. Rapid prototyping with real clients and sales reps revealed opportunity areas early, allowing us to refine designs before the pilot. I also learned the importance of designing for multiple stakeholders, balancing client needs, sales rep workflows, and HQ goals ensures solutions are human-centered and operationally feasible.