Large-scale retail is evolving from a simple point of sale into a promoter of wellbeing. Shelfee enables this transformation - a Nutritional AI engine that transforms every digital channel into a space of care, trust, and valuable content, creating a disruptive impact on brand positioning for both retailers and customers.
As Brand Experience & Design Lead, I set the vision for the ecosystem and turned it into a concrete experience, shaping the brand language and the design system that holds the digital product and physical touchpoints together.
Large-scale retail already owns data, traffic, frequency, and context. What is missing is the intelligence capable of transforming these assets into real value. The sector faces four main challenges:
Shelfee answers this complexity with a new model: it reads data and context to deliver genuinely useful recommendations, turning every interaction into a chance for a relationship rather than a mere transaction.
Principles: Wellness as the new driver of daily shopping. Scientific, personalized recommendations explained in a simple way. Value-based sponsorships that strengthen credibility, not interrupt it.
Structure: A dynamic home showing personalized suggestions, value content, recipes, and relevant categories. Individual and family profiles feeding nutritional recommendations. Product cards enriched with scientific insights and alternatives better suited to the user's lifestyle. Dedicated spaces for value-based sponsorships that communicate wellness credibly.
Design System: Minimal and reassuring palette, oriented toward scientific credibility. Clear and readable typography with solid hierarchies. Modular components for recommendations, value content, profiles, and sponsorships. Clean visual that communicates trust, reliability, and care.
I led the complete definition of the UX and UI, from the overall experience architecture to the main interfaces, including home, nutritional suggestions, profiles, categories, and sponsorship modules.
I designed a content system that enhances the retailer's value proposition and enables brands to communicate their positioning in a credible and non-intrusive way.
Beyond design, I follow the entire product development and coordinate the team's work, organizing and prioritizing tasks to keep vision, roadmap, and execution aligned.
Who I designed for: People and families who want to shop better and more consciously. Large-scale retail that wants to increase trust, reputation, and new forms of revenue. Brands that want to associate their products with strong themes like wellness, sustainability, and quality.
A cohesive brand language paired with a scalable design system: from app UI components to physical materials, everything is unified under a single visual logic, ready to grow with new retailers and categories without losing recognizability.
The result is an experience that feels trustworthy, modern, and deeply human, where even the commercial spaces work in favor of credibility instead of undermining it. Shelfee's mission: recommend what is best for each user and their family.
The home is the first point of contact with the ecosystem: a flow that surfaces what matters to each person, weaving recommendations, recipes, and editorial spaces together without overwhelming the eye. Sponsored spaces blend into the content without interrupting it.
Shelfee's goal is to provide users with relevant content in real time through dynamic suggestions based on dietary preferences, allergies, and personal goals.
The user is the true protagonist within the Shelfee ecosystem. Based on followed recipes and products added to the cart, the system provides insights into weekly eating habits. By adding family member profiles, users can view affinity statistics for each household member. The goal is always to recommend the most suitable products aligned with each user's objectives.
A Collection can group recipes or products. Users can create their own collections or save those curated by Shelfee and the community - these curated suggestions are called Shelfee Picks.
Shelfee aims to make grocery shopping predictive rather than reactive. The cart represents only the final stage of the journey, while users continuously receive product suggestions aligned with their dietary habits, allergies, and personal goals.
A visual identity built to last: few elements, highly recognizable, applied consistently from the app to physical materials. Logo and color system build a warm, trustworthy signature where science stays accessible and never cold.
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