From Maia to Azteka - Transforming e-commerce with AI-driven assistants
A conversational assistant designed to enhance e-commerce experiences through personalization and AI.
Azteka is a conversational shopping assistant designed to enrich the e-commerce experience. Born from a collaboration with Carrefour through the “Maia” initiative, the project was initially conceived to enhance the online grocery shopping experience by allowing users to fill their carts through personalized natural language requests. From this early concept, Azteka evolved into a flexible SaaS product compatible with different industries, including a native Shopify plugin. My role covered the entire product lifecycle, from concept to release: wireframing, user flow design, visual and interaction design, testing, and usability validation.
Carrefour
Retail, E-commerce
UX/UI & Product Design
2023 - Ongoing
Project Goal & Design Approach
The goal was to create a flexible and intelligent shopping assistant capable of adapting to different sectors and platforms while offering a seamless experience. The assistant leverages generative AI to interpret customer needs and recommend the most relevant products from the catalog.
I led the design of the experience across multiple channels, starting from low-fidelity wireframes to high-definition mockups developed in Figma. User flows were mapped in Miro, and a modular, customizable UI was developed to support the integration of the assistant across web and mobile interfaces.
Design Details & Key Insights
🧪 From prototype to scalable product
Azteka was born as a custom solution for Carrefour and evolved into a productized assistant, adaptable across different industries and platforms.
🎨 Built for flexibility
The assistant’s visual and behavioral elements are fully customizable to align with any brand’s identity and tone.
🤖 AI-powered interactions
Combines a proprietary LLM-based infrastructure with Retrieval-Augmented Generation (RAG) techniques to deliver smart, contextual conversations.
🛒 Shopify-ready
Designed as a plug-and-play solution with native Shopify compatibility to lower entry barriers for online retailers.
📣 Customer-driven evolution
The product roadmap is shaped by feedback and use cases from ongoing discussions with interested retailers across sectors.
🧭 Focus on usability and adoption
Special attention was given to the onboarding flow, admin dashboard, and assistant training interface to ensure ease of use for non-technical users.
