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As Lead Product Designer at Doto, I led the evolution of its e-commerce experience across discovery, product evaluation, purchase, fulfillment, and post-purchase journeys. The work combined UX research, CRO, experimentation, visual direction, and scalable UI systems within a high-volume VTEX commerce environment.

Rather than treating each request as an isolated feature, we built a product system designed to continuously test, learn, and improve. Design reviews, critiques, usability research, analytics, and parallel A/B/C/D experiments helped the team evaluate different approaches before scaling them across the platform.

A major focus was redesigning the product detail experience around the decisions that directly influence purchase.

The Double BuyBox introduced a clearer way to choose between saving money and receiving a product faster, translating complex fulfillment and pricing logic into a simple commercial decision. Multiple versions were designed and tested across desktop and mobile, becoming one of the most important conversion initiatives developed during my time at Doto.

The PDP ecosystem expanded beyond the BuyBox with price history, price comparison, delivery estimates, extended warranties, refurbished alternatives, product specifications, similar-product comparison, frequently bought together, reviews, related products, financing, and contextual promotional modules.

Alongside CRO initiatives, I led the creation and evolution of Doto’s UI system, moving from Material Design foundations toward reusable components aligned with the company’s internally developed VTEX library.

The redesign extended across PLPs, product cards, filtering, category interstitials, brand pages, navigation, search, minicart, cart, checkout-related modules, account experiences, order status, billing, warranties, returns, and post-purchase flows.

This created a more consistent system across responsive web and mobile while giving Product, Design, Marketing, and Engineering a reusable foundation for new commercial initiatives.

The platform also became a distribution layer for new business models and services.

I worked on experiences for Dotofon, extended warranties and insurance, refurbished products, alternative payment methods, Banco Azteca integrations, pickup and delivery options, promotional banking programs, seasonal campaigns, and contextual cross-selling.

Each initiative had to coexist with the core shopping journey without increasing cognitive load, requiring close coordination between product strategy, content, visual design, technology, and commercial stakeholders.

The result was not a single redesign, but an evolving commerce system built around continuous optimization.

Across approximately a year and a half, the team established reusable product patterns, a scalable UI foundation, and an experimentation process that connected user needs with commercial objectives across Doto’s VTEX ecosystem.