Dexco

Dexco, formerly recognized as Duratex, has firmly established itself as a stalwart presence in the Brazilian corporate landscape, its notable position fortified by its listing on the São Paulo Stock Exchange and an impressive annual revenue of US$1.2 billion. Regarded as the preeminent producer of wood panels, bathroom fixtures, and metals throughout the Southern Hemisphere, Dexco’s dominance had primarily been confined to the realm of B2B operations. However, in a strategic bid to diversify and capitalize on emerging opportunities, Dexco embarked on an ambitious journey to carve its niche in the world of e-commerce and online marketplaces.

Dexco’s pivot to e-commerce wasn’t merely a business expansion—it represented a comprehensive transformation in the company’s operational paradigm. This transformative endeavor encountered multifaceted challenges, necessitating a deep understanding of user behaviors, market trends, and technological capabilities. Among the significant hurdles faced were:

The intricate orchestration of diverse internal and external stakeholders across a geographically dispersed landscape.

The necessity of seamlessly adopting remote work practices to ensure efficient collaboration.

Safeguarding sensitive corporate and customer data against evolving cybersecurity threats.

To address these challenges, my role as a Senior UX Designer was underscored by a meticulous research-driven approach. We embarked on an extensive user research phase, engaging in comprehensive surveys, interviews, and usability tests. This rich qualitative data helped shape the creation of comprehensive user personas and empathy maps, shedding light on the nuanced needs and expectations of diverse customer segments. Additionally, extensive competitor analysis illuminated industry best practices and identified gaps that we could capitalize on to differentiate Dexco’s e-commerce platform.

By collaborating closely with cross-functional teams, I facilitated workshops that integrated insights from product, technology, and marketing domains. We embarked on customer journey mapping exercises, identifying touchpoints where user needs intersected with business goals. This collaborative approach yielded invaluable insights that informed the development of a holistic user experience strategy.

Guided by these insights, the design phase was a harmonious blend of creativity and pragmatism. Through wireframes, prototypes, and iterative design sessions, we translated user needs into a coherent and intuitive digital interface. Concurrently, the engineering team developed a robust back-end infrastructure that could support the anticipated surge in user traffic.

The execution phase involved rigorous user testing, validating design assumptions, and uncovering pain points that needed refinement. This continuous loop of feedback and refinement was instrumental in ensuring that the final product not only met user expectations but also aligned seamlessly with Dexco’s brand identity and mission.

Upon launch, Dexco’s e-commerce platform marked a resounding success. Generating over $2 billion in revenue within its maiden year, the platform showcased the profound impact of a research-driven, user-centric approach. This journey was replete with invaluable lessons:

The critical role of research in uncovering user behaviors and expectations.

The power of cross-functional collaboration in crafting holistic solutions.

The necessity of adaptability in navigating dynamic business environments.