Dexco
Building a B2B E-commerce Platform
Context
Dexco (formerly Duratex) is a publicly traded Brazilian company listed on the São Paulo Stock Exchange with USD 1.2B in annual revenue. As the largest producer of wood panels, bathroom fixtures, and metals in the Southern Hemisphere, Dexco traditionally operated in the B2B market.
In 2021, the company embarked on its most ambitious digital transformation project: building its own e-commerce platform projected to generate USD 2B annually. My role was to ensure the platform’s UX strategy, design execution, and cross-team coordination were aligned with this strategic business shift.
Challenge
Transition Dexco from a traditional B2B model to a scalable B2C marketplace that:
Consolidates tens of thousands of products into a single digital platform.
Serves two distinct user groups: professional architects/specifiers and everyday consumers.
Maintains design and technical alignment across internal teams and external contractors, despite remote-first challenges.
My Role & Responsibilities
UX Leadership: Directed Discovery & Delivery phases, ensuring business and user goals translated into scalable solutions.
Team Management: Coordinated two independent design teams (internal + outsourced), ensuring consistent alignment and output quality.
Mentorship: Delegated tasks based on designer maturity to balance challenge with deliverability, fostering growth within the team.
Collaboration: Partnered with architects, marketing, and customer success teams to define personas, user journeys, and product suggestions.
Process
Discovery Phase
Conducted Empathy Mapping workshops to understand pain points of customers used to multi-store shopping.
Built detailed personas without an MVP by leveraging marketing research and customer success insights.
Collaborated with Dexco’s in-house architects to design product recommendation flows tailored to professional use cases and consumer shopping journeys.
Delivery Phase
Managed parallel design streams across two teams, delivering high-volume outputs under tight deadlines.
Developed scalable UX frameworks ensuring cross-team consistency in navigation, product taxonomy, and checkout flows.
Iterated on designs with rapid prototyping cycles, aligning with C-level stakeholders and engineering constraints.
Outcomes (SMART Impact)
Delivered 100% of critical MVP features within the project’s timeline, enabling Dexco’s transition into e-commerce.
Established a design governance process that reduced rework by 30% across distributed teams.
Enabled seamless product navigation for 50k+ SKUs at launch.
Supported business readiness for a platform with a USD 2B annual revenue projection.
Increased internal adoption of UX practices across Dexco’s product teams.
Key Learnings
Navigating a publicly traded environment taught me to balance sensitive information with open collaboration.
Leading mixed-seniority teams sharpened my mentorship and delegation skills, ensuring both quality and team growth.
This project solidified my ability to translate traditional B2B models into user-friendly digital marketplaces, proving how UX drives large-scale business transformation.
Dexco
Building a B2B E-commerce Platform
Context
Dexco (formerly Duratex) is a publicly traded Brazilian company listed on the São Paulo Stock Exchange with USD 1.2B in annual revenue. As the largest producer of wood panels, bathroom fixtures, and metals in the Southern Hemisphere, Dexco traditionally operated in the B2B market.
In 2021, the company embarked on its most ambitious digital transformation project: building its own e-commerce platform projected to generate USD 2B annually. My role was to ensure the platform’s UX strategy, design execution, and cross-team coordination were aligned with this strategic business shift.
Challenge
Transition Dexco from a traditional B2B model to a scalable B2C marketplace that:
Consolidates tens of thousands of products into a single digital platform.
Serves two distinct user groups: professional architects/specifiers and everyday consumers.
Maintains design and technical alignment across internal teams and external contractors, despite remote-first challenges.
My Role & Responsibilities
UX Leadership: Directed Discovery & Delivery phases, ensuring business and user goals translated into scalable solutions.
Team Management: Coordinated two independent design teams (internal + outsourced), ensuring consistent alignment and output quality.
Mentorship: Delegated tasks based on designer maturity to balance challenge with deliverability, fostering growth within the team.
Collaboration: Partnered with architects, marketing, and customer success teams to define personas, user journeys, and product suggestions.
Process
Discovery Phase
Conducted Empathy Mapping workshops to understand pain points of customers used to multi-store shopping.
Built detailed personas without an MVP by leveraging marketing research and customer success insights.
Collaborated with Dexco’s in-house architects to design product recommendation flows tailored to professional use cases and consumer shopping journeys.
Delivery Phase
Managed parallel design streams across two teams, delivering high-volume outputs under tight deadlines.
Developed scalable UX frameworks ensuring cross-team consistency in navigation, product taxonomy, and checkout flows.
Iterated on designs with rapid prototyping cycles, aligning with C-level stakeholders and engineering constraints.
Outcomes (SMART Impact)
Delivered 100% of critical MVP features within the project’s timeline, enabling Dexco’s transition into e-commerce.
Established a design governance process that reduced rework by 30% across distributed teams.
Enabled seamless product navigation for 50k+ SKUs at launch.
Supported business readiness for a platform with a USD 2B annual revenue projection.
Increased internal adoption of UX practices across Dexco’s product teams.
Key Learnings
Navigating a publicly traded environment taught me to balance sensitive information with open collaboration.
Leading mixed-seniority teams sharpened my mentorship and delegation skills, ensuring both quality and team growth.
This project solidified my ability to translate traditional B2B models into user-friendly digital marketplaces, proving how UX drives large-scale business transformation.
Featured Projects
Skills
About Me
Testimonials
Dexco
Building a B2B E-commerce Platform
Context
Dexco (formerly Duratex) is a publicly traded Brazilian company listed on the São Paulo Stock Exchange with USD 1.2B in annual revenue. As the largest producer of wood panels, bathroom fixtures, and metals in the Southern Hemisphere, Dexco traditionally operated in the B2B market.
In 2021, the company embarked on its most ambitious digital transformation project: building its own e-commerce platform projected to generate USD 2B annually. My role was to ensure the platform’s UX strategy, design execution, and cross-team coordination were aligned with this strategic business shift.
Challenge
Transition Dexco from a traditional B2B model to a scalable B2C marketplace that:
Consolidates tens of thousands of products into a single digital platform.
Serves two distinct user groups: professional architects/specifiers and everyday consumers.
Maintains design and technical alignment across internal teams and external contractors, despite remote-first challenges.
My Role & Responsibilities
UX Leadership: Directed Discovery & Delivery phases, ensuring business and user goals translated into scalable solutions.
Team Management: Coordinated two independent design teams (internal + outsourced), ensuring consistent alignment and output quality.
Mentorship: Delegated tasks based on designer maturity to balance challenge with deliverability, fostering growth within the team.
Collaboration: Partnered with architects, marketing, and customer success teams to define personas, user journeys, and product suggestions.
Process
Discovery Phase
Conducted Empathy Mapping workshops to understand pain points of customers used to multi-store shopping.
Built detailed personas without an MVP by leveraging marketing research and customer success insights.
Collaborated with Dexco’s in-house architects to design product recommendation flows tailored to professional use cases and consumer shopping journeys.
Delivery Phase
Managed parallel design streams across two teams, delivering high-volume outputs under tight deadlines.
Developed scalable UX frameworks ensuring cross-team consistency in navigation, product taxonomy, and checkout flows.
Iterated on designs with rapid prototyping cycles, aligning with C-level stakeholders and engineering constraints.
Outcomes (SMART Impact)
Delivered 100% of critical MVP features within the project’s timeline, enabling Dexco’s transition into e-commerce.
Established a design governance process that reduced rework by 30% across distributed teams.
Enabled seamless product navigation for 50k+ SKUs at launch.
Supported business readiness for a platform with a USD 2B annual revenue projection.
Increased internal adoption of UX practices across Dexco’s product teams.
Key Learnings
Navigating a publicly traded environment taught me to balance sensitive information with open collaboration.
Leading mixed-seniority teams sharpened my mentorship and delegation skills, ensuring both quality and team growth.
This project solidified my ability to translate traditional B2B models into user-friendly digital marketplaces, proving how UX drives large-scale business transformation.
Dexco
Building a B2B E-commerce Platform
Context
Dexco (formerly Duratex) is a publicly traded Brazilian company listed on the São Paulo Stock Exchange with USD 1.2B in annual revenue. As the largest producer of wood panels, bathroom fixtures, and metals in the Southern Hemisphere, Dexco traditionally operated in the B2B market.
In 2021, the company embarked on its most ambitious digital transformation project: building its own e-commerce platform projected to generate USD 2B annually. My role was to ensure the platform’s UX strategy, design execution, and cross-team coordination were aligned with this strategic business shift.
Challenge
Transition Dexco from a traditional B2B model to a scalable B2C marketplace that:
Consolidates tens of thousands of products into a single digital platform.
Serves two distinct user groups: professional architects/specifiers and everyday consumers.
Maintains design and technical alignment across internal teams and external contractors, despite remote-first challenges.
My Role & Responsibilities
UX Leadership: Directed Discovery & Delivery phases, ensuring business and user goals translated into scalable solutions.
Team Management: Coordinated two independent design teams (internal + outsourced), ensuring consistent alignment and output quality.
Mentorship: Delegated tasks based on designer maturity to balance challenge with deliverability, fostering growth within the team.
Collaboration: Partnered with architects, marketing, and customer success teams to define personas, user journeys, and product suggestions.
Process
Discovery Phase
Conducted Empathy Mapping workshops to understand pain points of customers used to multi-store shopping.
Built detailed personas without an MVP by leveraging marketing research and customer success insights.
Collaborated with Dexco’s in-house architects to design product recommendation flows tailored to professional use cases and consumer shopping journeys.
Delivery Phase
Managed parallel design streams across two teams, delivering high-volume outputs under tight deadlines.
Developed scalable UX frameworks ensuring cross-team consistency in navigation, product taxonomy, and checkout flows.
Iterated on designs with rapid prototyping cycles, aligning with C-level stakeholders and engineering constraints.
Outcomes (SMART Impact)
Delivered 100% of critical MVP features within the project’s timeline, enabling Dexco’s transition into e-commerce.
Established a design governance process that reduced rework by 30% across distributed teams.
Enabled seamless product navigation for 50k+ SKUs at launch.
Supported business readiness for a platform with a USD 2B annual revenue projection.
Increased internal adoption of UX practices across Dexco’s product teams.
Key Learnings
Navigating a publicly traded environment taught me to balance sensitive information with open collaboration.
Leading mixed-seniority teams sharpened my mentorship and delegation skills, ensuring both quality and team growth.
This project solidified my ability to translate traditional B2B models into user-friendly digital marketplaces, proving how UX drives large-scale business transformation.
Featured Projects
Skills
About Me
Testimonials