Marcelo's Portfolio

UX Research

Dexco B2E

Dexco is a leading company in the flooring, coverings and building materials segment in Brazil

  • It had already developed a B2E platform.
  • Demand for evolution of the digital platform for use by employees.
  • Evolution of the user-centric platform.
  • Beginning of the project under the UX Research area.

Research objectives:

  • List online store redesign opportunities and points according to user needs.


How to reach:

  • Recruit company employees to evaluate the online store using the Think Aloud Protocol technique.

 

  • Flag and classify the critical points that negatively affect the user’s shopping experience.

Research Steps

1

Problem's understanding

2

Research plan

3

User recruitment

4

Usability Test application

5

Data analisys

6

Documentation and Communication

Think Aloud Protocol

The technique consists of observing users performing specific tasks and actions within a specific environment.

These actions are verbalized by the participants in real time and observed by a moderator, who records the actions taken by each participant.

Learning takes place by analyzing the user’s mental model and how it relates to the graphical interface.

  • Sample recruitment (2 women and 3 men)
  • User navigates through the online store – and verbalizes his actions
  • Tasks: Search for a product of interest / Checkout
  • UX Research team analyzes user speech along with navigation
  • The analysis results in a list of store redesign and brand operation opportunities

User Journey Mapping

Usability test records

Data analisys

User's Journey's Painpoints // Problem Statement

User's Quotes

"...I didn't find the product... so leave it, it's a cheap product, I buy it at the local store..."
User C
"...an option is missing (on the menu) of the product lines: Polo, Gold, Duna... So we can identify which products are in that line."
User A
"It has to be in the description, it's a sale. What's here looks like a marketing phrase... what's most impressive is this: the package contains nothing..."
User B
"...I want to save the cart because my wife will want to add more products later? Will a friend ask me for a quote for a list of products? Here I can't..."
User E

Data Analisys

Definition and refinement of the 5 categories of problems found

Findability

Search, filter and sort products.

Product Detailing

Opportunities and possibilities of product presentation.

Shipping and Delivery

Scheduling opportunities, pick up store and reduced delivery time.

Shop List

Opportunities for the user to create, save, edit and share a list of products.

Purchase and Post-sales

Opportunities for order tracking and experience evaluation.

Design Recommendation

in order of priority by criticality in the experience

Product Page Redesign
Findability of products
Delivery schedule
Pick up Store Strategy
Shop list functionality
My Order Redesign
WhatsApp support

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Benchmarking / Heat Map Analisys / Usability Test

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App Design Process