Application Branding UX/UI Design
Dexco
Project carried out within Dexco (formerly Duratex). Dexco is controlled by Itaúsa and Grupo Ligna. Dexco owns the brands: Duratex, Durafloor, Deca, Hydra, Ceusa, and Portinari - Wood Factories, Flooring, Bathroomware, Metal for the home, and coverings such as floors. A company with 11,000 employees and 1.2 billion USD (2018) in revenue.
About
The Project
About The Project
- UX UI Lead
- Design Thinking
- Discovery Workshop Facilitation
- Research
- Data Visualization
- Prototypes
- Tests AB
- App Mobile
The “Tracking” Project was developed within Dexco’s IT department to optimize logistics across all company factories throughout Brazil. My role in this project was to support the Product Owner in the creation of the Tracking Platform. Additionally, following the Design Thinking roadmap, I conducted research, facilitated workshops, led product ideation with prototypes, and developed the platform’s branding.
PROJECT CHALLENGES
Dexco faced challenges in logistics management across its 16 factories and 5 forestry units, affecting efficiency, traceability, and delivery visibility. There was no integrated solution for real-time tracking, making it difficult to monitor the truck fleet and ensure seamless communication between drivers and the logistics team.
PROJECT GOALS
- Develop a digital platform for real-time truck fleet tracking.
- Provide a centralized and accessible logistics data dashboard.
- Create a mobile app for truck drivers to enhance communication with the system.
- Improve operational efficiency, reduce delays, and optimize delivery routes.
- Provide a centralized and accessible logistics data dashboard.
- Create a mobile app for truck drivers to enhance communication with the system.
- Improve operational efficiency, reduce delays, and optimize delivery routes.
I created the brand for the project, with the name selected through stakeholder voting. The design was inspired by the Duratex brand logo and typography, ensuring consistency with the company's identity. The concept was built around Duratex + the Bar-tailed Godwit (Fuselo Bird), a species recognized in the Guinness Book for its non-stop 13,650 km journey over 11 days without rest or food. This remarkable endurance and efficiency in long-distance travel aligned perfectly with the logistics theme, creating a brand that symbolizes resilience, precision, and movement.
LEAN INCEPTION WORKSHOP
This structured approach ensured a clear roadmap and alignment among all stakeholders, laying the foundation for an efficient and user-centered product.
DISCOVERY
It all started by bringing together the IT, Commercial, and Operational Logistics managers. We then conducted a workshop based on Paulo Caroli's Lean Inception methodology (Lean Workshop).
Over three intensive days, alongside the Squad Tracking team, we:
- Defined the product vision
- Mapped user personas
- Aligned key functionalities
- Established the product backlog for development
Over three intensive days, alongside the Squad Tracking team, we:
- Defined the product vision
- Mapped user personas
- Aligned key functionalities
- Established the product backlog for development
SOLUTION
After extensive research and analysis, our team identified a significant problem in Dexco's logistics across Brazil's five forestry units and 16 industries. We knew that we needed to find an efficient, effective solution that would streamline the entire process.
With the lean inception collaborative workshop, we align the IT, UX, and Business teams, defining priorities for building the product. We decided to develop a Web platform for the logistics analysts' vision and an App for Truck Drivers to interact and feed information on the web platform.
To define the product development roadmap, we leveraged a structured framework combining Design Thinking, Lean Startup, and Agile Scrum.
RESEARCH
As part of my research, I visited multiple factories to gain a deeper understanding of the logistics processes involved. I also conducted interviews with truck drivers and logistics managers to identify their pain points and needs firsthand.
This qualitative research provided valuable insights, allowing me to develop a comprehensive understanding of user and stakeholder requirements. With these findings, I advanced to the next phase of the project—creating wireframes to visually map out the solution and ensure it effectively addressed the identified challenges.
This qualitative research provided valuable insights, allowing me to develop a comprehensive understanding of user and stakeholder requirements. With these findings, I advanced to the next phase of the project—creating wireframes to visually map out the solution and ensure it effectively addressed the identified challenges.
DATA REPRESENTATION
By establishing a strong connection between user needs and data visualization, we effectively presented both relative and absolute values, empowering users to make informed decisions and better comprehend the correlation between trucker behavior and tracking.
WIREFRAMES & PROTOTYPES
Beforehand, several meetings were held to create sketches focused on data. The wireframe designs were then developed based on the functional needs identified during the workshop and field user surveys, and were also guided by the previously defined information architecture.
DATA VISUALIZATION
As an additional contribution, I redesigned the logistics control center dashboards, replacing legacy Excel-based layouts with modern, user-friendly interfaces. This redesign significantly improved data visualization at the core of Dexco’s logistics operations across all factories, enhancing clarity, decision-making, and operational efficiency.
RESULTS
The outcome of this project was transformative. By modernizing the logistics dashboards and implementing a data-driven platform, we enabled Dexco to track cargo with unprecedented precision. The new system allowed real-time visibility across the entire delivery chain, reducing errors, improving response times, and enhancing overall operational coordination. Mapping and monitoring truckloads became a streamlined and assertive process previously impossible with disconnected spreadsheets. This centralized view of logistics clarified decision-making and empowered teams to act proactively—redefining how logistics operations functioned at the heart of all Dexco factories.