Redefining the iCarros Search Journeyfrom legacy to +125% conversion
Itaú, 2022 — 2023
Context & Role
As Senior Product Designer, I orchestrated the modernization of iCarros' search engine (15M views), aligning 10 cross-functional teams via an Opportunity Tree. I steered a dual-track strategy: prioritizing speed for the Listing Page (Live) and trust for the Detail Page (Feature Rollout), bridging tactical wins with a future vision using the updated Design System.
Recognitions
Brazil Design Awards 2023
Latin American Design Awards 2024
Listing PageEfficiency vs. Mental Models
We reduced time-to-value by embedding a navigable photo carousel directly in cards, removing massive friction. However, the filter UI offered a critical senior lesson: the "Basic vs. Advanced" tabs, though research-homeed, conflicted with user mental models in production. Today, I would pivot to a unified vertical list with dynamic ranking to better align with real-world behavior.
Results
+98% lead volume generateddirectly from the list
+125% lift in conversion rateon the page
Detail Page
Revenue First, Vision Second
For the PDP, we avoided a costly aesthetic redesign, instead deploying specific decision engines (Price Comparator, Similarity Algorithm) to the live site to drive immediate revenue. The future vision applies the Itaú Design System (IDS) to deepen trust, featuring Seller Tenure signals, progressive disclosure (Tabs), and immersive 360° galleries to bridge the digital-physical gap.
Results
Price comparator drove a+5.5% increase in conversion
Similarity Algorithm generated a+2.3% uplift in conversion
Redefining the iCarros Search Journeyfrom legacy to +125% conversion
Itaú, 2022 — 2023
Context & Role
As Senior Product Designer, I orchestrated the modernization of iCarros' search engine (15M views), aligning 10 cross-functional teams via an Opportunity Tree. I steered a dual-track strategy: prioritizing speed for the Listing Page (Live) and trust for the Detail Page (Feature Rollout), bridging tactical wins with a future vision using the updated Design System.
Recognitions
Brazil Design Awards 2023
Latin American Design Awards 2024
Listing PageEfficiency vs. Mental Models
We reduced time-to-value by embedding a navigable photo carousel directly in cards, removing massive friction. However, the filter UI offered a critical senior lesson: the "Basic vs. Advanced" tabs, though research-homeed, conflicted with user mental models in production. Today, I would pivot to a unified vertical list with dynamic ranking to better align with real-world behavior.
Results
+98% lead volume generateddirectly from the list
+125% lift in conversion rateon the page
Detail Page
Revenue First, Vision Second
For the PDP, we avoided a costly aesthetic redesign, instead deploying specific decision engines (Price Comparator, Similarity Algorithm) to the live site to drive immediate revenue. The future vision applies the Itaú Design System (IDS) to deepen trust, featuring Seller Tenure signals, progressive disclosure (Tabs), and immersive 360° galleries to bridge the digital-physical gap.
Results
Price comparator drove a+5.5% increase in conversion
Similarity Algorithm generated a+2.3% uplift in conversion
Redefining the iCarros Search Journeyfrom legacy to +125% conversion
Itaú, 2022 — 2023
Context & Role
As Senior Product Designer, I orchestrated the modernization of iCarros' search engine (15M views), aligning 10 cross-functional teams via an Opportunity Tree. I steered a dual-track strategy: prioritizing speed for the Listing Page (Live) and trust for the Detail Page (Feature Rollout), bridging tactical wins with a future vision using the updated Design System.
Recognitions
Brazil Design Awards 2023
Latin American Design Awards 2024
Listing PageEfficiency vs. Mental Models
We reduced time-to-value by embedding a navigable photo carousel directly in cards, removing massive friction. However, the filter UI offered a critical senior lesson: the "Basic vs. Advanced" tabs, though research-homeed, conflicted with user mental models in production. Today, I would pivot to a unified vertical list with dynamic ranking to better align with real-world behavior.
Results
+98% lead volume generateddirectly from the list
+125% lift in conversion rateon the page
Detail Page
Revenue First, Vision Second
For the PDP, we avoided a costly aesthetic redesign, instead deploying specific decision engines (Price Comparator, Similarity Algorithm) to the live site to drive immediate revenue. The future vision applies the Itaú Design System (IDS) to deepen trust, featuring Seller Tenure signals, progressive disclosure (Tabs), and immersive 360° galleries to bridge the digital-physical gap.
Results
Price comparator drove a+5.5% increase in conversion
Similarity Algorithm generated a+2.3% uplift in conversion