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MECANIZOU EXPERIENCE
Successful Automotive Marketplace
Product Creation and Strategy
At Mecanizou, we led the creation of a complete marketplace, built from scratch with all the necessary features for an end-to-end operation. This product generated over R$ 300,000 in monthly SKU sales and ensured that over 70% of active users use the platform as their primary purchasing channel. With a focus on innovation and results, the marketplace transformed the B2B automotive sector in São Paulo, providing continuous efficiency and growth for mechanics and distributors.
About the product
The Mechanic Area is an e-commerce platform designed to help mechanic shops quickly and easily find the parts they need. By simply entering the vehicle’s license plate and the desired part, the catalog returns the exact parts compatible with the vehicle. In addition to standard e-commerce features, the platform offers post-sales services, payments, and logistics, providing a complete and integrated experience for automotive workshops.
Main challenges
I joined the company at the beginning of product development, where I led the end-to-end construction of the marketplace. The main challenge was ensuring a simple and intuitive user experience for auto repair shops, as the target audience was not familiar with technological products.
Main features developed
Home
Product Listing Page
Product Detail Page
Carrinho
Checkout
My orders
My invoices
Credit management
Marketing campaigns
Coupon Operation
Catalog filters
Payment split
Payment agreement
Order cancellation
Delivery tracking
Gamification and cashback
About the company
About the company:
Mecanizou is the main automotive B2B marketplace in São Paulo, Brazil, connecting workshops to distributors, with advanced technology and more than 600 thousand parts available in its catalogue.
Year of operation:
February/2023 to December 2024
Business model
B2B Marketplace
Company size
120 Employees
Operating location
São Paulo -SP
Access to company networks:
Case Study
In this case study, I highlight one of the product initiatives I led at Mecanizou, focusing on optimizing usability and strategically integrating new features. This project aimed to improve user experience and increase operational efficiency, directly reflecting in tangible business results.
Situation
At Mecanizou, oils and automotive fluids were the top-selling category in the direct sales channel but had weak performance in the marketplace. After a deep analysis, I found that the search logic, which required users to input a license plate, did not work well for this category. Oils are compatible with a wide range of vehicles, so this requirement often returned few or no results, causing user frustration and lost sales.
Action
I added quick-access filters to the mechanic area homepage, prioritizing the most searched oil types based on sales and navigation data. These filters acted as visual shortcuts to subcategories like "motor oil" and "brake fluid", making it easier for users to find relevant products. This reduced dependence on traditional search and made navigation smoother and more efficient.
Task
Improve navigation and discovery for the oil category in the marketplace while keeping the current search logic and platform structure intact. The goal was to increase visibility and conversion in a strategically important category.
Result
The new filters had an immediate impact. Oil sales in the marketplace increased within the first week due to better product visibility and faster access. Filter usage was higher than expected and significantly reduced no-result searches. The solution improved conversion without requiring changes to the existing search system.
Use of tools and frameworks
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Hotjar:
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Implemented Hotjar for NPS satisfaction surveys, using recording and mapping of user interactions within the product.
Datadog:
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Integrated Datadog for real-time performance monitoring, capturing metrics, logs, and events to optimize infrastructure and identify system bottlenecks.
Amplitude:
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Deployed Amplitude to analyze user behavior in the product, offering detailed insights into engagement and customer journeys, focusing on improving retention and conversion.
Metabase:
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Configured Metabase to create dynamic dashboards and enable self-service data analysis for non-technical teams without the need for complex SQL queries.
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