Transforming the E-commerce Digital Experience

With an established history in Brazilian retail, Gazin was looking for a strategic partner to improve the digital experience of its e-commerce.

The partnership with Tuia began in 2022, with the aim of optimizing both the end customer experience and the internal operational structure.

Over the course of three years, the collaboration resulted in the restructuring of the website, improvements in navigation flow and usability, as well as a significant increase in customer retention and conversion.

Challenge

Gazin was facing significant challenges in managing its e-commerce, which operated on a legacy platform, making it difficult to modernize the user experience and optimize internal processes.

In addition, the company needed a more agile approach to making decisions related to the digital interface and usability of the site.

The main objective was to rebuild the e-commerce structure, improving the end customer experience and ensuring a more efficient operating environment for the internal team.

The need for a partner with expertise in UX and design became essential for the evolution of Gazin’s digital platform.

Solution

Tuia was chosen as the strategic partner for this digital transformation. From the outset, the partnership was based on collaborative work, which included:

1. Research and analysis: mapping the main pain points of customers and stakeholders to identify opportunities for improving the usability of the site.
2. Refactoring: the site underwent a general restructuring, improving the information architecture and enhancing usability for different devices.
3. Improvement of the product page: one of the most accessed e-commerce pages was redesigned to improve navigation, increasing user dwell time and optimizing the conversion rate.
4. Modernization of the Back Office: Development of internal panels that facilitated the operational management of e-commerce, reducing rework and increasing the efficiency of the internal team.
5. Continuous optimization: Monitoring of KPIs and progressive improvements to keep the platform always aligned with the best UX practices.

Results

The impact of the partnership has been significant so far:

• Increase in session time: users spent longer browsing the site, indicating greater engagement and interest in the products.
• Growth in sales: with improved usability, conversion on Gazin’s e-commerce exceeded the targets set for 2024.
• Ranking in the market: Gazin achieved a position in the top 20 of the largest e-commerces in Brazil in terms of number of sessions.
• Improved operational efficiency: The new back office structure reduced team rework and optimized internal processes.

Tuia continues to monitor the evolution of Gazin’s platform, ensuring constant improvements in the digital experience and operational efficiency.

The case reflects the impact of integrating UX, technology and business strategy, showing how an approach that puts the customer first can generate value and drive results.