Martins Wholesaler

Martins Wholesale: Applying research for continuous improvement of digital products.

With 70 years of history, Martins Atacadista is the largest wholesale distributor marketplace in Brazil.

A member of Sistema Martins, a hub that integrates production and consumption through a system of quality relationships, Martins Atacadista has 6 Warehousing and Distribution Centers spread throughout Brazil and more than 28,000 active registered items.


Martins’ Digital Transformation Department wanted to improve the usability and acceptance of its digital products by listening to its users.

Based on this goal, we suggested the application of usability tests and in-depth interviews to identify and survey improvements and create a development backlog for the company’s digital products.


We started the project with an immersion to understand Martins’ business and the daily routine of the projects of the company’s different digital products.

Every month, we apply 20 usability tests or interviews focused on one of the company’s digital products.

Along with the results report, we deliver a spreadsheet with the baklog of suggested improvements for each product tested.

In 2 years of contract, we have already applied research to both external B2B and B2C products and internal products for call center and logistics operators.


  • Creation of a research culture in the company;
  • 400 clients interviewed;
  • 12 products tested in different stages (prototype, homologation, new version, and current version focused on improvement).
The whole process carried out by Tuia is very well structured and brings us very significant results. I consider it a good experience. The suggestions for change and improvement that they send us in the report through the analysis of user responses are always considered in our refinement meetings.
Allan Bastos Bomfim
Product Design | Martins

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