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Pode Morar - Direcional Customer Portal

Intro

Direcional Engenharia Driving Digital Transformation in Construction

As a product designer, my mission is to create user-centered experiences that not only solve problems but also deliver real, tangible value. I’m proud to highlight my work on the Pode Morar project, developed for Direcional Engenharia—a leading company in Brazil’s real estate market with over 40 years of history and a commitment to transforming lives by making homeownership accessible.

Direcional Engenharia is a national benchmark in real estate, particularly through the Casa Verde e Amarela program. The company focuses on offering affordable and customized solutions for families earning up to R$7,000 per month to achieve their dream of owning a home. This mission guided our approach to transforming their digital presence and significantly enhancing their customer experience.

Service

Product Design

Segment

Real State

The problem

The Challenge

The objective was clear: to create a modern, responsive, and intuitive portal that would not only bring Direcional closer to its customers but also streamline internal processes. Key challenges included:
  • Ease of Use: Ensuring the portal was accessible to a diverse audience, including users with limited technological literacy.
  • Integration: Connecting the portal to Direcional’s legacy systems, such as Salesforce and ERP, without compromising efficiency and scalability.
  • Customer Value: Delivering features that addressed customer pain points, such as construction progress tracking and payment renegotiations.
How We Solved It

The Solution

In collaboration with a multidisciplinary team, I played an active role in the creation of the Pode Morar portal, developing solutions that combined usability, innovation, and impact.

Key Features of the Portal

  • Real-Time Updates: Users can track construction progress and access updates transparently and easily.
  • Financial Management: Payments via PIX, credit card, and installment renegotiation directly through the platform.
  • Service Requests: Requests for renovations and maintenance can be made quickly, enhancing the post-purchase experience.
  • Responsive Design: Accessible on both mobile and desktop devices, ensuring a seamless experience across platforms.

Applied Methodologies

  • Design Thinking: Deep understanding of stakeholder needs and co-creation of innovative solutions.
  • UX Research: User research to map journeys, identify pain points, and validate solutions.
  • Wireframes and Prototyping: Development of interactive prototypes for quick and iterative testing.
  • Usability Testing: Ensuring the portal was intuitive for all user profiles.

Results Achieved

The digital transformation brought about by the Pode Morar portal had a significant impact on both Direcional and its customers:
1. User-Centered Product Revamp
  • The portal revitalized Direcional’s digital presence, standing out for its intuitive navigation and direct value delivery to users. This success was recognized with the MESC Award, reflecting customer satisfaction and the impact of user-centered design.
2. Integration and Scalability
  • O sistema foi projetado para permitir futuras integrações, garantindo flexibilidade para evoluções tecnológicas. Projetamos um Design System para manter a consistência e escalabilidade do portal.
3. Financial Impact
  • Reduced Delinquency Rates: The debt renegotiation feature led to a 20% drop in delinquency rates.
  • Streamlined Payments: Options like PIX and credit card improved financial process efficiency.

Conclusion

This project reinforced my belief in the power of user-centered design to transform experiences and deliver value. The partnership with Direcional Engenharia demonstrated that by combining empathy, strategy, and technology, it’s possible to positively impact both businesses and people’s lives.

Whether creating solutions for the real estate market or other industries, I remain committed to designing experiences that meaningfully connect brands and users.

Let’s build the future together!

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