Context
Webmotors had an organic reach problem. Searches for 0km cars weren't reaching it because there was no product to capture that traffic. The hypothesis was simple: a structured catalog could solve SEO for 0km cars and open up a new avenue for growth. Three people. Three months to prove it.
Decisions
The search logic faced the most pushback. This wasn't a design discussion. It meant rethinking how the entire company's backend was written. It was definitely a paradigm shift.
I argued that without changing the structure, the experience would never work the way it should. The team was convinced. The architecture changed.
With the structure settled, I defined the make, model, and trim hierarchy as the backbone, included vehicle ratings from launch, and brought SEO and responsive design into the kickoff.
Beyond the catalog
Within 6 months, other teams were building on what we'd delivered. Tabela Fipe, sales flows, the portal. Nobody planned that. It was the result of building it right.
The product that started as an answer to an SEO problem became the foundation for several other products at the company.
Impact
Not only did we deliver the product in record time, it also had a major business impact, delivering lasting results. These numbers didn't come from continuous reinvestment in the product. They came from a foundation that handled growth without needing to be rebuilt.
// Results
How many times each metric grew
Jan/2016 → Jan/2025
A product that lasts doesn't come from process. It comes from tough decisions made at the right time. Sometimes that means rewriting the backend. Sometimes it means not cutting what seems expendable.