Sodimac Case Study
Experience prior to UXR: Paulina Contreras's in-house work as Senior UX Researcher at Sodimac, not a consulting engagement.
In short
- Different areas of the corporate digital team held different views of who the customer is, which fragmented initiatives.
- Secondary data gathering plus customer interviews and surveys across Latin America.
- Quantitative and qualitative data were systematised into behaviour patterns relevant to the business.
- The result is corporate User Personas adopted as a shared basis for proposing and prioritising initiatives.
Context
Chilean retail leader in construction and home improvement with multi-country LATAM presence, part of Falabella Group.
Challenge
- Define corporate User Personas for the digital team
- Drive adoption across product teams
Process
- Secondary data collection through customer interviews and surveys
- Systematization of quantitative and qualitative data into business-relevant behavior patterns
- Cross-team alignment ensuring Personas addressed key organizational needs
Impact
- Unified understanding of users across teams, improving proposal quality and initiative prioritization
- Clear identification of current and potential market segments
- Defined cross-cutting and differentiating user characteristics
What's next
The deliverable was designed to be used, not filed: before building it, we worked with the different teams to define what they would actually use it for. So the next step is not another document but adoption -- the Personas showing up in how product and marketing initiatives get prioritised.