Livework | Business Opportunity Mapping
Mission
Identify and map new business opportunities for B3’s Vehicle Security Division, with the goal of expanding its market presence and driving innovation in the online vehicle buying and selling process — strengthening user trust in an increasingly digital environment.
My Contribution
As the lead designer in charge of the opportunity mapping process, I collaborated closely with Business Owners and other designers on the team.
My main contributions included:
Conducting market research and competitor analysis across multiple players.
Leading 27 in-depth interviews with vehicle buyers and sellers.
Managing a one-week diary study with 8 participants.
Facilitating a collaborative prioritization workshop with B3 stakeholders.
Delivering a comprehensive report summarizing findings, insights, and next steps.
Results
Delivered a map with over 70 business opportunities, organized into five categories:
Technology, Relationships, Security, Data, and Payment.26 opportunities prioritized with the client during a collaborative workshop.
Created a strategic foundation for new product and service initiatives within the Vehicle Security Division.
Company
Livework São Paulo
Type
Service Design
Year
2021
Process
The project began with B3’s 2022 strategic goal of expanding the Vehicle Security Division’s role in the automotive ecosystem.
The focus was to understand:
The pain points and motivations of users involved in online vehicle transactions.
The trust barriers preventing customers from fully embracing a 100% digital process.
To align perspectives, I conducted 7 internal interviews with B3 teams to gather context and expectations.
From there, I defined a research plan combining market analysis, in-depth user interviews, and real-world observation of user behavior.
Outcome
During the research phase:
I analyzed domestic and international automotive platforms, identifying key trends and innovation gaps.
Conducted 27 user interviews — 12 buyers and 15 sellers — to capture perceptions, frustrations, and behaviors.
Led a diary study with 8 participants for one week, tracking their journey as they attempted to buy or sell vehicles online.
Based on the findings:
Developed 8 customer typologies (4 buyers and 4 sellers), each outlining motivations, pain points, and expectations for potential digital solutions.
Designed end-to-end journey maps highlighting friction points and innovation opportunities for B3.
Conducted a stakeholder mapping exercise to understand the broader ecosystem and key relationships.
At the end of the discovery, I consolidated all findings into a comprehensive opportunity map with more than 70 insights.
I then facilitated a co-creation workshop with B3 stakeholders, where we collaboratively prioritized 26 strategic opportunities for future exploration.
The project concluded with a detailed report documenting the entire process, insights, and prioritized roadmap — setting the stage for the design and development of new digital services at B3.
