Product & UX · CEMEX

CEMEX Go

A suite of independently built applications spanning every digital customer touchpoint, consolidated into one coherent product, and given the measurement practice required to keep it that way.

Client: CEMEX
Timeframe: 2017-2022
Role: UX & product design lead
Outcome: Quality up, then conversions

The CEMEX Go dashboard showing consumption, real-time loads, credit, invoices, and case management as configurable widgets, with a mobile view of the same product alongside. — The consolidated CEMEX Go dashboard: orders, logistics, credit, and invoicing on one configurable surface, web and mobile.

CEMEX Go is the application suite covering every screen between the company and its customers: ordering, logistics tracking, invoicing, payments, and sustainability reporting. It had been delivered as separate MVPs by separate teams, each inconsistent with the others in structure and interaction. The work unified them into a single coherent product.

Benchmarked against itself

As the industry's first digital transformation of its kind, there was no external product to benchmark against. Each release was measured instead against its own prior version, a discipline that converts subjective quality judgments into answerable comparisons.

Measurement as infrastructure

A unified analytics layer was assembled from sources previously scattered across teams: Google Tag Manager, Google Analytics, and Contentsquare, with reporting built to be legible. Hypotheses became tests rather than opinions, and design decisions could finally be aimed against evidence of real user need.

Owning the presentational layer

Designs repeatedly shipped as an approximation of their intent. Taking ownership of the presentational layer closed that gap, so coherence was built into the product rather than corrected after the fact.

Outcome

Over five years the organization moved from PM-led delivery to UX-led product. The return appeared first as measurable quality, then as a marked rise in conversion.

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