DEsign leadership
I'm a design leader and thinker about how design can enhance people's experiences. To accomplish this, we must consider innovation, technology, teamwork, products, psychology, the arts, and the world around us.
I have worked to understand how people think, act, and use, whether online or offline, daily and at all times, looking for solutions that make their lives easier. How can smartphones, computers, the internet, and other technological devices facilitate, complement, and improve our activities? I have an academic background in advertising and social communication. Still, I am also looking to advance in areas that complement design at all levels, such as, for example, in companies. Additionally, I maintain a YouTube channel, Design Team, to teach and guide designers to improve their knowledge and teamwork.
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The development of a children's app required more than just playful and behavioral research; user testing became a critical cornerstone of the project. One of the most significant challenges was conducting interviews with over 500 children over the span of several months. This extensive research allowed us to thoroughly understand, validate, and refine the conception of a new line of digital products specifically tailored for young users.
As the project leader, I was responsible for ensuring the highest visual quality while managing the project and actively contributing to the design and construction of the app. This included everything from creating illustrations, characters, and gamification elements to 3D modeling.Imagine building an app from scratch, designed for children, while also addressing the expectations of an international stakeholder. This required an acculturation process to align the global user experience vision with the realities of the Brazilian market.
In seven months, we successfully developed a digital product for children, navigating challenges such as reconciling South American user data with research insights from the Korean headquarters. My role as project leader involved managing diverse responsibilities, ensuring that we delivered a product that was both safe and driven by tangible results.
Post-launch, the metrics revealed areas for improvement, underscoring the importance of data-driven design decisions. This experience reinforced our confidence in our capabilities, driving us toward more ambitious initiatives. Ultimately, this process culminated in the evolution of Samsung Kids, seamlessly aligning the Brazilian business with Samsung's global objectives.
Developing apps and solutions that break through legacy systems and infrastructure was one of the greatest challenges during my time at Itaú. Navigating and untangling complex processes, negotiations, and internal alignments were part of the continuous challenges I faced. Working at Itaú marked a pivotal moment in my career, particularly in learning the art of corporate negotiation and political acumen.
Another key aspect of my journey was the focus on developing and valuing people. How do you foster engagement and prioritize people in leadership? The challenge of cultivating talent in a cohesive and structured manner became a central focus of my leadership approach.
Upon assuming the role of manager, I led a team of over 20 professionals, with the immediate challenge of boosting team morale and improving the quality of our deliverables. Recognizing the need for a well-defined leadership strategy, I worked closely with my coordinators to develop a six-month plan. This plan emphasized collective growth, skill mapping, open feedback, and the establishment of individual goals to ensure personal and professional development.
Within six months, we saw a remarkable transformation, highlighted by four internal promotions and a significant shift in team dynamics. This experience underscored the importance of balanced leadership, a deep understanding of corporate dynamics, and the creation of an engaged, motivated team to drive positive outcomes.
Build a team from scratch and pivot a design path to help structure a product vision and elevate enterprise-wide design reach.
Amidst a company deeply rooted in personal financial credit, credit scores, and data, I faced the challenge of creating a design team from scratch in an environment without precedent for such a culture. In addition to leading the hiring of designers, my role was to incorporate a new vision and perspective into the DNA of a traditionally finance-oriented entity. Navigating user experience design leadership, I balanced design principles with the company's business objectives, resulting in a symbiosis where design and finance coexisted, establishing a standard.
Addressing challenges such as the need for design culture and retaining talent, I implemented a strategic approach, built a cohesive team, established an organizational structure, operationalized design, and connected diverse teams. In two years, the transformation was evident internally and positively impacted the company's financial results. Design found its place and became an influential force in the organization's strategic framework.
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As Design Lead Consultant, I lead design and product strategies, covering a wide range of responsibilities and strategic directions.
At Sapient, I held the position of Director responsible for the UX/CX area, where I was responsible for structuring and leading this front in one of the world's most extensive advertising and marketing groups.
As Director of UX and Marketing, I created and implemented the Design area from scratch, establishing processes and visions in a design-influenced culture.
As head, I focused on leading the Bankline team, concentrating my efforts on personal development, emphasizing growth, and obtaining results through the quality and practice of the discipline.
As a design leader, I created digital solutions for children and global innovations aligned with the leading brand.
As design coordinator, I managed the design operation and guided teams in creating and developing mobile applications, covering business, design, and innovation aspects.