Global Personal Care Cosmetics Group
UX Design and Product Strategy
We revitalized a chaotic and unknown project due to the pandemic context. This project focused on user-centered solutions. We orchestrated UX strategy, research, and design while managing diverse stakeholders and transforming the app.
The project was initially challenging by misunderstandings, with a team unable to interpret prototypes, communication breakdowns between developers and the previous designer, and a Product Owner (PO) under pressure. The pandemic exacerbated these issues, creating additional challenges such as remote collaboration difficulties and heightened stress. The company was not used to dealing with a remote model. Language barriers, with the team speaking Portuguese and the PO speaking Spanish, further complicated communication.
Client
A Global Personal Care Cosmetics Group in Brazil and LATAM (Confidential)
Role
Senior User Experience Designer (Product Strategy)
duration
15 months
Year
2021-2022
location
São Paulo, Brazil (Remote)
Brief
To revitalize during the pandemic through UX strategy and design, overcoming communication and remote collaboration challenges. Achieved user-centered solutions and enhanced app usability.
Context
Upon joining, I encountered a team struggling with the impacts of COVID-19, which had led to poor digital solutions. The sales force squad needed leadership due to the departure of the previous designer.
My mission? To turn chaos into order and highlight the importance of a user-centered experience. By aligning with the developers and reinventing components, I fostered a new understanding. My focus then shifted to strategic planning with the Tribe Lead, envisioning the company’s future growth and the continuous use of the application.
After six months, I was assigned to another squad focused on the app’s core and overall solution management. There, I needed to address issues with the information architecture in the menu bar. I applied strategies to understand the users’ needs and expectations.
Objectives
- Reorganize and restructure the project.
- Put the user at the heart of the creation and implementation process.
- Develop a robust Design System.
Approach
1. Research
When I first joined the team, I immersed myself in understanding the project's landscape. I began by interviewing managers, development teams, and the former designer to grasp their perspectives and challenges. Through these conversations, I uncovered critical insights that shaped my approach. To delve deeper into the users' experiences, I conducted contextual interviews, which revealed the pain points and frustrations they faced daily. This groundwork laid the foundation for thorough secondary research, enabling me to confirm our findings and guide the development of new components and the restructuring of the interface. Each step of this journey was essential in crafting a user-centered solution that truly addressed the needs of our audience.
2. Ideation
After gathering insights from interviews and research, I moved into the ideation phase. I organized pre-ideation methods and brainstorming sessions, encouraging inclusive participation from all team members. This collaborative atmosphere allowed us to generate a wealth of creative ideas. Using Figma, I brought these concepts to life, ensuring that the design process remained open and collaborative. This approach not only fostered innovation but also ensured that everyone felt invested in the project's success.
3. Implementation
In this critical phase, I aligned closely with the developers, specifically targeting components that needed immediate attention. Simultaneously, I maintained constant dialogue with the Tribe Lead, drafting strategic plans with a clear vision: “Company growth and sustained application usage.” The linchpin of this stage was rigorous testing and research. We underwent numerous iterations before reaching the final implementation, with the principal idea being: “Keep the user at the center.”
An invaluable asset during this stage was the Design System. Acting as our architectural compass, it streamlined the design and development processes, ensuring both consistency and efficiency.
Throughout the project, I relied not just on my technical acumen but also on my skills in stakeholder management. From navigating language barriers to managing relationships across diverse departments, I constantly mitigated and managed various challenges that could have affected the project’s trajectory.
One of my most notable achievements during this phase was a comprehensive overhaul of our testing protocols, documentation procedures, and research methodologies. Reflecting on this experience, I am reminded of Thomas Edison’s words: “Genius is one percent inspiration, ninety-nine percent perspiration.” This phase was a testament to that, and the enhancements not only drove the project’s success but also fueled my personal professional development.
Opportunities
Learnings
Embracing this adventure, I navigated the intricate dance of engaging with numerous stakeholders within a single project. Every interaction, every conversation, became a rhythm in a symphony of collaboration. I found myself not just managing but truly connecting with a vibrant tapestry of personas, each bringing their unique threads to our shared narrative.
I was enveloped in a team as diverse as it was dedicated, where every relationship became a shared journey, a lesson in empathy, and a testament to the power of unity. In these exchanges, I didn't just manage — I learned, I grew, and I became a part of something larger.
Every moment was a brushstroke on the canvas of my professional growth, refining my skills, sharpening my instincts, and molding me into a more adept UX Consultant and Strategist. With each day, the picture became clearer, the colors richer — my role in UX Design became not just a job but a journey of perpetual discovery and transformation.
Other Projects
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Lenovo
A 24-month UX initiative to transform Lenovo’s diagnostic tool, addressing global usability challenges, integrating new technologies, and ensuring a user-centric, culturally sensitive design.
State Bank
A four-month UX initiative to rejuvenate a leading Brazilian bank’s offerings, enhancing appeal and engagement among younger customers through strategic user-centric redesigns.
