Otto House
Otto House
Otto House is a boutique real estate brand focused on high-standard residential properties in Southern Brazil. With a portfolio of curated houses and apartments, the company blends digital discovery with a highly personalized offline service.
The website is the brand’s primary communication and conversion channel used not only to attract qualified buyers but also to reinforce the company’s architectural sensibility, design-first positioning, and differentiated portfolio.
Digital Showcase for Premium Real Estate
Otto House operates in a segment where trust, aesthetics, and emotional connection are essential. The digital experience had to reflect the refinement of its portfolio and the expertise of its curators, not just listing properties, but telling stories and enabling desire.
The platform redesign had a dual purpose: optimize lead generation through performance and SEO, while reinforcing a minimalist, human-centered narrative aligned with the brand’s voice.
Context
The original website had limitations in visual consistency, mobile performance, and content flexibility. Pages were built with rigid templates, resulting in poor storytelling for premium properties and high dependency on manual interventions to publish content.
Beyond that, the user journey lacked intuitive entry points for browsing, filtering, or contacting the team, which created friction in moments of decision.
My Role
I led the redesign of the website experience, structuring the interface and visual language to match both functional and emotional expectations of the target audience. My responsibilities included was:
- Reimagining layout structure for hero properties, portfolio pages, and listing filters
- Creating a CMS-integrated component system for dynamic publishing
- Enhancing mobile experience with clear navigation, reduced visual clutter, and fast-loading assets
- Supporting brand evolution through typographic and tonal refinements
Key Challenges
- Translating architectural refinement and exclusivity into web experience without overloading visual elements
- Balancing aesthetics and SEO performance in a content-driven platform
- Designing a flexible layout system that could support editorial content, listings, and conversion flows simultaneously
Certainties, Suppositions and Doubts
What guided early decisions
We knew Otto House needed to convey trust, curation, and exclusivity from the first click. Its strong visual identity and mobile-first usage were non-negotiables. We assumed editorial navigation would feel more premium, and that fewer, curated listings would boost engagement.
What we didn’t know: would users miss filters? Which elements truly built digital trust, visuals, tone, or proof? This clarity shaped both research and design focus.
Hypothesis Mapping and Prioritization
From gut feeling to structured experimentation
I transformed the assumptions into testable hypotheses, such as:
- Editorial-style browsing increases engagement.
- Featuring fewer, curated properties boosts conversion.
- Microinteractions enhance the perception of sophistication.
Each hypothesis was scored for impact and test effort, creating a clear roadmap of what to validate first, focusing on high-impact, low-effort insights to guide design.
User Research and Interviews
Validating patterns through qualitative conversations
I ran structured user testing with synthetic personas reflecting Otto House’s audience, design-sensitive, detail-driven, and lifestyle-oriented. We explored how users perceived trust, value, clarity, and interaction. Key takeaways:
- A calm, editorial interface builds confidence.
- Curated presentation feels more human than filter overload.
- Contact options must be instantly accessible on all views.
These insights helped shape both content and UI logic.
Strategic Benchmarking
Understanding the premium real estate digital landscape
I analyzed 12 national and international platforms to map patterns, opportunities, and UX failures in the digital experience of high-end property searches. Sites like QuintoAndar, Sotheby’s, AxPe, and Casas Bacanas helped expose how fragmented the current landscape is, split between performance-oriented logic and brand storytelling.
We uncovered recurring gaps such as the lack of true curatorship, lifestyle-centered filtering, and editorial presentation, all of which became strategic leverage points for Otto House to differentiate.
User-Centered Design Canvas
Designing from behavior, not assumptions
The User-Centered Design Canvas distilled user expectations into actionable design criteria:
- User goals: find properties that reflect identity and trust the brand behind them.
- User tasks: browse easily, access info quickly, contact effortlessly.
- Pain points: cluttered interfaces, lack of emotional resonance, trust gaps.
- Emotional drivers: reinforce elegance and clarity, avoid confusion and generic tone.
This framework guided the UI strategy, from flow to copy.
Structure and Functionality
Turning research into structured experience
Based on the behavioral patterns and emotional cues, I designed the site architecture to:
- Highlight imagery over interface
- Reduce decision friction with clear, shallow navigation
- Simplify filters to prioritize discovery, not overwhelm
- Build property pages that blend rational and emotional content
Every interaction was mapped with a reason, both UX and business-driven.
Approach & Strategy
The strategy focused on combining emotional storytelling with structural clarity:
- Visual language: Adopted a minimalist, modular design with controlled use of whitespace and typographic rhythm to evoke calm and trust.
- Navigation flow: Simplified access to key actions, property search, contact, and curation logic with direct affordances.
- Performance-first mindset: Optimized mobile and desktop load speed by reducing dependencies and structuring assets by priority.
- CMS empowerment: Enabled Otto’s team to publish, curate, and reorder sections without developer support, preserving consistency through components.
Key Learnings
- In premium segments, design is not decoration, it’s a business tool that communicates positioning and filters intent.
- Empowering internal teams with well-structured CMS logic increases agility and editorial quality.
- A real estate platform should behave more like a curated magazine than a marketplace, emphasizing story, space, and detail.
Final Thoughts
Otto House confirmed that design leadership often means translating brand essence into navigable structure, aligning emotion and action within every scroll, click, and content block.
The project evolved the brand’s digital layer from static presence to a living showroom, one that invites, informs, and inspires. By combining strategic UX with refined UI, the new site became not just a source of leads, but an extension of Otto House’s core identity.
SHARP55
SHARP55
SHARP55 is the only platform that analyzes the “conduta” (behavioral patterns) of companies and individuals to uncover invisible risks before they turn into losses. It was created to support B2B credit decisions by combining legal signals, relational data, and behavioral insights into a single, traceable interface, 10× faster than traditional models.
Built for enterprise-grade operations, SHARP55 is used in critical environments such as financial institutions, credit bureaus, fraud intelligence teams, and risk consultancies. It enables automated decisions with precision, speed, and context.
Platform for Conduct-Based Credit Analysis
SHARP55 translates complex behavioral and legal data into real-time insights for credit analysts, compliance teams, and decision-makers. It simplifies the detection of fraud patterns, judicial risks, and relational exposure across a company’s entire ecosystem.
The platform acts as an intelligence layer that uncovers hidden liabilities, flags inconsistencies, and validates legal and financial behavior before credit is issued, helping companies make faster and safer decisions.
Context
The goal was to evolve Sharp55’s platform and website to clearly express its value in high-risk, data-heavy credit operations. The challenge: transform a complex, algorithmic product into a clear, trusted experience, built to convince executives and support analysts in real-time decisions.
My Role
As Design Lead, I structured the product’s interface and design system for clarity, scale, and consistency. I worked alongside product, data, and business teams to define flows, set priorities, and translate logic into a visual language that drives confidence.
Key Challenges
- Making technical risk logic clear and assertive
- Designing for both strategic and marketing purposes
- Creating scalable UI across product, website, and partner tools
Certainties, Suppositions and Doubts
What we know, assume, and need to learn
We knew Sharp55 revealed hidden risks by analyzing behavioral conduct, and that its value was proven in enterprise use. We assumed the term “conduct” might need context, and that use cases would clarify more than technical specs.
We didn’t know how far we could push abstract terms like “invisible risk”, or how much legal depth users expect before they lose interest. This mapping defined what to test, what to explain, and what to prove.
Hypothesis Mapping and Prioritization
From intuition to strategic validation
To bridge assumptions and outcomes, I converted each insight into clear, testable hypotheses. These included questions such as:
- “Would grouping functionalities by risk type improve clarity?”
- “Does presenting real-time risk examples increase perceived relevance?”
- “Will highlighting conduct over score increase confidence in pre-approval?”
Each hypothesis was evaluated based on impact and test effort, forming a prioritization matrix that guided what to validate first. We focused on high-impact, low-effort hypotheses to quickly align messaging, interface and value perception around what truly drives decision-making.
This strategic framing ensured that every design decision could be linked to evidence, not just preference.
User Research
Listening to the language of trust
To validate our hypotheses, I conducted remote interviews with synthetic enterprise users, decision-makers in credit, risk, and fraud roles, using high-fidelity prototypes and guided conversations. We explored how these users interpreted Sharp55’s promise, interface, and terminology.
Key findings revealed:
- Users are unfamiliar with the term “conduct analysis”, but resonate with its outcomes when framed as risk prediction before scoring.
- Decision-makers expect fast understanding, with preference for before/after scenarios instead of technical flows.
- Visual simplicity helps, but only when paired with quantifiable ROI and operational impact.
- The term “monitoramento” (monitoring) sparked positive interest when tied to alert-based action.
These insights reinforced the need to reframe product education into business narratives, using storytelling that connects conduct analysis to risk reduction, decision automation and revenue growth.
Strategic Benchmarking
In a saturated market of credit scoring and risk analytics platforms, standing out requires more than advanced technology, it demands clarity, positioning, and trust.
To frame Sharp55’s design strategy, I benchmarked 14 competitors across fraud prevention, credit intelligence, decision automation, and compliance. Platforms like ClearSale, Idwall, Neoway, TransUnion, Provenir, and Uplexis revealed consistent gaps: complex messaging, overuse of technical jargon, and underuse of storytelling around product impact.
While many of these tools claim reliability, very few manage to translate data into confidence or explain why their insights matter at a business level.
This analysis uncovered a key opportunity: position Sharp55 as the only solution focused on behavioral and reputational conduct, with a language that balances performance, risk mitigation, and strategic ROI.
Instead of blending into a crowded category, the product narrative would shift from “data access” to “behavioral intelligence that protects growth”.
User-Centered Design Canvas
Designing around needs, not features
To align Sharp55’s interface and messaging with user expectations, I structured a full UCDC, connecting user profiles, tasks, context, pain points and business goals. Key outcomes from the canvas included:
- Business goals: emphasize performance (ROI, speed, compliance) and reduce manual analysis costs.
- User needs: clarity, trust, and proof that Sharp55 reveals what traditional credit tools miss.
- Tasks: understand risks before scoring, simulate client behavior, and monitor ongoing exposure.
- Pain points: technical language, fragmented tools, over-reliance on financial-only signals.
- Emotional drivers: confidence, authority, and strategic decision-making, while avoiding fear-based messaging.
The canvas helped structure Sharp55’s UX flow into progressive layers of trust: from clear messaging and differentiators, to real examples, and finally integration and technical depth. Design became a tool to translate intelligence into confidence.
Structure and Functionality
Turning complexity into a navigable experience
The site was structured to highlight outcomes first, fewer defaults, faster approvals, real-time risk insights. Content was grouped by purpose, not tech.
Each section was built to deliver fast understanding for executives, with deeper layers for technical users.
Form followed focus: clear value, zero noise.
Approach & Strategy
The goal wasn’t to explain what Sharp55 does but to show what changes when it’s used. I focused on outcome-first communication: KPIs, before/after flows, and real-world cases. Features were grouped by use case, not tech. Language was stripped of jargon and built around trust, not detail.
The strategy: deliver insight, not interface.
Key Learnings
This project reinforced that:
- “Conduct” only works when tied to outcome.
- Executives decide in seconds not slides.
- Clarity converts better than complexity.
- The page layout is as persuasive as the product.
Design isn’t just how it looks, it’s how you prove you know what matters.
Final Thoughts
SHARP55 challenged me to operate at the intersection of visual clarity, technical complexity, and strategic positioning. More than designing interfaces, the project demanded translation of invisible logic into visible confidence, a product that doesn’t just show data, but reveals meaning.
This case reinforced my belief that design leadership in high-stakes environments is about creating clarity where ambiguity is risky. SHARP55 was not only a design delivery, it was a business enabler, helping teams make faster, more confident decisions in one of the most sensitive areas of any organization: risk.
Trybe Talent Hub
Trybe Talent Hub
At the forefront of tech education, Trybe stands out as the most career-focused tech school. Their training approach is intricately connected with the challenges and needs of the job market, ensuring that those who choose to study and graduate from Trybe possess the essential tools not only to kickstart but also to sustainably advance in their technology careers over the long term.
Platform Connecting Talent and Companies
The Tech Talent Hub simplifies the search for the right individuals to join your technology team. Every month, Trybe graduate over 150 developers across Brazil.
In a 12-month program tailored to meet the dynamic demands of the job market, Trybe students not only acquire technical programming skills but also extend beyond coding. They learn valuable soft skills and receive guidance from a dedicated career team, preparing them to face market challenges and connecting them with the best companies to work for.
The Tech Talent Hub serves as the conduit for this connection, offering it free of charge and creating opportunities for both students and partner companies.
Context
Supporting tech growth through product clarity
Trybe created a tech talent platform focused on matching skilled professionals with high-impact projects. The challenge was to scale that product into a centralized solution that could support operations, onboarding, and visibility — while aligning product, business, and service layers. This required not just designing for usability, but building a flexible, future-ready foundation.
My Role
As Lead Product Designer, I:
- Structured the end-to-end redesign across experience layers (UX/UI/service)
- Partnered with internal teams to map the full operational journey (students, instructors, admins)
- Developed scalable UI systems to support new features like contract tracking, feedback cycles, and performance views
- Facilitated alignment between tech, ops and business on roadmap priorities and interface consistency
Key Challenges
- No formal prioritization process for feature planning
- Conflicting requirements from different departments (employers, alumni, career team)
- Tight MVP timeline, with unclear initial hypotheses
Certainties, Suppositions and Doubts
What we knew, assumed and needed to explore
We knew the platform needed to support multiple roles and workflows — and that operational clarity was just as critical as user experience. We assumed students and instructors would benefit from guided journeys and contextual feedback. What we didn’t know: how much visibility each user needed, and how the service layer could adapt without bloating the interface.
This led to key decisions about structure, content hierarchy, and how to prioritize what’s seen (and by whom).
Hypothesis Mapping and Prioritization
Shaping decisions around what matters
We mapped hypotheses around flow clarity, user autonomy, and operational needs. We prioritized those that balanced high impact with low test effort — such as:
- Will contract visibility reduce support friction?
- Does onboarding in steps improve retention?
- Will separate dashboards for instructors and students improve task completion?
This helped focus design sprints around what was most likely to reduce confusion and increase autonomy.
User Research and Interviews
Testing what clarity means for each user
We validated our hypotheses through interviews with platform users — especially student groups and program coordinators. Key insights:
- Students needed clear expectations and task tracking
- Instructors needed performance overviews to adjust mentoring strategies
- Admins needed less micromanagement and more system-level visibility
These shaped how we structured roles, access, and dashboards.
Strategic Benchmarking
Understanding what the market delivers — and what it still doesn’t solve
To redesign Trybe’s Tech Talent Hub, I conducted a strategic benchmark of learning platforms, educational management tools, and internal operational systems.
This exploration revealed three key patterns:
- Most platforms focus heavily on content and learning tracks, but neglect operational journeys
- There is low differentiation between user roles, which clutters navigation and responsibilities
- Few platforms offer visual guidance or autonomy features to reduce friction with support
These gaps revealed a clear opportunity for Trybe to differentiate with a platform aligned with educational operations at scale, focusing on:
- Action-oriented navigation
- Operational clarity
- Role-specific autonomy
- Seamless integration between learning, career, and internal teams
User-Centered Design Canvas
A system designed around reality, not assumptions
The platform had to support asynchronous usage, fast decision-making, and clear separation of responsibilities. User goals: progress visibility, guided feedback, task completion
- Tasks: viewing deadlines, giving or receiving feedback, tracking contract status
- Pain points: unclear flows, fragmented tools, support overload
- Emotional drivers: confidence, autonomy, clarity
The UCDC kept the experience rooted in what each user needed — not just what the system could deliver.
Approach & Strategy
Designing for clarity in operational complexity
The focus wasn’t on adding more features — it was on making the existing structure understandable, actionable, and scalable.
I prioritized structure over surface: clear journeys by role, simplified actions, and visual patterns that made daily decisions easier. Every interface was built to reduce operational friction and guide users toward their next step.
The strategy: reveal what’s relevant, hide what’s noise, and make complexity feel manageable.
Key Learnings
Structure is what makes autonomy possible
- Users don’t want more control — they want the right level of visibility
- When roles are respected in the UI, support requests drop
- Autonomy is a result of design, not user training
- A clear system saves time for everyone, from students to leadership
Final Thoughts
What started as a support tool evolved into a strategic platform — not by adding features, but by removing uncertainty. Design played a central role in turning daily friction into structured flow, giving each team exactly what they need to move forward with confidence.
The result wasn’t just a better interface, it was a shared understanding of how growth, education, and operations can scale together.
KG Motos
KG Motos
KG Motos is one of Brazil’s largest e-commerce platforms for motorcycle parts and accessories, with over 15 years in the market and a robust operational structure across multiple marketplaces and channels. The platform offers thousands of SKUs, serving both end-users and workshops in need of fast and reliable delivery.
The goal of the redesign project was to modernize the shopping experience, increase conversion, and bring visual consistency to a fragmented digital ecosystem, all while maintaining compatibility with legacy infrastructure and high-volume catalog dynamics.
Digital Acceleration for a High-Volume Niche Market
KG Motos needed a flexible, intuitive, and conversion-focused interface to compete in a highly price-sensitive and logistics-driven segment. The redesign had to account for buyer behavior marked by urgency, technical specificity, and limited tolerance for friction.
The project involved rethinking navigation, product page structure, category architecture, and visual language while improving mobile performance and checkout clarity across devices.
Context
Although the business had strong organic traffic and marketplace penetration, the direct-to-consumer experience was underperforming due to outdated UX patterns, slow product discovery, and inconsistent branding. The redesign was also a response to operational feedback: customer service, logistics, and catalog management teams were spending time compensating for interface flaws that could be solved upstream through product design.
My Role
I led the UI design effort from end to end, acting as a bridge between business objectives, operational constraints, and the implementation team. My responsibilities included:
- Restructuring site navigation and search experience
- Designing scalable product cards and variant selectors
- Mapping checkout frictions and optimizing decision flow
- Implementing a flexible, responsive design system integrated into the e-commerce engine
Key Challenges
- Adapting UI components to a vast catalog with multiple technical variables (models, engine types, compatibility)
- Unifying fragmented visual identity across legacy templates
- Reducing dependency on manual customer support during product discovery and checkout
Approach & Strategy
I applied a user-centered approach with business constraints in mind:
- Navigation architecture: Introduced predictive filtering, direct search, and tag-based navigation to minimize product discovery time.
- Product information clarity: Standardized technical fields (e.g., model compatibility, dimensions) to reduce return rates and increase buyer confidence.
- Checkout flow: Reduced distractions and simplified input structure to accelerate conversion, especially on mobile.
- Mobile-first design: Prioritized performance and clarity on mobile devices, the brand’s dominant traffic source.
Key Learnings
- In transactional environments, UX is directly tied to operational efficiency, not just conversion.
- Catalog complexity must be translated into simplified UI patterns that reduce cognitive load without hiding critical information.
- Collaboration with non-design stakeholders (support, logistics, catalog) reveals frictions that traditional UX research may overlook.
Final Thoughts
KG Motos was a clear example of how design can operate as a performance layer in e-commerce, not only by enhancing aesthetics or usability, but by systematically reducing friction, aligning internal teams, and enabling scalable growth.
More than a redesign, the project was a turning point in the company’s digital evolution: it transformed the site from a functional asset into a strategic sales and service channel, capable of scaling with the demands of its niche market
Weld Vision
Weld Vision
Weld Vision is a Brazilian company specialized in welding and cutting equipment, with presence in more than 800 resellers across Brazil and abroad. The company manages different websites for specific product lines, but needed to redesign its main e-commerce platform to improve usability, SEO performance, and create a scalable digital ecosystem.
Engineering Trust Through Digital Presence
The project aimed to consolidate the brand’s digital presence, modernize the user experience, and solve fragmentation between multiple platforms. The redesign required balancing two different audiences:
- B2B clients (complex sales cycles, quotations, and negotiations)
- B2C customers (quick purchases, recurring consumables, shorter cycles)
Challenges included low SEO performance, outdated layouts, poor usability in product pages and blog, and limitations in the existing admin panel.
Context
The company faced challenges with an outdated online store, limited usability, and fragmented information architecture. Customers struggled to find products, and the existing platform lacked the scalability needed for integration with partner systems.
My Role
As Product Designer and UX Lead, I guided the project from discovery to delivery, aligning business goals with user needs. I collaborated with stakeholders, conducted research with different user segments, and transformed insights into scalable design solutions.
Key Challenges
- Unifying B2B and B2C needs in a single platform
- Improving SEO performance and technical scalability
- Designing intelligent filters for consumables and accessories
- Supporting different product page templates for equipment, consumables, torches, and CNC machines
- Ensuring usability across desktop and mobile experiences
- Enabling robust admin control for ongoing content and product management
Approach & Strategy
The redesign began with a deep dive into B2B and B2C customer needs.
- B2B buyers seek quotations, technical manuals, and longer negotiation cycles.
- B2C customers want fast product search, simple navigation, and quick checkout.
Activities:
- Stakeholder & user interviews
- Competitive benchmarking (e.g., Dell)
- Mapping expectations for compatibility, after-sales, and recurring purchases
Insights:
- B2B: technical detail and quotation flows are essential
- B2C: quick filters, easy checkout, cross-selling
- SEO and content structure drive discoverability
This phase set the foundation, aligning business goals with user needs.
Outcome
The final solution delivered a modern e-commerce platform aligned with Weld Vision’s industrial identity. The redesign improved product discoverability, simplified navigation, and set the foundation for marketplace integration and scalable SEO growth.
The new design also ensured robust admin capabilities, giving the client flexibility to update content and products with autonomy.
Hacasa MetroVerde
Hacasa MetroVerde
Metro Verde is an innovative environmental program by Hacasa that preserves one square meter of Atlantic Forest for every square meter constructed, integrating sustainable development into the core of its real estate projects. It also offsets CO₂ emissions and protects biodiversity, connecting actionable commitment with clear digital communication.
This initiative empowers companies and customers to participate in conservation, making sustainability a tangible value in every built project.
Program for Sustainability by the Meter
Metro Verde isn’t just a marketing campaign, it’s a strategic sustainability platform. The landing page educates corporate audiences by quantifying conservation (“for every m² built, we protect …”) and fostering engagement through clear messaging, visual storytelling, and environmental alignment.
Built for impact, the digital experience needed to reflect authenticity and measurable results, while provoking interest and trust among stakeholders and partners.
Context
Hacasa wanted a compelling digital presence to support Metro Verde’s launch, one that explained the initiative’s goals, mechanisms (CO₂ offset, forest preservation), and invited companies to participate.
The tight scope demanded a modern, mobile-responsive page that balanced emotional appeal (nature, preservation, legacy) with clarity and performance.
My Role
As Design Lead, I was responsible for:
- Crafting the landing page UI to align with environmental storytelling.
- Ensuring mobile compatibility for easy access across devices.
- Structuring visual hierarchy to emphasize key metrics (m² preserved, CO₂ offset).
- Collaborating with brand, marketing, and copywriting teams to refine tone and content flow.
Key Challenges
- Translating a quantitative environmental program into a compelling, emotionally engaging narrative.
- Highlighting “for every meter built, one is preserved” without overwhelming the layout.
- Ensuring performance and readability across devices with rich visuals.
Approach & Strategy
The design was guided by clarity, engagement, and environmental credibility:
- Clear visual storytelling: Combined impactful headlines and stats (“90 million m² preserved”, “1 million tons of CO₂ offset”) with supportive imagery.
- Emotional engagement: Used natural tones, human-focused visuals, and narrative structure (“Building a sustainable tomorrow, meter by meter”).
- Mobile-first structure: Optimized layout blocks, image handling, and performance for mobile users.
- Modular content blocks: Allowed future updates or additional program milestones without redesign.
Key Learnings
- Environmental programs need quantifiable clarity, metrics must be front and center.
- Emotional and factual narrative can coexist: imagery builds engagement, stats build trust.
- Modular design enables ongoing storytelling as the program evolves.
Final Thoughts
Metro Verde taught me how digital design can turn sustainability commitments into strategic narratives. The landing page isn’t just informative, it empowers stakeholders to measure impact and join a movement.
By combining clarity, emotion, and environmental responsibility, Metro Verde became a digital ambassador for accountability, a tool that showcases how real estate development can actively preserve our planet.
Maxiplan
Maxiplan
Maxiplan is a leading financial planning and corporate performance management platform used by large enterprises in Brazil. Designed for budgeting, forecasting, and results tracking, it supports complex planning workflows across financial, operational, and strategic teams.
As the system matured and expanded, the need for better usability, clearer interaction flows, and scalable UI structure became critical, especially given its widespread use by non-technical users in finance departments.
Context
Maxiplan’s interface had grown organically, resulting in inconsistencies across modules, overloaded screens, and steep learning curves for new users. The product team needed to improve both adoption and usage efficiency, particularly in companies where Maxiplan was the backbone of annual budget cycles, rolling forecasts, and KPI tracking.
The redesign was also an opportunity to standardize components, prepare the platform for future feature scaling, and increase internal team autonomy with a better design system.
My Role
As Design Lead, I was responsible for:
- Structuring the product redesign around key business goals and platform scalability
- Building a flexible design system that respected engineering constraints and legacy tech
- Working closely with product and engineering to align interface rollout with business strategy
Key Challenges
- Reducing friction in workflows used by finance teams with varying technical backgrounds
- Unifying the experience across modules that had been developed independently over time
- Preserving flexibility while simplifying key interactions
Approach & Strategy
The strategy focused on consistency, discoverability, and interaction clarity:
- Component rationalization: Consolidated UI patterns for input fields, tables, filters, and menus
- Progressive disclosure: Restructured flows to reduce cognitive load by exposing only necessary options
- Information hierarchy: Clarified screen layouts with stronger visual cues, spacing, and contextual grouping
- Design system foundation: Built a shared component library to speed up iteration and reduce maintenance
Key Learnings
- Designing for expert users doesn’t mean tolerating poor UX, clarity improves performance at every level.
- A strong design system is critical in complex enterprise software, not just for visual polish, but for product governance.
- Collaboration between design, product, and engineering must be tight to modernize legacy systems without breaking business continuity.
Final Thoughts
Maxiplan was a high-impact project where UX had to serve complexity without becoming complicated. The redesign helped reposition the platform as not only functionally powerful, but also accessible, scalable, and ready for the future.
More than visual improvement, it was a strategic move to create alignment, reduce onboarding time, and equip the product team with tools to evolve faster and with more confidence.
Athletic
