Digital Transformation D'Or - MDS
Improving company
wide systems
with template,
tokens,
and hierarchy
D’Or Consultoria faced significant challenges in its digital products, including a lack of visual consistency, disconnected processes, and poor decision-making. There was no Design System, agile culture, or team integration, resulting in slow workflows, rework, and systems misaligned with the company’s identity. The absence of research and data rendered the products outdated and inefficient, directly impacting the user experience.
Through agile practices and data-driven decisions, I implemented a complete Design System, unified digital products under a consistent identity, optimized workflows, and conceptualized the Hub—a solution to centralize logins and access management.
The results were impressive, generating monthly savings of R$700,000, reducing SLA times by 57%, and strengthening the brand, transforming D’Or’s products into scalable and efficient solutions.
The Challenge
D’Or faced a range of structural and operational challenges, compromising user experience and efficiency.
Before the transformation, the situation was marked by:
Lack of Consistency
Each digital product had its own visual identity, creating a fragmented experience for users and undermining brand trust and recognition across touchpoints.
Slow Processes
Complex, disconnected workflows involving 90 steps and no system integration hindered navigation and user experience, causing frustration and inefficiency.
Fragmented Teams
The lack of integration among development, marketing, and design teams, coupled with no dedicated product squad, prevented a holistic and coordinated approach to digital development.
Absence of Agile Practices
Decisions lacked data validation, and a waterfall workflow resulted in outdated products that failed to meet user needs or the company’s strategic objectives.
The challenges were clear: unify product identity, optimize processes, and implement a culture of data and agility.
My Role
As a Product Designer, I was responsible for leading the user experience of the company’s products. My key contributions included:
01
User Research
Conducted interviews with users and stakeholders, using tools such as CNP and CSD matrices, feature experience mapping, and flow analysis to identify pain points, disconnects, and opportunities for improvement.
02
Data-Driven Strategy
Eliminated assumptions by structuring a data-oriented approach. Based decisions on research, metrics analysis, and user feedback, ensuring all solutions were aligned with real needs and the company’s strategic goals.
03
Complete Design System
Developed the company’s first modular and scalable Design System, centralizing design tokens, reusable components, and identity standards. This ensured consistency across all products and accelerated development timelines.
04
Workflow Optimization
Analyzed and redesigned complex interaction flows, reducing workflows from 90 steps to just 15. Automated forms and integrated systems to eliminate duplication, reducing cognitive load, human errors, and increasing user productivity and satisfaction.
05
Lean UX and Agile Practices
Supported the implementation of agile practices, transforming the company’s waterfall model into collaborative sprints. Worked closely with interdisciplinary squads, introducing Lean UX and Lean Inception practices to align stakeholders and teams around clear goals and data-driven prioritization.
06
Team Integration
Contributed to building a dedicated product squad, fostering collaboration among marketing, design, and development teams. Established a unified workflow for all product deliveries, aligning expectations and ensuring efficiency.
07
Hub Conceptualization
Conceptualized and implemented the Hub, a platform that centralizes logins, registrations, and access management for over 100 digital products. This solution eliminated the need for multiple registrations, saving users time and effort while unifying experiences.
08
Move+ Enhancements
Designed Move+, a modular evolution based on atomic design principles, addressing critical usability issues from previous versions and providing greater flexibility and scalability for the movement platform.
Processes
Stakeholder Alignment
Mapped stakeholder expectations and the company’s strategic goals for its digital products.
Research and Interviews
Conducted interviews and gathered direct feedback about existing products from both clients and internal analysts.
Product Immersion
Performed a detailed analysis of existing systems to identify inconsistencies in flows and pinpoint issues.
Journey Mapping
Created detailed user journey maps to identify bottlenecks and critical interaction points, informing design decisions.
Flow Analysis
Mapped operational workflows involving multiple steps and proposed simplifications to improve them.
Workflow Simplification
Streamlined processes, reducing workflows in some applications from 90 steps to just 15.
Data-Driven Decisions
Used qualitative and quantitative data from interviews to support strategic decisions.
Task Automation
Automated forms and operational processes to eliminate repetitive manual tasks.
System Integration
Collaborated with the team to connect different platforms, preventing data duplication and human errors.
Cognitive Load Analysis
Adapted product interfaces to reduce mental effort in complex interactions, providing more comfort and less fatigue.
Form Optimization
Reorganized fields and removed unnecessary data to make forms easier and faster to complete.
Modular Design
Implemented a flexible system to support seasonal campaigns and quick updates, improving the dynamics between consulting teams, clients, and analysts.
Visual Audit
Reviewed existing interfaces to identify inconsistent patterns, unifying forms, buttons, menus, and images.
Componentization
Created reusable components in the Design System to save development time and accelerate delivery.
Brand Alignment
Reinforced the company’s visual identity across all products, ensuring brand visibility at every customer interaction point.
Design tokens
Centralized colors, typography, spacing, and other atomic elements to ensure visual consistency in application development.
Heuristic Analysis
Conducted a detailed analysis of existing interfaces to identify heuristic violations and propose improvements.
Advanced Design
Structured atomic components within the Design System to support variations and interactive states with greater agility.
Interaction Storyboards
Used storyboards to illustrate the usage flow of new features, aligning expectations with teams and stakeholders.
Dashboards
Created visual dashboards for stakeholders to monitor product performance in real time.
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APRENDIZADOS E IMPACTO
Este projeto demonstrou o poder de um design centrado no usuário aliado a uma estratégia clara e bem direcionada. A colaboração entre a equipe, o uso de metodologias ágeis e a aplicação de boas práticas de acessibilidade foram fundamentais para transformar um produto deficitário em um canal de vendas estratégico. Este case me ensinou que ouvir o usuário, iterar continuamente e manter um alinhamento entre todas as partes interessadas são elementos essenciais para o sucesso.
Impressive Results
Brand
Recognition
Standardized products reinforced the brand’s visual identity and improved customer perception.
R$750k
in Monthly Savings
Reduced operational errors and process automation generated significant savings.
57%
SLA Reduction
Workflow optimizations increased team efficiency and reduced service-level agreements (SLA).
100+
Products in the Hub
The Hub centralized access and management for multiple digital products, improving integration and usability.
DSM
Accepted
The Design System was well-received and implemented across the company’s digital products.
APRENDIZADOS E IMPACTO
Learnings and Impact
This role reinforced the importance of creating modular and scalable solutions that balance visual consistency with technical feasibility. Interdisciplinary collaboration was crucial for aligning diverse teams and overcoming complex challenges.
Developing the Design System was a milestone, demonstrating how standardization and flexibility can coexist to optimize processes, reduce errors, and strengthen brand identity, while establishing a solid foundation for future expansions.
Moreover, implementing a data-centered culture and agile methods proved that well-informed decisions result in products that deliver real value to users and businesses.
thank u!
This was an inspiring project that brought me great joy!
Let’s talk about how I can bring similar results to your products!