Scaling High-Performance Design at Jusbrasil
Company: Jusbrasil | Role: Head of Design | Year: 2021/2022
Jusbrasil is the largest legal information site in Brazil and one of the largest legal techs in the world. When I joined Jusbrasil, my main challenge was to make the design team strategic for the company and maximize the achievement of business indicators. At the time, the design team did not make relevant contributions to the development of the product and only acted at the end of the process with little involvement with users.
To tackle this challenge, I established a three-pillar strategy for the design team: user research, business thinking, and output quality. I focused on building a strong research approach and ensuring that we were constantly talking to our users to identify their pain points and needs. This helped the team to understand and prioritize the most critical problems and led to the development of features that addressed user needs more effectively.
Developing the business thinking of the design team, ensured that they were aligned with the company's objectives and focused on delivering results. I implemented experience metrics such as NPS and CSAT, and the team tracked them frequently to understand the quality of our product,
crossing with business indicators, and making data-driven decisions. This helped to increase the team's understanding of the company's goals and how design could play a critical role in achieving them.
Finally, improving the output quality of the design team by establishing a different talent bar and using the design ops team to bring new rituals to the chapter. We focused discussions on user problems within the team and ensured that the team was delivering high-quality output that met the company's standards.
We also set up the design operations team and created the UX research area, allowing us to focus more on user needs and making sure that the team was aligned with the company's objectives. With the UX research team bringing the most relevant information for decision-making, helping us to track user satisfaction and continuously improve our product.
Another significant change was that the design team was involved in the product development process from the beginning, rather than just at the
end of the process. They worked closely with the product team to ensure that the design was not an afterthought but an integral part of the product development process.
One of the critical aspects of developing a high-performance design team was talent management. Establishing a different talent bar, resulted in the hiring of more skilled designers who were able to bring a more strategic approach to the product development process. The design team's development was also monitored with the help of the design ops team, which ensured that everyone was working to their potential.
Jusbrasil's design team underwent a significant transformation. As a result of this strategy, the design team at Jusbrasil was able to scale from 14 to 30 professionals.Talent management was improved, and the team was involved in the product development process from the beginning. The design team became a core team for Jusbrasil, helping the company on all levels to take better decisions by bringing our customer and user's point of view.
Jusbrasil Design Process
How the Design operation would work to overcome the challenges
Design Organization
Part of the team while creating our Design Principles
Our Design Principles
Design Team
Hand-off model for product development
Jusbrasil Design Website
Part of the illustration system
Jusbrasil Design Process
First measurement of design maturity using Mckinsey Design Index (31 score)
Second measurement of design maturity using Mckinsey Design Index (41 score, 10 points increase after six months)
Jusbrasil Design Team