Maturation and Development for Strategic Impact
Company: Easynvest | Role: Product Design & Research Manager | Year: 2020
Easynvest, the main digital investment broker in Brazil, had a strong design team culture but faced challenges in execution quality and involvement in the product design process. The team had a lack of clarity regarding their roles, which led to confusion and poor execution quality. Additionally, they were not involved in the product design process early enough, resulting in missed opportunities to impact the product's success.
My main challenge as a Design Leader was to make the work of the design team more strategic and grow the design maturity in the company.
The first step was to establish role clarity by defining the responsibilities and expectations of each team member. This ensured that everyone understood their role in the design process, and there was no confusion or overlap.
Next, new design rituals were introduced to improve the quality of execution. We implemented a design critique process to provide constructive feedback on each other's work. We also brought company metrics and KPIs into the designer's daily routine. Designers started using data to inform their design decisions and began tracking their performance against company metrics and KPIs.
In addition to these solutions, I implemented a structured feedback process and individual development plans. The feedback process ensured that team members received constructive feedback on their work, which helped them improve their skills and performance. The individual development plans provided a clear roadmap for each team member's growth and
development, which helped them stay motivated and engaged in their work.
The transformation of the design team at Easynvest was a resounding success. Over the course of six months, the team had already reached another level, delivering relevant results for the company. Designers were participating in the product decision making, while in certain contexts leading the product. The design team members developed new skills, became more strategic in their thinking, and began to communicate more effectively with other teams in the company.
Easynvest's app opening screen
Design Team position inside Easynvest
Design Team core competencies
Transformation made to the Design Organization
Range of operation of the UX Research Team
How UX Research Team operated
Easynvest Design Team