Company: Easynvest
Role: Product Design Manager
Year: 2020

Easynvest, the leading digital investment broker in Brazil, had a strong design team culture, but it faced challenges in the quality of execution and involvement in the product design process. The team lacked clarity regarding their roles, which led to confusion and poor execution quality. Additionally, they needed to be involved in the product design process early enough, resulting in missed opportunities to impact the product's success.

As the Design Leader, my primary challenge was to make the design team's work more strategic and grow the design maturity in the company. I collaborated with the Product Director to create a vision for the product's future. After that, we defined the skills required in the design team and approved new hires.

To address the challenges, we took several steps. Firstly, we established 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. Secondly, we introduced new design rituals, such as a design critique process, to improve the quality of execution. We also incorporated company metrics and KPIs into the designer's daily routine, allowing them to use data to inform their decisions and track performance.

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.

As a result of these initiatives, the transformation of the design team at Easynvest was a resounding success. Within six months, the team had reached a new level, delivering relevant results for the company. Designers were participating in the product decision-making process and, 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.