Design Leadership
Leading design to boost NPS by double digits, expand adoption to thousands of sellers and accelerate delivery cycles with real-user insights
Overview
OmniChat is a B2B chat-commerce platform used by hundreds of companies across Latin America to centralize customer conversations and drive revenue. Beyond unifying channels, teams can build AI agents to to prioritize customers, provide quick answers and make teams more productive.
Marketing teams can also create, send, and analyze multichannel campaigns directly on the platform, closing the loop between outreach performance and conversational engagement.
My role
Since late 2021 I lead a team of 7+ designers for a platform serving 20K+ users. I partner with leadership on roadmaps and prioritize UX improvements tied to revenue. I built a cross-squad design system adopted by 8+ teams, cutting inconsistencies and handoff time.
I strengthened cross-team collaboration and research maturity, shaped processes for dual track and agile workflows, and foster a learning culture through design critiques and team book clubs. I continue to advocate for a user-centered approach across the company.
Design process
I lead design by combining Design Thinking, Lean UX, and the Double Diamond into a loop that keeps teams aligned from insight to delivery and back to learning.
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This process builds a culture of evidence-based decisions, rapid iteration, and cross-functional alignment, driving user satisfaction and measurable business results.
1. Understand users
We stay close to customers and internal teams through interviews, shadowing, surveys, and analytics. Tools like Clarity, Mixpanel, NPS, and CSAT reveal friction, intent, and behavior over time.
Impact: Early validation increases release success rates and reduces costly late-stage changes.
2. Strategy guiding prioritization
We partner with Product and Engineering to turn insights into opportunities aligned with the company’s OKRs and long-term goals, while managing stakeholder expectations and trade-offs.
Impact: Clear prioritization shortens decision cycles by up to 20% and aligns squads on high-value work.
3. Viable and desirable designs
We prototype at the right fidelity, validate flows with users, and apply the design system for consistency and accessibility. Regular critiques sharpen quality and reduce ambiguity.
Impact: Post-release rework dropped by 30% while maintaining accessibility standards.
4. Ensuring a valuable product
We partner with Engineering to protect design intent, run focused UX QA, and instrument the experience for learning. After release, we measure outcomes and feed insights back into the loop.
Impact: Sustained NPS improvements above industry benchmarks, with faster learning cycles.
Leadership in action
For me, this process isn’t just a checklist, it’s how I enable teams. I mentor designers to think strategically, facilitate rituals that keep discovery and delivery connected, and ensure decisions are anchored in evidence.
The result: products that meet real user needs, strengthen the brand, and deliver measurable business growth.
Impact Highlights
I lead design initiatives that improved usability, streamlined workflows, and increased engagement, delivering measurable results for users and the business.
Design System Revamp: +40% Faster Handoff
+40% faster design-to-dev handoff and fewer post-release UI fixes by rebuilding the system using Atomic Design principles and WCAG standards.
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Consistency ↑ – unified patterns and components across platforms
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Handoff time ↓ 40% – accelerated delivery without quality loss
Mobile Relaunch Boosted NPS & Engagement
Migrated native Android app to Flutter, maintaining NPS 35+ (mean ~7.6–8) from 3,600+ responses while driving steady month-over-month growth in messages sent.
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NPS 35+ – based on 3,600+ user responses
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Mobile usage ↑ – sustained post-launch growth
Continuous UX Improvements
Introduced an ongoing optimization process for web and app.
Web NPS ~39 (mean ~7.9) from 23,000+ responses, with improved task completion and fewer support tickets on key flows.
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NPS ~39 – based on 23,000+ responses
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Drop-offs ↓ – fewer abandoned key flows
User-Centered, Dual-Track Process
Integrated real-user feedback into every iteration through a dual-track approach, enabling faster discovery, reducing rework, and aligning product decisions with measurable user and business outcomes.
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Team cycle time ↓ ~10% – faster delivery
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Rework decreased. ↓ – fewer late-stage changes
Why this works
Raised NPS above industry benchmarks
Shortened delivery cycles and rework
Scaled adoption
Web and mobile NPS consistently 5–10 points higher than industry averages, sustained over 20k+ responses.
Decision and handoff times reduced by ~40%, cutting delivery cycles and lowering post-release rework by 30%.
Thousands of active sellers using the platform daily, with steady post-launch growth in feature adoption and usage.
Driving measurable business growth
A design approach that turns user insight into market advantage: delivering faster, higher-quality releases that scale adoption and boost customer loyalty.