Redesign & Design System

The company maintained a fragmented digital presence, with no consistent visual standard and no library of reusable components.

The lead capture and contact flow was rigid, which drove high form abandonment rates and little clarity about the services on offer.

The lack of technical documentation and aligned UI made communication with the engineering team difficult, generating rework in development and inconsistencies in the final delivery across the brand's touchpoints.

The initial brief asked for a redesign of the contact pages, the gated content landing pages and the institutional portal.

Research revealed that the core problem wasn't aesthetic but one of information architecture and governance: forms didn't adapt their fields to the user's need, cookie and privacy management didn't follow UX good practices, and the lack of standardized components made implementing new products slow and costly for the development team.

I started by running competitive benchmarking and qualitative interviews with stakeholders and users to understand the B2B purchasing journey.

From the data, I mapped the friction points in the conversion funnel and chose to build a robust component library, with atoms, molecules and organisms, in Figma before designing the final screens.

I designed contextual modals for lead qualification by company size and segment, transparent cookie opt-in flows and landing pages optimized for scannability, making sure every visual decision was backed by business goals.

I delivered a responsive digital solution for desktop and mobile, with the redesign of the institutional portal, the conversion landing pages and the complete data capture flows.

The delivery included a structured Design System, with button variants, interaction states, dynamic forms and success feedback.

The entire interface was mapped with design tokens and accompanied by detailed documentation in Figma, with behavior, responsiveness and accessibility specifications to guide the developers' implementation.

I was responsible for the entire product design cycle.

I ran the benchmarking, the interviews and the data analysis, defined the information architecture, created the Design System, prototyped in high fidelity and wrote the technical documentation.

The engineering team took over from the documented handoff, in charge of the code and the final implementation of the screens in production.

Creating the Design System standardized the visual language and drastically reduced handoff time for engineering.

Restructuring the forms and modals turned contact into a fluid, intuitive process, removing barriers to completion and ensuring data privacy compliance without hurting the capture of strategic information for the sales team.

The project was implemented by the development team according to the delivered specifications.

The process reinforced the value of technical documentation and a consistent Design System: designing with the code in mind saves engineering time and guarantees fidelity in the final product.

The central lesson was balancing UX/UI technical rigor with the business's conversion goals, delivering a solution that served users as well as the internal marketing and development teams.