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I was hired by a business-to-business company (let's keep the names confidential) to oversee the standardization of interfaces across their applications, while also serving as a UI Designer and Product Designer.
The company had been established in the market for several years, but the product area was relatively new. Despite having employed many designers previously, there was a noticeable lack of organization and standardization across its range of products. While the applications served the purpose of data search based on criteria such as individual or legal entity, little consideration was given to their cohesive branding as part of the same company. Upon assuming my role, I initiated a comprehensive analysis of each interface. Through incremental steps and the development of small style guides, I began the process of standardization in collaboration with the developer team. Customer feedback from user tests was meticulously documented, capturing opinions and criticisms about all applications used. This feedback often extended beyond the scope of the tests, prompting further discussion among myself and the design team. As a final project, I delivered the company's design system, providing clear guidelines for future product development.
The implementation of better-defined components facilitated a rebranding effort, streamlining the process of adapting and modifying each product. I personally evaluated every new or existing color to ensure it met usability standards. The rebranding initiatives undertaken by the marketing team were tailored to align with the outcomes of my usability tests.
The platform underwent significant enhancement, elevating its sophistication and bolstering credibility, thereby distinguishing it from competitors. Improvements in user experience were meticulously integrated into every aspect of the flow within each app.
By: Barbara Travassos Balduini
