RIACHUELO

CREATE A DESIGN CULTURE, RE-DESIGN THE WEBSITE AND CREATE THE APP FOR RIACHUELO

Work Overview:

It was my first experience managing a design organization end-to-end — from team structure and processes to strategy and delivery. I established a strong design culture, introducing new tools, rituals, and workflows that embedded user experience as a core element of every squad’s decision-making process.

Objectives:

I directed the complete redesign of Riachuelo’s e-commerce and mobile app experiences while leading the creation of the company’s first Design System, a cornerstone for scalability, visual consistency, and operational efficiency across all agile squads.

By connecting design outcomes to business results — improving conversion, retention, and customer satisfaction — I helped shift stakeholder perception and secured executive alignment around the strategic role of UX. This transformation positioned design as a key enabler of digital growth and innovation within Riachuelo’s agile ecosystem.