INDUSTRY:
TELECOM
CLIENT:
TIM S.A.
YEAR:
2021
TEAM BUILDING
about.
In 2021, TIM needed to scale its digital maturity. My mission was to build the UX Design department from the ground up, focusing on operational efficiency and driving business impact.
challenge.
Team Strategy: Seniority Focus & Hybrid Model
Unlike teams that start with junior profiles, I opted for a strategy centered on high seniority, hiring 9 Senior UX Designers to ensure team autonomy and execution speed.
Seniority Focus: Hired 9 Senior UX Designers to drive autonomy and velocity.
Hybrid Model: Embedded designers within cross-functional squads while keeping them connected through a Single Delivery Board and Design Critique sessions.
Management Rituas: Implemented Dailies, Design Critiques, and a weekly team sync. Established monthly 1-on-1s focused on individual development and engagement.
Design Ops
To support the technical ecosystem and scale the operation, I established a dedicated Design Ops unit (1 Coordinator + 1 Designer):
Multiplatform Design System: Centralized management in Figma with full technical parity across Flutter, Kotlin, Swift, and Web Components.
Data Culture: Implemented research and testing workflows using Maze, Vertex AI, and Medallia, shifting the team's culture from "opinions" to "evidence."
results.
Through these high-impact initiatives, the team evolved the Design System for the mobile application, creating new journeys, components, and robust documentation that enabled the launch of a completely revamped interface:
Audience Record: Reached a historic peak of 19.6 million unique users in December 2025.
Sales Conversion: nternalizing the E-commerce operation using the new Design System increased sales performance while reducing operational costs.
Cart Recovery: Implemented automated WhatsApp flows, significantly reducing cart abandonment rates.
