High Performance E-commerce: Design System and Digital Maturity
Design at scale is not an aesthetic challenge; it’s a problem of interoperability and data governance.
My four-year career at Claro Brasil coincided with the company’s critical transition to a mature digital product model. When taking over the Residential e-commerce and, subsequently, the leadership of the Mobile and Base fronts (logged-in environment), the central challenge was not only conversion but consistency scalability. Operating in an ecosystem with millions of monthly accesses requires methodological rigor where each interface decision needs to be justified by evidence and business metrics (OKRs).
As a Product Design Lead, my work was based on Evidence-Based Design. We established a continuous cycle of experimentation where usability testing and KPI analysis were not just validation steps, but the strategic compass of the entire squad. Managing the purchase experience of plans and devices in a highly complex regulatory and business environment required an absolute refinement of information architecture and cognitive load reduction at checkout. The focus was to transform the complexity of a massive portfolio into a linear, frictionless buying journey.
The culmination of this journey was the implementation and evolution of Mondrian, the Design System owned by Claro. In a technology transition scenario - migrating from Adobe XD to Figma and keeping the legacy in Sketch - my responsibility was to ensure technical parity of components across multiple tools without disrupting the delivery path. The focus was on creating a resilient library, where accessibility and responsive design were native premises, not afterthoughts.
I worked on structuring Design Ops to ensure that the transition between design and engineering was unambiguous. By documenting complex states, form validation rules, and micro-interactions, we have dramatically reduced rework and visual inconsistencies across three distinct e-commerces. The result was the consolidation of a cohesive visual language that today supports the journey of millions of users, proving that a well-orchestrated Design System is the greatest revenue accelerator a telecommunications company can have.
My role
As a Product Design Lead, my work was focused on strategic UX leadership and governance of the Design System Mondrian. I was the point of convergence between business objectives, technical feasibility of engineering and user need, mentoring the design team in applying research frameworks and maintaining the integrity of the digital ecosystem.
Results
The impact was measurable: we achieved a consistent improvement in conversion indicators through optimization of critical flows and A/B. testing. The implementation of the Design System resulted in a significant reduction in time-to-market new features and established a new standard of quality and consistency for Claro’s digital sales channels, consolidating the brand’s digital maturity in front of the market.
Design at
Claro
Specialist in High-Scale E-commerce and Growth, operating in a dynamic corporate environment where design is treated as a strategic function to achieve aggressive market goals. If you want to discuss Technology Transition Management of large component libraries or Conversion Optimization in massive environments, this is the ideal case for us to talk.