Engagement, Strategy and Design System

2022-2025
Product: SAAS HR Platform
My Role: Senior Product Designer
Market: Brazil

Summary

Feedz by TOTVS is an employee engagement platform that helps companies foster a positive work environment through tools like surveys, feedback mechanisms, and performance dashboards.

As a Senior Product Designer, I led impactful design initiatives that transformed key areas of the product, including enhancing the Surveys Module, evolving the Design System, and championing accessibility improvements. Additionally, I helped shape the Product Strategy to drive future growth.

Below, I talk about the impact I made on the Surveys Module and the Design System team, showcasing how these initiatives contributed to user satisfaction, team efficiency, and measurable business growth.

Shaping the Product Vision and Strategy

The Surveys Module lacked clear direction, leaving priorities misaligned and teams struggling to focus. To resolve this, I partnered with the Product Manager to create a product vision and strategy that:

  • Defined a clear direction for the module.

  • Aligned user needs with business goals.

  • Highlighted our differentiation as a one-stop shop for HR solutions.

Through workshops with cross-functional teamsuser research, and leadership feedback, we positioned the Engagement Survey as part of a complete HR ecosystem. The strategy focused on simplifying HR operations, bridging process gaps, and amplifying employee engagement.

This vision provided clarity, alignment, and a roadmap for impactful improvements, ensuring our Surveys Module remains competitive and user-focused

Image below: Check out snapshots of workshops I facilitated and the final vision and strategy presentation pitch.

Boosting Sales through New Features and Improvements

My goal was to develop solutions and improvements to the Feedz survey module, which required enhancements to meet user needs and improve its value proposition.

  • Four new response types, expanding data collection capabilities.

  • A sharable survey link, enabling broader participation and improving participation rates.

  • An Action Plan tool, which turned survey results into tangible next steps for HR teams.

  • I ran a UX audits to improve usability by addressing common pain points in the user flow.

Impact: Since I joined the team in October 2022, the module’s improved usability and newly introduced features have led to a 29% increase in sales (new revenue). These enhancements have not only boosted revenue but also strengthened the Survey module’s role as a key product feature, driving customer adoption, engagement, and satisfaction.

Image below: Some of my work to enhance the experience of the Surveys Module.

Design System Evolution

As Feedz grew rapidly, ensuring design consistency became increasingly challenging. Recognizing this, I took ownership of the Design System and transformed it into a critical tool for scalability and alignment across teams.

To drive engagement and elevate its impact, I:

  • Led the initiative to define 3 core Design System principles, establishing a clear foundation for decision-making and team alignment.

  • Defined 6 key guidelines to ensure consistency in components, email patterns, error messages, and permissions copy.

  • Brought an Accessibility-First mindset by implementing mandatory accessibility checks and handoffs for all new components.

  • Facilitated biweekly DS reviews with product designers, increasing contributions to new components and documentation.

  • Led weekly DS meetings with product designers and engineers, fostering collaboration and boosting contributions by 19%.

  • Conducted workshops and surveys alongside other designers and the Product Design Lead to uncover and address pain points in DS adoption.

Impact:
✅ Expanded adoption: More product modules in the platform are now using the Design System, increasing consistency across the platform.
✅ Improved efficiency: Reduced design inconsistencies and minimized redundant work, smoothing the design and development process.
✅ Stronger collaboration: Enhanced team alignment and communication, making it easier for product designers and developers to contribute effectively.

Image below: Some snapshots of workshops I facilitated and surveys we applied to improve the team's engagement to the Design System. And also a few components documentations.

Confidentiality

The case studies in this portfolio are under non-disclosure agreements (NDAs). As such, I have masked some information to protect the confidentiality of the project.

Please refrain from sharing this portfolio since it contains some confidential information.

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