System Thinking

I'm a strong advocate for well-documented processes in the product cycle—in fact, I believe process is just as crucial as the product itself. When we establish standardised workflows that everyone follows, we don't just mitigate errors; we build scalability, boost efficiency, and eliminate the daily frustrations that drain creative energy. Look at the most successful chains like McDonald's or Starbucks. They've mastered consistency through method—delivering the expected product, at the same quality level, every single time. That's exactly how design and development should operate: standardised, predictable, yet still leaving room for innovation within the framework.

My journey into process automation began over a decade ago as Head of Design at a digital agency in Brazil. When I started, the agency was drowning in chaotic email threads—long, confusing chains with multiple stakeholders copied in, where my design team often couldn't decipher what actually needed doing. I saw an opportunity to transform how we worked. By creating job request templates and implementing proper task management tools, we shifted from confusion to clarity. The result? A more organised, less stressful environment that naturally led to better creative outcomes.

Since then, I've made it my mission to establish and document clear processes wherever I work, ensuring every stakeholder understands and follows them. I've leveraged tools like Trello, Basecamp, Jira, and Notion for task management, whilst using Miro and FigJam to map and document workflows visually and Git for version control and pull requests. But tools are just enablers—what matters is the thinking behind them.

Whether I'm creating components, building websites, or working with external developers and agencies, everything follows a defined process. There are processes for the product cycle, for conducting interviews, for qualitative and quantitative research, for quality analysis, for organising Figma files, for sending instructions to developers, for naming conventions, and for documenting guides. Documentation and process aren't just part of my work—they're fundamental to it. By establishing these frameworks, we reduce bottlenecks and consistently deliver solutions that meet expectations.

My philosophy is straightforward: everything should follow a method that the entire team has agreed upon together. This collaborative approach ensures we're building for scalability and efficiency from day one. Even if a key stakeholder is suddenly unavailable, the work continues smoothly.

But here's the crucial bit—you can't impose a one-size-fits-all process. Setting up effective workflows requires deep understanding of each company's unique culture and team dynamics. I spend time interviewing stakeholders, understanding their technical capabilities, identifying their concerns, and documenting everything meticulously. It's this human-centred approach to process design that makes the difference between a system people follow and one they actually embrace.