Designing how we design

When I joined, design was mostly seen as a service: fragmented, reactive, and dependent on other teams' decisions. I quickly realized that to make a real impact, we needed to change not just what we designed, but how we designed.

I started by building trust and structure, introducing planning rituals, clearer roles, and shared tools. Over time, our work evolved from creating isolated deliverables to shaping connected experiences across channels.

We formalized Design Ops practices that made design visible in company planning and execution, and we began defining early frameworks for Research Ops to give structure to how we learn from users. Through initiatives like the Design System and Experience Governance, I helped the company design how it designs, establishing the culture, processes, and tools that sustain design at scale.