GOL Group
In 2023, she took over the management of the GOL Group brand ecosystem with the challenge of elevating the end-to-end digital experience and establishing a unified governance model for products, services, and content. From that moment, she structured the UX Chapter from the ground up and led the transformation of the digital channels for the group’s six brands: GOL Linhas Aéreas, Smiles, GOLLOG, GOL Aerotech, VoeBiz, and Smiles Viagens.
Completion Date
May 2025
Category
Leadership, Strategy, Product Design
Sector
Airlines & Loyalty
(CHALLENGE)
The initial scenario showed fragmented experiences across brands and channels, lack of consistent standards, and poorly integrated processes. In addition, the multidisciplinary team operated without a formal governance structure, which impacted efficiency, quality, and the scalability of digital deliveries.
(LEADERSHIP)
In her leadership role, she managed over 60 designers specializing in Product Design, UX Writing, Design System, and Design Ops. She created and implemented career and development plans for her team, encouraging professional growth, autonomy, and specialization. She also assumed strategic and budgetary management of the area, aligning design goals with business objectives.
(SOLUTION)
As a solution to fragmented and inconsistent digital experiences, she led the development of the Tangerina Design System in partnership with specialist consultancy Meiuca, with the goal of strengthening design standards, ensuring consistency, and accelerating delivery across the group’s ecosystem. The first design system in Latin America in the aviation and loyalty sectors, it was developed to integrate brands, channels, and journeys, bringing efficiency, scalability, and a unified approach to design. More than a technical framework, it has transformed and continues to transform the group’s digital experiences by placing people at the center of design solutions, fostering cross-team integration, and enabling more inclusive and human-centered experiences. The project received international recognition, winning the iF Design Award and the Customer Summit 2024.
(RESULTS)
Designed and executed career and development plans, elevating design maturity, leadership capabilities, and team engagement. Structured the Design Ops team to optimize processes, foster collaboration, and integrate emerging technologies, driving continuous innovation and measurable business impact.
Structured and led the UX Chapter with over 60 professionals, implementing a centralized design operation, standardized processes, and governance across six brands. Increased delivery speed and reduced operational waste through component reuse, streamlined workflows, and data-driven decision-making, ensuring efficiency at scale.
Led the launch and evolution of the Tangerina Design System, establishing unified visual, textual, and interaction standards across all brands. Enhanced accessibility compliance, improved usability in key journeys, and ensured a cohesive, high-quality brand presence in every digital touchpoint.
