Tangerina Design System
In 2024, she led the strategy for launching the first design system in the group’s ecosystem, aiming to unify the language, accelerate delivery, and support the company’s digital transformation. Beyond the technical foundation, she directed the institutional project to communicate the vision inside and outside the organization, creating executive alignment, cross-team adoption, and clarity on the system’s value.
Completion Date
April 2024
Category
Leadership, Web Design, Visual Identity
Sector
Airlines & Loyalty
(CHALLENGE)
Communicating the design system’s strategy in a simple, compelling, and scalable way. It was essential to engage leadership, product, technology, and business teams, as well as educate vendors and partners. The focus was to position the system as a driver of transformation, not just a component library.
(LEADERSHIP)
As head of the UX Chapter, she established governance, standards, and continuous evolution rituals. She orchestrated stakeholders, defined key messages for each audience, structured the adoption plan, and guided the entire institutional storytelling to ensure understanding, sponsorship, and scale.
(SOLUTION)
The project was developed in strategic collaboration with Môre to define the Tangerina Design System’s narrative, identity, guidelines, and communication materials. The naming process positioned Tangerina as a symbol of freshness, approachability, and versatility, with its visual identity applied across the website, toolkits, and executive presentations. An institutional website was created as a central hub containing the system’s purpose, principles, tokens, components, content and accessibility guidelines, governance, and use cases, designed to enable quick onboarding and provide executive visibility. A manifesto video was scripted, directed, and produced to communicate the vision, business impact, and user experience, accompanied by an original soundtrack to reinforce brand recall and consistency. To ensure adoption and continuous engagement, the initiative included an enablement playbook, contribution guides, a release calendar, enablement sessions, and dedicated support channels to keep the system alive and evolving.
(RESULTS)
Positioned design as a strategic driver of the group’s digital transformation, fostering cross-functional collaboration and embedding human-centered and inclusive practices into the product development process.
Unified design standards across brands, channels, and journeys, ensuring visual, textual, and interaction consistency. Strengthened accessibility compliance and reinforced a cohesive brand presence in every digital touchpoint.
Reduced time to market through reusable components, standardized processes, and centralized governance. Enabled faster onboarding for design and development teams and optimized cross-team workflows.
(CREDITS)
GOL Linhas Aéreas Carla Fonseca, José Luiz Belixior, Natalie Nodari, Gustavo Casagrande, Priscila Nakajima, Gustavo Moura, Tais Gimenes e Fernanda Barros Môre Design Ltda Débora Cruz, Renato Virgili, Thiago Zanato, João Marcos, Cássia Freire, Camilla Loureiro, Flavia Figueiredo, Juliana Ribeiral, HNQO e Programatório
