Otávio Sueitt

I lead product design in the Growth department and strategic initiatives focused on Acquisition and Monetization at Brazil's largest legal platform. I'm responsible for driving user growth and optimizing revenue generation through integrated acquisition, retention, and monetization strategies. • Defining and launching the Jus IA artificial intelligence monetization plan (Go to Market); • Redesigning the one-click-to-buy journey; • Mapping use cases, monetization models, and analyzing friction within these models; • Managing the acquisition and monetization team.

As a mentor in the first half of 2023, I shared my experience as a design team leader in major tech companies. I provided personalized guidance to designers at various career stages, focusing on: • Developing leadership skills in design and team management; • Strategies for scaling design operations; • Building and implementing design systems; • Advancing design maturity within organizations; • Career transitions into design leadership roles; • Design strategy and service design methodologies. This mentorship experience complemented my leadership role, allowing me to give back to the design community some of the knowledge gained in building and managing high-performance teams at companies like Zé Delivery and Gupy.

I led the digital transformation and design strategy for the largest HR Tech in Latin America, impacting millions of applications and thousands of companies: • Developed and executed a design strategy based on three core pillars: redesign of core (B2B) products, service level evolution, and team operational efficiency; • Elevated team engagement score from 6.9 to 8.6 in 18 months, leading a team of 33 designers, including 2 Heads, 5 Managers, and 5 Staff-level professionals; • Managed a budget of R$6M (2024), achieving 50% YoY growth through rigorous cost control and resource optimization; • Architected a unified platform model integrating recruitment, selection, onboarding, corporate education, climate, engagement, and performance solutions, with a focus on upselling and cross-selling; • Optimized 28 critical workflows via UX audits, including a full candidate experience redesign, with 6 workflows already implemented; • Designed Gupy's AI co-pilot interface, revolutionizing user-platform interaction and enhancing operational efficiency and experience quality; • Established a center of excellence for Product and Design, developing Design Ops and Product Ops practices to improve delivery efficiency; • Defined Design vision, mission, and principles, structuring the team into three specialties: Product Design, Service Design, and Research; • Implemented a budget predictability model through detailed demand mapping and tools, aligning team capacity with company needs; • Contributed to building a product-led growth strategy focused on platform usage expansion and increasing revenue per client.

As Chief Design Officer at Zé Delivery, I defined the design vision and user experience strategy across the company's ecosystem, encompassing consumers, delivery partners, points of sale, and industry stakeholders. I built the Design Department from the ground up, including Brand, Product, and Service Design divisions, leading a team of 88 professionals. I developed the Design team, establishing competencies in DesignOps, and managed the positioning and brand management for Zé Delivery and TaDa Delivery. I was selected to lead the design team for TaDa Delivery's LATAM expansion as Head of Design under the global CPO structure, strengthening its presence in new markets. Key Achievements: • Design team engagement score of 8.8; • Grew active customer base from ~1K to 6M; • Consumer NPS above 80 points; • App store ratings: Apple Store 5.0, Play Store 4.9; • Created Zé Delivery's Design System; • Developed Brazil's largest beverage delivery app; • Established Ambev's largest sales channel; • Led 88 designers (3 Heads, 9 Managers) and LATAM structure with 1 manager and 5 product designers. Core Responsibilities: • Strategic leadership; • Team development; • People management; • Design process optimization; • User research and insights; • Consumer advocacy; • Design quality assurance; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

I led the construction and deepening of the Zé Delivery brand positioning through the VBBP (Value Based Brand Positioning) model, ensuring a strong connection between the brand's values and the user experience. I restructured the company's chapter model, which was previously under the product area, to form an independent and strategic Design function. I was also responsible for creating the brand's visual identity (VBI - Visual Brand Identity), developing the core creative idea (CCI - Core Creative Idea), building the Zé Delivery brand architecture, and defining the brand's future strategy (BWS - Better World Strategy). Additionally, I developed a multidisciplinary team with expertise in product design, service design, content design, creative design, brand design, research, and design ops, consolidating a robust and high-performance structure of 50 professionals. Key Achievements: • Established the Zé Delivery brand positioning through the VBBP (Value Based Brand Positioning) model; • Served as a professor and mentor for the #TransformAI project at Ambev, in the Design (_hipster) pillar; • I had the opportunity to build the Design training for over 1,100 participants, teaching and providing weekly mentorship; • Classified as a high-potential employee in Ambev's performance review cycle; • Achieved 112% of expected goals (in 2020). Core Responsibilities: • Strategic leadership; • Team development; • People management; • Design process optimization; • User research and insights; • Consumer advocacy; • Design quality assurance; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

One of the key challenges I faced was developing an efficient solution for Zé Delivery's order tracking system. During this process, I identified an opportunity to create an MVP (Minimum Viable Product) targeted at delivery partners, optimizing the end-to-end experience. Additionally, the company's website had a dated user experience, yet it represented around 50% of the traffic. Leading this initiative, we conducted a complete redesign, elevating the interface quality and significantly improving the user experience. Over this period, the team grew substantially, reaching 16 professionals, which reinforced our delivery and innovation capabilities. Key Achievements: • Designed and launched the Zé Entregador (Delivery Partner) MVP; • Redesigned the Zé Delivery website (Web); • Received the "Learning Champion: User Experience" title at Ambev, where I had the opportunity to build a UX training track for Ambev's factory employees; • Achieved 112% of expected goals (in 2019). Core Responsibilities: • Strategic leadership; • Team development; • People management; • Design process optimization; • User research; • Design quality assurance; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

In addition to driving the implementation of the new Zé Delivery app and the redesign of the Zé Delivery Admin platform, I was also responsible for hiring and developing the first Zé Delivery Design team of 5 people. Key Achievements: • Implemented the new Zé Delivery App; • Built the interface kit for the products in the Zé Delivery ecosystem; • Redesigned the Zé Delivery admin platform across three fronts: for the internal CS and Marketing teams, and the external Zé Delivery Partners (points of sale); • Hired the first Zé Delivery Design team. Core Responsibilities: • Strategic leadership; • Team development and management; • Design process optimization; • User research; • Design quality assurance; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

As the first designer on the team during this new phase of Zé Delivery, although my role was primarily focused on product design, I also executed tasks for the Growth, Marketing, Branding, and Operations teams. As a good startup, the focus at this stage was on building and expanding the business. Key Achievements: • Redesigned the Zé Delivery app. We revamped the minimum viable product experience that had been used to validate the business, now with a focus on scaling our operations, improving the user experience, and enhancing the product infrastructure; • Implemented the Design function at Zé Delivery. This included defining the purpose, mission, and design principles, and establishing a strategy with three pillars: collaboration, delivery, and impact. Core Responsibilities: • Design process optimization; • User research; • Information architecture; • User interface development; • User validation testing; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

I led the design efforts within the global product structure of AB-InBev, focusing on the creation of the LATAM Direct-to-Consumer product, an initiative aimed at expanding Zé Delivery to 10 countries in South and Central America. My role involved overseeing and developing a dedicated design team for the development of this product, ensuring the application of the design operations playbook we had built at Zé Delivery. Additionally, I oversaw the construction of the positioning for the new TaDa Delivery brand, utilizing the VBBP (Value Based Brand Positioning) model to ensure a strong and consistent brand expansion into new markets. Key Achievements: • Positioned the TaDa Delivery brand using the VBBP (Value Based Brand Positioning) model; • Created the visual identity (VBI - Visual Brand Identity) for the TaDa Delivery brand; • Developed and applied the design operations playbook from Zé Delivery. Core Responsibilities: • Strategic leadership; • Team development and management; • People management; • Design process optimization; • User research and insights; • Consumer advocacy; • Brand management; • Implementation metrics and results tracking; • Decision-making on project outcomes (persist or pivot).

At Petlove, I was responsible for creating new features and developing the design process, which included wireframes, user interface, content, prototypes, user research, and testing. I conducted benchmarking, A/B testing, and planned sprints to ensure high-quality deliveries. Key Achievements: • Pet Profile (Android and iOS): I created a feature to better understand Petlove's audience and customer buying behavior. This allowed users to create profiles for their pets, stay informed about news, discounts, and receive personalized product recommendations. The result was over 1 million registrations and a significant increase in the company's revenue. • Petlove Subscription Service: I developed a subscription service that facilitates recurring purchases for pet owners. Customers could subscribe quickly and receive products at home, adjusting the delivery cadence to their needs, providing a fully personalized experience. Additionally, I implemented technologies like AMP and PWA, tracking analytical performance to optimize the user experience and product efficiency. Core Responsibilities: • Feature development; • Design process optimization; • Wireframing and UI design; • Content creation; • Prototyping; • User research and testing; • Benchmarking and A/B testing; • Sprint planning and execution; • Performance tracking and optimization.

I was involved in the development and optimization of the digital experiences for Brazil's leading retail brands (Casas Bahia, Extra, and Ponto Frio), actively participating in improving the ecommerce platform experiences for the Via Varejo brand. Key Achievements: • Conducted user research for three brands; • Participated in the merger of Nova Pontocom → Cnova → Via Varejo; • Implemented A/B testing to improve conversion rates; • Developed multi-channel interfaces; • Optimized checkout flows. Core Responsibilities: • User research and insights; • Ecommerce platform optimization; • A/B testing and conversion rate optimization; • Multi-channel interface development; • Checkout flow improvements; • Cross-functional collaboration during mergers and acquisitions.

At TomTom, I was responsible for seasonal campaign planning, creating marketing emails and advertising materials, as well as updating the website and social media channels. Key Achievements: • Established and led the Trade Marketing team, with a focus on strengthening the brand's presence; • Developed campaigns that boosted the brand's visibility and engagement on digital platforms; • Designed packaging for GPS devices.

Alfa Institute of Culture (Aug/11 - Feb/12): I structured the company's website, created and sent marketing emails, performed clipping, developed banners and postcards, processed images and monitored the website's performance through Google Analytics reports. Main deliverables: • Complete structuring of the Alfa Institute's website, improving its digital presence; • Creation of email marketing campaigns and visual pieces that strengthened institutional communication. I was transferred through an internal process due to the Transamerica Expo Center's needs. Transamerica Expo Center (Feb/12 - Dec/12): I worked on all the department's routines, contributing to the development of the new website, creating advertising materials for the sales team and keeping social networks updated. Main deliverables: • Collaboration in the development of the new website, modernizing the Transamerica Expo Center's digital communication; • Development of strategic advertising pieces for the sales team, strengthening advertising campaigns.