About my role
As Chief Design Officer at Gaivota, I was responsible for leading all aspects of product design and innovation. I worked strategically to define the user experience, promoting solutions focused on customer needs and aligned with business objectives. One of my main accomplishments was scaling the design team from 3 to 12 designers, structuring the area to keep up with the company’s rapid growth. I led innovation initiatives that strengthened Gaivota’s value proposition in the market and reported directly to the CEO, contributing to the company’s strategic vision and long-term evolution.
What the company needed
Gaivota, an innovative platform focused on helping farmers find new opportunities and do better business, faced significant challenges in reactivating and engaging its users. As a B2B SaaS, the company needed to better structure its onboarding and roadmap to ensure that users would return to the system regularly and realize value quickly.
What users needed
Gaivota users, mostly producers and agribusiness professionals, need new ways to identify real business opportunities and access more efficient channels to market their products. In an increasingly competitive market subject to climate and economic variations, they sought solutions that would help them make more strategic decisions, find reliable buyers and expand their network of partners — all in a more agile, secure and predictable way.
Main Results
With the improvements implemented, Gaivota recorded a significant increase in the number of users logging into the system, with a growth of 336% in December alone. In addition, the number of new registered users reached 351, while 182 users returned to the platform, reinforcing the importance of strategies aimed at reactivation and continuous engagement.
