Ux Culture

Transforming mindset
UI/UX, Strategy

In my experience as a designer, there's always one point that keeps coming back on every project. People don't talk to users. 

It's not uncommon to start a project and each part of the team focus only on their tasks  -  they have to finish them this sprint, of course  -  and don't know the reason behind what they are doing it.

One of the big lessons I took away from working with a big team and many products was that people need those talks, not only designers. Being able to see the context of your user will help you design and develop more usable and friendly products.

As I first join the team, the scenario was:

1- Few user conversations and interviews
2- Few communication between partner squads

The challenges

From the get go, the first main challenge was to develop Ux maturity on the team. People need to start getting in touch with their user. They need to know their problems, needs and pains much more than they need a persona stapled to a wall.

Second, dealing with many squads and products, it’s important that everybody have in mind the user’s context when taking decisions, designing or changing things. Overall, it elevates the quality of product discussions in meetings and design sessions.

Ux Maturity

“Meet your persona” said the P.o. as he pointed to a paper on the wall.

That’s a very common scenario, and the one I was in when I first joined the b2b team. User communication on the team was made mostly through CS team and with stakeholders, not end-users. We had good contact with Directors and Coordinators from our client universities, but their students and teachers were the ones using the products.

The first action was to show the value of user conversations for the whole team. During 4 weeks were scheduled more than 20 talks and interviews with a variety of teachers and students from different universities across Brazil. It was mandatory that at least one person of each squad ( CS, Content, Tech, Product and Sales) attend at least one talk.

During these talks, it is important to elaborate a script focusing on the problem and context you want to understand, but don’t restrict yourself to that. Let the conversation flow. The Ux role in these conversations are to mediate and facilitate the talk.

The attendants were encouraged to talk and question if they had any doubts or want to explore more but also oriented to maintain the conversation comfortable for the user. It is important to note that the tone was more a informal talk than a formal user interview.

By the end of these conversations, it was clear the beneficial effect it had on all teams. The reception was positive and clearly changed how our users were perceived in the sector.

There was a sharp quality increase in technical conversations and It’s perceptible the recurrent concern with how given solution or decision is being perceived by our users and if all decision making are really adequate for the context of who are using it.

From January to July 2019, there was an 120% increase in user conversations hosted by the product team together with people from various squads on B2B sector.

It was a important step towards UX maturity and thanks to positive results, we could move to the next stage, Collaborative design.


Due to privacy and non-disclosure politics, I cannot display detailed screens or wireframes. In case you want to see mor of my UI work, sent me an email so we can chat.

In case you want to see mor of my UI work, sent me an email so we can chat.