Shaping experiences across an evolving product portfolio.

Strategic design leadership across Blinket, Next Assinaturas, Space App and Shopiary, connecting research, prioritization and delivery.

Role: Design Lead
Focus: Design leadership

Context

The engagement covered multiple digital products with distinct users, business goals and stages of evolution.

Challenge

Each product served different audiences and maturity levels. Blinket also faced a critical event deadline that depended on delivering the ticketing and attendee-access experience on time.

May's scope

May led designers and the strategic direction of four products, connecting research, users, Product and Engineering to shape priorities, coherent functionality and reliable delivery.

Approach

How leadership shaped the work.

Adapted design support to products with different maturity and delivery needs.
Structured scalable practices that preserved each product's audience, identity and delivery context.
Used direct conversations with users and close partnership with Product and Engineering to guide functionality.
Used portfolio visibility to guide strategic prioritization across Blinket, Next Assinaturas, Space App and Shopiary.
Focused the Blinket team on the ticketing and event-access capabilities required for a critical live event.

Strategic decisions

Choices made explicit for the team.

Preserve each product's context while identifying strategic opportunities to scale practices and materials.
Keep the design process flexible according to each initiative's maturity, audience and moment.
Prioritize coherent functionality and user evidence over a disproportionate focus on Design System.
Concentrate delivery on the Blinket capabilities that the event operation depended on.

Outcomes

Strategic impact and outcomes.

A more strategic design practice across four distinct products.
Scalable processes and materials adapted to different product contexts.
Clearer and more strategic prioritization across products at different stages of evolution.
Blinket delivered the capabilities required for the event, supporting its successful operation.
Stronger collaboration among Design, Product, Engineering and users.

Strategic portfolio leadership creates scale without erasing the audience, maturity and priorities of each product.