{"id":6421,"date":"2026-01-07T13:49:02","date_gmt":"2026-01-07T13:49:02","guid":{"rendered":"https:\/\/platzchen.com\/en\/?page_id=6421"},"modified":"2026-01-16T13:16:09","modified_gmt":"2026-01-16T13:16:09","slug":"agrobayer","status":"publish","type":"page","link":"https:\/\/platzchen.com\/en\/portfolio\/agrobayer\/","title":{"rendered":"AgroBayer"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"6421\" class=\"elementor elementor-6421\">\n\t\t\t\t<div class=\"elementor-element elementor-element-de56c33 e-con-full e-flex e-con e-parent\" data-id=\"de56c33\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-9c07d8d e-flex e-con-boxed e-con e-child\" data-id=\"9c07d8d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c86166b e-con-full e-flex e-con e-child\" data-id=\"c86166b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-c8605e2 e-con-full e-flex e-con e-child\" data-id=\"c8605e2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-81c2bda elementor-widget elementor-widget-heading\" data-id=\"81c2bda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Company<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e1decb elementor-widget elementor-widget-heading\" data-id=\"4e1decb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Bayer<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7475a70 e-con-full e-flex e-con e-child\" data-id=\"7475a70\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-553bce3 elementor-widget elementor-widget-heading\" data-id=\"553bce3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Role in project<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67fbca8 elementor-widget elementor-widget-heading\" data-id=\"67fbca8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Senior UX Designer<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d03e2a6 e-con-full e-flex e-con e-child\" data-id=\"d03e2a6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ac24771 elementor-widget elementor-widget-heading\" data-id=\"ac24771\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Responsibilities<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e11022 elementor-widget elementor-widget-heading\" data-id=\"4e11022\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">This project evolved significantly over its lifespan. In the early stages, I worked as a Product Designer, directly designing solutions and interfaces. As the scope expanded, I transitioned into a UX Lead and Product Owner role, focusing on research, strategy, prioritization, and team enablement.\n<br><br>\n\n<ul>\n<li>UX leadership and research strategy<\/li>\n\n<li>End-to-end user research including interviews, surveys, testing, and experiments<\/li>\n\n<li>Definition and prioritization of the UX roadmap<\/li>\n\n<li>Stakeholder alignment and backlog organization<\/li>\n\n<li>Mentoring and guiding other designers<\/li>\n\n<li>Acting as Product Owner for UX initiatives<\/li>\n\n<li>Leading DesignOps and design system efforts<\/li>\n<\/ul><\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ec1affd e-con-full e-flex e-con e-child\" data-id=\"ec1affd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2dd1b38 elementor-widget elementor-widget-heading\" data-id=\"2dd1b38\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Year<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-abf2ecd elementor-widget elementor-widget-heading\" data-id=\"abf2ecd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">2020\/2022<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-471993b e-con-full e-flex e-con e-child\" data-id=\"471993b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-d590d43 e-con-full e-flex e-con e-child\" data-id=\"d590d43\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7825412 elementor-widget elementor-widget-heading\" data-id=\"7825412\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">About this projects<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf9b0af elementor-widget elementor-widget-tp-heading\" data-id=\"bf9b0af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"tp-section-tittle mb-55 tp-el-title\" style=\"font-family: &#039;Poppins&#039;, sans-serif;\">\r\n\t\t\t\t\t\t<span style=\"color:#b6bcc6\">Rebuilding trust and usability in  <\/span> a large-scale agriculture platform\t\t\t\t\t<\/h2>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tAgroBayer Brasil is the Brazilian agriculture portal of Bayer, designed to be a central learning hub for rural producers. The platform hosts articles, videos, live streams, products, and educational content aimed at supporting farmers in their daily decision-making.\n<br><br>\nAfter a major redesign conducted by an external agency, the new portal launched with significant usability issues. Core functionalities were broken, navigation was confusing, and the experience lacked any research-backed foundation. Instead of becoming a reference in agricultural content, the platform caused frustration, disengagement, and loss of trust among users.\n<br><br>\nI joined the project to lead a long-term UX effort focused on fixing usability issues, rebuilding the experience based on user needs, and supporting the product\u2019s evolution over time.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9446bc4 elementor-widget elementor-widget-tp-button-common\" data-id=\"9446bc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-button-common.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.agro.bayer.com.br\/\" target=\"\" rel=\"\" class=\"tp-btn d-inline-flex align-items-center mr-20 mb-10 tp-el-btn\">\r\n\t\t\t\t<span>\r\n\t\t\t\t\t<span class=\"text-1\">Check the website<\/span>\r\n\t\t\t\t\t<span class=\"text-2\">Check the website<\/span>\r\n\t\t\t\t<\/span>\r\n\t\t\t<\/a>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c0d96e5 e-flex e-con-boxed e-con e-parent\" data-id=\"c0d96e5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-19b57da e-con-full e-flex e-con e-child\" data-id=\"19b57da\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-bc6860f e-con-full e-flex e-con e-child\" data-id=\"bc6860f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-e3be76f e-con-full e-flex e-con e-child\" data-id=\"e3be76f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d5cebb1 elementor-widget elementor-widget-heading\" data-id=\"d5cebb1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5464dac e-con-full e-flex e-con e-child\" data-id=\"5464dac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d479b0a elementor-widget elementor-widget-heading\" data-id=\"d479b0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Shifting from assumptions to evidence-based decisions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebd5d4d elementor-widget elementor-widget-tp-heading\" data-id=\"ebd5d4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tThe first priority was to stop guessing and start understanding. The redesigned portal lacked any user research, personas, or usability validation. We reframed the work as an ongoing improvement program rather than a single redesign.\n<br><br>\nTogether with stakeholders, we mapped all platform pages and features, identified the most critical usability failures, and defined a roadmap structured in iterative sprints. Early focus areas included navigation, search, content discovery, and broken interaction patterns.\n<br><br>\nThis approach allowed us to stabilize the experience while progressively improving it based on real user input.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ba4389 elementor-widget elementor-widget-tp-image-animated\" data-id=\"9ba4389\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-68b1760 e-con-full e-flex e-con e-child\" data-id=\"68b1760\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a1a486e e-con-full e-flex e-con e-child\" data-id=\"a1a486e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-16fd4c4 elementor-widget elementor-widget-heading\" data-id=\"16fd4c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Research & discovery<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-999de89 e-con-full e-flex e-con e-child\" data-id=\"999de89\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0df8876 elementor-widget elementor-widget-heading\" data-id=\"0df8876\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Building deep understanding of rural producers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5eadad4 elementor-widget elementor-widget-tp-heading\" data-id=\"5eadad4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tResearch became the foundation of every decision. We combined multiple qualitative and quantitative methods depending on the problem being addressed. <br><br>\n\n<b>Personas<\/b><br>\nWe identified a lack of clarity around who the platform was truly serving. Through surveys and interviews, we gathered behavioral and contextual data and created two core personas. These personas guided prioritization, content strategy, and interaction decisions across the platform.\n<br><br>\n\n<b>Surveys<\/b><br>\n\nShort, contextual surveys were deployed throughout the portal to capture user expectations, frustrations, and needs. This approach generated a high volume of actionable feedback and helped validate assumptions quickly.\n<br><br>\n\n<b>Interviews<\/b><br>\n\nModerated interviews allowed us to deeply understand users\u2019 routines, constraints, and motivations. These conversations were critical to building empathy within the team and aligning stakeholders around real user problems rather than internal opinions.\n<br><br>\n\n<b>User testing<\/b><br>\n\nRemote moderated usability tests were conducted to validate proposed solutions. These sessions revealed friction points that analytics alone could not uncover and helped refine designs before release.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9255352 elementor-widget elementor-widget-image\" data-id=\"9255352\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"567\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/MgZv6c1v2b7c3a8m.jpg\" class=\"attachment-large size-large wp-image-6734\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0643f72 elementor-widget elementor-widget-tp-image-animated\" data-id=\"0643f72\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d57f0d e-con-full e-flex e-con e-child\" data-id=\"5d57f0d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-825316c e-con-full e-flex e-con e-child\" data-id=\"825316c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ecce36 elementor-widget elementor-widget-heading\" data-id=\"6ecce36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Experimentation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8a27eac e-con-full e-flex e-con e-child\" data-id=\"8a27eac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ecba01 elementor-widget elementor-widget-heading\" data-id=\"3ecba01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Testing hypotheses before committing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c9ccc20 elementor-widget elementor-widget-tp-heading\" data-id=\"c9ccc20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tA\/B testing played a key role in validating design decisions. Experiments focused on improving engagement and discoverability by testing variations of CTAs, copy, layout, and visual emphasis.<br><br>\n\nThese experiments allowed us to make incremental improvements with confidence and demonstrate the impact of UX decisions through data.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6494bb2 elementor-widget elementor-widget-image\" data-id=\"6494bb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"268\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/o28qp8TkojbE77hc.png\" class=\"attachment-large size-large wp-image-6733\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-434b8bd elementor-widget elementor-widget-tp-image-animated\" data-id=\"434b8bd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e7a7986 e-con-full e-flex e-con e-child\" data-id=\"e7a7986\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-239d914 e-con-full e-flex e-con e-child\" data-id=\"239d914\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4947231 elementor-widget elementor-widget-heading\" data-id=\"4947231\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Design execution<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3e1654a e-con-full e-flex e-con e-child\" data-id=\"3e1654a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-698a183 elementor-widget elementor-widget-heading\" data-id=\"698a183\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Designing clarity into a complex content ecosystem<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae73b3f elementor-widget elementor-widget-tp-heading\" data-id=\"ae73b3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tWireframes were used extensively to align teams before UI work began. Low-fidelity wireframes helped validate structure, hierarchy, and flows with stakeholders and reduced rework downstream.<br><br>\n\nAs the project evolved, UI execution was handled collaboratively, with another designer focusing on visual delivery while I ensured UX consistency, usability, and alignment with research insights.<br><br>\n\nThe homepage and key content templates were progressively refined to support scanning, comprehension, and discovery, while respecting the constraints of a large content-driven platform.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b5b38b elementor-widget elementor-widget-image\" data-id=\"9b5b38b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"346\" height=\"1024\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/kPgZWq7yDfZLuwPa.jpeg\" class=\"attachment-large size-large wp-image-6732\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4bcb6cf elementor-widget elementor-widget-tp-image-animated\" data-id=\"4bcb6cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d9dcadd e-con-full e-flex e-con e-child\" data-id=\"d9dcadd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-7bfb9a3 e-con-full e-flex e-con e-child\" data-id=\"7bfb9a3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e66c4c8 elementor-widget elementor-widget-heading\" data-id=\"e66c4c8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">DesignOps<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d274a69 e-con-full e-flex e-con e-child\" data-id=\"d274a69\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e20bbba elementor-widget elementor-widget-heading\" data-id=\"e20bbba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Creating order in a decentralized ecosystem<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22090a2 elementor-widget elementor-widget-tp-heading\" data-id=\"22090a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tOne of the biggest challenges was operational. Multiple agencies and teams were publishing content without design review, resulting in inconsistencies and broken experiences.<br><br>\n\nTo address this, I led the definition of DesignOps processes that established:<br>\n\n\u2022 Clear workflows for content and page creation<br>\n\n\u2022 Design review checkpoints<br>\n\n\u2022 Ownership and responsibilities across teams<br>\n\n\u2022 Shared guidelines for consistency<br><br>\n\nThis significantly reduced fragmentation and improved collaboration between design, content, and engineering.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf12d41 elementor-widget elementor-widget-image\" data-id=\"cf12d41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"289\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/tM61D4fvv09iUmuG.png\" class=\"attachment-large size-large wp-image-6731\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-328dd9b elementor-widget elementor-widget-tp-image-animated\" data-id=\"328dd9b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5a8050c e-con-full e-flex e-con e-child\" data-id=\"5a8050c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-0d39cb8 e-con-full e-flex e-con e-child\" data-id=\"0d39cb8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-21bbf8e elementor-widget elementor-widget-heading\" data-id=\"21bbf8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Design system<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-86090f5 e-con-full e-flex e-con e-child\" data-id=\"86090f5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4a4af7d elementor-widget elementor-widget-heading\" data-id=\"4a4af7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Enabling scale and consistency<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab5d56c elementor-widget elementor-widget-tp-heading\" data-id=\"ab5d56c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tOne of the biggest challenges was operational. Multiple agencies and teams were publishing content without design review, resulting in inconsistencies and broken experiences.<br><br>\n\nTo address this, I led the definition of DesignOps processes that established:<br>\n\n\u2022 Clear workflows for content and page creation<br>\n\n\u2022 Design review checkpoints<br>\n\n\u2022 Ownership and responsibilities across teams<br>\n\n\nTo support long-term scalability, we built a design system that documented components, patterns, and guidelines for the portal. The system served as a shared reference point for designers, developers, and external partners.\n<br><br>\nIt helped standardize UI decisions, reduce inconsistencies, and improve communication between design and engineering.\nThe DS created can be viewed on <a href=\"https:\/\/zeroheight.com\/078fb9999\/p\/38840d-introducao\" target=\"_blank\"><b>zeroheight<\/b><\/a>.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d000db elementor-widget elementor-widget-image\" data-id=\"3d000db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"390\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/Screenshot-2026-01-16-at-13.10.37.png\" class=\"attachment-large size-large wp-image-6736\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a2df106 elementor-widget elementor-widget-tp-image-animated\" data-id=\"a2df106\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-image-animated.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"tp-hero-circle tp-el-img\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-1\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t\t<img decoding=\"async\" class=\"circle-2\" src=\"https:\/\/platzchen.com\/en\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\r\n\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d7a45b8 e-con-full e-flex e-con e-child\" data-id=\"d7a45b8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-8e3e56e e-con-full e-flex e-con e-child\" data-id=\"8e3e56e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-89fbdba elementor-widget elementor-widget-heading\" data-id=\"89fbdba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Outcomes & impact<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1897c23 e-con-full e-flex e-con e-child\" data-id=\"1897c23\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-9524888 e-con-full e-flex e-con e-child\" data-id=\"9524888\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a23d146 elementor-widget elementor-widget-heading\" data-id=\"a23d146\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">78%<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a44ecf0 elementor-widget elementor-widget-heading\" data-id=\"a44ecf0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">positive user ratings, reflecting improved satisfaction and trust<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-63c94ee e-con-full e-flex e-con e-child\" data-id=\"63c94ee\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ecbe1a9 elementor-widget elementor-widget-heading\" data-id=\"ecbe1a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Clear reduction in usability complaints across critical flows<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-44ca313 e-con-full e-flex e-con e-child\" data-id=\"44ca313\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cbea731 elementor-widget elementor-widget-heading\" data-id=\"cbea731\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Stronger alignment between user needs, content strategy, and platform structure<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-abb79b0 e-con-full e-flex e-con e-child\" data-id=\"abb79b0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-94be780 elementor-widget elementor-widget-heading\" data-id=\"94be780\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Improved collaboration and efficiency across teams<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-20feca0 e-flex e-con-boxed e-con e-parent\" data-id=\"20feca0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-827a69e tp-el-cursor-hide elementor-widget elementor-widget-tp-project-scroll-list\" data-id=\"827a69e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-project-scroll-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<!-- tp-project-area-start -->\r\n\t\t\t<div class=\"tp-project-area pt-160 pb-130 tp-white-bg tp-el-section\">\r\n\t\t\t\t<div class=\"container-fluid container-1710\">\r\n\t\t\t\t\t<div class=\"row\">\r\n\t\t\t\t\t\t<div class=\"col-12\">\r\n\t\t\t\t\t\t\t<div class=\"tp-project-2-wrap des-portfolio-wrap\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"tp-project-2-item p-relative mb-30 des-portfolio-panel p-relative\"\r\n\t\t\t\t\t\t\t\t\t\t>\r\n\r\n\t\t\t\t\t\t\t\t\t\t<a target=\"\" rel=\"\" class=\"cursor-hide\">\r\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"tp-project-2-thumb\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" class=\"img\" src=\"https:\/\/platzchen.com\/en\/wp-content\/uploads\/2026\/01\/agrobayerweb-1.jpg\"\r\n\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"\">\r\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t<div class=\" tp-project-2-content d-flex justify-content-between align-items-end\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"tp-project-2-tittle-wrap mr-30\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t<!-- tp-project-area-end -->\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-da70beb e-con-full e-flex e-con e-child\" data-id=\"da70beb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a2656ed clienticon elementor-widget elementor-widget-html\" data-id=\"a2656ed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<i class=\"fas fa-lightbulb lightbulb-icon\"><\/i>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd9ba30 elementor-widget__width-inherit elementor-widget elementor-widget-tp-heading\" data-id=\"fd9ba30\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"tp-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"tp-el-alignment\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"tp-section-tittle mb-55 tp-el-title\" style=\"font-family: &#039;Poppins&#039;, sans-serif;\">\r\n\t\t\t\t\t\tKey learnings\t\t\t\t\t<\/h2>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"tp-el-desc\">\r\n\t\t\t\t\t\tThis project reinforced that meaningful UX improvements often happen over time, not through a single redesign. Leading UX in a complex ecosystem required patience, prioritization, and constant advocacy for users.<br><br>\n\nIt was also a defining experience in developing my leadership skills. Acting as UX lead and product owner taught me how to balance research depth, delivery pressure, and stakeholder expectations while keeping the user at the center.<br><br>\n\nWorking in an unfamiliar domain like agriculture pushed me to learn quickly, listen deeply, and design with humility. Seeing the platform evolve into a more usable and trusted tool for thousands of users made the challenges worth it.\t\t\t\t\t<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Company Bayer Role in project Senior UX Designer Responsibilities This project evolved significantly over its lifespan. In the early stages, I worked as a Product Designer, directly designing solutions and interfaces. As the scope expanded, I transitioned into a UX Lead and Product Owner role, focusing on research, strategy, prioritization, and team enablement. UX leadership [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":2287,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"class_list":["post-6421","page","type-page","status-publish","hentry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/pages\/6421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/comments?post=6421"}],"version-history":[{"count":11,"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/pages\/6421\/revisions"}],"predecessor-version":[{"id":6744,"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/pages\/6421\/revisions\/6744"}],"up":[{"embeddable":true,"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/pages\/2287"}],"wp:attachment":[{"href":"https:\/\/platzchen.com\/en\/wp-json\/wp\/v2\/media?parent=6421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}