Elevating Design Excellence

I took the initiative to organize a large cross-functional workshop with stakeholders across the group, including the c-level management team. The goal was to address a key challenge: we currently have multiple similar products across the organization, and we need to improve how we share learnings, data, and best practices between teams.

During the workshop, I proposed a new approach for organizing our small but growing design team. Rather than splitting designers by product, I suggested structuring the team around user contexts:

• e.g. one designer focuses on end-user experiences across channels (web portals, bus screens, apps, etc.).

• Another focuses on professional or operational contexts, such as customer service portals or cashier POS systems.

This structure allows designers to immerse themselves deeply in a specific user context, building stronger empathy and understanding. The idea stems from a principle I strongly believe in: designers often get lost in their products, but true impact comes from obsessing over the user.

By organizing design work around user needs rather than product boundaries, we aim to create a more user-centered, scalable design organization, and improve cross-product consistency and shared learnings across the group.