Case · 2022
KoreConX
Leading a team of designers at KoreConX across the design system, UI/UX and brand identity.
KoreConX is an end-to-end platform for the private capital market. During my time there, I led and mentored a team of five designers, driving end-to-end product strategy. My core focus was architecting scalable solutions, from evolving our design system and overseeing complex UI frameworks to spearheading foundational user research. I also bridged the gap between product and growth, directing brand initiatives and high-level web design to keep the user journey cohesive across every marketing touchpoint.
01
Key challenges
Data-heavy interfaces
Due to the nature of KoreConX's services, the platform was incredibly data-dense. The core UX challenge was delivering large amounts of complex information to specific user roles at exactly the right moment. To prevent cognitive overload, we had to architect interfaces that turned overwhelming data streams into intuitive, digestible insights.
Leading and crafting
I built and directed a high-performing team of five designers. Beyond people management, I established our DesignOps foundation, structuring backlogs and project workflows, while acting as the design voice in core business strategy meetings. At the same time, I led the maintenance and evolution of the design system, keeping workflows scalable and cohesive for design and engineering.
Global team
KoreConX operated on a truly global scale, with headquarters in Canada, an engineering hub in India and the design team in Brazil. Collaborating across such diverse cultures was rewarding, but it brought logistical challenges. To keep delivery seamless, we established effective asynchronous workflows that bridged large time zone gaps and removed language barriers.
02
Flow, the KoreConX design system
Flow, KoreConX's design system, was built on the foundational principles of Atomic Design. Inheriting a strong initial architecture set by the previous Principal Designer, Vinicius Almeida, my team was responsible for scaling it. We expanded this foundation into a comprehensive library of components, design tokens and interaction behaviors that powered our product design, graphic design and engineering teams.
03
Empowering stakeholders with relevant data
The private equity sector is inherently complex, and centralizing its operations in a single platform brought large architectural challenges. We had to design for strict, role-based access, so different user types could instantly reach specific data points and document fragments without breaching permission walls. The design system was the catalyst: it let the product team quickly build dense, innovative dashboards that turned large datasets into a fast, fluid and minimalist experience.
04
Polishing the brand
I led the evolution of KoreConX's visual identity, expanding the brand system far beyond its logo. I directed our graphic design team to craft a rich, proprietary visual language. This included bespoke, hand-drawn characters and illustrations by Cleon Morais, which he and Valentina Ortiz integrated across the corporate website, social media campaigns and marketing collateral.
05
Learnings
Despite the complexity of the work, involving legal requirements, data-heavy problem solving and several delicate authorization issues between users, the main learning at Kore was leadership and communication. Managing a design team was an incredible experience. I had to adapt as I went from craftsman to leader, understanding new and evolving responsibilities and bringing it all together between teams in Canada, Brazil and India.
Thank you for reading
Feel free to get in touch for inquiries, questions or just to say hello.