The first task was to establish a UX Design team within the organization in order to satisfy the increasing demands of the current situation.

The process of consolidating UX as an area and building a more user-centric culture, with continuous and agile discovery procedures, began when the right individuals were hired.

For maintenance and scale, TAG had a native app for each club (Curadoria and Inéditos), iOS and Android, totaling four apps. In order to improve performance, it was decided to create a new application in Flutter from the ground up, as well as merge the two clubs into one application.

As a result, we’d just have one site to maintain and scale the application, making management and growth easier.

The Kanban technique was utilized by the development team, whereas the Lean UX methodology was employed by the UX team.

It was feasible to uncover the major user pain points, business opportunities, and deploy something that offers value faster with short iteration cycles.

My role on the project

In this project, I was more of a project manager. Develop the UX team and culture within the organization, as well as assist and offer the essential support for employees to thrive and do their best job. Validate the hypotheses, tests, and final conclusion to ensure that everything matched the TAG values.

Those deliverables are just a few examples of what we have done in this project. Throughout the process, we have been analyzed the business opportunities and users’ pain points to continue deploying value on the product.

Moreover, we based our decisions on a vast bibliography about usability, human-centered design, user experience, and best practice for digital products.