I served as Head of Design, leading the project end-to-end: from analyzing the existing experience to creating guidelines, components, and patterns that unified the interface of the new TF ERP website. I developed the group’s library with over 50 components and tokens, providing scalability, agility in creating new pages and products, and standardizing the visual identity. As a strategic leader, I managed two designers, ensuring alignment in deliverables and consistency in applying the visual language. Together, we redesigned the email journey (onboarding and transactional), the new ERP website, and social media assets, maintaining the new brand identity across all user touchpoints. We conducted research to understand the ERP users’ profiles, their interactions with the tool, and the best way to communicate with this audience. We also established KPIs for experience, brand, and engagement to assess the effectiveness of the improvements implemented. During the process, we faced some challenges, such as working with a technical team based in China that did not follow QA standards, leading to inconsistencies. There was a lack of internal organization due to the absence of a marketing team and no UX Writer, which impacted communication clarity with users.