InfoPrice

Introduction

InfoPrice is a Brazilian business intelligence startup specializing in pricing and dynamic pricing solutions for the retail sector. The company was created to empower its clients—retailers and industries—to enhance their profit margins, boost sales, and refine their pricing strategies by closely monitoring competitor prices. In this fast-paced environment, InfoPrice required a designer with a high degree of seniority, capable of not only reviving its dormant Design department but also expanding and structuring the team to support its ambitious goals.

Main Challenge: Reviving and Scaling InfoPrice's Design Team

Joining a startup like InfoPrice comes with unique challenges, including the need to juggle multiple roles, adapt to the high-speed dynamics of the startup environment, and often navigate uncharted markets. Given InfoPrice’s lean structure, I was required to contribute to multiple squads while simultaneously overseeing the foundational aspects of what would become the design team.

My Responsibilities

Starting at InfoPrice as the sole designer meant that I had to wear multiple hats. I operated as the lead designer for several squads, including those responsible for InfoPrice's Internal Systems, InfoPrice Survey Analytics (a competitor price monitoring SaaS), and Intelligent Price Action (a pricing SaaS for Retailers). In addition to these operational responsibilities, I was tasked with defining the company’s design process, creating a scalable design system, conducting heuristic analyses, and building a comprehensive user journey.

After establishing a solid design foundation, I led the recruitment and onboarding process for additional designers. My role expanded to include managing these designers through weekly 1:1s, monthly formal feedback sessions, individual development plans, and biannual strategic planning for the design team.

Discovery Phase

Given the broad scope of activities at InfoPrice, the number of discovery initiatives was substantial. Across different systems, we conducted multiple rounds of user interviews and validated various flows and dynamics to gain insights into the diverse needs of our users.

However, the most impactful discoveries came from Heuristic Analysis and the construction of the User Journey, both of which I conducted alongside the designers I managed. These discoveries were later validated with input from other team members, ensuring a comprehensive understanding of user needs and pain points.

Delivery Phase

Just as the discoveries were expansive, the deliveries were equally significant. Major milestones included the complete development of a company-wide Design System, detailed reports generated from Heuristic Analyses, and a meticulously crafted User Journey map. One of the most notable achievements was the development of a freemium version of InfoPrice Survey Analytics (ISA), which brought in hundreds of new users within the first few months and contributed to a dramatic increase in the company’s NPS—from -23 to an impressive 72—in less than six months.

Key Learnings

Wearing multiple hats at InfoPrice provided me with invaluable experience in a short period, allowing me to transition from an operational role to a management position while significantly influencing the company’s direction. One of the most rewarding aspects of this journey was mentoring and fostering the growth of other design professionals within the company, which reinforced the importance of leadership and team development in my role.

Additionally, working with multinational clients in a B2B context, where annual revenues reach billions of dollars, presented its own set of challenges. Navigating the complexities of multiple products that address different aspects of the retailers' pricing cycle was a crucial learning experience, further sharpening my ability to manage and deliver high-impact solutions in a fast-paced environment.