Timeline
18 months

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Team
4 Designers • 18 Engineers • 2 Product Managers

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The challenge

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Globo.com, Brazil's largest digital media company, operates five major news portals and two streaming services, serving more than 50 million monthly users. Behind the scenes, however, editorial teams relied on 23 different versions of the same CMS, each customized over years by different teams.

The result was inconsistent workflows, duplicated engineering effort, and a platform that had become increasingly difficult to evolve.

Our goal wasn't to redesign a CMS—it was to create a scalable publishing platform that every newsroom could share.

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My role

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I led the UX strategy for the platform redesign, from research through interface design.

My work included:

• Leading user research and synthesis
• Defining UX principles and information architecture
• Creating the design system
• Designing core publishing workflows
• Aligning editorial and engineering teams around a shared vision

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Understanding the problem

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We combined surveys, support ticket analysis, analytics, and interviews to understand how editors actually worked.

One insight changed the direction of the project:

Most "unique" newsroom requirements were different implementations of the same underlying editorial needs.

Instead of designing dozens of custom solutions, we focused on identifying reusable patterns.

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Designing for scale

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Rather than jumping into UI, we first established the foundations of the platform:

• UX principles
• Shared workflows
• Design system
• Component library
• Front-end standards

This gave every team a common language and allowed new features to be built consistently across products.

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Outcome

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The new platform replaced a fragmented ecosystem with a shared publishing experience.

The redesign:

• Consolidated 23 independent CMS implementations
• Reduced maintenance and duplicated development
• Standardized editorial workflows across teams
• Increased component reuse and design consistency
• Created a scalable foundation for future digital products