From a brand PDF to a scalable design system.
- ROLE
- SENIOR PRODUCT DESIGNER
- COMPANY
- IBM Consulting (client: CEMIG)
- TIMELINE
- 2021 – 2022
- SCOPE
- Design-system foundations · Templates & pipeline · Multi-channel consistency · Mobile delivery
CONTEXT
A semi-state utility serving all of Minas Gerais — where “design” meant a brand-guideline PDF, not a system teams could build with.
- Semi-state utility
- 8M+
- Customers
- 5
- Channels
- 9
- Person squad I led
- 12+
- Months building it
THE CHALLENGE
Stand up a scalable baseline while the org was still deciding what that baseline should be — without stalling delivery.
Fragmented channels
Each spoke its own UI — every new initiative deepened the inconsistency.
Tooling capped at Sketch
No live variables, no modern token workflow.
Sequencing the baseline
Ship a system before its foundations were fully settled.
WHAT I DID
Mapped channel behavior
Audited tone, patterns and layout per channel — and where consistency broke.
Adapted Carbon into a CEMIG baseline
Shared templates, component libraries and naming teams could reuse in Sketch.
Built the operating model
Playbook, pipeline rules and convergence rituals that scaled the squad.
CEMIG ATENDE · 4.7★ / 78K RATINGSThe app is the self-service layer that pulled volume off the call center and onto digital — every everyday job, one tap each.
PROCESS & ARTIFACTS
- 01
AS-IS MAPPING
Charted the current-state journeys and where each channel broke.
- 02
PERSONAS
Grounded the work in the real residents the system serves.
- 03
WIREFRAMES
Low-fi flows and approvals — incl. the call-center console.
- 04
MVP
Shipped the smallest end-to-end slice to validate.
- 05
PROTOTYPES
High-fidelity flows built on the CEMIG baseline.
Service blueprint
CEMIG’s services mapped end to end (AS-IS).
Personas
The residents the system serves.
Storyboard
Wireframing the attendant cockpit + channel-origin rules.
BUILT ON AN ADAPTED IBM CARBON BASELINE
OUTCOMES
Service volume moved from assisted to digital — see the channel shift below.
Faster onboarding
A reliable baseline let new designers get productive quickly.
Less rework
Repeatable templates and rituals cut redundant effort across the squad.
Self-service jobs redesigned or built new — mapped end to end across the app.
12 OF 50+ SHOWN
WHAT I LEARNED
Process is the system
When tools are limited, templates and rituals carry the load.
Design the operating model
Scaling a team is more than shipping components.
A baseline enables speed
Even before the foundations are perfect.
Results
Service volume by channel after the rollout — assisted down, digital up.
CUSTOMERS
APP STORE
APP RATINGS
PIX ADOPTION
The CEMIG case film — channels, totems and the people they serve.
“When tools are limited, process and templates become the system.”