Building DesignOps
I established the function to support a growing Design team.
Diego Ghiggi · Product Design Leadership
Design leadership. Deep product expertise.
I lead Design teams. I design and build products.
01 · Selected work
Leadership and product,
in practice.
From building teams to customer research and hands-on product design.
Lending SuperApp — Keycash
An implemented redesign to support partners’ income generation, with gains in retention, proposal volume and follow-up.
ConstrUX — Co-creation with customers
I conceived and led a program of 12 in-person workshops across six Brazilian cities.
Coordinating AI across teams
I brought together Design, Product and Tech in an AI Center of Excellence.
Pulsian — Decisions on AI
I built a platform for leaders to track AI developments in the market.
02 · Leadership in practice
Provide direction.
Enable autonomy.
Develop people
I help designers take on greater responsibility through feedback and close support. At Softplan/Sienge, I prepared people to lead specialties within the team and make decisions that had previously depended on me.
See an example in DesignOps ↗Align priorities
I balance product needs with the team’s experience and availability. At Softplan/Sienge, I brought Design, Product and Technology together to share criteria for using AI while keeping designers in their product teams.
See the coordination decision ↗Sustain quality
I connect research findings to decisions about navigation, interaction and interface design. At Keycash, I designed paths for partners to find products to sell and track proposals and commissions.
See the product decisions ↗From people who worked with me
Summaries of public recommendations from professionals who reported to me at Softplan/Sienge.
Read recommendations on LinkedIn ↗Autonomy with direction
Balances guidance and autonomy, creating an environment of trust and professional development.
Product Designer · direct report at Softplan/SiengeCalm under pressure
When deadlines were tight and pressure was high, his calm approach made the burden feel lighter.
Product Designer · direct report at Softplan/Sienge03 · Expertise
From direction to detail.
- People leadership
- Hiring, development, performance and team composition.
- Product direction
- Decision criteria developed with Product, Engineering and business stakeholders.
- Product Design
- End-to-end architecture, interaction, interface design and prototyping.
- DesignOps and systems
- Processes, standards and responsibilities supporting work across squads.
- Research and facilitation
- User research, co-creation and synthesis to inform decisions.
- Applied AI
- Prototypes and interfaces built with AI assistance, agents and automation.
04 · About and background
A background
shaped by hands-on work.
Experience in digital products, business management and developing Design teams.
Currently, at Pulsian, I lead product strategy, Design and development of an AI platform.
2022–2025
Softplan/Sienge
Product Design leadership
Responsible for the discipline across the ecosystem, covering hiring, development, allocation and collaboration with Product and Technology. I established capabilities including DesignOps, Research and Design Systems.
2021–2022
Keycash
Product Design
Direct Design responsibility across the website, credit acquisition journey and SuperApp, collaborating with Product, Engineering and stakeholders.
2014–2020
Segundo Andar and Happy Code
Entrepreneurship and management
Business co-owner responsible for operations, with work spanning hiring, team development, service experience and business management.
Get in touch
Your next challenge.
Let’s build.
Let’s talk about Product Design leadership opportunities, team development and product challenges.