I led the design of Bloom, a healthtech platform focused on supporting families throughout the early childhood journey — from pregnancy to a child’s first years. The challenge was to transform a broad and emotional value proposition — “caring for families” — into a scalable and viable product that could deliver both individual value and business impact. Beyond supporting parents with content and services like teleconsultations, the platform also needed to serve companies by improving employee wellbeing, retention, and overall performance.

As Design Lead, I drove the product and brand definition from the ground up, starting with a design sprint that aligned business, product, and user experience into a unified vision. I facilitated cross-functional collaboration between stakeholders, designers, and developers to define the core experience and prioritize features. The process was deeply user-centered, focusing on understanding the needs of parents across different stages of early childhood and translating them into a cohesive ecosystem combining content, services, and ongoing support.

The platform delivered strong impact both for users and enterprise clients. At Natura, where Bloom was rolled out to over 26,000 consultants, 94% of users reported higher satisfaction with motherhood (+24 p.p.), while 87% increased the time dedicated to self-care (+34 p.p.). Beyond engagement, the solution contributed to improved wellbeing, stronger family relationships, and measurable gains in talent retention and employee experience. This project highlights my ability to lead from ambiguity to execution, shaping both product strategy and experience to create meaningful outcomes at scale.