01 / 06 — Overview
Zdo
From marketplace to service ecosystem: designing trust into local work
Client
Zdo
Year
2025
Duration
16 months
Type
Product Design
Role
UX/UI Lead
Scope
UX Leadership · Product Strategy · UX Research · UX/UI Design
Team
Product · Design · Engineering
Duration
16 months
02 / 06 — Context
Zdo is a mobile platform that connects clients, independent professionals and service companies in the United States, with a particular focus on Brazilian and Hispanic immigrant communities. The product goes beyond professional discovery — it supports the complete service journey, including job publication, proposals, chat, scheduling, payments, recurring services and professional reputation. I joined as UX Research Lead and gradually expanded my role into UX leadership and product strategy, connecting user needs, business decisions and technical implementation.
03 / 06 — Challenge
The main challenge was transforming a fragmented set of screens and feature ideas into a coherent product experience. The platform needed to support multiple user roles, permissions and interconnected journeys while remaining simple enough for users to find, hire and manage services with confidence. At the same time, the team needed clear priorities for the MVP and a scalable foundation for future releases.
04 / 06 — Research
I led the immersion into the existing product through stakeholder interviews, technical alignment sessions, screen analysis and detailed reviews of the main user flows. I mapped the journeys of three core audiences: clients, independent workers and service companies managing teams and recurring routes. A heuristic evaluation also helped identify critical problems involving navigation, error handling, accessibility, system feedback, search and form consistency.
05 / 06 — Solution
As UX Lead, I structured the product experience across four main areas: user roles and permissions, information architecture and flows, business rules, and usability and communication. I mapped critical journeys such as onboarding, search, proposals, chat, scheduling, payment, cancellation and service completion. I also documented system states, conditions, exceptions and acceptance criteria to align design, business and engineering. Throughout the project, I facilitated conversations between stakeholders, designers and developers, turning broad business ideas into clear product decisions and implementation-ready documentation.
06 / 06 — Results
My work helped transform Zdo from a collection of isolated interfaces into a documented service ecosystem with clearer journeys, roles and system behaviors. The team gained a shared source of truth for design and development, reducing ambiguity and making it easier to prioritize the MVP. The project also established trust as a central product principle, connecting identity verification, communication, payments, service execution and reputation throughout the experience. My role evolved from research leadership into a strategic partnership with the product and engineering teams.
01 / 06 — Overview
Zdo
From marketplace to service ecosystem: designing trust into local work
Client
Zdo
Year
2025
Duration
16 months
Type
Product Design
Role
UX/UI Lead
Scope
UX Leadership · Product Strategy · UX Research · UX/UI Design
Team
Product · Design · Engineering
Duration
16 months
02 / 06 — Context
Zdo is a mobile platform that connects clients, independent professionals and service companies in the United States, with a particular focus on Brazilian and Hispanic immigrant communities. The product goes beyond professional discovery — it supports the complete service journey, including job publication, proposals, chat, scheduling, payments, recurring services and professional reputation. I joined as UX Research Lead and gradually expanded my role into UX leadership and product strategy, connecting user needs, business decisions and technical implementation.
03 / 06 — Challenge
The main challenge was transforming a fragmented set of screens and feature ideas into a coherent product experience. The platform needed to support multiple user roles, permissions and interconnected journeys while remaining simple enough for users to find, hire and manage services with confidence. At the same time, the team needed clear priorities for the MVP and a scalable foundation for future releases.
04 / 06 — Research
I led the immersion into the existing product through stakeholder interviews, technical alignment sessions, screen analysis and detailed reviews of the main user flows. I mapped the journeys of three core audiences: clients, independent workers and service companies managing teams and recurring routes. A heuristic evaluation also helped identify critical problems involving navigation, error handling, accessibility, system feedback, search and form consistency.
05 / 06 — Solution
As UX Lead, I structured the product experience across four main areas: user roles and permissions, information architecture and flows, business rules, and usability and communication. I mapped critical journeys such as onboarding, search, proposals, chat, scheduling, payment, cancellation and service completion. I also documented system states, conditions, exceptions and acceptance criteria to align design, business and engineering. Throughout the project, I facilitated conversations between stakeholders, designers and developers, turning broad business ideas into clear product decisions and implementation-ready documentation.
06 / 06 — Results
My work helped transform Zdo from a collection of isolated interfaces into a documented service ecosystem with clearer journeys, roles and system behaviors. The team gained a shared source of truth for design and development, reducing ambiguity and making it easier to prioritize the MVP. The project also established trust as a central product principle, connecting identity verification, communication, payments, service execution and reputation throughout the experience. My role evolved from research leadership into a strategic partnership with the product and engineering teams.