I am Claudia Kich,
a Senior UX/UI Developer
and I work at the intersection of strategy, execution, and enablement.
Work Journey
20+ years designing systems that scale across government, banking and global organizations.
Based in Vancouver, BC, Canada. Experience across Brazil, Australia, Europe and North America.
2003 – 2006 🇧🇷
Bank of Brazil
Web Designer
90,000 employess - 100M downloads on Google Play
2009 – 2010 🇦🇺
Australia
Web Dev Coordinator
Created a variety of websites as a freelancer and worked at Local Government of New South Wales.
2010 🇧🇷
Brazil's General Attorney Agency
Senior Designer
Worked on their portal agu.gov.br redesign needs.
2011 – 2013 🇧🇷🇵🇹
Sectorial Dialogues EU-Brazil
Senior Designer Consultant
Created visual guidelines for the internal system, designed and coded sectordialogues.org portal (0→1).
2013 – 2014 🇧🇷
Brazil's Justice Palace
Senior Designer
Implemented, tested and improved the new visual guide for all Brazil's Federal Institutions (0→1).
2014 🇧🇷 🇺🇸
Pan American Health Organization (2x)
Senior Web Designer
Created a hot site for Patient Safety and improved services for health professionals (0→1).
2015 – 2016 🇧🇷
Bank of Brazil (2x)
Senior Designer
Worked on the redesign of their intranet, internet and mobile app team.
2016 – 2018 🇨🇭🇧🇷
World Meteorological Organization
Senior UX Designer
Modernized Brazil’s Meteorological Institute portal, unified four monitoring systems, redesigned intranet and email tool.
2018 – 2021 🇨🇦
Senior Designer
Worked 2.5 years at Brazen Bull (responsive websites & design artifacts). Contractor for HSBC.
2022 – 2025 🇺🇸
YPO.org
Senior UX/UI Designer
Designed Forum Hub, Advanced Member Search, Member Profile, Communities Portal. Leading Design System initiative across 9 platforms (0 → 1).
wA11y: Experimenting Like a Startup
While building wA11y, an accessibility-focused knowledge hub, I explored how design systems, practices, and tooling can help teams adopt accessible patterns consistently across products.
AI Prototyping
Using AI to scaffold content, IA, and early-stage prototypes
AI Tools
Testing different tools and workflows to understand what actually added value
Moving Quickly
Validating ideas quickly before committing engineering effort
Pivoting
Pivoting direction when assumptions proved wrong
1
Case Study
YPO Forum Hub
The challenge wasn’t data — it was human trust, privacy, and engagement at global scale.
2
Case Study
Brazil’s National Weather Institute
Balancing scientific complexity with public clarity — designing an accessible, mobile-first platform for millions of people.
3
Q&A
YPO FORUM HUB
Redefining Connection for Global Leaders
YPO serves 34,000+ CEOs across 140+ countries as the world’s premier chief executive network, connecting leaders through peer learning and confidential Forums.
Role
Senior UX/UI Designer
Timeline
6 Months
2023
Team
4 developers, 2 PMs, 2 POs and multiple stakeholders
Outcome
A complete redesign evolved into a 0→1 transformation, establishing the foundational platform and design system that now powers 9 YPO products.
2x
more active users
<2s
load time
<10 min
Forum creation time
The starting point
Legacy architecture
Salesforce foundation; heavy, slow, desktop‑first
Fragmented Communication
Members juggled WhatsApp, Slack, and email.
Dismal engagement
<20% of members engaged monthly
Trust Deficit
No mobile responsiveness or accessibility. Unclear privacy boundaries.
Problem Statement
How might we rebuild trust and re-engage global members?
The Core Problem
Members didn’t trust the platform for private sharing;
Platform felt outdated, impersonal, and disconnected from how they naturally communicate.
Constraints
- Rigid Salesforce limits; tight timeline & limited engineering;
- Global privacy compliance; data sovereignty;
- WCAG 2.1 AA across devices, bandwidths, and languages;
- Alignment across teams and roadmaps.
Research methods & key findings
Root issues centered on trust, discoverability, and friction – not feature gaps. Members needed confidence and clarity before content.
My Approach
In-Depth Interviews:
12 members across 5 regions
Analytics Deep Dive:
Behavioral patterns and drop-off analysis
Internal insights from Product Management
PM input revealed that members were relying on external tools like WhatsApp, Slack, and email.
Critical insights
80% drop‑off rate after login/first post: members could not find value fast enough.
<20%
active members
72%
preferred messaging
64%
avoided posting sensitive content
Understanding Customer Needs
Mobile-First Access
Seamless experience on any device, anywhere
Cultural Inclusivity
Works across languages and contexts
Intuitive Navigation
Find what you need without thinking
Clear Privacy Boundaries
Always know who sees what and why
Emotional Safety
Freedom to be vulnerable without fear
Speed & Performance
Fast, lightweight even on slow connections
At the center of every need was a fundamental desire: to feel truly heard and safely connected with peers who understand the unique challenges of leadership.
Strategic Reframe: From Tool to Trusted Network
We shifted our mental model from “forum tool” to “member marketplace.” This shift mirrors how AI-enabled platforms work today — discovery, trust, and clarity come before power.”
Browse & Filter
Product-like discovery patterns that feel familiar and intuitive
Smart Personalization
Recommendations without exposing private member context
Belonging, Not Clicks
Optimizing for time-to-meaningful-connection
Design Principles
Familiarity
Privacy
Clarity
Consistency
From Insight to Action
| Research Insight | Design Decision |
|---|---|
| Off-platform chat norms | Simplified posting flow with fewer fields and messaging-like interactions. |
| Unclear privacy controls | Added role badges, permission previews, and visible confidentiality indicators. |
| Hard to find relevant groups | Created a discovery engine with filters, personalized recommendations, and clear eligibility. |
| Accessibility gaps | Implemented keyboard navigation, screen-reader support, contrast compliance, and RTL layouts. |
Shaping the Journey Together
Research Advocacy
Presented research findings to leadership, building the case that led to approval of the complete 0→1 pivot and platform migration.
Cross-Functional Partnership
Co-authored migration approach with Engineering, designing a phased rollout strategy that balanced risk with momentum.
Global Validation
Facilitated cross-region pilot reviews that refined trust indicators, interaction copy, and cultural considerations for diverse contexts.
Systems Thinking
Partnered on design system governance, establishing patterns and rituals now adopted across 9 product teams—scaling impact beyond Forum Hub.
Prototype
Simulated prototype created for demonstration purposes due to NDA constraints. Figma file here.
Results
Key Outcomes
- Thousands of Forums migrated from disparate tools into a single digital home.
- Forum discovery became faster and more intuitive across regions.
- Member engagement improved, with reduced support inquiries about Forum access or setup.
Strategic Wins
- The Forum Hub became a model for other YPO product initiatives, influencing future platform unification efforts.
- Positive feedback from executive users validated that the product respected the spirit of Forums while simplifying their logistics.
- Regional chairs reported less friction onboarding new Forum members or starting new groups.
2x
Adoption Growth
In pilot programs
<2s
Load Time
Approx. 50% faster
<10 min
Join/Create Time
Reduced from days
9
Products Reusing
Design system impact
Lessons Learned
Early Reframe
Identifying fundamental shifts in strategy at the outset prevented extensive rework and accelerated development.
Measurable Trust
Beyond sentiment, trust manifests in user actions and the specific language they employ, providing quantifiable feedback for design.
Migration as Design
Strategic platform transitions must be approached with a user-centered design lens, not solely as an engineering task, to ensure adoption and satisfaction.
Simplicity Endures
Prioritizing straightforward, maintainable solutions over complex, trend-driven features leads to long-term success and user confidence.
Brazil's National Weather Institute
Transforming Weather Access for Millions
Redesigning Brazil’s national meteorological platform to be clear, accessible, and intuitive for all—scientists, policymakers, and citizens alike.
4x
Increase in overall traffic after redesign
62%
Users accessing via mobile devices
95%
Accessibility compliance (WCAG/E-MAG)
Role
Designer Specialist
(Lead UX Designer)
Timeline
12 Months
2017 to 2018
Team
15+ collaborators, including designers, engineers, systems analysts, DBAs, climate scientists, and government stakeholders.
The Core Problem
Scientific Bias: Built for experts; unreadable for citizens.
A11y & Mobile Fail: Zero optimization for users on phones.
Market Loss: Competitors won 60% more traffic using INMET’s own data.
Operational Deadlock: Legacy technical resistance + zero usage analytics.
<10%
Visitors returned
4+
Clicks needed to access forecast
60%
More traffic on competitors
Hypothesis
If we separate expert complexity from public clarity, we can serve both audiences without watering either down.
Discovery & Research
Workshops & Card Sorting
with leadership, citizens, local farmers and meteorologists to capture diverse needs.
User Journeys
mapped different use cases: daily forecasts, agrometeorological decision-making, aviation safety, and technical reporting.
Usability Testing
ran pre- and post-redesign sessions using INMET’s internal lab to validate improvements
Customer Service Feedback
leveraged support team insights to fill gaps, since the old portal had no analytics or usage tracking.
User Interview Takeaways
Too Technical
“There’s a lot of data here, but I don’t really understand what it means for me or what I should do with it.”
Not Mobile-Friendly
“I usually check the weather on my phone, and this is very difficult to read and navigate on a small screen.”
Hard to Find Key Info
“I just want today’s forecast, but I couldn't find it.”
Low Trust in the Experience
“I know this is official information, but the site feels outdated and confusing, so I end up using another app.”
Ana
Urban Commuter
(General Public)
Urban commuter, checks weather daily on mobile.
Needs
Clear, simple forecasts; alerts; mobile-first access.
Goal
Make fast, confident day-to-day decisions.
Paulo
Soybean Farmer
(Agricultural User)
Mid-size farmer, uses SISDAGRO seasonally on desktop.
Needs
Soil water balance, local trends, reliable models.
Goal
Reduce risk and optimize planting and irrigation.
Rachel
Operational Meteorologist (Technical User)
Meteorologist / researcher, daily desktop user.
Needs
Full datasets, advanced charts, precision and stability.
Goal
Analyze and reuse authoritative climate data.
Constraints and Trade-offs
Political Conflict
Meteorologists wanted technical data front and center, while citizens needed quick forecasts. I used competitor benchmarks and real usage insights to shift leadership consensus toward a citizen-first homepage, while still preserving technical layers for experts.
Legacy Resistance
Longstanding teams were deeply attached to outdated systems. I built trust and negotiated compromises, introducing modern UX practices without alienating those maintaining the old infrastructure.
Technology Constraints
Drupal’s rigid structure limited design freedom. I learned the platform inside out to push its boundaries, delivering a mobile-ready, modern interface within technical limits.
Accessibility Trade-offs
Leadership resisted full compliance due to cost and time. I advocated for stepwise improvements, ensuring WCAG 2.0 + Brazil’s e-MAG minimum standards were approved and implemented.
The Internal Tension
Scientists
Prioritized raw data, high-density charts, and specialist tools.
Citizens
Required speed, simple forecasts, and mobile accessibility.
The Strategy: Progressive Disclosure
Evidence-Based Pivot
I used competitor benchmarks to prove that INMET’s public mission required a Citizen-First hierarchy.
The Strategy
Surface immediate clarity for the public, while providing “deep-dive” layers for specialists
| Feature | INMET (Before) | Climatempo | AccuWeather | Weather.com |
|---|---|---|---|---|
| Official Data Source |
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| Citizen-Friendly Forecast |
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| Mobile-First Design |
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| Localized for Brazil |
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| Modern User Experience |
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| Ads-Free |
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Key Features Delivered
Satellite Images
transformed static pictures into interactive, georeferenced maps with with zoom and navigation.
CMS Automation
made articles, glossary, and publications dynamic and editable, so staff could publish without coding.
Mobile-First Portal
ensured responsive design across iOS, Android, and tablets, delivering full feature parity with desktop.
Design System
produced a design system and manual so future designers and developers could maintain brand and UX consistency.
SISDAGRO Before
SISDAGRO After
User Impact
41.9%
Reduced bounce rate
95%
Accessibility compliance
5.3k
Map generation clicks
4x
Increase in overall traffic after redesign
62%
Users accessing via mobile devices
Operational Impact
Unified design language
Reduced engineering ambiguity
Cross-team alignment
Accessibility compliance
Fewer design debates
Tests
Cross browser
Internet Explorer, Firefox, Chrome, Safari, Opera
Cross platform
Windows, IOS, Linux
Usability
Lab tests
Learned Lessons
Collaboration Matters – Partnering closely with Drupal specialists and the Director of Technology was essential to earning trust and driving approvals.
The Power of Numbers – Analytics and competitor benchmarks helped shift subjective debates into data-informed decisions.
Hi-Fi Prototypes Win – Non-design stakeholders couldn’t visualize wireframes, but interactive high-fidelity demos made the vision tangible and saved costly development iterations.
Design Maturity – I learned that clarity, usability, and sustainability often matter more than visual perfection. A solution that’s simple and effective has far greater long-term impact than one that only looks cutting-edge.
At the supercomputer facility of
Brazil’s Meteorological Institute (INMET).
Microsoft’s mission to empower people and organizations resonates with my focus on building scalable systems that reduce complexity, ensure consistency, and support confident decision-making — especially as interfaces become more dynamic and AI-driven.
Thank you for your time! Let’s stay in touch.
