Building a tool to accelerate growth and ensure a consistent experience across RD Station products

As RD Station's products grew, maintaining consistency across interfaces and products became a strategic challenge. Delivery speed often conflicted with the quality of the experience, and the lack of standards led to rework, visual inconsistency, and increased complexity in product evolution.

Products 2+
Teams 14+
Customers ~35mil

🔎 Research

Delve into the problem, understand the main challenges, identify who is being affected by these issues, and how they impact the company's objectives.

📝 Discovery

Analyze the products, understand the existing technical challenges, and identify the paths we can take to solve the problem in a lean way.

🎨 Design

Define the vision of where we want to go, what the objectives are, and which metrics we will use to validate or invalidate the solution to the problem.

💻 Development

Implementation of solutions and/or changes in the products, release to select test customers to collect feedback and understand if the problem has been resolved.

Lack of flow and behavior standards increased customers' cognitive effort
Lack of visual components (design and code) that are easy to reuse
Outdated development technology made maintenance and evolution difficult
Visual changes have a high cost and lack scalability
Risk of visual changes impacting the product experience

6 of 17

Product Designers interviewed

12 of 183

Developers interviewed

The feeling that products weren't evolving at the necessary speed impacted churn
Products with different visual identities weakened brand reinforcement
Usability issues impacted product adoption, clients needed support from Customer Success

51

Average NPS of products (3 months)

384

NPS feedbacks analyzed (3 months)

2h ~ 6h

Time to deploy a change

Standard Tool

Using different tools prevented having a reusable component repository

Design Process

Lack of design review and alignment processes prevented collaborative and sustainable evolution

Documentation

Documentation was not accessible and there were no clear owners responsible for its maintenance and evolution

Knowledge

Developers were more backend-focused, and frontend did not follow best practices

Backend vs Frontend

Using backend technology structures to develop frontend created bottlenecks for product evolution

Mission

Create design and frontend tools and processes to accelerate the evolution of RD Station products

Figma as the standard tool for designing solutions and a reusable component library
Components and visual elements aligned with the brand's colors and typography defined by the marketing team
Open documentation, with easily accessible links, examples, and best practices for using components and patterns
Design Critique and Design Lab as part of the design process to share best practices and component usage

React as the standard tool for frontend development and a reusable component library
Components beyond visual styles, including standard experience behaviors
Microfrontend to separate the frontend layer from the backend, enabling isolated deployments and more autonomy for teams
Onboarding of people as part of the company's entry process