Creating Unified Design Systems Across Diverse User Personas

Discovery Networks in Latin America presented a complex design challenge: unifying multiple distinct brands—Discovery Channel, Discovery Kids, Discovery Home&Health, and others—each serving dramatically different audiences while maintaining their unique identities. This required developing a scalable design system that could accommodate vastly different content types and user expectations.

Strategic Design for Complex Content Architecture

The core challenge involved creating cohesive experiences across diverse user personas—from children consuming educational content to adults watching investigative programming like 'Murder Calls.' This demanded sophisticated content categorization, safety protocols, and personalization frameworks that could adapt to radically different viewing contexts and family dynamics.

Cross-Platform Design System Implementation

Leading the redesign of web portals and video-on-demand applications across web, iOS, Android, mobile, and tablet platforms required establishing reusable design components and interaction patterns. The solution needed to work seamlessly across multiple devices while respecting each platform's native conventions and technical constraints.

International Collaboration & Account Leadership

Managed alignment between distributed teams across Rio, São Paulo, Miami, and London, ensuring design consistency while accommodating regional content requirements and cultural nuances. This cross-functional coordination was essential for maintaining brand integrity across diverse markets and technical implementations.