I first got involved with Tera in 2016 when I was asked to join their inaugural school design course as an Educator. After spending almost a year helping students navigate their challenges in the classroom, I was offered a position on the Tera team as a Designer Leader. In this role, I was responsible for developing a hybrid experience that seamlessly blended in-person interactions with digital touchpoints.

Since then, I have overseen all design-related tasks, including product design, branding, strategy, UX, CX, research, and team management.

Leadership and Culture:

I strongly believe that design is a collaborative effort that requires a team-based approach. With this in mind, I have dedicated a significant amount of effort to creating a culture of respect and collaboration within my team. Additionally, I am committed to mentoring and supporting the development of colleagues across different departments in design-related topics.

At Tera, where innovation is highly valued, I have been a vocal advocate for the adoption of design processes and methodologies, striving to achieve excellence across the entire organization.

Business Strategy for Scale:

Design without intent is just decoration. I supported shaping Tera's overall strategy through the years by conducting thorough market analysis, researching competitors, and understanding the needs and objectives of our target audience. Collaborating with a cross-functional team and stakeholders, I oversaw the product's vision over the years, ensuring it was easy to use, engaging, and visually appealing.

Evolving the Student Journey:

Since day one, I have been responsible for mixing and transitioning our in-person classes to an online hybrid learning experience. To ensure the best possible student journey, I have applied a comprehensive design process that improves various aspects of their learning path. This includes everything from their initial interaction with our website to their use of our educational material and their career development.

One of my most significant achievements was developing a platform that allows Tera to expand and grow while providing a memorable experience that distinguishes us from the competition.

Key Achievements:

• Defined and evolved a branding language that reflects the company's values and mission.

• Created a design culture that permeates all areas of the startup, from product design to marketing and content.

• Influenced the company's strategy by bringing a user-centered approach to the table.

• Redesigned our product through crises such as the COVID-19 pandemic and the Ukraine war, demonstrating our resilience and adaptability.

• Built a platform from the ground up that evolves yearly based on student feedback and market analysis.

• Improved the student experience through a mature design process that spans many touchpoints.

• Attracting talented designers to join our team and mentoring them to help them grow and evolve in their careers.

Conclusion:

Being the Head of Design at Tera has been a fulfilling experience for me, as I have significantly contributed to the company's success. I am proud of my work and the outcomes that I have accomplished. I am excited to continue leading and shaping the company's design direction in the future.