During the COVID-19 pandemic, I started building a new area and, consequently, an attitude at the largest integrated health services company in Latin America, Dasa. The objective was to place the patient at the center of the business and guide the development of all products and services.

We expanded knowledge about patients, demonstrating that six behaviors make Brazilians seek or not seek health services. We mathematically show that attitude overlaps with financial and, often, health conditions.

In hospitals, we improved communication with patients, positively impacting the NPS in the ER; we reduced queues by 1/3 of the time by redesigning services, and we brought a humanized touch to care. In the diagnostics laboratories, we were able to implement assistance in sign language, an inclusive journey for the transgender public, and exclusive areas for women's treatment, not to mention all the efficiency gains at call centers with the new digital products, reduced waits at the units, improvements in the logistics of home care and a reduction in up to 80% in collection time due to the review of flows and processes.

As Nav, the company's leading digital product, we reached over 6.5MM patients and over 40K physicians. It also provided me with one of the most emotional moments of my career when a patient said that the better usability to read exams helped her mother's cancer early diagnosis.

Regarding culture, we put the Close the Loop program for leadership, CX as onboarding, and programs to reduce unit fraud. During my leadership, the company received two National Design prizes and two National CX Awards, all for the first time.

My role: CX Design Director