Dito CRM

Engagement, design time and leadership

Leading design for the whole CRM product, from the Health Score to how the team worked.

Role: Senior Product Designer → Product Design Lead → Product Design Manager
Period: Feb 2021 – Apr 2026
Team: Up to 9 designers
Stack: Pendo

~70% → 90%Retention across all tiers (team result)

48⁠–⁠52 h → 24 hAverage design time per task

01Context

A B2B CRM SaaS. I led design for the whole product and took part in the migration from the legacy app to the new one from the start.

02Health Score and engagement

I owned the engagement KR tied to the Health Score, together with CS. The team used Pendo to find low-score accounts, ran discovery and shipped improvements.

Retention went from ~70% to 90% across all tiers. A team result.

03Design time per task

Average design time per task dropped from 48⁠–⁠52 h to 24 h. It was not one change: a time-per-stage dashboard, rituals, the Design System, and better breakdown and understanding of requests.

Time-per-stage dashboard

04Leading the team

Up to 9 designers, with hiring, one-on-ones, development plans and performance reviews. I brought AI into the design process and took care of DesignOps and the Design System.

In Ditocamp, a design bootcamp for career changers, there were 6 mentees.

05Learnings

Every product bet had a success metric defined with the PMs in Pendo: adoption, engagement and satisfaction.