Recent work

Betterfly

Global Wellness, powered by purpose

Shaping user experiences that promote health, social good, and business success.

Overview

Betterfly, a Chilean insurtech, made headlines in 2021 by raising $60 million and later became Latin America’s first unicorn in 2022. Around this time, it acquired five technology companies, including Brazil’s Xerpay and Chilean startups under the Kunder group.

In 2022, Betterfly raised $125 million in Series C funding, bringing the company’s valuation to over $1 billion and making it Latin America’s first social impact unicorn. The round was led by Glade Brook Capital, with participation from Greycroft, Lightrock, QED Investors, and DST Global. This investment more than tripled the company’s valuation and significantly expanded its market reach.

Key Responsibilities

As Head of Product Design – Global, my primary role was to lead the integration of design teams following a significant international M&A. I managed the design integration of four companies, including a 35-person team comprised of design leads, UX writers, translators, product designers, design ops, illustrators, motion designers, and design system operators.

Objectives

Structuring the design department alongside product and tech post-M&A

  • Unifying design teams across four acquired companies

  • Defining roles, responsibilities, and career paths for each design role

  • Ensuring seamless integration between design, CX, and branding

  • Establishing a recruitment and hiring process for the design department

  • Aligning processes between product design, design ops, and tech teams

Challenges

Cultural Integration: Managing rapid team growth after a major acquisition, while maintaining cohesion across teams from different cultural and professional backgrounds.

Multilingual Communication: Navigating stakeholder meetings across three languages (English, Spanish, and Portuguese) while ensuring alignment with C-level executives.

Agile Transformation: Shifting the mindset from a waterfall model to agile practices across global teams.

Stakeholder Management: Unlike Xerpay, Betterfly’s decision-making process involved a significantly larger and more complex array of external stakeholders, adding layers of complexity to the product design efforts.

Learnings

Culture is about people. If you forget about people you fail in culture.

Some coworkers are forever. Doesn't matter how distant you are.

Language isn't a barrier. Especially with people who really love your job and likes to do their best.

Special thanks to:

Product Mates
Andrés Munita, Raphael Farinazzo, Adriano Freire, Vivi Yushiura, Bruno Silva

Design Team Mates
Moni, Pinky, Poncito, Rocha, Rhawbert, Zuk, Alefito

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Ready to build a winning strategy by Design?

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© 2024 Allan Kirsten. All rights reserved. Website proudly crafted by me on Framer.

Contact

Ready to build a winning strategy by Design?

Logo
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© 2024 Allan Kirsten. All rights reserved. Website proudly crafted by me on Framer.

Contact

Ready to build a winning strategy by Design?

Logo
Logo
Logo
Logo

© 2024 Allan Kirsten. All rights reserved. Website proudly crafted by me on Framer.