Thaisa Fernandes
 
 

HI

I'm a Product & Project Manager

Professional and team leader with over seven years of hands-on experience leading successful teams and digital initiatives by creating project Sprints, ensuring high-quality delivery, and exercising diplomatic client and team management skills. Able to wear many hats, including coding. Focused on finding the right questions to ask and assemble.

From market research to development, I observe and analyze behavior transforming it into actionable insights. Whether conceptualizing on a new product or an existing one, I solve problems in a quick time iterating ideas that are engaging. Managed digital projects within diverse teams, from UX design to development.

 
 
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RESEARCH-BACKED PRODUCT STRATEGY

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AGILE FRAMEWORK AND DESIGN SPRINTS

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MULTICULTURAL LIVED IN BRAZIL AND THE US

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LEADERSHIP TOWARDS THE GOAL

 
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IMPLEMENTING AGILE 

SoFi is an online personal finance company that provides student loan refinancing, mortgages and personal loans. I had a team of 13 creatives including designers and copywriters. Monthly we completed 282 projects including marketing campaigns, billboards, TV and social commercials, and community events for members and non-members.

 

MY ROLE

Worked collaboratively and implemented the Agile framework where the team had daily time-boxed stand-up meetings, Sprint Reviews, and Retrospectives. The goal was always to learn with the process, discover new things, fail and improve fast, and also enjoy the journey and have fun!

To improve transparency, I created a Kanban board used by +20 people including the creative team, stakeholders, and the Product Owners. I also developed newsletters sent by email weekly giving the team and stakeholders updates about the projects, sharing completed projects/tasks, giving announcements, and also sharing the creative team queues.

SOFI

AGILE AND SCRUM

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I was also responsible for forecast Sprint iterations with the Product Owner and concerned business partners. Help team to clarify goals and activities to be on-track, managing the creative queue, adjusting priorities according to the needs of the business in the Kanban board and also the Project Management software called Wrike.

 

RESULTS

  • Implemented a Kanban board adopted by a team of +20 people
  • Increased production pace by 620%
  • Delivered 282 finalized projects in 30 days
  • Implemented weekly newsletters send to the team and stakeholders
  • Facilitate all Scrum events like daily standup meeting, Sprint Planning, Review and Retrospectives
  • Coach individuals in Agile processes and tools
 

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PRODUCT DEVELOPMENT 

Lunna is an app that provides assistance on women’s health. The app learns over time about user choices, preferences, and symptoms using Machine Learning, allowing user improve life quality.

 

MY ROLE

Worked collaboratively with the team, and managed a tech team of 10 UX designers, researchers, and software engineers. I had daily stand-up meetings via video conference with the development and design team in Brazil. I needed a quick MVP (minimum viable product) but ready to scale version of the app. I proposed an initial Sprint to quickly study and run spikes with potential infrastructures and scalable technologies. We collaboratively opted for Elixir and Postgres due to the balance of fast development and scalability. We deployed an interim version of the app every 2 weeks on a Sprint. The prototypes were tested in different times with final users by the UX team in Brazil coordinated by me.

LUNNA

SCRUM and Kanban

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I coordinated the design and development changes and prioritized them. I run more than 2 workshops in different stages of the app designing and developing. The user research helped me delimitate and also polish the app. In parallel, I ran different Google Forms to confirm and discover more information about my target needs. In one of my first Google Forms, I got +300 answers in 3 days without any massive web campaign. I also led some discussions at web groups to discover and understand the needs of my target. I was impressed because everybody I talked got super interested in the app, willing to donate their time to help me, and also participate in the workshops, surveys and beta test.

 
 
 

RESULTS

  • Participants mentioned that the app was “Simple” and “Easy to use”
  • 80% of people who never used an app like that willing to start to use it
  • 90% of people wanting to switch to Lunna
  • 3 workshops with real users
  • +600 surveys answers
 

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HP PROCESS

OPTIMIZATION 

Hewlett-Packard (HP) always had an aggressive marketing campaign. We had +-20 people working for this client, and monthly I usually produced 700+ internet banners in a tight deadline.

 

MY ROLE

The challenge was to optimize internal process within HP to produce internet banners with their partners, Microsoft and Intel. To produce it, I should follow the HP, Intel and Microsoft global design guideline. I managed Hewlett-Packard teams ranging from designers, developers, planning, account managers, and media; driving engagement programs including email marketing, landing pages, SEM, online advertising, QA, and also e-commerce, special projects, and engagement with SMBs. My role for this project was to organize the flow and optimize the internal process. I should reduce the extra hours, increase the productivity and also the team morale.

HEWLETT-PACKARD

Kanban

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I started defining and tracking success metrics and also prioritizing the tasks. After that, I created a Kanban board with the backlog and its queue. Having a Kanban board, it was easy for each member of the Design and Development teams know who was responsible for what, when we’ll need to deliver, and also which one will be the next iteration. We worked collaboratively in the same room and we also had daily standup meetings, Sprint Reviews, and Retrospectives. I created briefing templates for each deliverable. I also created an SLA (service level agreement) to estimate time spent and set deadlines for each task.

 
 
 

RESULTS

  • Created SLA’s

  • Created Briefings templates

  • Created a Kanban board

  • Increased the productivity by 140%

  • Produced 1,350 internet banners

  • Dropped all extra hours