Transforming WhatsApp into corporate infrastructure
Transforming WhatsApp into corporate infrastructure
Transforming WhatsApp into corporate infrastructure
Role
Principal Designer & Co-founder
Duration
2020 - 2026
Industry
B2B SaaS · Enterprise Communication · Compliance
Impact
10× ACV · 5× Adoption · –15% Infra Cost
My Role
My Role
My Role
As co-founder of Pink App, I led product design from strategy through execution.
Over six years, I defined product architecture, conducted research, and made structural decisions that shaped Pink into a B2B SaaS platform adopted by 1,000+ companies, from SMBs to enterprise operations.
Today, I work directly with the CEO, COO, and CTO on vision and roadmap, acting as a bridge between strategy, engineering, and operations to align product direction, technical feasibility, and user impact.
As co-founder of Pink App, I led product design from strategy through execution.
Over six years, I defined product architecture, conducted research, and made structural decisions that shaped Pink into a B2B SaaS platform adopted by 1,000+ companies, from SMBs to enterprise operations.
Today, I work directly with the CEO, COO, and CTO on vision and roadmap, acting as a bridge between strategy, engineering, and operations to align product direction, technical feasibility, and user impact.
Overview
Overview
Overview
In Brazil, more than 80% of companies rely on WhatsApp to operate without corporate structure.
Conversations were fragmented across numbers and channels, critical data was lost, and leaders had little visibility into decisions and agreements. This created constant regulatory exposure.
WhatsApp was efficient, but structurally informal.
Pink centralized this communication and introduced governance on top of WhatsApp’s native efficiency.
The challenge was to make WhatsApp viable inside regulated environments without losing the speed that made it useful.
In Brazil, more than 80% of companies rely on WhatsApp to operate without corporate structure.
Conversations were fragmented across numbers and channels.
Critical data was lost.
Leaders lacked visibility into agreements.
Regulatory exposure was constant.
WhatsApp was efficient, but structurally informal.
Pink centralized this communication and introduced governance on top of WhatsApp’s native efficiency.
The challenge was not replacing WhatsApp. It was redefining how it could operate inside regulated environments.
01. Scale
Operational Visibility
and Workflow Continuity
01. Scale Operational Visibility and Workflow Continuity
01. Scale
Operational Visibility
and Workflow Continuity
As Pink scaled across customer operations, structural blind spots surfaced. Leaders needed clearer operational visibility, while agents needed continuity across tools and conversations.
As Pink scaled across customer operations, structural blind spots surfaced. Leaders needed clarity. Agents needed continuity.
Challenge
Challenge
For leaders, operational analysis depended on manual searches and exports.
Understanding performance could take hours. Decisions were reactive and delayed.
For agents, the main friction came from constant context switching between tools and scattered information.
For leaders, operational analysis depended on manual searches and exports. Understanding performance could take hours. Decisions were reactive and delayed.
For agents, friction was not the interface, but constant context switching between tools and scattered information.
Design
Design
Operational Visibility
Operational Visibility
I introduced real-time dashboards that translated operational goals into actionable indicators of performance, productivity, and quality.
I introduced real-time dashboards that translated operational goals into actionable indicators of performance, productivity, and quality.
Metrics overview components.
Metrics overview components.
Mobile metrics dashboard.
Mobile metrics dashboard.
Advanced filters let managers retrieve conversations by date, status, tags, channel, or owner, reducing manual searches and reliance on exports.
Advanced filters let managers retrieve conversations by date, status, tags, channel, or owner, reducing manual searches and reliance on exports.
Saved filter workflow.
Saved filter workflow.
Mobile filter configuration.
Mobile filter configuration.
Workflow Continuity
Workflow Continuity
Tags reduced reactive decisions at scale. Threads replaced parallel conversations, while the knowledge base reduced repetitive work without sacrificing tone.
Tags reduced reactive decisions at scale.
Threads eliminated parallel channels. The knowledge base reduced typing without sacrificing tone.
Slash command knowledge base.
Slash command knowledge base.
Mobile tag management.
Mobile tag management.
Impact
Impact
Impact
Product
Product
Operational insight time: 40 min → <7 min.
Support requests related to management workflows: –23%.
Operational insight time:
40 min → <7 min.Management related support requests: –23%.
Business
Business
Customer base: +80% in 12 months.
Product repositioned from operational tool to management platform.
Architecture consolidation reduced infrastructure costs by 15%.
Customer base: +80% in 12 months.
Product repositioned from operational tool to management platform.
Architecture consolidation reduced infrastructure costs by 15%.
02. Governance
From shared messaging
to individual corporate accounts
02. Governance
From shared messaging to individual corporate accounts
02. Governance
From shared messaging
to individual corporate accounts
As Pink moved into more regulated operations, compliance became a product requirement. Financial institutions relied on WhatsApp’s speed but lacked corporate control.
As customers matured, compliance became the constraint. Financial institutions relied on WhatsApp’s speed but lacked corporate control.
Discovery
Discovery
During POCs with financial institutions, three recurring patterns emerged:
Forced restriction
Personal WhatsApp was officially restricted but continued in practice.Hybrid operations without visibility
Centralized and individual numbers coexisted without integration.Disconnected formalization
Formal agreements were archived via email while negotiations remained informal inside messaging threads.
Employees optimized for speed, while leadership needed traceability and institutional control over the same conversations.
During POCs with financial institutions, three recurring patterns emerged:
Forced restriction
Personal WhatsApp was officially restricted but continued in practice.Hybrid operations without visibility
Centralized and individual numbers coexisted without integration.Disconnected formalization
Formal agreements were archived via email while negotiations remained informal inside messaging threads.
The tension was structural.
Employees prioritized speed. Leadership required traceability.
Informal communication was not the problem. Lack of institutional control was.
During POCs with financial institutions, three recurring patterns emerged:
Forced restriction
Personal WhatsApp was officially restricted but continued in practice.Hybrid operations without visibility
Centralized and individual numbers coexisted without integration.Disconnected formalization
Formal agreements were archived via email while negotiations remained informal inside messaging threads.
Employees optimized for speed, while leadership needed traceability and institutional control over the same conversations.
Challenge
Challenge
The challenge was to introduce governance without disrupting established behavior. We needed to preserve the speed of WhatsApp while making communication traceable, manageable, and accountable inside the company.
Introduce governance without disrupting established behavior.
This required challenging the assumption that WhatsApp behavior could not be modified inside corporate environments.
The goal was not to restrict usage.
It was to institutionalize it.
Design
Design
Dark Mode
Compliance POCs revealed a recurring source of friction. Users spent most of their day in dark financial systems, and switching to Pink’s light interface caused visual discomfort.
Dark mode was already requested in support workflows, but compliance POCs made it a product requirement and led us to extend our design system.
Dark Mode
Compliance POCs revealed a recurring source of friction. Users spent most of their day in dark financial systems, and switching to Pink’s light interface caused visual discomfort.
Dark mode was already requested in support workflows, but compliance POCs made it a product requirement and led us to extend our design system.
Light and dark mode interface. Drag the slider to compare both themes.
Light and dark mode interface. Drag the slider to compare both themes.
Hybrid Experience
Conversations could happen in Pink or WhatsApp, with every interaction automatically recorded inside Pink. Users kept the familiar workflow while leadership gained consistent oversight.
Hybrid Experience
Conversations could happen in Pink or WhatsApp, with every interaction automatically recorded inside Pink. Users kept the familiar workflow while leadership gained consistent oversight.
Corporate Account Model
A unified infrastructure supported centralized service numbers and individual corporate accounts per employee, enabling scale without sacrificing operational control.
Compliance Layer
Deleted and edited message visibility, full traceability, and structured oversight gave companies institutional control over informal messaging.
Corporate Account Model
A unified infrastructure supported centralized service numbers and individual corporate accounts per employee, enabling scale without sacrificing operational control.
Compliance Layer
Deleted and edited message visibility, full traceability, and structured oversight gave companies institutional control over informal messaging.
Deleted message history.
Deleted message history.
Deleted message history.
Mobile conversation details.
Mobile conversation details.
Impact
Impact
Impact
Product
Product
Employees using Pink as their primary work channel: 10% → 50%.
Corporate accounts adopted without workflow disruption.
Operational insight time:
40 min → <7 min.Management related support requests: –23%.
Business
Business
Unlocked enterprise contracts.
Average Contract Value increased 10× with the corporate account model.
Unlocked enterprise contracts.
Average Contract Value increased 10× with the corporate account model.
Pink evolved from support software into enterprise communication infrastructure.
Pink evolved from support software into enterprise communication infrastructure.
