Stella Burin
Redefining identity and performance through strategic product design
Redefining identity and performance through strategic product design
Certisign:
Redefining identity and performance through strategic product design
Project
Certisign, a leader in digital identity security, underwent a complete brand and product repositioning. As a Product Designer in the e-Commerce division, I developed strategic initiatives that align design, data, and business vision to reshape brand perception, prioritize user experience, and drive tangible results.
Roles
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Role: Product Designer
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Area: e-Commerce / Project Management
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Tools: Figma, Miro, Elementor, WordPress, Salesforce, Power BI, Google Search Console, Smartsheet, Jira, Photoshop, Illustrator.
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Team: 100+ collaborators and vendors
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Scope: Focus on performance, digital products, consistency, and user experience
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Tags: Human Digitality / Conscious Economy / Co-Society / Mindshift Revolution / Eco Transition
Strategic fronts and key decisions
The project involved five main fronts:
1. Brand manual: Collaborated with IN agency to develop a new visual identity system (including logo, color palette, typography, tone of voice, and organizational culture) ensuring practical applicability, engagement, and integration with tools.
2. New e-commerce: In partnership with Mirum agency, I led the discovery, ideation, architecture mapping, user behavior analysis, and opportunity identification phases. I coordinated deliverables across internal teams and external partners, ensuring strategic alignment and smooth execution.
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Information architecture planning
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Definition of look & feel and navigation
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Creation and organization of the new Design System
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Design, development, and rollout of over 90 pages
Novo manual de marca
Detalhamento completo em todas as páginas projetadas e desenvolvidas.
Design System - atomic
Novo manual de marca
3. 3. Development in Elementor: I oversaw the migration from Salesforce to WordPress + Magento, conducting usability tests and making technical adjustments directly with developers. Hands-on learning in Elementor accelerated delivery and ensured design consistency.
4. SEO & Data Analytics: I worked on validating URLs, redirects, meta tags, and analyzing organic performance, focusing on continuous optimization based on real data to ensure visibility and efficiency.
5. Brand governance: I supervised the application of the new visual identity across all platforms, approving materials, suggesting improvements, and ensuring consistency.
Results and impact
I believe strategic design is about creating experiences that deliver real value to both people and businesses. This project was a clear example of how well-founded decisions can transform digital performance.
Despite the typical challenges of a platform migration and brand repositioning, the results exceeded expectations. The new digital experience significantly boosted organic performance, optimized the user journey, and strengthened Certisign’s market presence.
SEO and Data Analytics strategies, combined with a user-centered architecture and the visual consistency of the new identity, led to remarkable gains in engagement, conversion, and retention. The integration across channels and the synergy between technology, design, and business were key to achieving this impact.
As a Product Designer, I acted as a bridge between strategic areas, ensuring data-driven decisions, continuous validation, and deliveries that balance aesthetics, functionality, and purpose. In addition to connecting strategic teams, I also managed workflows between internal teams and external partners, fostering autonomy, clarity, and efficiency in execution.
Acknowledgments
This project was a truly intense journey of collaboration, learning, and innovation.
Working alongside more than 100 talented professionals was an enriching and inspiring experience, a unique opportunity to co-create meaningful solutions.
I’m proud to have contributed to transforming complex challenges into effective strategies, fostering alignment across teams, and driving purposeful outcomes.
The dedication and commitment of every person involved were essential to the project’s success. It’s this synergy that makes it possible to create digital experiences that are relevant, scalable, and memorable.
