Doug Lazarini — Product Designer

I’m a Staff Product Designer specializing in Design Systems and DesignOps, helping global teams scale cohesive, accessible design at enterprise level. At AB InBev, I lead initiatives within the Hexa Design System, used by 50+ product teams across 30 countries. Our system drives design and code consistency for 2,000+ employees, reducing design–dev divergence by 40% and accelerating product delivery cycles by 25%. Previously, I evolved from front-end and product design roles into system leadership, bridging design, engineering, and accessibility at scale. My focus spans governance, accessibility, token architecture, documentation, and AI-enabled workflows that make system adoption frictionless. I’m passionate about transforming complex systems into high-performing design operations that empower teams to create at scale. I focus on growing system maturity, design quality, and team efficiency, creating measurable impact across products and organizations. 👉 Feel free to reach me via LinkedIn messages! Keywords: design system, design tokens, Hexa design system, design ops, principal product designer, staff product designer, design manager. Name variations: Doug, Lazarim, Lazarin, Lazarine, Lasarini, Lasarine, Lazzarini

Stackforce AI infers this person is a SaaS-focused Product Designer with expertise in Design Systems and DesignOps.

Location: Campinas, São Paulo, Brazil

Experience: 15 yrs 11 mos

Skills

Design Systems
Designops
Design System Adoption
Ux Strategy
Design Tokens
Product Design
Design System Foundations
Ux Design
Data-driven Ux
Design System Thinking
Ui/ux
Ui Design
Interaction Design

Career Highlights

Led Hexa Design System for 50+ global teams.
Reduced design–dev divergence by 40%.
Introduced AI-assisted documentation tools.

Work Experience

AB InBev

Staff Product Designer - Design Systems (3 yrs 7 mos)

Senior Product Designer, BEES Platform (1 yr)

Meiuca

Senior Product Designer (8 mos)

mLabs - Social Media Management Tool

Senior Product Designer (1 yr 3 mos)

Quero Education

Product Designer (9 mos)

Surta Digital Agency

Web Designer (UI Design and Front-End Developer) (7 yrs 8 mos)

Phocus Interact

Web Designer (UI Design and Flash/ActionScript Developer) (1 yr)

Education

Master in Tech Innovation at Unifesp - Universidade Federal de São Paulo

Specialization at Universidade Anhembi Morumbi

Web Design Technologist at Universidade de Taubaté

Design de Interação at IxDF - The Interaction Design Foundation

Especialização at UC San Diego

Doug Lazarini

Product Designer

Campinas, São Paulo, Brazil15 yrs 11 mos experience

Most Likely To SwitchAI Enabled

Key Highlights

Led Hexa Design System for 50+ global teams.
Reduced design–dev divergence by 40%.
Introduced AI-assisted documentation tools.

Stackforce AI infers this person is a SaaS-focused Product Designer with expertise in Design Systems and DesignOps.

Contact

dllazarini@gmail.com LinkedIn

Skills

Core Skills

Design SystemsDesignopsDesign System AdoptionUx StrategyDesign TokensProduct DesignDesign System FoundationsUx DesignData-driven UxDesign System ThinkingUi/uxUi DesignInteraction Design

Other Skills

AccessibilityAI in DesignLeadershipDesignOps FoundationsPrototypingDesign LeadershipSystem ArchitectureEducation & GovernanceResearch & ValidationComponent LibrariesDesign StandardizationFront-End DevelopmentClient ManagementMotion SystemsDesign Foundations

About

Experience

15 yrs 11 mos

Total Experience

2 yrs 7 mos

Average Tenure

4 yrs 7 mos

Current Experience

Ab inbev

2 roles

Staff Product Designer - Design Systems

Promoted

Oct 2022 – Present · 3 yrs 7 mos

Lead the Hexa Design System within the BEES Design Team, serving 50+ global product squads across 30 markets.
Defined and scaled design tokens, component libraries, and accessibility standards, increasing design-dev consistency by 35%.
Drove system governance and adoption through design documentation, tooling automation, and Figma-based delivery pipelines.
Introduced AI-assisted documentation and auditing tools, cutting manual maintenance effort by 50%.
Led product and UI designers, building a culture of shared ownership, education, and scalability.
Skills: Design Systems · DesignOps · Accessibility · AI in Design · Leadership

Design SystemsDesignOpsAccessibilityAI in DesignLeadership

Senior Product Designer, BEES Platform

Oct 2021 – Oct 2022 · 1 yr

Supported the BEES Platform, a global management tool used across BEES apps.
Unified product experience through consistent design system adoption, aligning content management across 20+ markets.
Collaborated with research, data, and engineering teams to uncover usability gaps and optimize content workflows — reducing content-publishing time by 30%.
Led cross-team UX initiatives and design reviews to strengthen system coherence and component reuse.
Drove internal education and documentation standards that later informed the Hexa Design System governance model.
Skills: Design System Adoption · UX Strategy · DesignOps Foundations · Prototyping · Design Leadership

Design System AdoptionUX StrategyDesignOps FoundationsPrototypingDesign Leadership

Meiuca

Senior Product Designer

Jan 2021 – Sep 2021 · 8 mos · Remote

Contributed to enterprise-level design system projects for major clients, applying a modular approach to design and development integration.
Delivered system architecture recommendations and token-based componentization to unify design across web and mobile.
Collaborated with multidisciplinary teams (strategy, tech, and education) to implement scalable DesignOps practices.
Helped shape educational frameworks for design system maturity and adoption.
Skills: Design Tokens · DesignOps · System Architecture · Education & Governance

Design TokensDesignOpsSystem ArchitectureEducation & Governance

Mlabs - social media management tool

Senior Product Designer

Oct 2019 – Jan 2021 · 1 yr 3 mos · São José dos Campos, São Paulo, Brazil · Hybrid

Led UX initiatives for mLabs, a SaaS platform for social media management serving 500K+ users.
Built a design system foundation that standardized patterns across the web and mobile apps, cutting design–dev rework by 25%.
Defined UX research workflows (surveys, usability testing, analytics), improving task completion rates by 20%.
Partnered with engineering to prototype and test a new ad management experience, driving +15% engagement with ad campaigns.
Advocated for DesignOps practices, establishing design guidelines and mentorship programs across the team.
Skills: Product Design · Design System Foundations · Research & Validation · DesignOps

Product DesignDesign System FoundationsResearch & ValidationDesignOps

Quero education

Product Designer

Jan 2019 – Oct 2019 · 9 mos · São José dos Campos, São Paulo, Brazil

Designed and optimized experiences for Quero Language (scholarship marketplace) and Quero Analytics (education data platform).
Introduced reusable design patterns and component frameworks that reduced design time by 20%.
Collaborated with engineering and data teams to deliver analytics dashboards that improved conversion insights for partner schools.
Established the first internal design library, laying groundwork for consistent visual and interaction standards.
Skills: UX Design · Data-Driven UX · Component Libraries · Design Standardization

UX DesignData-Driven UXComponent LibrariesDesign Standardization

Surta digital agency

Web Designer (UI Design and Front-End Developer)

Nov 2010 – Jul 2018 · 7 yrs 8 mos · Taubaté, São Paulo, Brasil · On-site

Led end-to-end UI design and front-end delivery for 100+ digital products, including websites, e-commerce, and portals for regional and national clients.
Built and maintained internal UI component libraries to ensure design consistency and accelerate project delivery by 30%.
Collaborated with developers and clients to translate business goals into scalable design frameworks and interactive prototypes.
Managed full design lifecycle — from briefing and information architecture to launch and performance optimization.
Bridged design and engineering through hands-on development (HTML, CSS, JavaScript, WordPress, OpenCart), fostering a shared design–dev vocabulary.
Skills: Design System Thinking · Front-End Development · Client Management · DesignOps Foundations · UI/UX

Design System ThinkingFront-End DevelopmentClient ManagementDesignOps FoundationsUI/UX

Phocus interact

Web Designer (UI Design and Flash/ActionScript Developer)

Jan 2009 – Jan 2010 · 1 yr · São José dos Campos, São Paulo, Brazil

Responsible for Design and develop interactive digital experiences for marketing and advertising campaigns using Adobe Flash, ActionScript, and early front-end technologies.
Created dynamic, reusable animation components, reducing production time for interactive campaigns by 25%.
Integrated information architecture, interface design, and motion principles to enhance engagement and usability.
Gained early expertise in design–code collaboration, a foundation for later system-driven and component-based design work.
Skills: UI Design · Interaction Design · Motion Systems · Front-End Development · Design Foundations

UI DesignInteraction DesignMotion SystemsFront-End DevelopmentDesign Foundations