Company
GroundZero
Year
2025
“I want to thank Felipe for his valuable contribution during his time at Groundzero. He joined us at a strategic, decisive moment in shaping our business model, and his work was outstanding. He played a key role in building the first digital business performance platform developed in Brazil, designed to help business owners and executives achieve consistent results.”
GroundZero is a business management platform for leaders who want to grow their businesses with a structured approach and strategic clarity. It assesses management maturity, provides diagnostics, and creates improvement paths, connecting planning, governance, and performance in one place.
Before GroundZero, Brazilian business leaders lacked visibility: there was no platform dedicated to Business Performance. Decisions relied on gut feeling and scattered spreadsheets, with no method to assess where the company stood or where it could grow.
The most critical work was the architecture. We needed to bring two very different audiences into a single platform: B2B (companies and teams) and B2C (individual leaders) and organize everything into a flow that users could follow without getting lost.
We mapped the end-to-end path, from entry and workspace selection (B2B or B2C) to the diagnostic and improvement path, so each product had a clear place and an obvious next step.
In most projects, a Design System organizes one product. At GroundZero, it needed to organize every environment at the same time, before any of them even existed:
Blog
Corporate website
Sales pages
Emails
Social media
That is why the product, communications, and marketing teams treated the system as the single source of truth for the brand.
The hardest part was making B2B and B2C work together. Instead of two separate platforms, we built one with a workspace switcher: with one click, users move between Espaço da empresa (Company workspace, B2B), with diagnostics, improvement paths, and participant management, and Meu espaço (My workspace, B2C), with a personal journey, knowledge, and products. Each side has its own flows and content but uses the same components, keeping the experience consistent for users and development efficient.
We built the platform from scratch, the first Business Performance platform in Brazil. With no market reference, understanding its core was the foundation for everything. We designed it with partner companies through in-person testing in Belo Horizonte and São Paulo, and worked through several MVPs before launch. These tests with real companies validated our direction.
A complete, intuitive B2B and B2C platform, the first of its kind in Brazil
A unified brand ecosystem
A scalable Design System that sped up delivery and maintained consistency
Key learning: Building a platform from scratch is challenging and requires ongoing collaboration. No team can deliver it alone. My biggest learning came from this exchange over several months with different teams and stakeholders.
Next steps: scale the platform and product portfolio using the existing foundation, and improve features with data and feedback.