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Global Director of Product Design & ResearchOLX Group

Tiago Cabaço is Global Director of Product Design & Research at OLX Group, a global online marketplace. The global product design & research team is a newly formed organisation within the larger OLX Group that is looking to help shape and transform how to identify real customer problems and create meaningful and impactful solutions that deliver value to their customers.

Tiago has over 15 years of experience in design and has fulfilled several leadership roles. Prior to OLX he worked as VP Product Manager & Design at Uniplaces and as Product Design Lead at Facebook. At Facebook he led the design efforts on applied machine learning, where his team’s focus was to identify and remove the inherent complexities and novelties of new technologies into sensible and impactful product experiences with the use of AI-powered technologies, speech recognition, conversational understanding, translation, computational photography, and virtual and augmented reality.

Tiago holds a BFA degree in Web Design and New Media at the Academy of Art University in San Francisco, together with a degree in Multimedia Design at Etic (Escola Técnica de Imagem e Comunicação) in Lisbon.

Event role
Case study speaker

Case study

'Transforming a tech-driven company with human-centered design'

OLX is a global online marketplace and market leader in more than 30 countries. You may know OLX, or one of their local brands, like Letgo in Spain. In this case study, you will get to know how OLX has set up a global design and research team and how design has been used to drive a customer-centric way of working in such a primarily tech-driven organisation.

This concrete case is based on one of OLX's newest products; a job market platform that operates as a match-maker between talents and organisations. To design and develop this new product, a deep-dive into the needs and dreams of both target groups was needed to gain a better understanding of the possible future of the jobs market. Business metrics were used throughout all touchpoints, resulting in a huge amount of data. To have insights in all these data morphological psychology was used to map customer needs combined with quantitative data to prioritise the findings.

This combination of exploratory, qualitative research and quantitative validation helped to build internal support within the different OLX departments and make important strategic decisions. Moreover, it was a wake-up call for senior management to start giving design a more strategic role within the organisation. It resulted in new initiatives where service designers and data scientists work together to solve complex challenges of today and tomorrow.

Friday, September 11, 12:30 - 13:15

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