Overview
In this conversation, Flávio Bezerra shares his journey as a designer, discussing his early creative influences, the importance of expressing emotions through creativity, and his current role at BCGX. He elaborates on his project 'The Cow of the Day' as a form of visual journaling and reflects on the dynamics of stakeholder management in design.
Flávio also discusses the evolution of BCGX and the challenges faced in design leadership today. In this conversation, Flávio Bezerra and Ali Khan discuss the significance of corporate culture, empowerment, and recognition within teams. They explore the challenges of navigating corporate structures, the importance of building a strong team culture, and the accountability required for fostering a positive work environment.
Additionally, they delve into the hiring process, emphasizing the need for clarity in expectations and the importance of creating standout portfolios and CVs for designers.
About the guest
Flávio Bezerra is a seasoned digital product designer and design leader with over a decade of experience in the field. Based in Berlin, this Brazilian-German innovator blends strategy, service design, design thinking, and product design methodologies to create impactful digital solutions. He has worked with startups and product teams across Rio de Janeiro, São Paulo, London, and Berlin, gaining broad experience in developing B2B products in industries such as industrial IoT, healthcare, and fintech. Over the years, he has guided cross-functional teams from problem definition through solution development, effectively translating concepts into real-world products.
In his current role as the Director ofUser Experience at BCGX, Flávio helps global organizations build and launch new digital businesses. He has been instrumental in designing and incubating multiple ventures within BCG's startup incubation teams, including the geospatial data platform up42, the manufacturing optimization startup FactoryPal, and the digital health platform Tilda. These projects – spanning fintech, industry 4.0, and healthtech – highlight his versatility and ability to adapt design strategies to diverse markets and emerging technologies.
Useful links
https://uxdesign.cc/overcoming-stress-and-ambiguity-with-a-drawing-routine-2e55aa5b7301
https://www.flaviolobe.com/
https://www.linkedin.com/in/fl%C3%A1vio-bezerra/
Podcast Summary
(00:00–01:47) Flavio Bera, Design Director at BCGX, shares his design journey—from drawing anime characters in Brazil to leading design at a Fortune 500 consulting firm in Germany.
(03:35–05:47) Creativity has always been core to Flavio—from drawing and storytelling in childhood to exploring music as a teen. He emphasizes expressing emotions as key to creativity.
(08:04–10:46) His personal illustration project “Sky of the Day” helped him rediscover creativity as an adult, especially during the pandemic, becoming a form of emotional release and storytelling.
(12:25–14:24) Flavio explains BCGX’s hybrid model where designers work in rotating teams across ventures, mirroring startup dynamics with ambiguity and constant change.
(17:30–18:55) A major goal at BCGX is knowledge transfer, blending internal and client talent to help organizations shift away from rigid corporate processes.
(22:16–23:44) Flavio reflects on how the design model evolved post-pandemic and during economic shifts, with more focus on purposeful products rather than "just another app."
(26:54–29:54) Building and maintaining design culture is critical. Culture acts as a “protective skin” in high-pressure environments, maintained through shared values and lived examples.
(38:52–43:36) As a hiring manager, Flavio notes one of the biggest challenges is clarity in the hiring process and alignment across stakeholders, which can lead to missing out on top talent.
(43:51–45:13) Designers should confidently highlight shipped work, cross-functional collaboration, and even personality quirks (like love for Star Wars!)—as these can humanize and differentiate them.
(46:40–48:09) In interviews, approach problems like a real product designer: ask questions, collaborate cross-functionally, and clarify real value. Don’t shy away from showing process thinking.
Discussion takeaways
Flávio has 17 years of experience in product design.
He grew up in Brazil and moved to Germany for education.
Creative expression is essential for mental health.
'The Cow of the Day' project serves as a visual journal.
Flávio leads a team of 13 designers at BCGX.
Stakeholder dynamics are similar to startup environments.
The design process involves convincing both internal and external stakeholders.
BCGX focuses on solving specific problems for clients.
The market has shifted towards less risky projects.
Flávio emphasizes the importance of user research in design. Culture is a topic that is very close to my heart.
Building a strong culture requires effort and consistency.
Empowerment and recognition are key to team dynamics.
Accountability is essential for a positive team culture.
Hiring processes should be approached as product processes.
Clarity in expectations is crucial for hiring managers.
Portfolios should showcase real, shipped products.
Designers should not shy away from owning their impact.
Showcasing personality can help in the hiring process.
Acting as if you are already in the role can improve interview outcomes.
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