From strategy to implementation:
Making complicated systems
feel intuitive, useful, and human.

Service/Product designer based in London
nataly gossler
Selected Work
01
Scaling Support
Redesigning Loggi's end-to-end support and tracking experience to reduce uncertainty, enable self-service, and decrease operational demand across millions of deliveries.
Loggi · 2023–2026
+20pt
CSAT improvement
+15k/mo
Tickets deflected
AI Pioneer
Loggi's first AI product
02
Continuous Research
Building a research system that kept the whole tribe aligned, giving non-designers autonomy to find answers and ship better features.
Loggi · 2023
6
Cycles
+30
Interviews
+350
Users heard
03
Sustainable Rubber
Designing a biodegradable product rooted in local identity, co-creating with artisans and a rural community in São Paulo to connect rubber production, biodiversity, and tourism.
USP · 2022–2024
Funded
Paulo Gustavo Law
Service design
Co-creation · Research
Prizes/Fundings
1st Brazilian-German Edtech Hackaton
1st Brazilian-German Edtech Hackaton
2nd place
Inovativos CX and AI
Inovativos CX and AI
3rd place
Paulo Gustavo Law
Paulo Gustavo Law
Funding
Feedbacks
Nataly Gossler
Based in London Design Bachelor · University of São Paulo EN / ES / PT / FR

I'm an end to end designer with 7+ years of experience. Combining research, service design, and systems thinking, I transform data and complexity into products and experiences that create meaningful impact.

Over the past seven years, I've worked across banking, education, and logistics, using customer insights, operational metrics, and business KPIs to shape products and services that deliver meaningful outcomes. At IBM, I designed credit acquisition and Pix payment journeys. Today, at one of Brazil's leading technology companies, I work on customer experience initiatives, including AI powered support solutions and projects focused on reducing operational losses.

My interest in systems extends beyond digital products. For my final university project, I designed a sustainable rubber production ecosystem connecting local communities, industry, and public institutions across Brazil.

I thrive in collaborative and multicultural environments where diverse perspectives lead to better solutions. When I'm not designing, you'll probably find me painting.

2023-2026Loggi

Scaling Support

Redesigning Loggi's end-to-end support and tracking experience to reduce uncertainty, enable self-service, and decrease operational demand across millions of deliveries.

Role
Senior Product Designer
Scope
Strategy | CX | UX | AI
Industry
Logistics
+20pt
CSAT improvement
+15k/month
Tickets deflected
48h to 10m
Response time
AI Pioneer
Loggi's first AI product
Problem

More support tickets
than packages.

16
Starting CSAT
50%
Orders delayed
36%
Not delivered
8%
Address problems

"Your support leaves much to be desired when we have problems with deliveries."

Merchant feedback

"Many orders are delayed and there is no detailed tracking. Customers are complaining."

Merchant feedback

"Delays in deliveries and slow support."

Merchant feedback
Insight

90% of packages with support tickets were delivered in less then 2 days

If most of the packages were delivered successfully, we were likely falling short in setting clear expectations and proactively communicating potential inconveniences that could happen along the way.

Discovery
6
Cycles
+350
Users heard
30
interviews

Check out more about the Continuous Research Project

What we found
01
Tracker lacked information
Users couldn't tell what was happening or what would happen next, so they opened a ticket instead.
02
Too much waiting for simple doubts
Basic questions were sitting in the same queue as complex issues, forcing users to wait 48h+ for answers that could be automated.
03
Hard to reach support
Clients couldn't find where to get help, the help centre was buried, unclear, and not connected to the tracking experience.
Blueprint
Ideas

How we prioritize our ideas

We put our ideas in a matrix together with engineering and product to understand what we could deliver and what was the impact of each solution.

Not a fix. A system.

Four interconnected solutions designed to deflect tickets, empower users, and scale support without scaling headcount.

Solutions
Outcome #1
Outcome #2
Outcome #3
Outcome #4

Better set
expectations
with tracking

Led the redesign of Loggi's tracking experience, a high-traffic product with over 1M monthly accesses.

Organising the information

The idea was to create a modular structure usable across different tracking experiences. Reorganise the information giving priority to the delivery information.

Balancing clarity with
unnecessary urgency

Problem
If we showed too little information users would feel lost. If we showed too much urgency users would panic and created unnecessary tickets.
Decision
Design the interface to signal urgency only when action was required.

Color and iconography for a quick scan and emotional reassurance

Results

Tickets deflection

These metrics reflect data collected from early 2023 to late 2025. The redesigned tracker launched in 2026 and is therefore not included in these results.

0 11% 50% 79% Start New features 1st AI agent 2nd AI agent
Fewer address-related tickets
12,720/month
Fewer delay-related tickets
2,483/month
Fewer tracking tickets
23.234/month
csat before tracker
16
csat after tracker
36
Previous project
Sustainable Rubber
Next project
Continuous Research
2023Loggi

Continuous Research

Building a research system that kept the whole tribe aligned, giving non-designers autonomy to find answers and ship better features.

Role
Senior Product Designer
Scope
Research · Strategy · Facilitation
Cycles
5 completed
6
Research cycles
30
Interviews conducted
+350
Users heard
5
Releases influenced
Context

The unspoken responsibility

Beyond the daily grind of creating screens and reports, a designer's job has an unspoken responsibility: not just understanding user needs, but making sure the whole team is on the same page about them.

"My role was to outline a continuous research cycle, keep findings consistent across cycles, and measure engagement."

The Cycle

A repeatable framework

The research cycle brought together four data sources: user interviews, surveys/NPS/CSAT, user analytics, and other tribes, turning them into shared pillars the whole team could act on.

Flexibility was key. A one-size-fits-all approach doesn't work. It was up to the designer to figure out the best timing and format for workshops, meetings, and content. Flexibility became my mantra.

Tools

Using tools to your advantage

01

Google Drive for research organization

Consistent structure to measure efficiency over time and empower non-designers to find answers.

02

Maze for unmoderated tests

More reliable results, saved time on data analysis. Used for both moderated and unmoderated sessions.

03

HotJar for product data

Gave the product and data teams more autonomy in their investigations across all app features.

04

Notion, flexible database

A flexible database to be accessible and useful throughout projects, keeping research discoverable for the whole team.

Results

The numbers

"Over 124% growth in app usage. We ran 5 cycles, and got better at our team fit each time."

The project kept the tribe aligned, helped non-designers find answers faster, and showed that design isn't just about screens, it's about the systems that make good decisions possible.

Previous project
Scaling Support
Next project
Sustainable Rubber
2022–2024University of São Paulo

Sustainable Rubber

Designing a biodegradable product rooted in local identity, co-creating with artisans and a rural community in São Paulo to connect rubber production, biodiversity, and tourism.

Context
Final university project
Scope
Service Design · Co-creation · Research
Recognition
Paulo Gustavo National Law

This project was nominated for the University of São Paulo Symposium and funded by the federal Paulo Gustavo Law.

Origin

Designing a sustainable future

While finishing university, I realized I wanted to explore sustainability in design. I decided to start small: a scientific initiation project on people's perception of sustainable materials, using Brazilian natural rubber as an example.

"What started as a curiosity turned into a full-blown project: a proposal for a natural rubber production chain that preserved biodiversity."

Territory

Discovering the root causes

São Paulo is responsible for 99% of Brazil's rubber production. I spent months in the territory, experimenting with rubber, interviewing artisans and tourism officials, developing prototypes.

The challenge was choosing the right direction. I knew the product had to resonate with the local community and align with their identity.

Co-creation

Listening to the community

During a co-creation workshop with local artisans, participants kept bringing up the rural paleontology museum, its activities, the kids who visited, the rubber-themed drawings they made. The museum was the city's identity.

"There was no single 'right' product, just solutions that aligned better with the community's goals and biodiversity."

Service Proposition

The service proposition

A restructured production chain that brought artisans, tourism and producers into the same loop, turning rubber into a biodiversity asset rather than a commodity.

Results

What this achieved

"Co-creation gives you stories far richer than anything a solo interview can."

Building a product is about building relationships and understanding the nuances of the local context. The workshops weren't just design sessions, they were acts of listening.

Previous project
Continuous Research
Next project
Scaling Support