Designing with Purpose: How Daiane Innovates for Work and Home

When Daiane Noble joined Geotab in 2018, she never imagined she would one day be designing the very systems that power the company. Born and raised in Iracemápolis, São Paulo, Brazil, Daiane came to the United States in 2016 with a background in linguistics and customer success. Fluent in Portuguese, English, Spanish, and French, she built her early career helping people learn, communicate, and succeed. At the time, she never expected her path would lead to her current role as Enterprise Architect.
 

When Daiane began working as a Customer Implementation Specialist at Geotab, she noticed the company used a Customer Relationship Management (CRM) platform she had never seen before. With her knowledge and experience with CRM’s, Daiane had an idea to completely redesign the system and improve her team's efficiency. She began researching, discovering free online resources that taught her how to customize and optimize the system. “The more I learned, the more excited I became about how these tools could improve our team’s processes,” she says. Daiane’s research helped her develop an end-to-end customer implementation and customer success process. “It included a new data model, automations, business logic and insights about the customer's journey.”  Daiane then presented her work to leaders, who embraced her ideas and connected her with the Technology Team to bring them to life.
 

When Geotab formed the Business Systems Team, Daiane knew she had the skills to apply for the Business Systems Analyst position. “All it took was one interview where I showed my work,” Daiane says. “That was the pivotal moment where my career took a new technical path.” 
 

“From there it was a matter of growing my knowledge over time and before I knew it, I had accumulated so much knowledge about our internal systems and fostered so many relationships that the transition to my current role of Enterprise Architect felt very natural.”
 

“It’s complex work,” she explains. “I spend my days meeting with business leaders, mapping system architectures, and consulting across departments. Every solution I design has the potential to impact the entire company.”
 

Her fingerprints can be found on some of Geotab’s most important projects, such as re-architecting core systems like building the foundation for the Central Support Hub, and creating data models that improve how customer information flows across the business. These large-scale projects may sound technical, but Daiane sees them through a simple lens: enabling people to do their best work. “What drives me is knowing the systems I design allow teams across Geotab to work smarter and deliver better experiences for our customers.”

Lessons from Home

Outside of work, Daiane is the proud mother of a seven-year-old son diagnosed with Autism and Childhood Apraxia of Speech (CAS). “After countless therapy sessions, I was told he would likely depend on assistive technology to communicate for life,” she recalls.
 

Drawing on her linguistics background, she developed an interactive communication tool with the help of her son's speech therapist to help him practice speech sounds. The tool is simple by design. Each correct attempt removes a visual cue until a green checkmark appears, signaling success. His reward is an animated screen and the encouragement to keep going.
 

The results have been life-changing. “After six months of using this tool, I heard my son say ‘mama’ for the first time,” Daiane shares. “That moment meant everything.” Today, he can even approximate “good night mommy,” a phrase Daiane treasures every evening.

A Shared Philosophy

For Daiane, parenting and work share a common lesson: less is more. She found that even small distractions in her son’s therapy app, such as the placement of a button, could derail progress. The same principle guides her work at Geotab, where clarity and simplicity in design are key to building scalable systems.
 

Her colleagues have been a source of strength along the way. “Geotab has always encouraged me to put family first,” she says. “Leaders have shared resources with me, and teammates have offered advice and support. That culture makes all the difference.”
 

Looking back, Daiane is proud of both the systems she has built at Geotab and the tools she has built for her son. But her greatest inspiration comes from watching her child persevere. “He works so hard at things that come naturally to other kids. That inspires me every day.”
 

Her message to other parents and caregivers is straightforward. “It is exhausting, but rewarding. Do not be afraid to ask for help or share your journey. You may be surprised who relates. Technology today gives us endless opportunities to create resources for our children. You do not need to wait for someone else to solve the problem. Anyone can learn, and anyone can create.”
 

From shaping systems at Geotab to helping her son find his voice, Daiane’s story is one of resilience, creativity, and love.