Fred Celestino, Designer in São Paulo, Brazil
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Fred Celestino

Verified Expert  in Design


São Paulo, Brazil
Toptal Member Since
October 6, 2020

Fred designs various digital products for early stages startups, digital agencies, and eCommerce companies, including SaaS mobile apps, wearables, and gadgets. He is deeply interested in the social impact of design and how it can positively impact businesses and communities to strive for intuitive, user-friendly products.


Work Experience

Lead Product Designer

2020 - PRESENT
Toptal Client
  • Designed an app that finds the best charities nearby and resonates with the donor's intentions.
  • Redesigned an advertising platform where users can buy various media types for local markets.
  • Created a new product strategy based on stakeholders and user interviews as well as business requirements driven by data analysis.
  • Designed eCommerce experiences and checkout flows with better usability solutions, promoting an increase in conversion rates and sales performance.
  • Improved product design for SaaS companies, conducting the design process with a close collaborative partnership with developers and product teams from start to end.
Technologies: Figma, Principle, ProtoPie, Sketch, User Research, Product Strategy, UX Strategy, Visual Design, Interaction Design (IxD), Advertising Design, Product Design, Lean UX, Lean Startups, Agile, UI Components, Dashboards, Mockups, Style Guides, Business to Business to Consumer (B2B2C), B2B2C, Best Practices in Design, UX Audits, Branding, UI Style Guides, User Interface (UI), Collaborative Design, Mobile Apps, Web Design, Web App UI, Web App UX, Web App Design, Graphic Design, Microsoft Word, Layout Design

User Experience Lead Designer

2020 - 2021
  • Acted as lead designer for the advertising products squad. Created interactive ad formats and shopping experiences that integrated traditional TV with digital media.
  • Created interactive playable ads for the sites of Grupo Globo commercialized to advertisers and agencies.
  • Designed a chatbot ad banner in which users interact with a decision tree to explore content, offers, and products.
  • Designed a responsive marketplace website that aggregates various products from advertisers that want to take advantage of recurring special dates like Black Friday, Christmas, and Valentines’ day, for example.
  • Assisted in the planning of user testing, written test scripts with tasks, and hypothesis to investigate usability issues. Consolidated the analysis.
  • Conducted exploratory practices to prioritize design functionalities and define product vision and co-creation sessions.
  • Presented design reviews and conducted critique sessions.
Technologies: Remote User Testing, Principle, Maze, Sketch, Figma, UI Components, Mockups, Style Guides, Best Practices in Design, UX Audits, Branding, UI Style Guides, User Interface (UI), Collaborative Design, Mobile Apps, Web Design, Web App UI, Web App UX, Web App Design, Product Conceptualization, Graphic Design, Microsoft Word, Layout Design

Senior Experience Designer

2019 - 2020
  • Designed the website for an insurance company to quote and sell online products such as home, car, health, civil liabilities, and business insurance.
  • Designed low-fidelity prototypes, user flows, sitemaps, user personas, interactive prototypes, and presentations for clients.
  • Guided the team to ensure an ideal design process, data analysis, content organizing, and taxonomy, adopting Figma as a design tool.
Technologies: Principle, Sketch, Figma, UI Components, Mockups, Best Practices in Design, Branding, UI Style Guides, User Interface (UI), Collaborative Design, Mobile Apps, Web Design, Web App UI, Web App UX, Web App Design, Graphic Design, Microsoft Word, Layout Design

Design Manager

2016 - 2019
MMartan Textil Ltda
  • Designed a conversion-oriented responsive online store to improve the company’s omni-channel operation.
  • Designed mobile native apps for the company's eCommerce for both Android and iOS.
  • Conducted user and stakeholder interviews as an exploratory practice to define their needs, expectations, and related those to company's goals.
  • Identified personas to ensure design decisions were aligned with user needs.
  • Design an online POS mobile app to replace physical cashiers enabling sales assistants to respond to costumer's inquiries about products and payment. Guided the design of the company products system.
  • Designed a mobile app that connected to a smart pillow through Bluetooth technology to measure the amount of sleep one gets per night and to suggest changes in lifestyle.
Technologies: User Testing, Mobile UX, Mobile App UI, Product Design, Omnichannel Marketing, Principle, Sketch, InVision, Dashboards, Mockups, Style Guides, B2B2C, Business to Business to Consumer (B2B2C), Best Practices in Design, UX Audits, Branding, Collaborative Design, Mobile Apps, Web Design, Web App UI, Web App UX, Web App Design, Product Conceptualization, Graphic Design, Microsoft Word

Lead Designer

2016 - 2017
  • Designed a SaaS native app (iOS, Android) and web dashboard for companies to keep track of their employees' time and attendance.
  • Specified user flows and user journeys, sitemaps to explore how workers punched in and out, consumed information from generated reports, reported absences, and other use cases related to working hours.
  • Created the visual identity for the public website and art directed a supplier to illustrate scenarios to compose with the content.
  • Designed the interactive animated prototypes using Principle for Mac to explore how the interface should behave.
Technologies: Principle, Sketch, Dashboards, Mockups, Web Design, Web App UI, Web App Design, Graphic Design, Microsoft Word

Senior UX/UI Designer

2011 - 2015
  • Designed digital projects for global brands such as Claro, Coca-Cola, Citibank, Unilever, and Kraft Foods.
  • Oversaw the redesign and team coordination of the telecommunications Claro Brazil website from 2012 to 2014. The project reduced support tickets by providing clear information for consumers.
  • Assisted in usability testing, wrote task scripts, card-sorting, focus groups, and preference testing.
  • Designed websites and apps for the agency to acquire new clients in market competitions.
Technologies: InVision, Agrotech, Web Design, Learning Management Systems (LMS)

Digital Art Director

2011 - 2011
  • Developed digital campaigns such as interactive banners (the Middle East and North Africa) for brands such as Coca-Cola, Volvo, and British Airways.
  • Introduced UX methodologies to the agency such as low-fidelity paper prototypes, wireframing, and card-sorting.
  • Designed activation and CRM projects such as micro-sites, e-mail marketing campaigns, and lead generation flows.
Technologies: InVision, Web Design


2008 - 2010
  • Redesigned the public website for the Bank of Brazil.
  • Created ongoing design projects to maintain and support other areas of the bank's portal, like the visual identity for events and micro-sites for seasonal recurring campaigns.
  • Developed display media as part of the daily activities.
  • Coordinated a team of ten designers assuring a high standard in quality and team mentoring.
Technologies: Adobe Photoshop, Web Design
2014 - 2016

Postgraduate Certificate in Business Management with Emphasis on Marketing

ESPM – Escola Superior de Publicidade e Marketing - São Paulo, Brazil

2005 - 2010

Bachelor's Degree in Graphic Design

University of Brasilia – Design School - Brazil


Figma, Sketch, Principle, InVision, Microsoft Word, Adobe Photoshop, Zeplin, Pie Charts, Maze, ProtoPie


Android, iOS

Industry Expertise

Education Technology (Edtech), Retail & Wholesale, Consumer Products, Real Estate, Insurance


Innovation Labs, CRM Design, Team Leadership, UI Design, UX Design, Interactive Design, Digital Product Design, Product Design, Mobile App UI, Agile UX, Visual Design, Interaction Design (IxD), App Design, Dashboard Design, SaaS Design, Online Store Design, User Personas, Lean UX, Android App Design, Service Design, Marketplaces, iOS UI Design, Android UI Design, User Experience (UX), Data Visualization, Advertising Design, Web Design, Responsive Web Design (RWD), Web App Design, Prototyping, Mobile Web Design, Web UX, Wireframing, eCommerce, User Flows, Project Estimation, User Interface (UI), App UI, App UX, Web App UI, Web UI Design, Web UX Design, Web App UX, Rapid Prototyping, Mobile UX, Mobile UI, Mobile Design, Proof of Concept (POC), UX Strategy, Android Design Guidelines, Websites, Wire, UI Components, Dashboards, Mockups, Style Guides, B2B2C, Best Practices in Design, UX Audits, UI Style Guides, Agrotech, Collaborative Design, Mobile Apps, Business to Business to Consumer (B2B2C), B2B, Product Conceptualization, Presentations, UX Documentation, Mobile UI Design, Mobile UX Design, Graphic Design, Document Design, Responsive UI, Layout Design, Digital Marketing Design, Omnichannel Marketing, User Testing, Iconography, Wearables, Sensor Data, Sleep Tracking, News, User Journeys, E-learning, Business Requirements, Remote User Testing, eCommerce UX, User Research, Mobile App Design, Employee Engagement, Startups, Brainstorming, UX Leadership, User-centered Design (UCD), Interactive Prototypes, Information Architecture (IA), Taxonomy, Card Sorting, Heuristic Analysis, Design Systems, Personas, User Interviews, Design Sprints, Checkout, Mobile Shopping, Interactive UX, Interactive TV, Scrum, Kanban, Design Principles, Experience Strategy, Ideation Workshops, Online Payments, Atomic Design, POS, Consumer Services, Artificial Intelligence (AI), Shopping Carts, Search, Home Goods, Multiple Channel Posting, Product Delivery, QR Codes, Luxury Industry, Customer Satisfaction, People Management, Internet of Things (IoT), Home Apps, Lifestyle, Mindfulness, AlarmManager, Self-improvement, Chart Design, MVP Design, Car Dealerships, Content Management Systems (CMS), Order Management, Categorization, Commercial Real Estate, Online Shopping, Live Chat, Maps, User Preferences, Mobile Operators, Product Comparison, Online Help, Usability Testing, Benchmark Analysis, Health Insurance, Design Leadership, Annotated Wireframes, iOS App Design, Microinteractions, Product Strategy, Lean Startups, Agile, Branding, UX Research, UX Wireframes, K-12 Education, Messaging, Instant Messaging, Messaging Patterns, In-app Messaging Systems, Illustration, Learning Management Systems (LMS)

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