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Guilherme Penalva
Verified Expert in Design
Designer
Porto Alegre - State of Rio Grande do Sul, Brazil
Toptal member since May 10, 2023
Bio
Guilherme is a PM, UX researcher, content, and product designer who has worked on 52+ design projects in his 11 years of experience. He's collaborated with startups and worldwide billionaire corporations, handling deliveries in ideation workshops, new product discoveries, UI/UX improvements, and new business strategies. Guilherme has multidisciplinary knowledge in art, business, data analytics, marketing, media production, psychology, tech, and AI tools.
Experience
- Qualitative Research - 10 years
- Stakeholder Engagement - 10 years
- Presentations - 10 years
- Customer Insights - 10 years
- Quantitative Research - 10 years
- Workshop Facilitation - 9 years
- UX Research - 8 years
- Product Analytics - 7 years
Portfolio
Branding & PD – AI Research Chat Tool
Stakeholder ManagementAI DesignChatbot Conversation DesignConversational DesignGenerative Artificial Intelligence (GenAI)Branding+ 68 more
Loyalty Program for Heineken
FigmaMotion InteractionInteractive UIInformation DesignInformation Architecture (IA)Mobile Navigation+ 108 more
Work Experience
Staff AI Designer Engineer (Growth Designer & Design System)
2026 - PRESENT
Leading US Performance Nutrition & Energy Beverage Brand
- Supported growth and roadmap decisions by combining competitive benchmarking, UX evaluation, AI-assisted prototyping, and design-system standardization into one structured product design process.
- Led competitive research across 17 global eCommerce platforms, identifying high-performing UX patterns related to product discovery, navigation, search, filtering, product detail pages, cart behavior, and checkout.
- Conducted 85 interface evaluations across key eCommerce journeys and extracted 8 high-value product insights to support roadmap prioritization, UX decisions, and growth strategy.
- Created a scalable eCommerce design system in Figma for homepage, product listing, product detail, cart, and checkout flows, improving consistency and enabling faster screen production.
- Used Claude, Figma Make, and Figma to accelerate the creation of new eCommerce screens across 4 core conversion flows: homepage, product page, cart, and checkout.
- Designed and documented reusable UI patterns for high-intent shopping moments, including product cards, purchase boxes, trust indicators, frequently bought together modules, price displays, reviews, filters, sorting, and checkout steps.
- Standardized reusable eCommerce patterns for homepage, product listing, product detail, cart, and checkout flows, improving consistency across screens and enabling faster design iteration.
Technologies: UX Strategy, UI Design, UX Design, Product Growth, Growth Strategy, User Workflows, AI-powered Product Design, Brand Design, Brand Marketing, Companion Software, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Design Systems, Claude Design, Claude Code, Figma Make, Figma Plugins, Copyright, AI Agents, AI Chatbots, Prototyping, Audits, Functional Testing, Claude, Web UX Design, Business to Consumer (B2C), AI Design, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, UserZoom, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Founder | Product Manager | UX Researcher | Product Designer
2017 - PRESENT
GUIP.XYZ
- Worked in multiple industries, including agribusiness, entertainment, education, SaaS, health, law techs, media, NGOs, philosophy and religion, food and beverage, and AR technology.
- Lectured on UX design, UX research, UI design, design systems, product analytics, and user-centered design process in three MBA courses: full-stack development, digital solutions architecture, and software engineering and CTOs.
- Acted as an instructor for a tech school, Converge You, developing a practical methodology and running a workshop class on UI design fundamentals for non-designers and designers, with a CSAT from students of 95%.
- Offered mentorship to junior, middle, and senior designers as a design mentor at ADPList, becoming a top achiever in Brazil, with 50 sessions in 10 different countries.
- Developed two educational web apps for designers and PMs: "UX English Guide" with 32 guides for the UX team and "Cards for Product Arena" with six sections and a glossary written by product community experts for PM roles.
- Designed a project app guide for COVID-19 alongside a team of 10 people. I delivered mentorship, career, and educational workshops. As a result, four volunteers got a job after this first portfolio project in their careers.
- Built a prototype app for the UN using UX research and design methodologies. The app aims to raise awareness and save the Amazon rainforest and other regions of Brazil from human and environmental crimes.
- Delivered five UI/UX audits to improve the UI/UX design for early-stage startups, mid-level companies, and billionaire companies. The methodologies used included heuristic analysis, usability testing, UI/UX fundamentals, and the laws of simplicity.
- Handled seven product discoveries with a critical eye for product validation and product-market fit. The methodologies used included desk research, user interviews, field studies, a value proposition, Google's Design Sprint, and social media ads.
- Presented 15 ideation and business workshops for new ventures alongside CTOs, CEOs, and entrepreneurs. Testimonial: "Amazing workshop; never saw anything like it. I want this for me!" – an expert consultant from one of the biggest VCs in LATAM.
Technologies: Figma, UX Research, UX Design, UI Design, Miro, Whiteboarding, Design Workshops, Trello, Google Design Sprints, Web UI Design, Mobile UI Design, Mobile, Dashboards, Startups, Lean UX, Agile, Agile UX, Agile Sprints, Discovery Workshops, Product Design, Ideation Workshops, UX Audits, UI Audits, Pitch Decks, Elevator Pitches, Value Proposition, Value Innovation, Wireframing, Field Research, User Surveys, Surveys, A/B Testing, Design Research, UI Research, Research, Lean Canvas, Lean Research, Design Thinking Facilitation, Design Thinking, Information Architecture (IA), Qualitative Research, Qualitative Reports, Quantitative Analysis, Quantitative Research, Heuristic Review, Usability, Web Usability, Usability Analysis, Remote Usability Testing, Guerilla Usability Testing, Usability Testing, Usability Heuristics, Unmoderated Remote Usability Testing, Adobe Experience Design (XD), Sketch, WebApp, App UX, App UI, Apps, Design Validation, Internet of Things (IoT), Strategy, User Interviews, User Research, Market Research, Product Benchmarking, Benchmark Analysis, Cross-platform UX, Cross-functional Design, Prototyping, App Design, Social Networks, Layout Design, Communication, Research Reports, Stakeholder Management, B2B, Dashboard Design, Web UX, User Interface (UI), User Experience (UX), User Journeys, SaaS, Web App Design, Responsive Web Apps, Wix, Web Design, Webflow, Responsive UI, Landing Page Design, WordPress, Quantitative User Research, Client Interviews, Design Systems, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Discovery, Web App UX, B2B2C, Landing Pages, Style Guides, User Testing, Modular Design, Healthcare, Human-computer Interaction (HCI), Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, UX Strategy, Analytics, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Product Growth, Database as a Service (DBaaS), Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Web UI, Responsive Web Design (RWD), Component Libraries, Survey Design, Edtech Design, Education Technology (Edtech), Business Intelligence (BI), Information Technology, Mockups, Branding, Professional Services, AI Design, User Journey Maps, Artificial Intelligence (AI), Artificial Intelligence as a Service (AIaaS), Generative Artificial Intelligence (GenAI), OpenAI, Web App UI, Marketplaces, User Personas, User Stories, Image Generation, Visual Design, Marketplace Design, Websites, Hotels & Lodging, Real Estate, eCommerce, Healthcare IT, Health & Wellness, Data, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, UX Leadership, Storyboarding, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Proof of Concept (POC), Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Feature Analysis, Project Discovery, Wellness, Proposal Design, Webflow CMS, Content Management Systems (CMS), Squarespace, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Manufacturing, Conversational Design, Product Strategy, Analytics Research, Content Design, Content Writing, Human-centered Design (HCD), Web Application Design, Education, User Experience Design, Color Schemes, Typography, Color Palettes, Graphic Design, Logo Design, Visual Identity, Brand Books, Brand Logos, UI Branding, Technical Writing, Employee Training, Data Visualization, Reports, Cross-functional Collaboration, Technical SEO, Reporting, SEO Content, Art Direction, Enterprise Loyalty Programs, No-code Development, Charity, Product Roadmaps, Feature Roadmaps, Responsive Design, Community Platforms, Art, SharePoint, SharePoint Designer, AI Tools, Large Language Models (LLMs), Framer, Technical Product Management, Product Owner, Human Interface Design, Apple Human Interface, iOS App Design, Technical Project Management, Data Analysis, Recruiting, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Mobile UX Design, App Redesign, Product Enhancement, Canva, User Workflows, AI-powered Product Design, Football, Brand Design, Brand Marketing, Companion Software, Brand Identity, Creative Design, Web Dashboards, Iterative Design, Qualitative User Research, Product Research, Copyright, AI Agents, Adobe Illustrator, Adobe, Audits, Functional Testing, Claude, Claude Design, Healthcare Software, Claude Code, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting
Staff UX Researcher
2026 - 2026
Hearst
- Created an AI research assistant agent for product managers, designers, and software engineers.
- Developed Userlytics benchmarking templates to evaluate owned article experiences across UX metrics and business performance metrics on mobile and desktop.
- Created competitive benchmarking studies in Userlytics to compare owned articles against two competitor experiences, supporting comparative analysis and experience evaluation.
- Designed six in-depth research plans and six test-ready Userlytics templates to enable scalable usability testing, benchmarking, and repeatable research operations.
Technologies: Userlytics, AI Agents, UX Research, Unmoderated Remote Usability Testing, ResearchOps, Creative Design, Iterative Design, Customer Experience (CX) Design, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Prototyping, Audits, Functional Testing, Claude, Claude Design, Business to Consumer (B2C), Healthcare Software, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, UserZoom, Artificial Intelligence (AI), Experimental Design, Sampling, Sprint Planning, Consulting
Product Manager and Design Lead
2026 - 2026
AlphaProSystem
- Led a 3-month redesign across 16 core user flows, coordinating five designers, two cofounders, and one CTO.
- Co-designed a unified design system spanning the marketing website, provider dashboard, and patient app.
- Conducted 20 user interviews with both healthcare professionals and end users to uncover key friction points and needs.
- Consolidated product analytics and behavioral data to diagnose usability issues precisely and prioritize the development roadmap.
- Facilitated a UI and branding workshop with the founders and validated with research-backed evidence (user interviews and behavior analytics), reducing subjective design decisions.
Technologies: Bubble, Figma, Figma to Bubble, Design Systems, Branding, UI Branding, UX Workshops, Design Workshops, Usability Testing, Usability Heuristics, User Interviews, Client Interviews, Brand Design, Brand Marketing, Companion Software, Brand Identity, Creative Design, Web Dashboards, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, Direct to Consumer (D2C), Copyright, AI Agents, AI Chatbots, AI-enabled Applications, Product Design, UI Design, Prototyping, Audits, WCAG 3, Functional Testing, Claude, Claude Design, Business to Consumer (B2C), Claude Code, AI Design, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Staff Designer (UX/UI & Branding)
2025 - 2026
Rightway Parking & Air & Cruise Parking
- Conducted end-to-end UI/UX audits across all pages, identifying 47 design inconsistencies and supporting ongoing strategic decisions, daily problem-solving, and metric-driven product improvements.
- Designed and delivered a custom library of 36 soft 3D icons for the travel and parking industry, while also refining the brand’s 3D logo style to improve consistency and visual differentiation.
- Collaborated with the marketing director to shape actionable creative concepts that increased visual appeal, strengthened the customer experience, and contributed to conversion-focused initiatives.
- Delivered high-fidelity studies and prototypes for mobile and desktop platforms, featuring dark mode variants, glassmorphism-inspired art direction, and 3D visual assets for a worldwide technology agency.
- Led competitive research across eight global platforms, identifying UX/UI patterns that drove user engagement and supported revenue performance.
Technologies: UX Design, Web Design, Branding, UI Design, User Workflows, AI-powered Product Design, Brand Design, Brand Identity, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Copyright, Product Design, Prototyping, Audits, Functional Testing, Claude, Claude Design, Business to Consumer (B2C), AI Design, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Product Manager & Staff Designer (UX/UI & Branding)
2025 - 2025
Key Subscription Company
- Led AI-assisted branding workshops to define a visual language that resonates with both younger and older audiences—generating 40+ options and ranking them using a 5-point satisfaction scale.
- Designed a 25-icon set with a soft 3D “lava” style (Airbnb-inspired), optimized for accessibility and scalability.
- Built concept home and system pages in 20 hours, combining a compelling look and feel with clear usability across key journey stages.
- Drove product management end-to-end—requirements and audience definition, technical choices, design scope, marketing, and GTM planning.
- Strengthened monetization in the Vibecoding prototype by adding referral codes, annual promo discounts, and a family plan to encourage multi-seat subscriptions and lift ARPU.
Technologies: Large Language Models (LLMs), Generative Artificial Intelligence (GenAI), Product Management, Product Design, Branding, UI Branding, Workshops, Product Requirements Documentation (PRD), Project Management, Figma Make, Figma, Miro, Canva, AI-powered Product Design, Brand Design, Companion Software, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Copyright, UI Design, Prototyping, Audits, Functional Testing, Claude, Claude Code, AI Design, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting
AI Product Manager and Staff Designer (UX Research, UX Writing, UX/UI Design)
2025 - 2025
XNote, Inc.
- Led product management and strategy with the founders: prioritized Q1–Q2 quick wins and UI/UX refinements, then defined Q3–Q4 new roadmap feature with 60–80% desirability (willingness to use).
- Delivered a product analytics framework for Amplitude, enabling data-driven decision-making across marketing and product.
- Drove rapid design–engineering iteration by turning paper prototypes of improvement concepts into code-ready specs, enabling engineers to implement changes quickly using AI-assisted tooling and minimizing rework.
- Researched 16 competitors and used stakeholder workshops plus client surveys to validate five roadmap and feature hypotheses.
- Managed ResearchOps and conducted a product-page UX audit, revealing key UI inconsistencies.
- Delivered end-to-end UX for a mobile AI app—UX audit, product strategy, user journey maps, app maps, future-state flows, analytics mapping, and research synthesis.
- Led a team of up to four and collaborated with marketing, data, and engineering to deliver strategic workshops, roadmap planning, and new user journeys and product concepts.
Technologies: A/B Testing, Content Design, UX Writing, User Surveys, UX Strategy, Product Management, App Product Management, UX Design, Paper Prototyping, Product Design, UX Research, Enterprise Loyalty Programs, Amplitude, Responsive Design, AI Tools, Large Language Models (LLMs), Product Requirements Documentation (PRD), Technical Product Management, Product Owner, Subscriptions, Web Development, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Technical Project Management, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Surveys, Survey Development & Analysis, Interviewing, Team Building, Artificial Intelligence (AI), Product Management, APIs, Technical Product Management, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, AI-powered Product Design, Brand Design, Brand Marketing, Companion Software, Brand Identity, Creative Design, Web Dashboards, Iterative Design, Agentic AI, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Copyright, AI Agents, AI Chatbots, AI-enabled Applications, UI Design, Prototyping, Audits, Functional Testing, Claude, Business to Consumer (B2C), AI Design, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Product Manager (UX Research and PD Expertise)
2024 - 2025
Colgate-Palmolive - Main
- Managed product roadmap for two AI-powered internal platforms, delivering POC to MVP to MLP with 60–80% user validation (desirability).
- Managed up to five team members and partnered with cross-functional stakeholders to deliver validated concepts from PoC to MLP across an AI-powered platform for Colgate and a quality analytics dashboard for Hills Pet.
- Led product management and strategy across two internal platforms, collaborating with data scientists, engineers, and managers to streamline AI research workflows and quality surveillance for Colgate-Palmolive and Hill’s Pet.
- Conducted research on 16 AI tools, generating 15 validated features that streamlined workflows for global scientists (U.S., LATAM, EU).
- Co-designed an AI chat experience and predictive dashboard through iterative user-centered design cycles, tailored to the needs of global scientific teams.
- Co-created Dash.Pet brand and visual identity, improving internal adoption and visibility.
- Partnered with Data Directors and Engineering to deliver actionable concepts that accelerated feature delivery and internal tooling success.
Technologies: Proof of Concept (POC), Figma, Design Systems, User Journeys, UI Design, UX Design, Product Design, User Interface (UI), User Experience (UX), Responsive Web Design (RWD), Generative Artificial Intelligence (GenAI), Artificial Intelligence (AI), Conversational AI, Chatbot Conversation Design, Human-centered Design (HCD), Enterprise Design, User Experience Design, Color Schemes, Typography, Color Palettes, Logo Design, Visual Identity, Brand Books, Brand Logos, UI Branding, Data Visualization, Reports, Cross-functional Collaboration, Reporting, Information Architecture (IA), Art Direction, Enterprise Loyalty Programs, Roadmaps, Product Roadmaps, Feature Roadmaps, Responsive Design, Dashboards, Dashboard Design, AI Tools, Enterprise Software, Large Language Models (LLMs), Product Requirements Documentation (PRD), Technical Product Management, Product Owner, Web Development, Web Platforms, Technical Project Management, Project Planning, Agile Project Management, Data Collection, Customer Research, Surveys, Survey Development & Analysis, Interviewing, Artificial Intelligence (AI), Product Management, Jira, Enterprise SaaS, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, AI-powered Product Design, Brand Design, Companion Software, Brand Identity, Creative Design, Iterative Design, Agentic AI, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, AI Agents, AI Chatbots, AI-enabled Applications, Audits, Functional Testing, Claude, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Senior UX Researcher & ResearchOps
2024 - 2024
Carrier Global
- Defined Q3–Q4 roadmap priorities and identified 5 monetization opportunities, improving potential revenue streams.
- Ran 33 experiments, with 12 features approved for development, based on insights from 3,360 users across LATAM and North America. Achieving top results in satisfaction score (CSAT), usability system scale (SUS) and customer effort score (CES).
- Discovered and improved subscription rates by 15% through qualitative insights into new UX writing for a call-to-action button.
- Improved UXR Ops with templates on User Zoom for 11 different project scenarios: user feature prioritization, monetization hypothesis, A/B testing, card sorting, DS look and feel, iconography recognition, user flows, and UX writing.
- Enhanced UXR Ops with a Confluence datasheet with all studies and 15 articles from each research study.
Technologies: UX Research, UX Design, UserZoom, Jira, Confluence, ResearchOps, User Validation, Design Validation, Information Architecture (IA), UX Writing, A/B Testing, Remote Usability Testing, Usability Analysis, Product Benchmarking, Usability Testing, Unmoderated Remote Usability Testing, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Findings & Recommendations Reports, Design Reviews, UX Review, Mobile, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Project Discovery, Market Insights, Project Management, Waterfall Methodology, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Product Strategy, Operations Research, Analytics Research, Human-centered Design (HCD), Enterprise Design, User Experience Design, Graphic Design, Reports, Cross-functional Collaboration, Reporting, SEO Content, Behavioral Psychology, Psychology, Enterprise Loyalty Programs, Product Roadmaps, Feature Roadmaps, Responsive Design, Enterprise Software, Technical Product Management, Product Owner, Subscriptions, Web Development, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Surveys, Survey Development & Analysis, Interviewing, Jira, Enterprise SaaS, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, HVAC, User Workflows, Companion Software, Creative Design, Web Dashboards, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Product Design, UI Design, Audits, Functional Testing, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Artificial Intelligence (AI), Experimental Design, Sampling, Sprint Planning, Consulting, Miro
UX Researcher | Product Manager
2023 - 2023
Pfizer
- Led ResearchOps and secondary projects on the Miro board, involving Project Canva, research operations, product analytics frameworks, educational materials, and checklists.
- Analyzed 66 product page websites for information architecture and found 47 UX/UI design inconsistencies.
- Performed design critique for the internal UX/UI design team, resulting in feature adoption that showed higher success on first-click test analysis (95% of users got first-click task right).
- Compared data analytics between five Pfizer websites and five competitors' websites to uncover user needs or strategies for successful UX products.
- Conducted a UX audit for 16 inconsistencies between the product portfolio page and results on navigational components (search and filter).
- Gathered information architecture and user flow for two different mobile apps, aiming to support the UX research team on card sorting, tree testing, usability, and first-click test (quantitative analysis) on the UserZoom platform.
- Helped the UX research manager with data consolidation and file presentation report from UserZoom results.
- Collaborated with the DesignOps Manager and team by reading reports and sharing insights with the atomic research framework for specific user personas.
- Delivered full product analytics mapping and defined KPIs for Pfizer's mobile health app, enabling consistent measurement of user engagement.
- Provided support to the DesignOps Manager, Associate DesignOps Manager, and ResearchOps Manager by offering feedback, materials, consultations, and deep interviews to address daily challenges, questions, or strategic needs.
Technologies: UX Research, User Testing, User Validation, Qualitative Research, Quantitative Research, User Research, User Experience (UX), UX Design, Card Sorting, Tree Testing, First Click Testing, User Journeys, Mobile UX Design, Web UX, UX Audits, Survey Design, Mockups, Artificial Intelligence (AI), User Personas, User Stories, Websites, Hospitality, eCommerce, Healthcare IT, Health & Wellness, Research, Data, Data Strategy, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Mobile, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Project Discovery, Market Insights, Project Management, Waterfall Methodology, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Product Strategy, Operations Research, Analytics Research, Human-centered Design (HCD), Enterprise Design, User Experience Design, Visual Design, Graphic Design, Reports, Cross-functional Collaboration, Reporting, SEO Content, Behavioral Psychology, Psychology, Enterprise Loyalty Programs, Feature Roadmaps, UX Roadmaps, Product Roadmaps, Analytics, Responsive Design, Enterprise Software, Product Requirements Documentation (PRD), Technical Product Management, Product Owner, Subscriptions, Web Development, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Technical Project Management, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Surveys, Survey Development & Analysis, Interviewing, Product Management, Jira, Enterprise SaaS, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Onboarding, Mobile UI Design, App Redesign, Product Enhancement, Companion Software, Brand Identity, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Direct to Consumer (D2C), Audits, Functional Testing, Consumer Health, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, UserZoom, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Product Manager (With Senior UX Research and PD Expertise)
2022 - 2022
AgileEngine
- Recruited team members with C-level directors, conducted online user interviews, and helped discover actionable findings with real customers into two different software products.
- Led UX research for clients to inform and prioritize the development of two software products by triangulating data from workshops, analytics, user interviews, and usability tests.
- Assisted clients with user research—interviews, usability testing, personas, user journeys, and design workshops—to better understand the voice of their customers and build products and services with input from real people.
- Helped clients with problems such as conversions, analysis of users' concerns and needs, and the UI/UX enhancements required to improve metrics.
- Conducted a UX research project to integrate or develop new features of two similar products with the same user group. One product concerned eCommerce and booking for camping, and the other was a community app for RVs.
- Prioritized and delivered 15 high-fidelity product prototypes for desktop and mobile devices from 20 user interviews and 65 user research insights.
- Created a library of 16 new icons for the travel and camping industry.
- Delivered studies and high-fidelity prototypes for mobile and desktop screens with dark mode options, art direction with glass effect, and 3D iconography for a worldwide tech agency.
- Adjusted the UI/UX on the sales pitch presentation for a worldwide tech agency.
- Triangulated data with product analytics, stakeholder interviews, user interviews, and UX audits.
Technologies: UX Research, UX Design, UI Design, Dovetail, Figma, Design Workshops, Interviews, User Interviews, Miro, Strategy, Surveys, User Research, Market Research, Product Benchmarking, Benchmark Analysis, Prototyping, App Design, Social Networks, MVP Design, Layout Design, Qualitative Research, Communication, Research Reports, Stakeholder Management, B2B, Web UX, User Interface (UI), User Experience (UX), User Journeys, SaaS, Web Design, Responsive UI, UX Audits, UI Audits, Wireframing, Field Research, User Surveys, Online Surveys, Quantitative User Research, Client Interviews, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Discovery Workshops, Discovery, Web App UX, Landing Pages, Style Guides, User Testing, Modular Design, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Component Libraries, Survey Design, Information Technology, Mockups, Landing Page Design, Professional Services, Artificial Intelligence (AI), User Personas, User Stories, Websites, Hotels & Lodging, Real Estate, eCommerce, Research, Data, Data Strategy, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Mobile, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Project Discovery, Market Insights, Project Management, Waterfall Methodology, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Data Synthesis, Product Strategy, Operations Research, Analytics Research, Human-centered Design (HCD), Enterprise Design, Web Application Design, User Experience Design, Color Schemes, Typography, Visual Design, Color Palettes, Logo Design, Visual Identity, Brand Logos, UI Branding, Reports, Cross-functional Collaboration, Reporting, Information Architecture (IA), Behavioral Psychology, Psychology, Product Roadmaps, Feature Roadmaps, Responsive Design, Enterprise Software, Framer, Product Requirements Documentation (PRD), Technical Product Management, Product Owner, Subscriptions, Web Development, Web Platforms, Web Project Management, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Survey Development & Analysis, Interviewing, Team Building, Product Management, Jira, Enterprise SaaS, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Mobile UI Design, App Redesign, Product Enhancement, Companion Software, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, eCommerce Design, Audits, Functional Testing, Business to Consumer (B2C), Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting
Senior UX Designer
2021 - 2022
R/GA
- Redesigned the Heineken mobile app's information architecture, navigation, and user flow, working on 367 screens and eight functions.
- Led a three-member design team on each Agile sprint using "How Might We" statements, research on product benchmarks, dot voting, design critique, and prototypes from wireframes to high fidelity.
- Assisted my design team and a third-party developer team with all Figma product annotation for user flows, UX functionality, interaction design, accessibility speech text, and UX writing.
- Helped my design team identify one major concern and other red flags on the project for improvements by using UX audits, sitemaps, and user flows.
- Handled the design team's kick-off UX documentation, Figma files, and design system workshops to empower our team with essential UI components for future design sprints.
- Facilitated design sprints using Zoom with our remote team of three designers, encouraging a unified team, good delivery performance, high-level innovation and creativity, and no pain frictions through the six months of the project.
- Created a reward and ranking system feature for the entire client system, documenting all UX interaction functions and SLA rules.
- Performed QA analysis for UI/UX and conducted UX writing based on prototypes in the staging environment provided by developers.
Technologies: Figma, Sitemaps, Information Architecture (IA), Navigation Design, Mobile Navigation, Navigation Redesign, Mobile App Design, Mobile App UI, Mobile App Development, Product Benchmarking, Accessibility, Skeleton Prototypes, Mobile Prototypes, Low-fidelity Prototypes, High-fidelity Prototypes, Interactive Prototypes, UX Wireframes, Wireframing, Speech-to-Text (STT), Text-to-Speech (TTS), Interaction Design (IxD), UX Audits, UX Writing, App UX, UX Design, UI Design, Quality Assurance (QA), Design Systems, UI Components, Strategy, User Interviews, Surveys, Market Research, Benchmark Analysis, Prototyping, App Design, Social Networks, MVP Design, Layout Design, Communication, Research Reports, Stakeholder Management, B2B, User Interface (UI), User Experience (UX), SaaS, Client Interviews, User Flows, Loyalty Programs, Loyalty Applications, Web App UX, Style Guides, Modular Design, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, UX Strategy, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Component Libraries, Information Technology, Branding, User Personas, Visual Design, Marketplace Design, Websites, Data, User Experience Strategy, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Findings & Recommendations Reports, Design Reviews, UX Review, Mobile, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, WCAG 2, Accessibility Testing, Web Accessibility, Accessible Design, Proof of Concept (POC), Mobile Apps, Requirements, Roadmaps, Project Discovery, Project Management, Waterfall Methodology, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Data Synthesis, Manufacturing, Product Strategy, Human-centered Design (HCD), Enterprise Design, User Experience Design, Color Schemes, Color Palettes, Graphic Design, Logo Design, Visual Identity, Brand Logos, UI Branding, Reports, Cross-functional Collaboration, Reporting, SEO Content, Product Roadmaps, Responsive Design, Enterprise Software, Framer, Product Owner, Subscriptions, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Survey Development & Analysis, Interviewing, Team Building, Jira, Enterprise SaaS, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, Brand Marketing, Companion Software, Brand Identity, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Web Content Accessibility Guidelines (WCAG), Qualitative User Research, Product Research, Copyright, Product Design, Audits, Functional Testing, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sprint Planning, Consulting, Miro
UX Researcher | UI/UX Designer
2019 - 2019
Sapient AG2
- Discovered a millionaire innovation project failure from a billionaire private bank through UX methodologies and principles: UX audits, field research, and qualitative and quantitative UX research with users.
- Created new design system components using in-depth analysis and studies for new UI/UX components on ID and contract validation for a billionaire private bank.
- Improved six mobile flows for a private bank using new components and methodologies, including paper prototypes, wireframes, user flows, and UI/UX benchmarks.
- Found UX reasons behind qualitative research for improving the ATMs' UX. I also analyzed how to improve the CX and UX on bank branches.
- Delivered an ethnographic and in-depth UX analysis from ATMs and bank branches in three neighborhoods, analyzing the UX from Brazil's top three private banks.
- Prototyped and adjusted the latest categories on the ATMs' information architecture and menu navigation.
Technologies: Sketch, Design Systems, Product Research, Mobile UX, Mobile UI, UX Design, Qualitative Research, Quantitative Research, Usability, Usability Testing, Usability Analysis, Usability Heuristics, Heuristics, Heuristic Review, Heuristic Analysis, Heuristic Evaluation, Heuristic Reports, Field Research, Field Studies, Field Recordings, User Interface (UI), UI Components, UI Style Guides, UI Design, Mobile App UI, UI Motion, Mobile, App UX, App UI, Apps, Strategy, User Interviews, Surveys, User Research, Market Research, Fintech, Finance, Product Benchmarking, Benchmark Analysis, Cross-platform UX, Prototyping, App Design, Layout Design, Communication, Research Reports, Stakeholder Management, B2B, User Experience (UX), SaaS, Quantitative User Research, Client Interviews, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Discovery Workshops, Discovery, Web App UX, Style Guides, User Testing, Modular Design, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Survey Design, Education Technology (Edtech), Information Technology, Landing Page Design, Professional Services, User Personas, User Stories, Visual Design, Websites, Hotels & Lodging, eCommerce, Research, Data, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, UX Leadership, Findings & Recommendations Reports, Design Reviews, UX Review, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Mobile Apps, Requirements, Roadmaps, Project Discovery, Market Insights, Project Management, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Product Strategy, Operations Research, Analytics Research, Human-centered Design (HCD), Enterprise Design, User Experience Design, Typography, Reports, Cross-functional Collaboration, Reporting, Information Architecture (IA), Behavioral Psychology, Psychology, Responsive Design, Enterprise Software, Framer, Product Owner, Subscriptions, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Survey Development & Analysis, Interviewing, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, User Workflows, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Audits, Functional Testing, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Miro
Partner and Head of Design
2019 - 2019
We Drive Growth
- Translated data into a product and service strategy from 60 qualitative surveys of non-moderated usability tests. We learned about actual problems, actual needs, and future service expectations.
- Led a strategy consultancy for a billionaire company. I delivered information about emerging technology, product planning, user research results, and concept design. As a result, all institutional websites shifted to eCommerce.
- Delivered essential documents for two new customers using my bundle of workshops on design, project, and business ideation. I received outstanding feedback from ACE, a top VC in LATAM.
- Helped an early-stage startup to recover their investment money on third-party developers by using heuristic analysis, user journey, usability analysis, and user usability tests on its MVP version.
- Assisted an early-stage startup aiming to become a corporate venture spin-off of a billionaire beverage company. I addressed 32 UI/UX inconsistencies by redesigning 102 screens from the mobile app concept.
- Conducted heuristic analysis on three systems for a billionaire food company. As a result, we uncovered several issues in the usability of mobile devices.
Technologies: Sketch, Adobe Experience Design (XD), Figma, A/B Testing, Usability, Usability Analysis, Usability Testing, Apps, Mobile, Mobile UI, Mobile UX, Mobile App UI, Mobile Web, Growth Hacking, Growth Strategy, Growth, Growth Marketing, Product Growth, Interviews, User Interviews, UX Research, UX Design, UI Design, Web UI, WebApp, Webflow, Unmoderated Remote Usability Testing, Heuristics, Usability Heuristics, Heuristic Analysis, Heuristic Evaluation, Heuristic Reports, Heuristic Review, Lean Research, Field Research, Field Studies, User Surveys, UX Testing, Pitch Decks, Elevator Pitches, Lean Canvas, Whiteboarding, Wireframing, Desktop App Design, Desktop Web Design, Agile, Agile Sprints, Agile Delivery, Startups, Lean Startups, Guerilla Usability Testing, Strategy, Surveys, Market Research, Product Benchmarking, Benchmark Analysis, Prototyping, App Design, MVP Design, Layout Design, Qualitative Research, User Research, Communication, Research Reports, Stakeholder Management, B2B, Web UX, User Interface (UI), User Experience (UX), User Journeys, SaaS, Web App Design, Web Design, Responsive UI, Landing Page Design, Client Interviews, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Discovery Workshops, Discovery, Web App UX, Landing Pages, Style Guides, User Testing, Modular Design, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Responsive Web Design (RWD), Information Technology, Branding, Professional Services, Marketplaces, User Personas, User Stories, Visual Design, Marketplace Design, Websites, eCommerce, Data, Data Strategy, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, UX Leadership, Storyboarding, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Proof of Concept (POC), Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Project Discovery, Project Management, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Product Strategy, Enterprise Design, Web Application Design, User Experience Design, Color Schemes, Typography, Color Palettes, Graphic Design, Logo Design, Visual Identity, Brand Logos, UI Branding, Reports, Cross-functional Collaboration, Reporting, Information Architecture (IA), SEO Content, Responsive Design, Community Platforms, Enterprise Software, Framer, Technical Product Management, Product Owner, Subscriptions, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Survey Development & Analysis, Recruiting, Interviewing, Sourcing, Team Building, Product Management, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, Canva, Companion Software, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, Product Design, Audits, WCAG 3, Functional Testing, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sprint Planning, Consulting, Miro
UX Researcher | UX Designer
2018 - 2019
Dux Coworkers
- Conducted user interviews, usability tests, and quantitative and qualitative research to help clients rapidly implement UI/UX improvements based on actual and competitor customers' findings on the mobile banking experience app.
- Improved the mobile app by delivering a UI/UX prototype with factional findings from a participatory design session with actual and competitor customers evaluating their mobile bank app and the competitor's app.
- Created a mid-fidelity concept prototype with ten key UI/UX insights for improvements from user interviews, increasing user engagement.
- Implemented four key UI/UX insights in information architecture, navigation, and usability for a billionaire bank in Brazil using a card sorting methodology and conducting 30 user interviews.
Technologies: UX Research, UX Design, Mobile UI, Mobile UX, Usability Testing, Web Usability, Interviews, Card Sorting, Qualitative Reports, Qualitative Research, Quantitative Analysis, Quantitative Research, Quantitative User Research, User Interviews, User Interface (UI), A/B Testing, Workshop Facilitation, Reports, Recruiting, Recruitment, Web UX, Web, Usability, Usability Analysis, Heuristics, Heuristic Review, Usability Heuristics, Heuristic Analysis, Heuristic Reports, Heuristic Evaluation, Strategy, Surveys, User Research, Market Research, Fintech, Finance, Product Benchmarking, Benchmark Analysis, Prototyping, App Design, MVP Design, Layout Design, Communication, Research Reports, Stakeholder Management, B2B, UI Design, User Experience (UX), SaaS, Web Design, Responsive UI, Client Interviews, Low-fidelity Prototypes, User Flows, User Validation, Discovery Workshops, Discovery, Web App UX, User Testing, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Style Guides, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Survey Design, Information Technology, User Personas, User Stories, Visual Design, Websites, Hotels & Lodging, Research, Data, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, UX Leadership, Findings & Recommendations Reports, Design Reviews, UX Review, Mobile, Online Shopping, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), Project Discovery, Market Insights, Project Management, Customer Insights, Consumer Insights, Product Ideation, Data Synthesis, Product Strategy, Operations Research, Analytics Research, Human-centered Design (HCD), Enterprise Design, User Experience Design, Typography, Cross-functional Collaboration, Reporting, Information Architecture (IA), Behavioral Psychology, Psychology, Responsive Design, Enterprise Software, Technical Product Management, Product Owner, Subscriptions, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Survey Development & Analysis, Interviewing, Team Building, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, User Workflows, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, Audits, Functional Testing, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting
Head of Product | UX Researcher and Product Designer Consultant
2017 - 2019
TheVelops
- Led qualitative user research with the company founder, gathering information about market constraints and opportunities, competitors, personas, user needs, business goals, challenges, and the founders' "why" according to Simon Sinek's theory.
- Wrote a business mission statement with value proposition design methodology, framed the founder's qualitative interview for the CTO, and guided a development team's strategy.
- Assisted a development team in kicking off the development of a new software version by leading a workshop on an atomic design concept with front-end component language through mobile and web prototype screens.
- Helped stand down two personas on a product-market fit for a marketplace startup project by using user research methodologies.
- Designed an agile development process to deliver applications in two-to-four-week cycles.
- Redesigned a mobile and web product using user research and value proposition design methodologies.
- Led and implemented user-centered design methodologies, including founder and user interviews, ethnographic research, UI/UX audits, task analysis, usability testing, personas and profiles, competitors' analysis, and product benchmarks.
- Redesigned a government tech platform for water analysis using Google Material Design components from a client incubated at the University of São Paulo.
- Acted as a product owner, supporting feature scoping, prioritization, and product delivery in multi-stakeholder environments.
Technologies: InVision, Sketch, Google Design Sprints, UX Research, UX Design, UI Design, Atomic Design, Business to Business (B2B), Business Design, Business Analysis, Innovation Labs, Digital Innovation, Agile, Zeplin, Ads, Design Validation, Product Discovery, Ideation Workshops, Validation, Lean Startups, Venture Design, Venture Philanthropy, Non-governmental Organizations (NGOs), SaaS Design, Trello, Discovery Workshops, Lean Research, Field Research, User Surveys, Surveys, A/B Testing, Qualitative Research, Quantitative Research, Heuristic Review, Heuristic Reports, Heuristic Evaluation, Heuristic Analysis, Web Usability, Usability Testing, Usability Analysis, Usability Heuristics, Design Thinking, Guerilla Usability Testing, WebApp, App UX, App UI, Apps, Strategy, User Interviews, User Research, Market Research, Product Benchmarking, Benchmark Analysis, Cross-platform UX, Cross-functional Design, Prototyping, App Design, Social Networks, MVP Design, Layout Design, Communication, Research Reports, Stakeholder Management, B2B, Dashboard Design, Web UX, User Interface (UI), User Experience (UX), User Journeys, SaaS, Web App Design, Web Design, Responsive UI, Quantitative User Research, Client Interviews, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Discovery, Web App UX, Landing Pages, Style Guides, User Testing, Modular Design, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Responsive Web Design (RWD), Component Libraries, Survey Design, Information Technology, Landing Page Design, Professional Services, Marketplaces, User Personas, User Stories, Visual Design, Marketplace Design, Websites, Hotels & Lodging, Real Estate, eCommerce, Research, Data, Data Strategy, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, UX Leadership, Storyboarding, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Mobile, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Proof of Concept (POC), Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), UI Testing, Project Discovery, Market Insights, Project Management, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Conversational UI, Product Strategy, Human-centered Design (HCD), Enterprise Design, Web Application Design, User Experience Design, Color Schemes, Typography, Color Palettes, Graphic Design, Logo Design, Visual Identity, Brand Logos, UI Branding, Reports, Cross-functional Collaboration, Technical SEO, Reporting, Information Architecture (IA), SEO Content, No-code Development, Responsive Design, Art, Enterprise Software, Technical Product Management, Product Owner, Subscriptions, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Survey Development & Analysis, Recruiting, Interviewing, Sourcing, Team Building, Product Management, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Mobile UI Design, Mobile UX Design, App Redesign, Product Enhancement, Canva, User Workflows, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Product Research, Copyright, AI Agents, Product Design, Audits, WCAG 3, Functional Testing, Business to Consumer (B2C), Healthcare Software, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sprint Planning, Consulting
Service Designer | Customer Success | Content Strategy | UX Researcher | UI/UX Consultant for Apps
2013 - 2016
Fábrica de Aplicativos
- Created a service for publishing web apps into native apps. This grew monthly revenue significantly for LATAM's most prominent SaaS app builder.
- Redesigned the customer service system using 200 user stories from ticket support. After three months, all support internal and external KPIs from ZenDesk benchmark numbers were beaten.
- Handled the user-centered redesign of four core support departments, including general problems, general doubts, financial issues, and art direction and information architecture consultancy for customer app creations.
- Led and answered 1,666 support tickets from SaaS web app creators with architecture and art direction tips from 15 different industries' expertise.
- Planned and created the architecture and content for blogs, YouTube channels, workshop classes, tooltips inside the app builder, and all help desk articles support.
- Created a client case documentary, 48 help center articles, 27 tooltips for the UX app builder, 16 blog articles, and eight workshops on building applications.
- Discovered the churn cancellation reason by triangulating data from customer surveys, business analysis databases, and service/content strategy projects. As a result, I improved app creation and grew the annual plan subscription by 56%.
- Performed product improvements and roadmaps, improved customer support content, provided consultancy for successful web app creation, assisted in content strategy and educational webinars and workshops, and created web app prototypes and templates.
- Learned 15 industries from app client creations, including adult movies, agencies, companies, entrepreneurs, government, niche market groups, NGOs, public figures, media, religious institutions, retail, services, and sports.
- Prioritized roadmap features across Developer, Finance, Marketing, and Support teams, driving alignment and delivery velocity.
Technologies: Low Code, UX Research, WebApp, Content Strategy, Service Design, Brand Design, Sound Design, UX Design, UI Design, Customer Success, Interviews, Databases, Product Development, Product Management, Project Management, Operations Management, Educational Videos, Webinars, Blog Design, Documentaries, Key Performance Metrics, User, User Surveys, AARRR, Agile Sprints, Zendesk, Business Intelligence (BI), Strategy, User Interviews, Surveys, User Research, Market Research, Product Benchmarking, Benchmark Analysis, Cross-platform UX, Cross-functional Design, Prototyping, App Design, MVP Design, Layout Design, Qualitative Research, Communication, Research Reports, Stakeholder Management, B2B, Dashboard Design, User Experience (UX), SaaS, Web App Design, Responsive Web Apps, Web Design, Responsive UI, Quantitative User Research, Client Interviews, Low-fidelity Prototypes, High-fidelity Prototypes, User Flows, User Validation, Loyalty Programs, Loyalty Applications, Discovery Workshops, Discovery, Web App UX, B2B2C, Landing Pages, Style Guides, User Testing, Healthcare, Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Key Performance Indicators (KPIs), Data Analytics, Conversion Rate, Web, Journey Mapping, Layout, Software as a Service (SaaS), Government, Nonprofits, Responsive Web Design (RWD), Survey Design, Edtech Design, Education Technology (Edtech), Information Technology, Branding, Landing Page Design, Professional Services, Marketplaces, User Personas, User Stories, Marketplace Design, Websites, Hotels & Lodging, eCommerce, Healthcare IT, Health & Wellness, Research, Data, User Experience Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Storyboarding, Salesforce, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Mobile, Mobile Design, Material UI, Design Guidelines, Visual Brand Guidelines, Brand Guidelines, Template Design, Proof of Concept (POC), Mobile Apps, Requirements, Roadmaps, Conversion Rate Optimization (CRO), Project Discovery, Market Insights, Project Management, Customer Insights, Consumer Insights, Workshop Facilitation, Product Ideation, Process Mapping, Data Synthesis, Conversational UX, Product Strategy, Analytics Research, Human-centered Design (HCD), Web Application Design, Education, User Experience Design, Color Schemes, Typography, Visual Design, Color Palettes, Graphic Design, Logo Design, Visual Identity, UI Branding, Instructional Design, Technical Writing, Employee Training, Training Videos, Reports, Cross-functional Collaboration, Technical SEO, Information Architecture (IA), SEO Content, Call Centers, No-code Development, Charity, Responsive Design, Community Platforms, Art, Technical Product Management, Product Owner, Subscriptions, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Planning, Agile Project Management, Data Collection, Customer Research, Data Visualization, Survey Development & Analysis, Recruiting, Interviewing, Sourcing, Team Building, Product Management, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Mobile UI Design, App Redesign, Product Enhancement, User Workflows, Brand Marketing, Companion Software, Creative Design, Iterative Design, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Qualitative User Research, Copyright, Product Design, Audits, WCAG 3, Functional Testing, Healthcare Software, Fintech, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting
Education
2025 - 2026
Master of Business Administration (MBA) in Technology for Business – Artificial Intelligence, Data Science & Big Data
Pontifical Catholic University of Rio Grande do Sul (PUCRS) - Porto Alegre, RS, Brazil
2025 - 2025
Master of Business Administration (MBA) in Innovation and AI: The Future of UX
Unifast + UX Unicorn - Porto Alegre, Brazil
2024 - 2025
Postgraduate Degree in UX Design and Leadership
PUCRS - Porto Alegre, RS, Brazil
2018 - 2018
Foundation Course in Digital Marketing
Digital House - São Paulo, SP, Brazil
2017 - 2018
Foundation Course in Mobile Application Design
British School of Creative Arts and Technology (EBAC) - São Paulo, SP, Brazil
2010 - 2014
Bachelor's Degree in Social Communication on Radio and Television
Fundação Armando Alvares Penteado (FAAP) - São Paulo, SP, Brazil
Certifications
OCTOBER 2026 - PRESENT
Miro Users Support
Miro
OCTOBER 2026 - PRESENT
Miro Essentials
Miro
OCTOBER 2026 - PRESENT
Miro Enterprise Admin
Miro
OCTOBER 2026 - PRESENT
Elements of Agile in Miro
Miro
OCTOBER 2026 - PRESENT
Innovation Essentials
Miro
OCTOBER 2025 - PRESENT
AI Product Leader
Tera
JULY 2025 - PRESENT
IA/UX LAB
UX Unicorn
SEPTEMBER 2024 - PRESENT
Usign AI in Research Projects
JULY 2024 - PRESENT
UserZoom Essentials Certificate
User Testing
JULY 2024 - PRESENT
UserZoom Advanced Certificate
User Testing
APRIL 2023 - PRESENT
DesignOps and UX ResearchOps – Advanced
DesignOps Lab
MARCH 2023 - PRESENT
Product-led Growth
ADPList
JANUARY 2023 - PRESENT
Produtividade Inteligente (Smart Productivity)
Conquer Business School
JANUARY 2023 - PRESENT
UX Research Ops
How Education
SEPTEMBER 2020 - PRESENT
Design Workshop – Facilitator and Co-creator
How Education
SEPTEMBER 2020 - PRESENT
Product Discovery
How Education
SEPTEMBER 2020 - PRESENT
UX Strategy
Product Arena
SEPTEMBER 2020 - PRESENT
UX Research
How Education
AUGUST 2020 - PRESENT
Product Manager
Product Arena
JUNE 2020 - PRESENT
Product Metrics and Analytics
Product Arena
MAY 2020 - PRESENT
Product Owner: Papel, Artefatos e Cerimonias
Wildtech
MAY 2020 - PRESENT
Product Owner
Wildtech
JANUARY 2020 - PRESENT
Information Architecture
Product Arena
JANUARY 2020 - PRESENT
User Journey Mapping
Product Arena
NOVEMBER 2019 - PRESENT
Growth Hacking
Growth Team
OCTOBER 2019 - PRESENT
Design System – Advanced
Glauber Laender (Nubank)
OCTOBER 2019 - PRESENT
Design Ops Bootcamp
How Education
SEPTEMBER 2019 - PRESENT
Product Owner
Instituto Vereda
JUNE 2019 - PRESENT
Video Optimization Strategies
Double Play
MAY 2019 - PRESENT
Accessibility for Digital Products
UXConf BR
MAY 2019 - PRESENT
Design Leadership
How Education
SEPTEMBER 2018 - PRESENT
Agile UX Design
Meiuca Design System Studio
JULY 2018 - PRESENT
Angel Class – Training for Angel Investors
StartSe
JULY 2018 - PRESENT
Legal Class – Legal Aspects Involving Innovative Business Models
StartSe
JULY 2018 - PRESENT
Design System and Ops
Meiuca Design System Studio
MAY 2018 - PRESENT
Cross-device Design Workshop (ATMs, Smartwatch, Mobile, Desktop, and SmartTV)
UXConf BR
JANUARY 2018 - PRESENT
Fundraising for Startups
StartSe
JUNE 2017 - PRESENT
Introduction to HTML, CSS, and JavaScript
Recode
JANUARY 2016 - PRESENT
Executive Immersion in Digital Business Transformation
Martha Gabriel
Skills
Tools
Miro, InVision, Google Analytics, Trello, Wix, SharePoint Designer, Google Docs, Microsoft Word, AI Tools, Claude, Canva, Sketch, UI Grid, Jira, Manufacturing, Adobe Illustrator, Adobe, Qualtrics, Principle, Adobe Experience Design (XD), Hotjar, MURAL, Tableau, Adobe Analytics, Zeplin, Google Workspace, Confluence, Usertesting.com, FigJam, Figma Plugins, Adobe Creative Suite, Figma Make, Bubble, Figma to Bubble, SPSS
Languages
Charity, HTML, CSS, JavaScript, SQL, Python
Platforms
Dovetail, Figma, iOS, Android, Mobile, Web, Webflow, WordPress, UserZoom, SharePoint, Webflow CMS, Mixpanel, Kissmetrics, Firebase, AppsFlyer, Desktop, YouTube, Zendesk, Salesforce, SharePoint 365, Userlytics
Industry Expertise
Healthcare, Government, Education Technology (Edtech), Information Technology, Professional Services, Hospitality, Hotels & Lodging, Real Estate, Health & Wellness, Product Ideation, Analytics Research, Education, App Redesign, Audiobook Narration
Other
Accessibility, Product Design, Business Design, UX Strategy, UX Research, UX Design, UI Design, Social Communication, Cinema Design, Business, Project Management, Theater & Performing Arts, SEO Content, Content Strategy, Web Marketing, Web Analytics, A/B Testing, Mobile Design, Product Analytics, UX Documentation, Material Design, Product Benchmarking, Design Systems, Agile, Mobile UX, Mobile UI, Design Leadership, User Journey Maps, User Journeys, Key Performance Metrics, Metrics, Product Discovery, Information Architecture (IA), Design Workshops, Ideation Workshops, Discovery Workshops, Workshop Facilitation, UX Writing, UX Analysis, UX Prototyping, UI Prototyping, Rapid Prototyping, Mobile Prototypes, Animated Prototypes, Service Design, Ideation, UX Process, Project Design, Data Visualization, Low Code, Google Design Sprints, Atomic Design, Usability Testing, Web Usability, Interviews, User Workshops, Workshops, Analytics, Value Innovation, Product Management, Key Performance Indicators (KPIs), Legal, New Business Development, Research, WCAG 2, Strategy, Product Strategy, Business Analysis, eCommerce, SaaS, B2B, Marketplaces, Data Analysis, Qualitative Research, Quantitative User Research, User Interviews, Cross-functional Collaboration, Product Roadmaps, Client Interviews, User Personas, Quantitative Analysis, Usability, Human-centered Design (HCD), UX Testing, Product Growth, Web UI Design, Color Schemes, Technical Product Management, Technical Project Management, UX Wireframes, Web UX, App UX, Mobile UI Design, Typography, Startups, Product Owner, Dashboards, UX Audits, Pitch Decks, Wireframing, Field Research, Surveys, Design Thinking, Quantitative Research, User Interface (UI), Reports, Product Research, Mobile App Design, Mobile App UI, Mobile App Development, Skeleton Prototypes, Low-fidelity Prototypes, High-fidelity Prototypes, Interaction Design (IxD), Mobile UX Design, Brand Design, Business Intelligence (BI), Lean Startups, SaaS Design, Accessible Design, User Flows, eCommerce Design, Web UX Design, User Research, Market Research, Fintech, Prototyping, App Design, MVP Design, Layout Design, Communication, Research Reports, Stakeholder Management, Dashboard Design, User Experience (UX), Web App Design, Responsive Web Apps, Web Design, Responsive UI, Landing Page Design, B2B2C, B2C, User Stories, User Experience Strategy, Roadmaps, User Validation, Loyalty Programs, Loyalty Applications, Discovery, Web App UX, Landing Pages, Style Guides, User Testing, Modular Design, Human-computer Interaction (HCI), Strategic Design, User-centered Design (UCD), Leadership, Design Strategy, Team Leadership, Data Analytics, Conversion Rate, Customer Journey, Journey Mapping, Layout, Software as a Service (SaaS), Nonprofits, Responsive Web Design (RWD), Component Libraries, Enterprise SaaS, Interdisciplinary Collaboration, Progressive Web Applications (PWAs), Web Applications, Edtech Design, Mockups, Branding, AI Design, Enterprise, Artificial Intelligence (AI), Generative Artificial Intelligence (GenAI), Web App UI, Image Generation, Visual Design, Marketplace Design, Websites, Healthcare IT, Data, Data Strategy, Qualitative Analysis, Design, Stakeholder Engagement, CX Strategy, Executive Presentations, Presentation Design, UX Leadership, Findings & Recommendations Reports, Design Reviews, UX Review, Intranets, Metadata, Material UI, Design Guidelines, Template Design, AI Research, Accessibility Testing, Web Accessibility, Proof of Concept (POC), Mobile Apps, Requirements, Conversion Rate Optimization (CRO), UI Testing, Feature Analysis, Project Discovery, User Engagement, Wellness, Proposal Design, Content Management Systems (CMS), Squarespace, Market Insights, Stakeholder Management, Research Analysis, Market Research & Analysis, Project Management, Waterfall Methodology, Presentations, Customer Insights, Consumer Insights, Process Mapping, Data Synthesis, Conversational UX, Conversational UI, Conversational Design, Agile Product Management, Chatbot Conversation Design, Operations Research, Chatbot Conversation Design, Content Design, Content Writing, Enterprise Design, Web Application Design, User Experience Design, Color Palettes, Graphic Design, Logo Design, Visual Identity, Brand Logos, Instructional Design, Technical Writing, Employee Training, Training Videos, Technical SEO, Reporting, Content Creation, Content Update, Web Content, Behavioral Psychology, Psychology, Art Direction, Enterprise Loyalty Programs, No-code Development, Responsive Design, Community Platforms, Art, Enterprise Software, Large Language Models (LLMs), Framer, Product Requirements Documentation (PRD), Subscriptions, Web Development, Web Platforms, Web Project Management, Human Interface Design, Apple Human Interface, iOS App Design, Project Budget Management, Project Planning, Agile Project Management, Data Collection, Customer Research, Survey Development & Analysis, Interviewing, Sourcing, Team Building, Detail-oriented, AI Agents, Statistics, Artificial Intelligence (AI), Product Management, Jira, Enterprise SaaS, APIs, Technical Product Management, Product Owner, Product Roadmaps, Business Analysis, User Behavior, Consumer Insights, Complex Data Analysis, Interactive Design, Onboarding, Product Enhancement, HVAC, User Workflows, AI-powered Product Design, Football, Brand Marketing, Companion Software, Brand Identity, Creative Design, Web Dashboards, Iterative Design, Agentic AI, Customer Experience (CX) Design, Organizational Structure, Omnichannel Marketing, Web Content Accessibility Guidelines (WCAG), Qualitative User Research, Direct to Consumer (D2C), Claude Design, Claude Code, Conceptual Design, Copyright, AI Chatbots, AI-enabled Applications, Audits, WCAG 3, Functional Testing, Business to Consumer (B2C), Healthcare Software, Consumer Health, Workflow Analysis, Customer Experience (CX) Design, Customer Experience Management, Customer Experience, Survey Development & Analysis, Behavioral Science, Experimental Design, Sampling, Sprint Planning, Consulting, Digital Marketing Strategy, Digital Marketing, SEO Tools, Marketing Analytics, Information Design, UI Style Guides, Agile UX, Benchmark Analysis, UX Workshops, Paper Prototyping, Card Sorting, Cross-platform UX, Cross-functional Design, APIs, Recruiting, Interactive Prototypes, Web UI, Finance, Social Networks, Dating Apps, Artificial Intelligence as a Service (AIaaS), OpenAI, Storyboarding, Online Shopping, Visual Brand Guidelines, Brand Guidelines, Brand Books, Motion & Animation Design, UI Branding, Call Centers, Applicant Tracking Software (ATS), Human Resources (HR), Public Relations (PR), Fashion Design, Voice Chat, Design Ops, Lean UX, TV, TV UI, Smartwatch Design, Design Management, User Metrics, Voice Interface, Fundraising, Startup Funding, Angel Investing, Design Sprints, Social Media, Speech-to-Text (STT), Data Architecture, Design Thinking Facilitation, Product Development, Guerilla Usability Testing, Value Proposition Design, Amplitude, Blaze, Metabase, Crazy Egg, Industry, Engineering, Content, Organizational Design, Design Research, ResearchKit, Focus Groups, Remote User Testing, User Surveys, Digital Product Design, Ethnographic Studies, Ethnographic Interviews, In-depth Interviews, Customer Interviews, User Requirements, Design Validation, Personas, Technical Design, Web Components, Mind Maps, Labeling, Color Theory, Operations, Operations Tools, Agile Sprints, Agile Leadership, Product Delivery, Agile Delivery, Team Management, Interpersonal Skills, Project Design & Management, Operations Management, Wireframe to Product, Smart TV, Desktop App Design, Desktop Web Design, Images, Teamwork, Startup Consulting, Early-stage Startups, High-tech Startups, Video Marketing, Growth Hacking, YouTube SEO, YouTube Marketing, Growth Strategy, Growth Marketing, Delivery Management, Business Administration, Storybook, Whiteboarding, UI Audits, Elevator Pitches, Value Proposition, UI Research, Lean Canvas, Lean Research, Qualitative Reports, Heuristic Review, Usability Analysis, Remote Usability Testing, Usability Heuristics, Unmoderated Remote Usability Testing, WebApp, App UI, Apps, Recruitment, Heuristics, Heuristic Analysis, Heuristic Reports, Heuristic Evaluation, Field Studies, Field Recordings, Sitemaps, Navigation Design, Mobile Navigation, Navigation Redesign, Text-to-Speech (TTS), Quality Assurance (QA), UI Components, Sound Design, Customer Success, Databases, Educational Videos, Webinars, Blog Design, Documentaries, User, AARRR, Business to Business (B2B), Innovation Labs, Digital Innovation, Ads, Validation, Venture Design, Venture Philanthropy, Non-governmental Organizations (NGOs), UI Motion, Mobile Web, Growth, Motion Interaction, Interactive UI, Native Mobile Apps, Rapid Sketching, UX Wireflows, Voice, Speech Recognition, Gamification, Rewards, Rewards Programs, Rapid Interactive Prototyping, Rapid Development, Business Rules, Annotations, Voice Over, Task Flows, Task Analysis, Survey Design, Design Evaluation, Innovation, Innovation Strategy, Disruptive Innovation, Desktop App Development, eCommerce UI, eCommerce UX, Mobile eCommerce, Holistic UX Design, Responsive UX Design, UX Pattern Design, Heuristic Ideation Technique, Mobile App Testing, Mobile Applications, Product Vision, Internet of Things (IoT), Legal Counsel, Legal Research, Business Law, Cross-platform, Digital Transformation, Business Transformation, Open Innovation, Productivity, Sprints, Online Surveys, Database as a Service (DBaaS), Tree Testing, First Click Testing, ResearchOps, Screeners, Discord, Microsoft Dynamics, SharePoint Online, SharePoint UI, Conversational AI, Content-first Design & Development, App Product Management, Feature Roadmaps, UX Roadmaps, Data Science, Big Data, Artificial Intelligence Product Manager, AI Automation, Automation, Content Ops, Cognitive Bias, IT Governance, Emotional Intelligence Coaching, Persuasion, Data-driven Decision-making, Data Mining, Agile Data Science, Sales, Cloud Computing, Big Data Architecture, Business Management, Entrepreneurship, Predictive Modeling, Machine Learning, Data Security, Transportation & Logistics, Deep Learning, IT Management, AI Product Strategy, Prompt Engineering, AI Workflows, Retrieval-augmented Generation (RAG), AI Product Management, ChatGPT, Gemini, n8n, Fine-tuning, Product Requirements Documentation (PRD), Problem Solving, Agile at Scale, User Account Control (UAC), Collaboration, Chat Support, Problem Management
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