Guilherme Rodrigues, Designer in Riyadh, Riyadh Province, Saudi Arabia
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Guilherme Rodrigues

Verified Expert  in Design


Riyadh, Riyadh Province, Saudi Arabia
Toptal Member Since
March 28, 2016

Guil is a customer experience expert with +15 years of experience in various industries. In 2012, he moved to Dubai, and since then, he has participated in key projects, such as the second generation of SmartGates for Dubai airports and the digital transformation at Etisalat. This project gave Etisalat the most valuable brand award in 2017. Moreover, Guil headed customer experience and design for payit wallet, the UAE's first fully-featured digital wallet provided by First Abu Dhabi Bank.


Work Experience

Customer Experience | Design Lead

2018 - 2022
First Abu Dhabi Bank
  • Spearheaded the customer experience and design for PayIt.
  • Collaborated with the operations team to set up and meet CX KPIs.
  • Ran moderated user testing with the help of the innovation lab.
  • Collaborated with the innovation lab to upscale the product.
  • Cooperated with the head of Product and the product owner on a new backlog of features.
  • Validated and explored new ways of delivering value to PayIt users.
  • Designed better experiences by exploring new UI designs.
  • Leveraged design operations by adding a design language system.
  • Analyzed day-to-day data and mapped customer journeys to find sweet spots and pain points.
Technologies: Digital Transformation, Maze Design, User Journeys, Customer Experience, User Testing, Figma, UX Research, Sketch, User Experience (UX), Wireframing, Firebase, UsabilityHub, Maze, Marvel, UX Design

Manager | User Experience Operations

2016 - 2018
  • Spearheaded digital transformation for Etisalat digital touchpoints.
  • Built and set up a running Agile UX process within the design studio.
  • Set up user testing logistics. Participated in user testing by watching and analyzing participants interacting with the product.
  • Designed user experience for different touchpoints.
  • Encouraged design thinking methods and oversaw interaction design.
Technologies: Digital Transformation, User Journeys, User Testing, UX Research, Sketch, User Experience (UX), Wireframing, Google Analytics, Hotjar, InVision, Jira, UI Design, UX Design

User Experience Designer

2014 - 2016
EOV Media Development
  • Conceptualized, planned, and managed digital campaigns.
  • Promoted Agile, continuous development, and user experience processes internally and externally.
  • Managed SaaS development. Created the backlog and all UX assets, personas, wireframes, and prototypes.
  • Spearheaded design work for EOV accounts, such as annual reports, branding guidelines, annual statistic books, event print materials, and giveaways.
Technologies: User Journeys, User Stories, User Testing, User Experience (UX), Wireframing, InVision, UI Design, UX Design

Lead UX Developer

2012 - 2014
  • Liaised between the UX team and the business analysis team.
  • Met with the clients to gather requirements and promote UX.
  • Proposed the second version of the Smart Gate for Dubai airports.
  • Evaluated and redesigned the UX for legacy software.
  • Promoted best practices in front-end development for new and legacy projects.
  • Created and established the UX process for the company.
Technologies: User Stories, Rapid Prototyping, User Experience (UX), Wireframing, Adobe Photoshop, Axure, UX Design

Software Designer

2011 - 2011
Hewlett Packard
  • Liaised between the Brazilian team and UK and USA teams for user experience and data analysis work.
  • Prototyped the user experience of the HP Photosmart kiosk, validating new features and suggesting enhancements to the flow and interface.
  • Integrated the animations in Expression Blend to the WPF project.
  • Adjusted and developed the user interface of the web version of HP Photosmart.
Technologies: Rapid Prototyping, User Experience (UX), Wireframing, Adobe Photoshop
2022 - 2022

Certificate in Disruptive Strategy

Harvard Business School - United States

2019 - 2020

Postgraduate Diploma in Innovation & Design Thinking in Design Thinking - Remote

2016 - 2016

Training Course in Design Thinking

MIT Sloan - Online

2011 - 2011

Master's Degree in Competitive Intelligence

Pontifícia Universidade Católica do Rio Grande do Sul - Porto Alegre, Brazil

2003 - 2009

Bachelor's Degree in Information Systems

Dom Bosco Faculty Porto Alegre - Porto Alegre, Brazil


Disruptive Strategy

Harvard Business School Online


Certificate of Membership

Interaction Design Foundation


Sketch, Marvel App, Hotjar, InVision, Jira, Figma, Google Analytics, Firebase Analytics, Adobe Photoshop, Adobe Illustrator, Slack, Marvel, UsabilityHub, Maze, Confluence, Trello, Adobe


CSS, HTML, JavaScript


Firebase, Android, iOS, Axure


Mobile UI, Product Design, UX Design, UX Research, User Testing, Digital Strategy, Wireframing, User Journeys, Responsive, User Experience (UX), Rapid Prototyping, Scrum Master, Loopback, User Stories, Prototyping, Agile UX, Maze Design, UI Design, Customer Experience, Digital Transformation, Agile, Design Thinking, Business Design, Overflow, Task Management, Innovation, Strategy, UX Strategy, Disruptive Innovation, Disruptive Strategy, JTBD, Information Systems

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