Pedro Aurélio Ferreira Rocha, Designer in São Paulo - State of São Paulo, Brazil
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Pedro Aurélio Ferreira Rocha

Verified Expert  in Design

Bio

With 15+ years of experience, Pedro is a highly accomplished product designer blending UX, UI, and business strategy to create impactful digital experiences. His user-centered mindset, testing, and iterative design consistently lead to intuitive interfaces and impactful user journeys. Pedro has worked with companies across industries—including marketing, AI reliability, risk, healthtech, and finance—crafting innovative solutions that make him a standout asset in the digital space.

Portfolio

Work Experience

Product Designer

2022 - PRESENT
Elixir
  • Designed the product interface, a low-code platform to help customers build Web3 solutions.
  • Built a design system for the product to maintain consistency between all the pages and features.
  • Designed and implemented the product's landing page in Webflow.
  • Built a brand identity guide, including a logo, colors, typography, and other assets.
Technologies: UI Design, User Research, Logo Design, Branding, Visual Design, Product Design, Style Guides, Design Systems, Crypto, SaaS Design, Interactive Prototypes, Figma, User Flows, UX Wireframes, Webflow, Product Strategy, Layout Design, Design Documentation, Blockchain, Canva, Microsoft PowerPoint, Email Design, Email Template Design, HTML Email, Complex Web Systems, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Component Design, Creative Problem Solving, AI Agents

UI/UX Designer

2022 - PRESENT
GenerAI
  • Designed the platform, providing a clean and intuitive experience for the users.
  • Contributed to business definitions, such as team structuring, marketing, sales activities, customer service, etc.
  • Created the branding strategy and the brand persona, redesigned the logo, and implemented GenerAI's new visual identity.
  • Worked alongside the CEO and technology team to define the product roadmap and business direction.
  • Redesigned GenerMatch's landing page to better represent the new brand identity and present the latest features and interface.
  • Conducted user research activities, such as user interviews, usage tracking, and usability tests.
Technologies: UX Design, UI Design, Branding, SaaS, Business to Business (B2B), DataViz, Minimum Viable Product (MVP), UX Documentation, Rapid Prototyping, Brainstorming, iOS, iOS UX Design, Mobile UI Design, Agile, Design Strategy, eCommerce, Landing Page Design, Cross-platform, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, Advertising Technology (Adtech), User Validation, Workflow, UX Strategy, UX Wireframes, Mockups, Product Strategy, Layout Design, Design Documentation, Canva, Microsoft PowerPoint, Email Design, Email Template Design, HTML Email, Motion Design, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Component Design, Creative Problem Solving, Mentorship & Coaching, AI Agents

Product Designer Specialist

2024 - 2025
Elixir
  • Led the redesign of Elixir’s monitoring interface, improving usability and reducing cognitive load for engineers analyzing voice AI performance metrics.
  • Developed a scalable design system that unified visual language across the platform, reducing inconsistencies and accelerating development cycles.
  • Collaborated with product and ML teams to translate technical AI reliability concepts into intuitive user flows and clear interface components.
  • Designed the simulation flow for voice scenarios, enabling teams to test edge cases and model responses in a controlled, user-friendly environment.
  • Worked closely with engineers to ensure high fidelity between design and implementation, including accessibility standards and responsive behaviors.
  • Prototyped and tested complex flows for model debugging, leading to faster iteration cycles and more confident product decisions.
  • Built the visual identity for Elixir, defining the brand’s aesthetic across product, marketing, and launch materials, including banners, social assets, and investor-facing decks, to ensure consistency and recognition in a technical space.
  • Designed and implemented Elixir’s public-facing landing page using Webflow, translating brand strategy and messaging into a responsive, performance-optimized experience that effectively showcased the platform’s value to early adopters and partners.
Technologies: UI Design, User Research, Logo Design, Branding, Visual Design, Product Design, Style Guides, Design Systems, SaaS Design, Interactive Prototypes, Figma, User Flows, Webflow, Component Design, Creative Problem Solving, Mentorship & Coaching

User Researcher

2022 - 2022
Nestle Purina - Main
  • Worked with the Toptal team to develop a customer-centric approach to the products and services offered by Nestlé-Purina.
  • Worked on the analysis of the pet market and the behavior of pet owners, predicting trends and project opportunities, and presenting relevant market segments.
  • Participated in workshops with the Toptal and Nestlé-Purina teams to discuss the findings based on market and audience studies, and develop strategies to validate design hypotheses.
Technologies: User Research, User Interviews, User Surveys, Quantitative User Research, Qualitative Research, Quantitative Research, Surveys, User Experience (UX), UX Design, UX Strategy, UX Principles, Creative Problem Solving, Enterprise UX Design

Senior Product/Web App Designer | Risk and Compliance Operations Platform

2022 - 2022
Unit21, Inc
  • Led the end-to-end design efforts for the project to extend the platform's tools and possibilities to other business fronts.
  • Participated in the creation and consolidation of the Unit21 platform design system.
  • Designed different interfaces and interactions for diverse functionalities of the platform.
  • Created branding and publicity materials for new business fronts.
Technologies: Dashboard Design, Figma, Web App Design, UI Design, UX Design, DataViz, Information Architecture (IA), Enterprise Design, SaaS Design, User Flows, Web App UX, Web App UI, B2B, Web Design, Product Design, Enterprise SaaS, UX Documentation, Rapid Prototyping, Brainstorming, Concepting, Agile, Usability Testing, Style Guides, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, User Validation, Workflow, UX Wireframes, Mockups, Layout Design, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, Complex Web Systems, Annotated Wireframes, UX Principles, Component Design, Creative Problem Solving, Enterprise UX Design

Head of Design

2021 - 2022
Abstra
  • Redesigned the product, creating a new, cleaner, and more intuitive interface than the previous one.
  • Created and coordinated the implementation of many features, such as responsivity control, group mechanics, and free-positioning layout creation.
  • Conducted continuous user research activities, such as user interviews, usage tracking, and usability tests.
  • Contributed to business definitions, such as team structuring, marketing, sales activities, customer service, and many other fronts.
  • Created the branding strategy and the brand persona, redesigned the logo, and implemented Abstra's new visual identity.
  • Redesigned Abstra's landing page to represent the new brand identity better and present the new features and interface.
  • Worked alongside the CEO and technology team to define the product roadmap and business direction.
Technologies: Figma, Adobe Experience Design (XD), Illustrator CC, Photoshop CC, After Effects CC, No-code Development, Desktop App Design, Presentations, UX Design, Web Design, Design Systems, Branding, Visual Design, Responsive Design, App Design, UI Design, Graphic Design, Brand Design, Marketplaces, UX Leadership, Adobe, Mobile UI, Mobile, Design Leadership, Low Code, Storyboarding, Market Research, Wireframing, Sitemaps, Lean Startups, Design, Wireframe to Product, Testing, User Experience (UX), User Interface (UI), Prototyping, User Research, Mobile App Design, Platform Design, User Interviews, Pets, Business Design, Business to Business (B2B), Dashboards, Design Thinking, 3D Modeling, Responsive Web Design (RWD), Dashboard Design, Data Visualization, Workflow Analysis, Interactive Prototypes, Heuristic Analysis, Mobile Design, MVP Design, B2B, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, Discovery Workshops, High-fidelity Prototypes, Design Workshops, Low-fidelity Prototypes, Enterprise Design, Software Design, SaaS Design, High-fidelity Mockups, User-centered Design (UCD), SaaS, Interaction Design (IxD), Web Portals, Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Complex Application User Interfaces (UI), Video Streaming, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Software as a Service (SaaS), Enterprise SaaS, DataViz, Minimum Viable Product (MVP), UX Documentation, Rapid Prototyping, Brainstorming, Concepting, iOS, iOS UX Design, Mobile UI Design, Agile, Design Strategy, Usability Testing, Style Guides, Design Management, Landing Page Design, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, User Validation, Workflow, UX Strategy, UX Wireframes, Mockups, Strategy, Product Strategy, Layout Design, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, HTML Email, Complex Web Systems, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Component Design, Creative Problem Solving, Mentorship & Coaching

Head of Design

2020 - 2021
MentalMe
  • Led the design and product efforts in creating a MentalMe app for psychiatric patients to make it easier to fill their assessments regularly.
  • Headed the design of the MentalMe doctors' platform, a desktop application through which physicians track their patients' progress, see their data, and get insights into the treatment.
  • Coordinated research activities, such as user interviews, user journey mapping, persona creation, empathy mapping, and value proposition canvas.
  • Organized business design activities, structured the business model canvas, and defined the brand strategy.
  • Created the brand strategy and visual identity for MentalMe, including brand persona, logo, colors, forms, and typography.
  • Created a MentalMe design system with reusable components to reinforce the MentalMe brand through the interface of many products.
  • Redesigned the MentalMe landing page to better represent the new brand identity and present the new application.
Technologies: Figma, Adobe Experience Design (XD), Illustrator CC, Photoshop CC, FigJam, Miro, WordPress, Mobile UX, Mobile App Design, Desktop App Design, HTML, CSS, JavaScript, No-code Development, UX Design, Design Systems, Web Design, Branding, Visual Design, Information Architecture (IA), Platform Design, Gamification, App Design, UI Design, Graphic Design, Brand Design, Marketplaces, UX Leadership, Adobe, Mobile UI, Mobile, Design Leadership, Health IT, Healthcare Services, Low Code, Storyboarding, Market Research, Wireframing, Sitemaps, User Flows, User Stories, Lean Startups, Design, A/B Testing, Wireframe to Product, Testing, User Experience (UX), User Interface (UI), Prototyping, User Research, Responsive Design, User Interviews, Empathy Mapping, Pets, User Journeys, Personas, Business Design, Business Model Canvas, Dashboards, Design Thinking, Web App Design, Dashboard Design, Data Visualization, Workflow Analysis, User Journey Maps, Interactive Prototypes, Heuristic Analysis, Android UI Design, Mobile Design, MVP Design, B2C, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, Discovery Workshops, High-fidelity Prototypes, Design Workshops, Low-fidelity Prototypes, SaaS Design, High-fidelity Mockups, User-centered Design (UCD), SaaS, Interaction Design (IxD), Web Portals, Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Complex Application User Interfaces (UI), Marketplace Design, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Software as a Service (SaaS), DataViz, Minimum Viable Product (MVP), UX Documentation, Rapid Prototyping, Brainstorming, Concepting, iOS UX Design, Mobile UI Design, Agile, Design Strategy, Usability Testing, Style Guides, Design Management, Landing Page Design, Cross-platform, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, User Validation, UX Strategy, UX Wireframes, Mockups, Strategy, Product Strategy, Layout Design, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, Motion Design, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Component Design, Healthcare, Creative Problem Solving, Mentorship & Coaching

Co-founder | Lead Designer

2019 - 2021
Alameda
  • Led cross-functional remote teams, including design, development, marketing teams, and branding professionals, to offer multiple solutions in different stages of the projects for our clients.
  • Designed applications for clients from various fields, such as education, mentoring, health, and retail.
  • Headed user research studies, including user interviews, journey mapping, persona creation, empathy mapping, and structuring canvas like value proposition and business model canvas.
  • Facilitated ideation workshops with clients and project teams, guiding groups through collaborative ideation processes.
  • Created low-fidelity and high-fidelity prototypes. Conducted qualitative and quantitative usability tests to validate clients' business and application ideas.
  • Implemented data-tracking tools to help clients track usage and business metrics.
  • Provided product, design, and business directions to clients, as needed, including research, tests, design sprint, product prioritization, design thinking, business designs, and product management.
  • Provided end-to-end product design for clients, from the research to the final UI, including market analysis, user research, workflow, information architecture, wireframes, visual design, and prototyping.
  • Coordinated a style guide creation to ensure consistent design standards.
  • Created Alameda's brand strategy and visual identity.
Technologies: Figma, Adobe Experience Design (XD), Illustrator CC, Photoshop CC, FigJam, After Effects CC, HTML, CSS, JavaScript, No-code Development, UX Design, UI Design, Web Design, Design Systems, Branding, Visual Design, Information Architecture (IA), Platform Design, Responsive Design, Gamification, App Design, Graphic Design, Brand Design, Conference Speaking, Marketplaces, Logistics, UX Leadership, Adobe, Mobile UI, Mobile, Design Leadership, Low Code, Storyboarding, Market Research, Wireframing, Sitemaps, User Flows, User Stories, Webflow, SEO Marketing, Lean Startups, A/B Testing, Wireframe to Product, Testing, User Experience (UX), User Interface (UI), Prototyping, User Research, Mobile App Design, Desktop App Design, User Interviews, Empathy Mapping, User Journeys, Personas, Business Design, Business Model Canvas, Business to Business (B2B), Dashboards, Design Sprints, Project Management, Design Thinking, Web App Design, Dashboard Design, Data Visualization, Workflow Analysis, User Journey Maps, Interactive Prototypes, Heuristic Analysis, iOS UI Design, Android UI Design, iOS App Design, Mobile Design, MVP Design, B2B, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, Discovery Workshops, High-fidelity Prototypes, Design Workshops, Ideation Workshops, Low-fidelity Prototypes, SaaS Design, High-fidelity Mockups, User-centered Design (UCD), Interaction Design (IxD), Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Foodtech, Video Streaming, Marketplace Design, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, DataViz, Minimum Viable Product (MVP), eCommerce UX, eCommerce UI, UX Documentation, Rapid Prototyping, Brainstorming, Concepting, iOS, iOS UX Design, Mobile UI Design, Agile, Design Strategy, eCommerce, Usability Testing, Style Guides, Design Management, Landing Page Design, Cross-platform, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, User Validation, Workflow, UX Strategy, UX Wireframes, Mockups, Strategy, Product Strategy, Layout Design, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, Motion Design, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Creative Problem Solving, Mentorship & Coaching

Co-founder | Business Leader

2019 - 2021
Droppa
  • Coordinated a cross-functional team that included technologists, salespeople, and the operational team.
  • Developed all business feasibility and viability research, including user interviews, user journey mapping, persona creation, empathy map, and value proposition canvas.
  • Created the company's business model, structuring and coordinating various activities, such as commercial, marketing, and technology.
  • Designed Droppa Truck Driver, an app to help truck drivers find cargo assistants and ask for their services. Coordinated its implementation with the development team.
  • Created Droppa Assistant, an app through which cargo assistants receive services and manage their earnings.
  • Participated in the Startup One competition and got awarded as one of the ten best startups.
  • Earned the IBM Garage program, which includes four weeks of the IBM service, for being one of the best startups in the competition. During this program, IBM provided a team to help us develop our app and infrastructure.
  • Created the entire branding strategy and visual identity for Droppa.
  • Coordinated communication and marketing, creating campaigns through social media and physical marketing activities.
  • Designed the B2B platform for carriers to manage services for their truck drivers.
Technologies: Business Models, Landing Pages, Illustrator CC, Photoshop CC, Figma, Adobe Experience Design (XD), Mobile App Design, Desktop App Design, HTML, CSS, JavaScript, No-code Development, Design Systems, UI Design, UX Design, Web Design, Branding, Visual Design, Graphic Design, App Design, Brand Design, Marketplaces, Logistics, UX Leadership, Adobe, Mobile UI, Mobile, Design Leadership, Low Code, Storyboarding, Market Research, Wireframing, Sitemaps, User Flows, User Stories, SEO Marketing, Lean Startups, Design, Wireframe to Product, Testing, User Experience (UX), User Interface (UI), Prototyping, Information Architecture (IA), User Research, Platform Design, Responsive Design, User Interviews, Empathy Mapping, Pets, User Journeys, Personas, Business Design, Business Model Canvas, Business to Business (B2B), Dashboards, Design Sprints, Design Thinking, Web App Design, Dashboard Design, Data Visualization, Workflow Analysis, User Journey Maps, Interactive Prototypes, Heuristic Analysis, iOS UI Design, Android UI Design, iOS App Design, Mobile Design, MVP Design, B2B, B2C, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, High-fidelity Prototypes, Low-fidelity Prototypes, Responsive Web Design (RWD), Web App UI, High-fidelity Mockups, User-centered Design (UCD), Interaction Design (IxD), Web Portals, Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Complex Application User Interfaces (UI), Marketplace Design, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Software as a Service (SaaS), DataViz, Minimum Viable Product (MVP), UX Documentation, Rapid Prototyping, Brainstorming, Concepting, iOS UX Design, Mobile UI Design, Agile, Design Strategy, eCommerce, Usability Testing, Style Guides, Design Management, Landing Page Design, Cross-platform, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, User Validation, Workflow, UX Strategy, UX Wireframes, Mockups, Strategy, Product Strategy, Layout Design, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, Motion Design, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Creative Problem Solving, Mentorship & Coaching

Innovation Coach

2019 - 2019
Makro Group
  • Coordinated projects and innovation squads at Makro units in Latin America.
  • Created visual materials to propagate the innovation culture through social media for all Makro unities.
  • Organized Mk-Sandbox, a project to get in touch with startups and promote open innovation initiatives.
  • Designed processes to improve the onboarding process of new employees.
  • Participated in structuring the new corporate social network, aiming to spread the lean culture and encourage innovation projects.
Technologies: Illustrator CC, Photoshop CC, Adobe Experience Design (XD), After Effects CC, Visual Design, Mentorship, Graphic Design, Conference Speaking, Marketplaces, Logistics, UX Leadership, Adobe, Mobile, Design Leadership, Low Code, Market Research, User Flows, User Stories, A/B Testing, Wireframe to Product, Testing, Lean Startups, User Experience (UX), User Interface (UI), Prototyping, User Research, User Interviews, Empathy Mapping, User Journeys, Personas, Business Model Canvas, Business to Business (B2B), Design Sprints, Project Management, Design Thinking, Workflow Analysis, Interactive Prototypes, MVP Design, B2B, B2C, UX Prototyping, Discovery Workshops, Design Workshops, Ideation Workshops, Low-fidelity Prototypes, Enterprise Design, High-fidelity Mockups, User-centered Design (UCD), Interaction Design (IxD), UX Flows, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Enterprise SaaS, Minimum Viable Product (MVP), Rapid Prototyping, Brainstorming, Concepting, Agile, Usability Testing, Design Management, Landing Page Design, Journey Mapping, Brand Guidelines, User Validation, Mockups, Strategy, Product Strategy, Microsoft PowerPoint, Email Design, Email Template Design, HTML Email, Conceptual Design, Low-fidelity Mockups, Creative Problem Solving, Enterprise UX Design

Lead UX Designer | Product Manager

2017 - 2019
StoneCo
  • Designed Marco Polo, an application to improve the sales team journey, increasing salespeople's productivity by more than 50%.
  • Performed as a lead UX designer, improving application usability, creating new features, and coordinating UX designers.
  • Conducted research activities, such as user interviews, persona creation, journey mapping, and usability testing.
  • Managed the development of new features, attending to stakeholders' expectations and coordinating the team following Agile principles, testing hypotheses, and iterating as the process progressed.
  • Built a platform to request brand material orders for the sales team.
  • Created a platform with color-based navigation to assist the customer service team when communicating with customers by phone.
  • Developed a gamification project for the commercial team's journey, resulting in a 300% sales increase.
Technologies: Adobe Experience Design (XD), Figma, Photoshop CC, Illustrator CC, After Effects CC, Visual Design, App Design, Gamification, Graphic Design, UI Design, Brand Design, UX Leadership, Adobe, Mobile UI, Mobile, Design Leadership, Fintech, Storyboarding, Market Research, Wireframing, Sitemaps, User Flows, User Stories, Design, A/B Testing, Wireframe to Product, Testing, User Experience (UX), User Interface (UI), Prototyping, User Research, Mobile App Design, Platform Design, Web Design, Desktop App Design, User Interviews, Empathy Mapping, Pets, User Journeys, Personas, Business to Business (B2B), Dashboards, Design Sprints, Project Management, Design Thinking, Web App Design, Dashboard Design, Data Visualization, Workflow Analysis, User Journey Maps, Interactive Prototypes, Heuristic Analysis, Android UI Design, Mobile Design, MVP Design, B2B, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, Discovery Workshops, High-fidelity Prototypes, Design Workshops, Ideation Workshops, Low-fidelity Prototypes, Enterprise Design, CRM Design, Software Design, Enterprise Systems, Enterprise System Design, Responsive Web Design (RWD), SaaS Design, High-fidelity Mockups, User-centered Design (UCD), SaaS, Interaction Design (IxD), Web Portals, Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Complex Application User Interfaces (UI), Video Streaming, Marketplace Design, Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Software as a Service (SaaS), Enterprise SaaS, DataViz, Minimum Viable Product (MVP), UX Documentation, Rapid Prototyping, Brainstorming, Concepting, Mobile UI Design, Agile, Design Strategy, Usability Testing, Style Guides, Design Management, Cross-platform, Mobile UX Design, Journey Mapping, Web Applications, Responsive Web Apps, Component Libraries, Brand Guidelines, User Validation, Workflow, UX Wireframes, Mockups, Product Strategy, Layout Design, CAD, Design Documentation, Microsoft PowerPoint, Email Design, Email Template Design, Motion Design, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Creative Problem Solving, Mentorship & Coaching, Enterprise UX Design

Lead Product Designer

2016 - 2017
Kryo Development
  • Designed innovative projects for clients from a variety of industries.
  • Coordinated the communication between clients and the project team, helping the clients make the best choices for their projects.
  • Led the rebranding project, creating the new visual identity, logo, and brand strategy.
  • Launched a centralized portal to receive projects and assign teams and specialists to attend to them.
  • Led marketing initiatives, social media campaigns, and branding projects.
  • Designed new service models, offering project squads to work on clients' projects.
  • Coordinated 3D-printing, laser-cutting, and manufacturing teams.
Technologies: Photoshop CC, Illustrator CC, Blender, SOLIDWORKS, Graphic Design, Brand Design, UX Leadership, Adobe, Design Leadership, Low Code, Storyboarding, Market Research, Sitemaps, User Flows, Testing, User Experience (UX), User Interface (UI), Prototyping, User Research, Platform Design, Desktop App Design, User Interviews, Empathy Mapping, User Journeys, Business Model Canvas, Dashboards, Design Thinking, Interactive Prototypes, MVP Design, B2B, B2C, UX Prototyping, User-centered Design (UCD), Qualitative Research, Quantitative Research, Surveys, User Surveys, Minimum Viable Product (MVP), Sustainability, Rapid Prototyping, Brainstorming, Concepting, Usability Testing, Landing Page Design, Journey Mapping, 3D, Brand Guidelines, CAD, Email Design, Email Template Design, Motion Design, Conceptual Design, Low-fidelity Mockups, UX Principles, Industrial Design, Consumer Electronics, Creative Problem Solving, Mentorship & Coaching, Enterprise UX Design

Virtual Reality Designer

2013 - 2015
Wärtsilä
  • Modeled several scenarios for naval simulation in virtual reality.
  • Created 3D reproductions of buildings, houses, and other constructions using various tools, including AutoCAD.
  • Created textures, images, graphics, and other scenario elements in Photoshop.
  • Produced rendered videos to preview different simulations.
Technologies: Blender, AutoCAD, Rhinoceros 3D, Photoshop CC, Illustrator CC, Adobe, User Experience (UX), UX Prototyping, 3D, CAD, Motion Design

Co-founder | Designer

2010 - 2014
Alfa Design Studio
  • Led the creation of several branding and visual communication projects for different companies.
  • Oversaw cross-functional teams in developing websites and platforms.
  • Designed multichannel experiences for clients like schools and local events.
  • Managed all the brand's communication, customer interaction, sales, and business administration.
  • Headed rebranding projects and brand-strategy definitions.
  • Managed social media communication and interactions with the audience for clients.
Technologies: Photoshop CC, Illustrator CC, After Effects CC, InDesign CC, Graphic Design, Brand Design, Conference Speaking, UX Leadership, Adobe, Design Leadership, Storyboarding, Market Research, SEO Marketing, Testing, User Experience (UX), User Interface (UI), Prototyping, Business Model Canvas, Design Thinking, B2B, UX Prototyping, User-centered Design (UCD), Web UI, Web UX, Discovery, Qualitative Research, Quantitative Research, Surveys, User Surveys, Brainstorming, Landing Page Design, 3D, Brand Guidelines, Strategy, Email Design, Email Template Design, Motion Design

Design Intern

2012 - 2013
DoMo Studio
  • Created brand strategies and visual identities for clients from different countries around the world.
  • Designed brochures, presentations, and graphic material for clients.
  • Created 3D models and graphic representations for Michelin's internal communication projects.
  • Created virtual 3D models for interior design projects.
Technologies: Photoshop CC, Illustrator CC, Blender, Graphic Design, Brand Design, Adobe, Market Research, User Interviews, B2B, UX Prototyping, Discovery, Quantitative Research, Brainstorming, Concepting, Usability Testing, Landing Page Design, 3D, CAD, Industrial Design

Academic Researcher

2011 - 2012
LabDis – Federal University of Rio de Janeiro
  • Visited schools in vulnerable areas to teach about design principles and how to use them to reduce the ecological footprint in their communities.
  • Mentored on branding and visual communication for ventures in underprivileged communities.
  • Worked on graphic design and branding projects for ventures in underprivileged communities.
  • Participated in the research on the impact of design on underprivileged communities.
  • Presented the research results in academic congresses at the Federal University of Rio de Janeiro.
Technologies: Teaching, Illustrator CC, Photoshop CC, Brand Design, Graphic Design, Mentorship, Conference Speaking, Adobe, Storyboarding, Market Research, Testing, User Experience (UX), Prototyping, User Research, User Interviews, Business Model Canvas, Design Thinking, B2B, UX Prototyping, Discovery, Qualitative Research, Quantitative Research, Surveys, User Surveys, Sustainability, Brainstorming, Concepting, Landing Page Design, Brand Guidelines, CAD, Motion Design

Volunteer Researcher

2011 - 2011
Federal University of Rio de Janerio (UFRJ)
  • Proposed new user interfaces for control panels, simplifying the layout and focusing on the main functions performed by the equipment in its routine use.
  • Studied cognitive ergonomics in control panels in standard equipment.
  • Presented research studies and proposals at the "Scientific Initiation Journey - UFRJ" conference.
Technologies: 3D Modeling, Illustrator CC, UX Research, Usability, User Testing, 3D Printing, Graphic Design, Conference Speaking, Adobe, Storyboarding, Market Research, Testing, User Experience (UX), Prototyping, User Research, User Interviews, Design Thinking, Discovery, Qualitative Research, Quantitative Research, Surveys, User Surveys, Sustainability, Brainstorming, Concepting, Journey Mapping, 3D, CAD, Motion Design

Academic Researcher

2011 - 2011
National Council for Scientific and Technological Development – Federal University of Rio de Janeiro
  • Conducted an ergonomics study and wrote a proposal for a new design for the interior of local fishing boats.
  • Completed immersion research about the fishing community, fishing activity, and tasks performed during a fisherman's workday inside a fishing boat.
  • Presented research studies and proposals at different conferences.
Technologies: Rhinoceros 3D, Ergonomic Design, 3D Modeling, User Interface (UI), Presentations, Product Design, 3D Printing, Conference Speaking, Adobe, Storyboarding, Market Research, Testing, Prototyping, User Interviews, Design Thinking, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, User Surveys, Sustainability, Brainstorming, 3D, CAD

Building Technician

2009 - 2010
VitPlan
  • Assisted in project planning and management for civil construction buildings.
  • Executed blueprint projects for civil construction using AutoCAD. I also used computer-aided manufacturing (CAM).
  • Assisted in the management of construction materials.
Technologies: AutoCAD, AutoCAD 2D, Microsoft Excel, CAD, Computer-aided Manufacturing (CAM)

Academic Researcher

2008 - 2009
CEFET-RJ
  • Researched work models in the contemporary world and how they were represented from the perspective of cinema around the world.
  • Wrote the study "Work in a Scene. Discussions about Work Models from Cinema's Perspective."
  • Presented the project at the IV Conference on Letters at the State University of Rio de Janeiro.
Technologies: Research, Presentations, Conference Speaking, Storyboarding, Market Research, Testing, Surveys, User Surveys, Sustainability, CAD

Education

2018 - 2019

Master’s Degree in Business Innovation (MBA)

Faculty of Informatics and Administration (FIAP) - São Paulo, Brazil

2009 - 2015

Bachelor's Degree in Product Design

Federal University of Rio de Janeiro (UFRJ) - Rio de Janeiro, Brazil

2012 - 2013

Sandwich Undergraduate Program in Product Design

Polytechnic University of Turin - Turin, Italy

2006 - 2009

Technical High School in Civil Cosntruction

CEFET/RJ - Rio de Janeiro, Brazil

2006 - 2009

Associate Degree in Civil Construction

Federal Center for Technological Education of Rio de Janeiro (CEFET/RJ) - Rio de Janeiro, Brazil

Certifications

JULY 2023 - PRESENT

Front-end development

Tera Professional Training

OCTOBER 2020 - PRESENT

Big Data Science – Machine Learning and Data Mining

FIAP

OCTOBER 2020 - PRESENT

Data Protection Regulations

FIAP

AUGUST 2020 - PRESENT

Creating Dashboards for BI

FIAP

OCTOBER 2019 - PRESENT

Startup Mentoring Program

InovAtiva

JULY 2019 - PRESENT

Startup Pre-acceleration Program

Founder Institute

FEBRUARY 2019 - PRESENT

Design Sprint 2.0

Product Arena

OCTOBER 2018 - PRESENT

Project Management – PMI

FIAP

SEPTEMBER 2013 - PRESENT

Design Thinking Action Lab

Stanford University | via NovoEd

MAY 2013 - PRESENT

Project Stilolinea

Stilolinea | via Polytechnic University of Turin

NOVEMBER 2010 - PRESENT

Gray Mass – The Two Sides of Creativity

R Design

NOVEMBER 2007 - PRESENT

Mini-company

Junior Achievement

Skills

Tools

Adobe Experience Design (XD), Illustrator CC, Photoshop CC, Adobe, Sketch, Blender, AutoCAD, Rhinoceros 3D, SOLIDWORKS, CAD, Canva, Microsoft PowerPoint, Hotjar, FigJam, Maze, After Effects CC, InDesign CC, Miro, AutoCAD 2D, Microsoft Excel

Platforms

Figma, Mobile, Android, iOS, WordPress, Webflow

Industry Expertise

Logistics, Healthcare

Languages

HTML, CSS, JavaScript, HTML5

Other

User Experience (UX), User Interface (UI), Prototyping, Information Architecture (IA), User Research, Mobile App Design, Platform Design, Web Design, Desktop App Design, Responsive Design, Design Thinking, Projects, Research, Product Design, Design, Industrial Design, Computer Graphics, 3D Printing, UX Design, Service Design, Strategic Design, Presentations, Branding, Visual Design, Landing Pages, Mobile UX, UX Research, Double Diamond, User Testing, Business to Business (B2B), Business Model Canvas, Business Design, User Journeys, Implementation, Empathy Mapping, User Interviews, Testing, Wireframe to Product, A/B Testing, Lean Startups, Design Systems, User Stories, User Flows, Sitemaps, Wireframing, Market Research, Storyboarding, Fintech, Design Leadership, Mobile UI, UX Leadership, Mobile UX Design, Marketplaces, Usability, Brand Design, Graphic Design, UI Design, App Design, Responsive Web Design (RWD), eCommerce UX, eCommerce UI, Web App Design, Dashboard Design, Data Visualization, Android UI Design, Interactive Prototypes, User Journey Maps, Workflow Analysis, Mobile Design, MVP Design, B2B, B2C, UI Components, Consumer-facing Product Design, UX Prototyping, Web App UX, Discovery Workshops, High-fidelity Prototypes, Design Workshops, Low-fidelity Prototypes, Enterprise Design, CRM Design, Software Design, Enterprise Systems, Enterprise System Design, Web App UI, User Personas, Scrum, Responsive UI, SaaS Design, High-fidelity Mockups, Complex Application User Interfaces (UI), User-centered Design (UCD), SaaS, Interaction Design (IxD), Web Portals, Mobile App UI, Mobile Apps, UI Prototyping, UX Flows, Marketplace Design, Web UI, Web UX, UX Process, Discovery, Qualitative Research, Quantitative Research, Quantitative User Research, Surveys, Software as a Service (SaaS), DataViz, Enterprise SaaS, Minimum Viable Product (MVP), Sustainability, UX Documentation, Rapid Prototyping, Brainstorming, Concepting, iOS UX Design, Mobile UI Design, Design Strategy, eCommerce, Usability Testing, Landing Page Design, Cross-platform, Journey Mapping, 3D, Responsive Web Apps, Web Applications, Component Libraries, Brand Guidelines, User Validation, UX Strategy, UX Wireframes, Mockups, Logo Design, Product Strategy, Layout Design, Design Documentation, Complex Web Systems, Annotated Wireframes, Conceptual Design, Low-fidelity Mockups, UX Principles, Component Design, Creative Problem Solving, Mentorship & Coaching, Enterprise UX Design, Dashboards, Design Sprints, Project Management, Technical Drawing, 3D Modeling, Business, Business Cases, Business Models, Innovation, Notion, Team Mentoring, Startups, Early-stage Startups, Ergonomic Design, Lecturing, Leadership, Value Proposition Canvas, Pets, Low Code, Healthcare Services, Foodtech, Conference Speaking, Mentorship, Gamification, iOS UI Design, Heuristic Analysis, iOS App Design, Ideation Workshops, Style Guides, Design Management, Advertising Technology (Adtech), Workflow, Health IT, Strategy, Email Design, Email Template Design, Motion Design, Computer-aided Manufacturing (CAM), AI Agents, International Data Privacy Regulations, Digital Transformation, Agile, Teaching, No-code Development, Personas, SEO Marketing, Video Streaming, User Surveys, Enterprise Startups, Blockchain, Crypto, DOM, jQuery, HTML Email, Consumer Electronics, ChatGPT, Midjourney

Experience

  • Mobile App Design - 12 years
  • User Experience (UX) - 11 years
  • User Research - 11 years
  • User Interface (UI) - 11 years
  • Web Design - 11 years
  • User-centered Design (UCD) - 11 years
  • Prototyping - 11 years
  • Responsive Design - 6 years
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