Senior Product Designer with 8+ years crafting digital products.
I work at the intersection of user insight, business strategy, and clean execution — across e-commerce, mobile apps, SaaS, and consumer-facing platforms. From early concept exploration to production-ready interfaces, I bring intention to every stage of the process.
I'm a Senior Product Designer with over 8 years of experience building digital products that actually work for people. I've been embedded in teams across e-commerce, SaaS, mobile, and B2B — always as the designer who owns the problem end-to-end.
My process is research-led and execution-focused. I go deep into understanding users, define the right problem, then bring structure and clarity to every stage — from concept through to production-ready UI.
I've worked with brands like Nike Brasil and Hugo Boss, and built platforms used by thousands of brands across Brazil.
User ResearchA/B TestingProduct StrategyUI DesignDesign SystemsPrototypingStakeholder ManagementFigmaHotjarGoogle AnalyticsDouble Diamond
8+years exp.
Beyond Work
Outside of work, a good chunk of my free time goes to things that make me use my brain differently.
I have a genuine passion for 3D and illustration — not as freelance, just as a hobby. It's where I experiment without commitments, without briefs, without deadlines. I've done product renders, played with motion, and occasionally show up with something new that has no context beyond "I thought it would be interesting to make."
Let's build something great together.
Always open to new projects, collaborations, or a good conversation about design and product.
Driving conversion through research-led UX on one of Brazil's largest sporting goods stores. As the sole UX designer dedicated to Nike Brasil at Infracommerce, I was responsible for understanding who Nike's users were, how they behaved, and where the experience was losing them.
Solo UX Designer · Infracommerce
~12 months
Stakeholder interviews · Persona development · Google Analytics · Hotjar heatmaps · Heuristic analysis · A/B & A/B/C testing
The Process
Understand
Research & Alignment
Weekly alignment with Nike's stakeholders set the business goals. I conducted interviews with real Nike customers and cross-referenced qualitative findings with Google Analytics demographic data to build a grounded picture of the user.
Define
Persona Development
Three personas were developed — Juliana (26), Marisa (52), and André (19) — representing different behavioral profiles, purchase motivations, and friction points. Every design decision was anchored to one of them.
Design & Test
A/B Testing Cycle
I mapped the entire site via flowchart and heuristic analysis, then layered in Hotjar data to identify friction points. Hypotheses were prototyped and validated through A/B and A/B/C tests using Google Optimize.
User Research
"She works as a publicist, likes to play soccer and her favorite team is Corinthians. She has purchased personalized items from Netshoes and enjoyed the experience."
— Interview with Juliana, 26 years old
Flowcharts & Heuristic Analysis
Heatmap Analysis
Examples of Results
Mobile grid: color preview on tap
Instead of going straight to PDP, users could preview available colors directly on the grid — reducing friction before commitment.
+11.11% conversion
PDP: gender size selectors
Unisex products showed mixed sizes by default. Adding male/female filters let users see only their relevant sizes.
+8.93% conversion
PDP: sticky add-to-cart button
The add-to-cart button followed the user while scrolling, keeping the primary action always within reach.
+3.13% interaction
+11.11%
Color preview on tap
+8.93%
Gender size selectors
+3.13%
Sticky add-to-cart
+3.09%
Mobile title hierarchy
+2.94%
Text label on filter
+2.33%
Discount % display
02 — POX O2O App
Mobile App · O2O · Product Design
POX — Physical meets digital
A white-label O2O app that empowers sales associates to serve customers and close sales on the shop floor. The first client to adopt it was Hugo Boss.
Solo UX/UI Designer · Infracommerce InfraShop
Market research · Stakeholder interviews · Empathy mapping · Persona development · User flow · Wireframing · UI design · Component-based design system
The Challenge
POX was born from a simple insight: Infracommerce had deep e-commerce infrastructure — inventory, logistics, storefronts, platform management — but nothing connecting that to the physical retail experience.
As the sole designer on the InfraShop innovation team, I designed an O2O app from scratch, enabling store associates to browse stock, place orders, and serve customers directly from a mobile device or tablet.
Voice of the User
"For me, it's hard when a customer doesn't know exactly what they want to buy and asks me about new releases, collections, and that kind of thing. The app we use doesn't offer much information in that regard. It would be nice to be able to see what's new — like browsing a website, you know?"
"It's very complicated when a customer wants to know the shipping cost for a product. I have to find the product, add it to the cart as if I were making a sale, choose the delivery option, and then enter the zip code just to see the price. I end up wasting a lot of time on the whole process."
Research & Discovery
The Process
Discovery
Research & Problem Space
Interviews with Infracommerce clients and store operators to map real pain points. Findings synthesized through empathy mapping.
Define
Persona Development
A persona representing the primary user — the in-store sales associate — capturing their context, frustrations, and goals.
Ideate & Design
User Flows & UI
User flow covering key journeys: browsing products, checking availability, completing a sale with delivery options. Wireframes evolved into final screens.
Scale
White-label Design System
The entire UI was componentized from the start. The base POX design can be reskinned for any client with minimal effort — a scalable product.
UI Screens
03 — Master Platform
SaaS · B2B · Data Platform
Master — From Cold Reports to Strategic Intelligence
Redesigning the way customer success teams understand, present, and act on cashback data — for 9,400+ brand clients. CRMBonus operates a white-label cashback platform used by major Brazilian retail brands.
Discovery started with a structured interview series with the CS team. Four core problem pillars emerged:
Data reliability
CSs couldn't trust the numbers. The same date range exported twice would yield different results.
Standardization
Every CS built reports differently — Canva, PowerPoint. KPIs varied by individual.
Analytical range
Only month-by-month filtering. No year-over-year comparison, no trend analysis.
Time cost
40–50 min for export + 40 min data cleaning. Unsustainable at scale.
"Building a report like this takes half my day."
— CS team member, research interview
Research Artifacts
Crazy 8 Workshop
Strategic Context
A qualitative research study with CRMBonus internal stakeholders, partner brands, and end consumers revealed a deeper challenge: brands weren't just asking for better numbers — they wanted intelligence.
The insight that shaped the product vision: brands want to pay for decisions, not mechanics.
What Was Designed
Master was designed as a two-user platform — one view for CSs managing multiple brands, one for brand clients accessing their own data directly.
For the CS
Multi-brand workspace with AI
A multi-brand workspace where selecting a client instantly surfaces their data. An AI-powered chat interface allows natural language queries — "What's the best campaign strategy for May?" — with the system cross-referencing behavioral data across similar brands.
For brands
Direct client access
A direct login with access to their own reports — reducing dependency on the CS for routine data requests, and eliminating the WhatsApp/email communication that left no audit trail.
Automation
Auto-generated presentations
Slideshow-ready for client TVs and meetings, export center with progress tracking, and customizable but standardized report templates.
Platform Screens
What previously took up to 4 hours of a CS's day can now be completed in minutes.
