Jun 2021 – Mar 2022 · 9 mos · Berlin, Germany

• Leading the activation initiative, from ideation to implementation, collaborating with product manager to define KPIs and coordinating research to test concepts.
• Optimising DesignOps and increasing UX maturity in the company, defining processes to collaborate with the frontend team to structure and consolidate the use of a design system.

Jan 2020 – May 2021 · 1 yr 4 mos · Berlin e Região, Alemanha

• In the virtual CFO whitelabel design team (Jan-May 2020), explored the SME German market and was part of the team to come up with product strategy to the next quarter. Proposed framework and worked closeely with product managers and other stakeholders to conduct a full audit of the product, assessing business needs and user value proposition, UX, UI and engineering status.
• In the Backstage team (May 2020 - May 2021), designed the first user flows for the product and defined the UI implementation strategy, using out-of-the-box UI library and developing brand identity in parallel. Led the process in collaboration with frontend to document and implement a cohesive design system.

May 2019 – Jan 2020 · 8 mos · Kitchener, Ontario, Canada

• Designed new feature for scaling the product to better serve enterprise customers, from ideation to implementation. Worked closely with product, engineering and customer experience teams to define KPIs and shape solution.

May 2018 – Oct 2018 · 5 mos · Sao Paulo

• Proposed two redesigns for the homepage of the website to improve user retaining through A/B testing (in course)
• Redesigned the therapist profile page in order to improve patient retention, the client's main issue, focusing on delivering a more human and personal approach and thus improving chances of a good patient-therapist match, working with search algorithms to favour profiles with videos good descriptions. (in course)
• Redesigned the flow for scheduling appointments and payments, based on research from current user behaviour (heatmaps, bounce rate and time spent on each page) and analogous research interviewing clients and professionals with similar routines. (under development)
• Redesigned the therapist landing page in order to improve communication issues regarding different business plans and functionalities (under development)
• Technologies: Sketch App, Zeplin App, Wireframing, Customer Journey Map, User Interview, Analogous Research, Prototyping and Testing

Sep 2015 – Aug 2018 · 2 yrs 11 mos · São Paulo e Região, Brasil

• Redesigned UX/UI for retail client's payment intermediator platform, and delivered fully responsive coded guidelines for scaling functionalities.
• Redesigned UX for retail client's admin, used by over 200 stores and consisting of over 170 screens. Mapped out the project and prioritised functionalities to shorten the schedule from a 2-year monolitic project to a six-month deadline for first functional version. Tracked team of two developers responsible for implementing and testing the designed wireframes.
• Led the exploratory process with startup founder, Patricia Coelho, to understand market and stakeholders in order to create a platform for planning meals and avoiding food waste. Mapped potential partners of the brand and translated each segment's interests into functionalities to explore in the platform. For her efforts, Patricia has been nominated a friend of UN's 12.3 Resolution (reducing food waste). Delivered wireframes and HTML/SASS for the first version of the website.
• Collaborated with founder on product design of Polemitics, launched in 2017. Its original premise was neutral discussion of polemic issues, creating a database of pros and cons of issues. Delivered v1 of website's responsive HTML/CSS. Polemitics' has achieved over 10k users; the app was released in 2018.
• Co-led a six-month project in partnership with research centre from the University of São Paulo, NEV. Their database of almost 30 years of scanned news about violence from major newspapers in Brazil was turned into an app. We organised design thinking workshops to provide a solution that could offer analysis and reflection, rethinking interaction with news using tools provided by technology. The process was documented in an article published the INTERCOM 2016, received an invitation from UNESCO's Global Mil to be presented during their Youth workshops in São Paulo and I was invited to give an Ignite Talk about it at the Newsgeist Unconference Latin America 2018, in Buenos Aires.

Dec 2014 – Sep 2015 · 9 mos · São Paulo

• Took part in the investigative and ideation process to develop a platform to engage citizens in the democratic process, launched in May 2015. The challenge was create a social network alternative for constructive debate about politics with follow-up material to pressure governments. After the process, 5 reports were generated with the most relevant contributions. In 2016, the platform was funded by the Google Social Impact Challenge and became the app "Mudamos".
• Led the design team working with the Ministry of Culture in Brazil, to develop a system for visualization and validation of centres of culture nationwide. It incorporated existing open software and adapted its user experience to a more interactive and easily approachable website, with user profiling that went from urban citizens to members of indigenous tribes with almost no previous contact to technology. The system is still in use with about 2,8k centres in the database.
• Customized a data visualization system for the public health system in Ceará state. The data consists of quantitative variants, such as number of doctors, beds and nurses; and also qualitative variants, such as the satisfaction of the population, obtained through an extensive phone call research conducted by the government. All this information was disposed in simple tables and should be organized in a easy way to be seen for the government personnel responsible for the health system optimization and also for the population interested in knowing what’s the evaluation and statistics of their public hospitals.
• Technologies: Adobe Photoshop, Adobe Illustrator, User Research, Personas, Wireframing, Storyboarding, Customer Journey Maps

Aug 2013 – Dec 2014 · 1 yr 4 mos · São Paulo e Região, Brasil

• Was part of the original 5-people team that scaled the early-stage startup to its second investment round and subsequent redesign and rebranding strategy, so that in 2018 it has expected revenue of R$10 million and over 150 products in its catalogue.
• Was the only designer during the first two years of the company: created all email marketing campaigns, related graphic pieces, landing pages and website optimisations.
• Position included strategic planning, performance evaluation and conversion tracking for each campaign.
• Technologies: Adobe Illustrator, Adobe Photoshop, MailChimp, HTML, Moodboards, Personas, User Research, User Interview

Mar 2013 – Mar 2013 · 0 mo · São Paulo - SP

• Produção de peças gráficas para dressing de cenário e objetos de cena do filme Sinfonia da Necrópole (em produção), de Juliana Rojas. Direção de arte de Fernando Zuccolotto.

May 2012 – Aug 2013 · 1 yr 3 mos

• Desenvolvimento de tags e etiquetas para indústria têxtil e finalização de arquivos para gráfica. Criação de layouts para marcas como Marisa, C&A, Pernambucanas, Le Lis, M. Officer, entre outras.

Feb 2012 – Jul 2012 · 5 mos · São Paulo e Região, Brasil

• http://www.laranjada.eu
• Desenvolvimento do logo e da identidade visual da Laranjada, empresa de facilitação gráfica. Desenvolvimento de ilustrações e infográficos que sintetizassem idéias, palestras e eventos em peças gráficas de fácil compreensão e rápida assimilação.

Feb 2012 – May 2012 · 3 mos · São Paulo e Região, Brasil

• Projeto de website para o FreelaFest, festival de cultura freelancer.

Dec 2011 – Feb 2012 · 2 mos

Aug 2010 – Sep 2010 · 1 mo

• Direção de arte e roteiro para o curta-metragem A Montanha, com direção de Luiz Paulo Xein, realizado em HD.

May 2010 – Jun 2010 · 1 mo · São Paulo

• Direção de arte e figurino para o curta-metragem Elegia, com direção de Luiz Paulo Xein, filmado em 16mm.

Apr 2010 – Apr 2010 · 0 mo · São Paulo

• Assistência de arte para curta-metragem em HD, com direção de Tiago Gerbasi. Realizado no curso de formação em direção cinematográfica da Academia Internacional de Cinema.

Jul 2004 – Jul 2006 · 2 yrs