About Me

Why a Humanist Product Designer?

We are all cosmic dusty attached to this big blue rock floating in the space, therefore we need to support each other and take care of our planet. The natural things surrounding us wasn’t made for us, living creatures, but it’s up to us, human-beings, to make it a better place to live.
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This is a very valuable belief for a Product Designer because our work is all about being emphatic and improving customer’s lives, thus it’s very fulfilling and motivational. Plus, it makes me a better team player giving equal importance to the journey as to the destination, to the end-user and business owners as to my teammates and colleagues.

I have a graduation in Design and Visual communication since 2010. I have technical certifications in accessibility, information architecture, HTML, and CSS since 2008. And I also have more recently courses like Design Thinking, and others subjects.

Globo.com | 2008 - 2010

My career started in 2008 at Globo.com, the web arm of the largest media company in Latin America. I was a member of the UX design team and worked with a scrum cross-functional team developing new features for the portal. Yes, UX team and scrum, two big novelties in 2008.

It was like a second school to me, the UX Design school.

There I learned a lot from professionals like Felipe Memória founder of Work & Co. and has just launched a new app for the iconic metro map of New York. I’m also talking about Lucas Hirata who is a Lead Designer at Google, Thadeu Morgado also partner designer at Work & Co., among others.

User Centred Mindset 🤓

This experience brought to me, and it has followed me during my career, this strategic mindset of putting the user in the center. Understand who they are, wear their shoes, and advocate for them. Content is king, storytelling and things like that. However, at that time, we were not including the user in the process to share information and validate the hypothesis. 

Skidun Agency | 2010 - 2015

Then I worked for a digital agency, Skidun, for almost 5 years. I started creating corporate websites, by gathering the requirements with the client, conceptualizing the solution via wireframes, sitemaps and user flows, presenting it to the client, crafting the final layouts, and testing the HTML coded by external developers. 

— Initiative 💪🏽

The quality of the final delivery was always less than I expected. So I suggested that I start to code these projects by myself. At the end of the first year, I was doing the entire project almost alone, including the back-end since I brought WordPress as a CMS to the agency's catalog. I was also responsible for interactive hot-sites, web portals, and a few web apps. It was too much for one person, it wasn’t scalable, therefore I started to delegate.

— Growth 🪜

The agency has grown a lot, from 6 employess when I arrived to around 50 when I left. I started as a junior and was leading a team of 5 developers, and being the only UX specialist when I left.

Soldout Agency | 2014 - 2017

In 2014 I found an agency, in the entertainment events industry. I was leaving the UX field to focus on the creative direction of events’ campaigns. In 2,5 years I did dozens of events. We were very successful, I made more money than I ever had, but soon I realized that producing campaigns to sell tickets for parties was not a fulfilling job. So I left.

— Data-driven 🧐

One cool thing from that time was to see the result of my work in numbers. We were using mental models like scarcity, urgency, exclusivity, loss aversion, and the paradox of choice, among others to drive sales. When an ad worked the sales ramp up rapidly, and that was great! 

TAP | 2017 - 2019

In 2017 I moved to Portugal and started a Product Designer position at TAP, the airline company. I was designing internal products, most of them responsive (mobile and desktop), some mobile-only, and a few TV dashboards that grant us an award from the US.

— Close to end-users 👌🏽

It was nice to create internal tools for TAP mostly because I was very close to the end users, therefore I could easily run an interview, or a usability test, make improvements and test again.

Vision-box | 2019 - 2022

For the last 3 years, I’ve been working for Vision-box, designing biometric experiences for airports, airlines, and border control all over the world. As the most senior member of a recently created design team, I built two design systems and a process for the team to deliver experiences. 

— Team Work ✊🏽

I collaborate with UX researchers, Industrial designers, project and product managers, QAs, and engineers. My responsibilities include auditing current solutions, promoting workshops, creating user journeys and UIs, and prototyping, validating, and delivering production-ready artifacts for development.

— Distant from end-users 👎🏽

It's nice to work in the biometric air travel industry, I have my mark in many airports around the globe, like Japan, Australia, Finland, UK, Qatar, and America and I advocate for users in critical moments of their lives.