Designing products through behavior, evidence and thoughtful execution
Case studies on turning user insights into product decisions and measurable outcomes
Brazilian microentrepreneurs feared making costly tax mistakes. By reframing the challenge from usability to trust, I helped shape a simpler experience that increased confidence, adoption and business account engagement.
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Starting with only a business objective, I led the discovery that identified the right retention strategy, balancing customer needs with business goals and increasing new-customer retention by 15.5%.
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To support Ame's expansion into food delivery, I designed a restaurant management platform that simplified complex operational workflows without compromising flexibility.
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I've spent the last 13 years designing digital products, after starting my career as a software developer. That experience shaped how I approach product design today. I naturally look beyond the interface, connecting user behavior, business goals and technical constraints before deciding what to build.
To me, design isn't about finding the best solution first. It's about understanding the problem well enough that the right solution becomes clear. That's why I enjoy digging into research, data and customer behavior, challenging assumptions and uncovering root causes before moving into design.
Once the direction is clear, I stay close to the craft. I enjoy shaping interactions, prototyping ideas and collaborating with cross-functional teams to turn insights into products that are simple, trustworthy and valuable for both people and the business.