Senior Product Designer, YLD, London, United Kingdom, September 2024 — Current
• Outsourced to Pearson to lead B2B and D2C eCommerce initiatives for the higher education division across
the US, UK, and Canada.
• Led end-to-end development of a native mobile app, from initial research, user interviews, and usability
testing through visual identity design (color palette, concepts, final UI, and animations). Architected mobile native design system, structuring tokens from primitives to component-level, enabling light/dark mode support and native development for iOS and Android.
• Utilized a data-driven design approach, leveraging user behavior data and CRO methodologies to identify
friction points, resulting in optimized high-value funnels and measurable growth in user engagement
• Owned implementation of AI frameworks using Claude Cowork for research ops, I automated the creation
of research plans, interview scripts, and qualitative discovery syntheses. For UI exploration, I leveraged Claude Design to rapidly generate and test layout variations with users and stakeholders. Finally, I used Claude Code to build production-grade prototypes directly in code, handing off functional components to engineering for code review—dramatically accelerating our time-to-implementation.
• Managed design system maintenance and evolution. Being responsible for system documentation across
Zeroheight, Tokens Studio, and Figma, hosted regular Design System Office Hours to support product designers, and conducted design system reviews prior to handoff. To ensure total parity, I collaborated closely with web and mobile engineers to align token architecture, component behaviors, and accessibility standards across platforms.
• Led information architecture and product discovery for high-impact platform initiatives. Worked on a
cross-functional team with Product Owners, Project Managers, and Engineering to define requirements, build phased product roadmaps, and exhaustively document complex interaction models, multi-step state logic, and system edge cases. information architecture and product logic for complex, multi-step user flows.
Lead Product Designer, Pearson, New Jersey, USA, September 2024 — December 2025
• Act as Lead Product Designer for the high-impact "playground project," establishing end-to-end D2C and
B2B experiences for College & Career Readiness e-commerce platforms.
• Manage highly complex design plans from initial proposal through final execution and release, driving
clarity and transparency across diverse cross-functional contributor and stakeholder teams.
• Write comprehensive creative briefs and user stories that clearly define project goals, UX rationale,
Informational Architecture IA) and targeted success metrics for major product updates.
• Apply advanced agentic solutions and AI-driven workflows with cursor into everyday project management
and design execution to accelerate production cycles and elevate output quality.
• Maintain execution quality across designated platform areas by expanding and optimizing the P .com
design system, integrating advanced variables, and reducing cognitive load across mobile and web interfaces.
• Own key parts of the product strategy and validation process, defining criteria for and executing rigorous
User Acceptance Testing (UAT) to align designs with business objectives.
Senior Product Designer, dentsu, New York, USA, April 2023 — October 2024
• Led a design team on end-to-end user experience and user interface design of important features on the Herbalife’s B2C and B2B digital platforms.
• Developed high-fidelity prototypes, ensuring optimal user experience through the application of interaction design standards, including animations and micro-interactions.
• Developed a custom design system, establishing principles and a library organization that ensure consistency and scalability across multiple projects.
• Managed design processes like design thinking workshops and stakeholder interviews with senior clients, advocating for best UX practices and a user-centered design approach.
• Conducted comprehensive research, including interviews, surveys, UX audits, workshops, parallel studies, and benchmarking for the wellness e-commerce market. Leveraged insights to develop personas, journey maps, and mental models, ensuring an optimized user experience for the client’s platform.
• Leveraged UX research tools like Fullstory for user testing and analytics, extracting actionable insights to refine design strategy and elevate the overall user experience.
UX/UI Designer, Invent, Wilmington, US, October 2022 — November 2023
• Design a Financial Platform for trading, funding, and account opening for key company clients like Goldman Sachs and Cambridge Investment Research.
• Delivery of 25+ responsive data-driven widgets for Invent's platform, adhering to ADA and WCAG 2.1 AA standards and enhancing accessibility for a diverse user base
• Developed the MVP user flows and design system for Merchant’s forthcoming RIA custodian suite mobile/desktop app, focused on responsiveness and accessibility.
• Facilitated collaboration with stakeholders throughout the design process, ensuring usability tests and mockups were aligned with the project requeriments, client goals and industry standards. My designs and assets were later presented at industry conferences, workshops, and client prospecting events.
UX Designer, Apex, Fortaleza, BR, February 2019 — October 2022
• Collaborated with stakeholders to define project requirements and develop a comprehensive roadmap. Continuously updated and adapted the plan using agile methodologies to ensure alignment with client needs and adherence to UX best practices throughout the design process.
• Conducted user research, including user testing and user interviews, to understand specific user needs. And used this knowledge to create user-centered, accessible, and engaging solutions for clients from different markets.
• Conducted competitor analysis of over 10 industry-leading platforms, identifying gaps and opportunities for improvement with a focus on data visualization, charts, and trading capabilities.
• Designed compelling visual concepts that successfully persuaded clients to partner with our agency on new projects.
• Worked on prototyping, wireframing, and visual design using Figma to develop intuitive and interactive design elements.
M.A. in Design and Applied Arts, Universidade de Aveiro, PT, 2020-2023
M.A. in Design and Applied Arts, Accademia di Belle Arti di Venezia, IT, 2021-2022 (Erasmus Year Abroad)
B.A. in Visual Communication, Universidade Federal do Ceará, BR, 2016-2020