Experience
I began designing for the web when UX was not yet an established discipline in the Brazilian market. Today, I also design the relationship between people and artificial intelligence.
My path spans very different products, services and organizations, but the work always begins with the same question: how can complexity become a clear, useful and feasible experience?
Experience highlights
designing digital experiences
opportunities identified at Dasa
24 prioritized for their operational impactMitre app usability complaints after relaunch
as reported by the CX teamMobile at Cannes Lions 2018
for the Corruption Detector appHow I work
From a lived problem to a shared solution.
I step into the context
I talk to people, observe real work and seek to understand constraints before proposing an answer. I have done this in factories, forests, medical operations, banks and public services.
I make complexity visible
Maps, flows, architectures and prototypes turn scattered rules into a shared view. This is how large problems stop being abstract and become open to discussion.
I connect disciplines
UX does not happen in isolation. I work with product, technology, business, CX, marketing, content, BI and operations to build decisions that teams can sustain.
I take the idea through to the product
From discovery to implementation, I combine research, strategy, information architecture, interaction, prototyping and testing. Delivery does not end with the design file.
Selected journey
A career built in layers.
From the web to AI, each stage added a different way of observing people, systems and businesses.
2025 — present
Station Zero Lab
UX Designer · AI Specialist
Working at the intersection of user experience and artificial intelligence, investigating how probabilistic products can become clearer, more useful and more human.
2024 — present
SpotDot
UX Designer · AI Specialist
Independent projects across different markets, focused on UX for AI, prompt engineering, assistants, synthetic research, vibe coding and generative experimentation applied to design, art and business.
2021 — 2024
Mitre Realty
UX Strategist · UX Designer · UX Researcher
I redesigned Mitre Experience and also worked on CX, marketing, digital, BI, CRM and sales-system initiatives. For the app, I led mapping, new flows, prototypes, testing and implementation follow-up.
2020 — 2021
Dasa
UX Researcher · UX Designer
I mapped physician onboarding across three operations and helped organize a critical process for physicians and back-office teams. Discovery revealed 76 improvement opportunities; 24 were prioritized for their high productivity impact.
2020
Klabin
UX Designer · Digital Strategist
I conducted immersions at the Jundiaí, Telêmaco Borba and Ortigueira units to understand the continuous-improvement program and help develop digital-transformation proposals.
2018 — 2020
Duratex · Deca
UX Researcher · UX Designer · UX Strategist
I researched maintenance work inside factories and forests, translated processes into two mobile apps and later worked on the evolution of Deca's digital presence and metrics system.
2017 — 2018
Tuia
Senior UX Researcher · Designer
I designed the experience for Corruption Detector, a Reclame Aqui app that uses image recognition to retrieve public information about politicians and won the Mobile Grand Prix at Cannes Lions 2018.
2016 — 2017
Accenture Brazil
UX Researcher · UX Designer · UX Strategist
I worked on long-term digital transformations. At Santander, my work ranged from user contact to flows and wireframes; at Superbid, I helped structure the company's transition into a marketplace.
2013 — 2015
TV1 · Edelman Significa · Gennium Lab
UX Strategist · Designer · Advisor
I structured Brazilian Federal Government portals, the architecture of BRF's global website and interactive experiences using emerging technologies, including a Kinect game for Coca-Cola.
2008 — 2013
Basics · Bronx Propaganda
UX Designer · Digital Planner · Digital Hub Leader
I planned the consolidation of Vivo's regional websites and led the creation of Bronx's digital practice. I worked with strategy, information architecture, content and innovation for brands such as PUCPR, Coca-Cola, Kuat and Grupo Marista.
1999 — 2007
Cinq · Mídia Web · WebMind · Mídia Digital
Web Designer · Information Architect · Digital Planner
I started out between design and programming, led a web team and began structuring experiences before UX was an established field in Brazil. I worked on projects for Siemens, Volkswagen, HSBC, Tecnisa and other major brands.
Context repertoire
Changing markets without starting from zero.
Working across different sectors taught me to recognize patterns without ignoring what makes each organization unique.
- financial services
- healthcare
- industry
- construction
- government
- education
- food and beverages
- technology
- consumer goods
- advertising and communications
Now
AI is the next interface — and also a new design problem.
Today, I investigate how trust, human control, intent, explainability and uncertainty should appear in the experience. I do this through projects, studies, AI assistants, synthetic research and original work.
Technology changes quickly. My criterion remains: understand the human being, question the solution and build something with real value.
Let’s talk
Do you have a complex problem asking for clarity?
I can contribute to research, strategy, product, digital transformation or the creation of experiences with artificial intelligence.