A multidisciplinary journey in the full spectrum of design.
My career moves from UI design craft to UX, strategy and operations. Each step expanded my toolkit, giving me a holistic view that connects creativity, business, and impact.
My multidisciplinary path lets me navigate easily between hands-on design and high-level strategy—from shaping design systems to guiding teams. It gives me the perspective to connect the dots, see the whole system, and ensure coherence from idea to delivery.
A human-centered approach, supercharged by AI.
My process combines problem-solving, strategy, and a hands-on mindset. It's a flexible framework that aligns with different challenges while staying connected to human-centered thinking. Great design doesn’t happen by accident. It’s the result of structured team, intention, and iteration.
problem-solving process
How I use AI to amplify design
Insights & Discovery
I use AI to uncover patterns in research and data, helping me spot opportunities and user needs faster.
Personas & Journey Mapping
It helps me create more realistic, evolving personas based on real behaviors—not just assumptions.
Quick Prototyping & Ideation
AI lets me explore more ideas, faster. I can quickly generate variations, test directions, and focus on what truly adds value.
Testing & Validation
I can predict usability issues, analyze feedback, and validate decisions early on.
KPIs & Performance Measurement
Helps tracking how design choices impact engagement and outcomes, showing what’s working and what’s not.
Optimization & Evolution (Post-Launch)
After launch, AI turns real user data into insights, helping me refine and adapt the product as people’s needs evolve.
How I lead, grow and inspire teams
Leadership is about creating the conditions for great work to happen. Mentorship and coaching are pillars to my approach. It’s about collaboration, connecting people and skills, and using strategy to make design not just a creative function, but a driver of improvements and clarity.
I’ve learned that effective leadership lies between strategy and design practice. At that spot, you can see the big picture without ensuring that every design decision ladders up to purpose and impact.
Collaboration
I balance a hands-on involvement with space for independent thinking, adapting to the team member's needs. My goal is to unlock individual potential by offering the right level of support at the right time.
Big picture
Many leaders operate at a high altitude. On the other hand, I stay close to the product, turning abstract ideas into tangible experiences. It's a sweet spot to connect the dots.
Business impact
It’s not just “making things look good,” but it’s designing the user experience that serves as a strategic goal. This makes design teams more credible and influential at the leadership table.
Professional experience
LetsGetChecked
Lead Product Designer
Portugal @ 2022 - 2026With a hands-on approach and a problem-solving mindset, I mentor and manage a team of talented product designers across four pillars—B2B solutions, Clinical solutions, Internal tools, and the Design System. I lead workshops, presentations, planning sessions, and retros while collaborating closely on product roadmaps and data-driven initiatives. Together, we deliver end-to-end solutions—from discovery and proof of concept to implementation—continuously refining them through user feedback and data insights.
Senior Product Designer
Portugal @ 2021 - 2022I was the Product Designer for B2B initiatives, planning, building, and delivering the product foundation that became the major company's revenue stream. From the concept to delivery, I worked closely with the product manager, tech team leads, and the director of design to create a 0-1 flexible and future-proof product.
Mercedes-Benz.io
Lead Product Designer
Portugal @ 2020 - 2021Designing the D2C global marketplace platform for online sales and genuine accessories, tires and service contracts. Also designed components and contributed to the design system and mentored others with UI classes. Supported the HR team in interviewing and conducting design tasks for new designer candidates.
Senior Product Designer
Portugal @ 2021 - 2022I worked on the D2C global multi-language Mercedes-Benz website for new car models. From the concepts to the final design. I worked on wireframes, quick prototypes, conducted user testing, presentations, and workshops.
Keezag
Lead Product Designer
Portugal @ 2019 - 2020I managed the design team, creating user journeys, user flows, the company's rebrand, new website, new native iOS app version, and also building the company's design system.
Care to Beauty
Senior Product Designer
Portugal @ 2018 - 2019Analysis, planning and designing the online ad campaigns, working on solutions for marketing, performance and the developer team. Delivering UI designs and interactive prototypes for estimations and quarterly planning sessions. E2E design of the tracking orders tool, fulfillment, dispatch software and email marketing data integration.
OUSE Creative Lab
Co-Founder & Head of Digital
Brazil @ 2015 - 2018Managing a small digital agency in Florianopolis, Brazil. I was the founder and served as CEO of the company. I was responsible for the strategy, structure and hiring process of the small team of designers, commercial and developers.
Avanti Technology & Marketing
Creative Director & UX Manager
Brazil @ 2013 - 2015Creative Director and UX manager for digital projects such as mobile web apps, e-commerce stores, institutional websites, branding and cross-media campaigns (web, radio, print). Manage the multidisciplinary team (creative, content, marketing).
DMK agency
Partner & Head of Design
Brazil @ 2012 - 2013Managing the design department, dealing with client expectations, deadlines, and project management. My main task was pushing the team to deliver the best quality. I also was responsible for setting up and managing teams with different skillsets, from designers, marketing creators and developers working in-house on our client's offices.
GPA
Creative Director
Brazil @ 2007 - 2012Creative director of the Extra.com online store, I managed the design team to deliver digital campaigns, UI/UX for new pages and new features, aligned and discovered new technologies with the dev team lead, and conducted research and usability analysis.
McCann Worldgroup
Senior Marketing Designer
Brazil @ 2005 - 2007Digital advertising campaigns and landing pages design for brazilian brands such as Oi, Sony, Velox, Terra, Varig and many others.
Marketing Designer
Brazil @ 2002 - 2005Digital advertising campaigns and landing pages design for global brands such as American Airlines, GM, Santander, TIM, Microsoft, Fanta, Sprite and many others.
Interim Marketing Designer
Brazil @ 2001 - 2002Digital advertising campaigns and landing pages design for global brands such as GM, Santander, TIM, Microsoft and many others.