I'm a Brazilian designer who started shipping for the web in 2004, back when building a site meant designing it and coding it yourself. That origin never left me: I believe there is no line between form and function, and that how a product feels comes from how it works.
My path went through every side of the craft: a digital agency I co-founded at 19, years designing for Magalu alongside the Luizalabs team, the iClinic platform, later acquired by Afya, product work at Beblue, and deep fintech chapters at Dryve and Zapay, through pivots, a rebrand, and an acquisition. Those years taught me that design and business decisions are never separate things, and showed me where I thrive: close to the making, shipping what I design.
With AI in my workflow, there are no more barriers between an idea and the final product: what I imagine, I ship.
Co-founder
B2B SaaS loyalty platform for brick-and-mortar retail, built on native Apple Wallet and Google Wallet cards: no app to download, no paper punch cards. I design and code the product end to end, from the first sketch to production frontend. Live in 40+ establishments across 5 Brazilian states, run by a lean two-person operation with AI embedded in the building process from day one.
Partner
Digital product consultancy with a design and UX edge, delivering projects end to end, from branding and design to development, for clients across fintech, health, and retail.
Head of Design
Led the design team of Brazil's leading vehicle debt payment platform through a full rebrand and complete product interface redesign, while staying hands-on in the key deliverables. Navigated the acquisition by Sem Parar/Corpay, launching the new brand post-acquisition.
Co-founder & CPO
Designed and led the design of the app and web platform that powered a nationwide operation: from a car marketplace through its pivot into a vehicle financing fintech, one of Brazil's top 5 auto loan originators, with 200+ employees and operations in 500+ cities. Worked across brand experience, product strategy, design, and UX, hands-on in nearly every deliverable.
UX/UI Specialist
Joined the in-house design team to design and ship new features for the cashback platform, after several years of prior outsourced collaboration.
Freelance
End-to-end design for early-stage startups that have since scaled, some acquired. Multi-year engagements with Magalu/Luizalabs and F.biz. Clients: LuizaLabs, Magalu, MagazineVocê, Quero de Casamento, iClinic, Empiricus, Beblue, CargoBR, Critical Mass, Handmade, Vale Presente, Sorte Online.
Co-founder & Creative Director
Co-founded a web design and development agency serving national and international accounts: Itaú, Siemens, Ourofino, Magalu, Cosan, Cargill, Unilever, Democrata, Reed Exhibitions.
Web Designer
Member of the team responsible for all online advertising for Magazine Luiza's e-commerce: campaigns, hotsites, and digital ads.
Graphic & Web Designer
First professional experience: websites for small businesses and graphic design for local publications.
From 2013 to 2017, I worked directly with the Luizalabs team, Magalu's in-house tech arm, then just four people led by André Fatala, now the company's CTO, designing the products built around the e-commerce core of one of Brazil's largest retailers. I started with MagazineVocê, which grew into the company's affiliate platform, and later worked on the wedding registry and Clube de Ofertas da Lu. Nearly ten years on, much of the interface I designed is still in production.
In 2015, working side by side with the founder and CEO, I designed the entire new interface for the practice management software. In the years that followed, I worked on the iClinic Pay, Teleconsultation, and Medical Profile modules. The company was acquired by Afya (NASDAQ: AFYA) for R$182 million (~US$35M) and has since established itself as the operating system for doctors.
I've been with Beblue since 2013, back when it was a group-buying site: first through the pivot to a loyalty card, then through its transformation into Brazil's pioneering cashback platform, with over 5 million users. I designed the first versions of the app and stayed on as a consultant until 2019, supporting the company's product design team.
