# Anna Raquel Serra > Exploring Information Architecture and Experience Design for complex platforms Location: Brooklyn, New York, United States Profile: https://flows.cv/annaraquelserra From a childhood surrounded by computers and books to discovering my passion for Information Architecture in Library School, my journey has been anything but ordinary. Initially dreaming of quiet days spent reading, I found myself captivated by the challenge of structuring information and enhancing user experiences. My mission? To be a perpetual learner, using what I learn to elevate the overlooked yet impactful experiences that shape our lives. I'm dedicated to improving these invisible touchpoints and helping others grow alongside me. With expertise in Information Architecture, Product Design, and Design Management, I’ve worked in both Brazil and the US, gaining unique insights into cultural differences and user motivations. I’ve had the privilege of mentoring talented individuals and transforming digital landscapes for leading companies like Ulta Beauty, Spotify, Vanguard, and XP Investimentos. When I'm not immersed in the world of design, you'll find me with a good book, trying out new recipes, enjoying musical theater, playing video games, or crafting something new. I love diving into design discussions and sharing my own hot takes—like my favorite: "I hate wireframes". Why? Let's connect and maybe you'll find out :) ## Work Experience ### Staff Product Designer @ Patreon Jan 2025 – Present | New York, United States ### Creative Director, Experience @ Huge Jan 2021 – Jan 2025 | Brooklyn, New York, United States I'm currently: Leading multidisciplinary design teams to create new products and evolve experiences across diverse industries, including financial services, travel, e-commerce, and event management. Collaborating with Strategy, Product Management, and Development to Managing designers of all experience levels, helping them navigate work and career decisions. ### Associate Experience Director @ Huge Jan 2020 – Jan 2021 | Brooklyn, New York, United States ### Experience Lead @ Huge Jan 2019 – Jan 2020 | Brooklyn, New York ### Product Experience Manager @ Linx Jan 2018 – Jan 2018 | São Paulo Area, Brazil Led a dynamic, multidisciplinary team responsible for product design, marketing, content design, research, and development. I managed team budgets, provided mentorship to direct and indirect reports, and owned the hiring process for key roles. I also played a strategic role in shaping product and design strategies for the SaaS arm of the company, creating a design strategy to unite disparate products under a single self-service platform for marketing and e-commerce solutions. Led cross-functional workshops and sessions to get executive alignment on the vision and communicate it to the organization. ### User Experience Lead @ XP INVESTIMENTOS Jan 2018 – Jan 2018 | São Paulo Area, Brazil As one of the first Design hires after XP's Agile transformation, I oversaw all design aspects for two of the company's digital products, including Information Architecture, Interaction Design, and Visual Design. I played a pivotal role in defining short-term and long-term design strategies to drive product success. Facilitated requirement and design workshops and user research sessions to inform the product strategy and design decisions. As part of my responsibilities, I owned the end-to-end hiring process for design roles, conducting interviews and providing hiring recommendations to senior executives. I also mentored two senior designers, assisting them in making career decisions and navigating professional challenges. Additionally, I served as an Information Architecture consultant, offering valuable guidance to other teams within the company. ### Experience Lead @ Huge Jan 2016 – Jan 2017 | São Paulo Area, Brazil ### Interaction Designer and Content Strategist @ Huge Jan 2011 – Jan 2016 | Rio de Janeiro e Região, Brasil Como parte do time, estive envolvida com: Planejar e executar de pesquisas qualitativas e quantitativas com usuários. Criar sitemaps, wireframes, fluxos de uso e anotações funcionais para apresentar e documentar decisões de projeto. Organizar e estruturar o conteúdo do projeto, incluindo a criação de vocabulários controlados, esquemas de metadados e estratégia de busca. Apresentar o processo e soluções para clientes. Participei de projetos para: Abril, Oi, Leap Motion, Google, Discovery Channel e Vale. ### Product Strategist @ Huge Jan 2014 – Jan 2016 | Rio de Janeiro e Região, Brasil Como parte do time, estive envolvida com: Planejar e executar pesquisas qualitativas e quantitativas com usuários. Pesquisa em fontes primárias e secundárias de vários tipos, incluindo ferramentas de analytics. Desenvolver estratégias de produto sólidas que atendam aos objetivos de negócio e objetivos dos usuários. Criar artefatos para documentar e comunicar decisões de projeto. Organizar e estruturar o conteúdo do projeto, incluindo a criação de vocabulários controlados, esquemas de metadados e estratégia de busca. Apresentar o processo e soluções para clientes. Participei de projetos para: Bradesco Seguros, XP Investimentos, Google e Tableau. ### Information Architect @ QX3 Jan 2010 – Jan 2011 Atividades desenvolvidas: Desenvolvimento de questionários, entrevista com usuários, elaboração de sitemaps e wireframes, conceituação de produtos e serviços, desenho de fluxos de tarefas. ### Intern @ QX3 Jan 2010 – Jan 2010 | Rio de Janeiro e Região, Brasil Estagiária de Arquitetura de Informação. ### Intern @ Cortex Intelligence Jan 2008 – Jan 2009 Estágio em Análise de Informação. Atividades desenvolvidas: taxonomias, manutenção de base de entidades, normalização, pesquisa, mapeamento de fontes de informação, estruturação de metadados, testes de usabilidade, testes de qualidade ## Education ### Graduate in Library Science and Information Management Universidade Federal do Rio de Janeiro Jan 2006 – Jan 2010 ### Graphic Design Program in Graphic Design Shillington Jan 2021 – Jan 2021 ### Post-Graduate in New Media, Digital Marketing, Information Science SENAC Rio Jan 2010 – Jan 2012 ### FACHA Jan 2009 – Jan 2009 ## Contact & Social - LinkedIn: https://linkedin.com/in/arfserra - Portfolio: http://www.modelomental.com.br - Portfolio: http://meadiciona.com/arfserra --- Source: https://flows.cv/annaraquelserra JSON Resume: https://flows.cv/annaraquelserra/resume.json Last updated: 2026-03-30