Advising the founder of a neuropsychological research platform (0-1) on product strategy, brand positioning, and experience direction, contributing to roadmap prioritization and feature definition as the platform moves from prototype to clinical use.

Designed the end-to-end platform experience for researchers and clinicians, translating complex neuropsychological data models into interfaces usable by non-technical users in clinical settings.

Building and iterating product features using AI-assisted design and vibe-coding workflows in ClaudeCode, compressing the cycle from concept to functional prototype.

Co-founded a healthtech startup dedicated to supporting the launch and management of independent private practices, operating within healthcare compliance requirements. As Head of Design, owned design and product strategy from the ground up.

Partnered with co-founders and advisors to define company vision, secure seed funding, and establish the design function — owning the full product lifecycle from research through delivery.

Led user-centered research to uncover pain points and opportunities, mapping the end-to-end service journey with healthcare professionals and translating insights into a product roadmap for an integrated ecosystem of services and digital tools.

As sole designer, owned end-to-end execution — from rapid prototyping and hypothesis validation through to product vision — ensuring strategic direction was grounded in real user feedback and prioritizing adoption across existing systems.

Transitioned to a strategic consulting role, continuing to drive Prudential's digital growth while reshaping operational processes within a hybrid Waterfall/Agile framework.

Scaled the design team from 5 to 20 designers in three months — advocating for a design culture shift, restructuring the organization, and raising UX maturity across the department. Created unified documentation standards, establishing best practices and guidelines that brought consistency to the team's output.

Proposed and scoped an integrated chatbot ecosystem, bringing consistency to 4 conversational experiences and delivering UX and content guidelines for the platform.

Advised on new sales solutions across direct (B2C) and partner (B2B) channels, increasing sales velocity and effectiveness. Supported the digitization of back-office workflows, reducing operational time and cost.

Prudential do Brasil is a subsidiary of Prudential Financial and was Brazil's largest independent life insurance company. I joined to help lead the design function through a major digital transformation.

Shaped UX strategy and product vision for a regulated insurance environment, partnering with product managers and influencing executive-level decisions on digital investments and long-term roadmap — including an ecosystem roadmap that guided the company's technology investments for the following years.

Coordinated 30+ multi-user, multi-platform initiatives, designing broker-facing and customer-facing applications grounded in behavioral analytics, usage data, and user research. Defined design direction for key applications as product advisor, hands-on designer, and team mentor — boosting user engagement and strengthening design standards across the organization.

Oi was the 3rd-largest telecom company in Latin America, serving 70+ million customers. I led UX strategy across 6 concurrent cross-functional squads in an Agile environment, overseeing information architects, strategists, researchers, and interaction/visual/content designers. Partnered with design leadership on hiring, resource allocation, and process consistency across a 40+ designer chapter.

Client Platforms & Innovation

Directed the UX for 3 native mobile apps (iOS and Android), chatbot experiences, and 20+ web-responsive tools across the customer platform ecosystem. Releases drove 200K+ daily user growth, improved conversion rates, and increased revenue through customer-centric self-service tools.

Design Ops & E-Commerce

Led an 8-person design team to create a new e-commerce platform from the ground up. Simultaneously established Oi's enterprise design system through an iterative process — building components in close partnership with engineering, validating with stakeholders, and testing with users to ensure adoption and consistency at scale.