# Luiza Kramer > Design Leader · 20+ years across products, teams & industries Location: San Francisco Bay Area, United States Profile: https://flows.cv/luizakramer Design leader with 20+ years of experience — 12+ years driving UX strategy for complex digital products across healthcare, insurance, and telecom. I combine hands-on design expertise with strategic leadership: shaping product vision, influencing executive stakeholders, and delivering measurable outcomes in regulated, high-complexity environments. My background spans graphic design, interaction design, product strategy, and design operations. That range means I move fluidly between executive-level influence and hands-on craft — whether it's defining a product roadmap, building a design system with engineering, or mentoring a growing team. What I bring: ◘ UX/CX strategy & product vision in complex, regulated industries ◘ Design team scaling, DesignOps, and organizational design maturity ◘ End-to-end ownership — from user research through delivery ◘ Executive stakeholder influence and cross-functional leadership ## Work Experience ### Design & Product Strategy Lead @ apples to apples Jan 2024 – Present | Berkeley, CA 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. ### Head of Design | Founding Team @ The Villager Network Jan 2024 – Jan 2025 | Cambridge, Massachusetts, United States 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. ### Design Advisor @ Prudential do Brasil Jan 2020 – Jan 2022 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. ### UX Design Lead @ Prudential do Brasil Jan 2018 – Jan 2019 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. ### UX Design Lead @ Oi S.A Jan 2016 – Jan 2018 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. ### Head of Design @ Biz.u - Conectando Propósitos Jan 2015 – Jan 2016 Partnered with founders to define product vision and strategy for a behavioral analytics-driven HR platform, owning the end-to-end design process from research through high-fidelity prototypes. Conducted user research — interviews, journey mapping, service blueprints, and persona development — to shape the core product experience across web-responsive platforms. Translated insights into user flows, wireframes, and polished UI, iterating through prototyping and validation. Contributed to fundraising strategy, helping the startup secure two funding rounds and gain acceptance into the 2017 French Tech Ticket acceleration program in Paris. The product launched as an innovative recruitment platform with a behavioral analytics API for HR software. ### Senior UX Designer @ Tamboro Jan 2014 – Jan 2015 Led a cross-functional team of freelance illustrators, designers, and developers to deliver 40+ mini-educational games for children aged 5–12, managing creative direction and production across the full suite. Partnered with in-house design and engineering teams to maintain consistency across the design system and ensure UX best practices throughout implementation. Conceptualized and prototyped an adaptive learning platform focused on soft skills development for entry-level professionals — teaching social and emotional skills to better prepare young adults for the job market. The platform became central to the startup's core product offering, reaching 30,000+ students across Brazil. ### Senior Service and UX Designer @ MJV Innovation Jan 2013 – Jan 2014 Led qualitative research and facilitated co-creation workshops using design thinking methodologies to deliver end-to-end product and service experiences across the Energy, Beverages, and Retail industries. Applied lean prototyping and usability best practices to translate research insights into user flows, wireframes, and high-fidelity interfaces — bridging strategy and execution from discovery through delivery. Key projects: • Coca-Cola Company — Developed the concept, brand positioning, logo, and packaging design for a new beverage product launch. • Eletrobrás — Designed a gamified project management system that reduced communication gaps across teams, owning service design, interaction design, and prototyping for the digital tool. ### Senior Graphic Designer @ Zanna Sound Jan 2012 – Jan 2013 Developed strategy and design concepts for major Brazilian brands including Vivo, GRU Airport, MetroRio, and O Boticário. Created visual guidelines for campaigns, product launches, and editorial design projects, delivering comprehensive brand books that ensured consistency across touchpoints. ### Graphic Designer @ Packaging Brands Jan 2010 – Jan 2012 Designed packaging for global consumer brands across food, personal care, and household products — including Kraft, Nestlé, Johnson & Johnson, and Nair. Designed for branding and rebranding projects for major Brazilian institutional clients including Ancar, Senac, Sesc, and CNC, developing comprehensive visual identity systems and full portfolios of brand applications. Honored with 4 Brazilian design awards. ### Graphic Designer @ Duas Aguas Jan 2009 – Jan 2010 Co-created editorial design for art books and scenography for exhibitions at leading museums in Rio de Janeiro and São Paulo: • Entre-Temps — Oi Futuro Museum, Rio de Janeiro • Flávio de Carvalho — MAM, São Paulo • Clube da Fotografia — MAM, São Paulo Designed brochures and catalogs for Amsterdam Sauer, one of Brazil's most renowned jewelry brands, and for Fábula, a children's fashion line by Grupo Soma. Collaborated with architects, scenographers, engineers, and a creative director to design the experience for the Fashion Rio Winter 2010 event — a large-scale, multi-disciplinary production. ### Graphic Designer @ Comitê Organizador dos Jogos Olímpicos e Paralímpicos Rio 2016™ Jan 2008 – Jan 2009 Joined the team responsible for producing the winning bid book for the Rio de Janeiro 2016 Summer Olympic Games — a high-stakes, deadline-driven editorial project that ultimately secured the city's selection as host. Over four intensive months, designed detailed venue maps, infographics, data charts, and realistic image compositions, and contributed to the editorial layout and visual direction of the bid document. ### Graphic Designer @ Multi companies Jan 2005 – Jan 2008 Worked across branding, packaging, editorial design, and scenography for a range of clients — both in-house at agencies and as a freelancer. At Petrobras, advocated for brand consistency across the organization, developing logos, identity systems, signage, and uniforms for one of Latin America's largest energy companies. At Indio da Costa AUDT, a leading industrial design studio, created packaging and graphic design for consumer products by GE, Arno, and Spirit. As a freelancer, delivered branding, editorial design, and scenography projects for clients including Shell, PUC-Rio University, and the Federal University of Rio de Janeiro. ## Education ### Bachelor in Design Pontifícia Universidade Católica do Rio de Janeiro ### Vibe-Coding for Designers in Information Technology AI-First Designer School ### Design Thinking Stanford University ### Branding School of Visual Arts ### Editorial Design School of Visual Arts ### Typography School of Visual Arts ### WebDesign SENAC Rio ### Associate Teacher in Design Pontifícia Universidade Católica do Rio de Janeiro ### Research Scholarship in Psychology Pontifícia Universidade Católica do Rio de Janeiro ## Contact & Social - LinkedIn: https://linkedin.com/in/luizakramer --- Source: https://flows.cv/luizakramer JSON Resume: https://flows.cv/luizakramer/resume.json Last updated: 2026-04-08