ABOUT
10+ years scaling digital products. I bridge discovery, strategy, and high-impact execution in complex environments. Turning robust systems into simple, efficient experiences that drive measurable results. Deep expertise in Design Systems, data-informed decisions, and aligning business, tech, and user needs.
TEXT
Between KPIs and MVPs, is there still room for the sexy aspect?
In the name of performance, digital product design has become less and less sexy. We're repeating formulas, delivering MVPs that never saw a second version, creating experiences so functionally generic that [...]
continue reading →WHO ARE YOU DESIGNING FOR?
A persona is created to synthesize, in a playful representation of an individual, behavioral characteristics identified in the most diverse audiences that use or may use your product. Personas are an important Interaction Design tool, which can be created from appropriate [...]
THE DESIGN IN THE HUMANIZATION OF BRANDS
Discussing the humanization of brands means discussing changes in the way consumers relate to brands in a post-modern consumer society and how such changes generate the need to create an emotional identification link between product and consumer [...]