FinalDAO
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Summary
Co-founded FinalDAO, focusing on Web3 UI standards, NFT product development, and community building.
About
Highly experienced Brazilian Product Designer and Design Leader with over 20 years of expertise in turning complex ideas into impactful digital products. Proven track record in generating over US$150 million in revenue and investments across diverse sectors, including leading the creation of Brazil's most-used POS interface (12+ years active, millions of daily users). A futurist creative technologist adept at designing, prototyping, and basic coding, known for driving significant business outcomes like a 200% checkout conversion improvement and a 40% increase in development velocity through enterprise design systems. Recognized twice by Fast Company for "World Changing Ideas Through Design."
Work
Independent Practice
|Freelance Product Designer & Design Leader
São Paulo, São Paulo, Brazil
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Summary
Led independent product design and design leadership for diverse clients, driving 0-to-1 product launches and scaling design teams across various industries.
Highlights
Co-founded FinalDAO, establishing Web3 UI standards, developing NFT products, and fostering a vibrant Discord community (~20h/month engagement).
Served as Lead Designer for SustainChain, an AI sustainability platform, achieving significant recognition including being featured twice by Fast Company.
Managed end-to-end product development cycles, delivering impactful digital solutions for a diverse portfolio of clients ranging from startups to large Brazilian industry companies.
Spearheaded 0-to-1 product launches, successfully bringing new digital products to market while scaling design teams to meet evolving client needs.
Thoughtworks
|Lead Designer
São Paulo, São Paulo, Brazil
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Summary
Directed enterprise design team leadership, managing 6 designers and collaborating with 40+ developers to drive significant revenue growth and efficiency.
Highlights
Led a 3-year checkout optimization initiative that generated approximately $70M/year in extra revenue.
Increased development velocity by 40% and significantly reduced rework and meeting hours over 3 years through the implementation of an enterprise design system.
Managed and mentored a team of 6 designers, fostering cross-functional collaboration with 40+ developers to deliver high-impact design solutions.
Championed the adoption of a robust enterprise design system, streamlining workflows and enhancing product consistency across multiple projects.
TáCombinado
|Lead Designer, 5% Equity
São Paulo, São Paulo, Brazil
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Summary
Co-founded a startup, overseeing the full product development cycle from concept to market, and securing 5% equity.
Highlights
Successfully launched a startup from concept to market, driving the entire product development lifecycle from ideation to deployment.
Secured 5% equity in the venture, demonstrating significant commitment and belief in the product's potential and long-term success.
Navigated complex product development challenges, translating market needs into innovative and user-centric digital solutions.
FutureBrand
|Senior Designer
São Paulo, São Paulo, Brazil
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Summary
Developed digital brand experiences for major consumer and automotive brands, including Brazil's most-used POS interface.
Highlights
Designed and implemented digital brand experiences for prominent consumer and automotive brands, significantly enhancing market presence and user engagement.
Created Brazil's most-used POS interface, which has been active for over 12 years and serves millions of daily users, driving widespread adoption and efficiency.
Contributed to the strategic development of digital solutions that reinforced brand identity and market positioning for key clients.
Carrefour E-commerce
|Lead Designer
São Paulo, São Paulo, Brazil
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Summary
Provided design leadership for one of Brazil's largest e-commerce platforms during a critical period of growth.
Highlights
Spearheaded design initiatives for Carrefour E-commerce, a leading Brazilian e-commerce platform, during a phase of critical growth and expansion.
Contributed to the platform's user experience improvements and strategic design direction, directly supporting business objectives and market penetration.
Collaborated with cross-functional teams to deliver high-impact design solutions that enhanced the overall e-commerce customer journey.
Education
Centro Universitário Senac
Bachelor's
Multimedia Design
Awards
Fast Company Recognition
Awarded By
Fast Company
Featured twice as 'World Changing Ideas Through Design' for contributions to innovative product development, including work on the SustainChain AI sustainability platform.
Languages
Portuguese
English
Skills
Design & Strategy
Digital Product Design, Branding, UX/UI Design, Landing Page Design, Visual Design, Design Systems, User Research, Conversion Optimization.
Web3 Expertise
DeFi Interfaces, DAOs, NFT Projects, Discord Communities.
AI Integration
Image Generation, Video Generation, Automated Workflows, Smart Prototyping, Fast Prototyping, No-code Development, Low-code Development, Market Research.
Tech Stack
Figma, Framer, Rive, Spline, Unicorn Studio, Midjourney, ComfyUI, Krea, Veo, GPT, Claude, Cursor, v0.dev.
Interests
Personal Interests
Musician, Plant Lover, Spiritual Practitioner.
Projects
SustainChain
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Summary
Served as Lead Designer for SustainChain, an AI sustainability platform, gaining significant industry recognition.