Professional Experience
As a seasoned UX professional with two decades of experience, including five years in managerial roles, I've spent the last decade specializing in solutions for the Brazilian market. Currently serving as UX Manager at Serasa Experian, Brazil's top Datatech brand under Experian, my career journey includes stints as a UXR Manager at PicPay and PagSeguro, UX Designer at Globo.com, UX Researcher at Samsung, and UX/UI Designer for software development at Eldorado Research Institute.
SERARA EXPERIAN . 2023
Serasa Experian, the leading Datatech brand in Brazil under Experian, entrusted me with the responsibility of heading the UX Discipline for B2B business units. In this role, my team and I support various initiatives spanning Accessibility, Service Design, Visual & UX Design, and UX Research disciplines.
picpay . 2022 - 2023
My initial challenge was to evolve the Research Chapter into a more strategic and operationally effective unit. This was achieved by defining processes, metrics, tools, and ceremonies that empowered the efforts of approximately 15 UX Researchers, 20 Content Designers, and 150 Product Designers.
In the end of 2022, due to the replacement process for the Design Director, I took on the role of leading the Design Chapters, encompassing Accessibility, Content/UX Writing, Design Ops, and Research. As the manager of these core design discipline leaders, I sustained the strong design culture, team unit, and processes within the company. Throughout this period, we refined and blended the key performance indicators (KPIs) and processes across all four disciplines.
When the new Design Director came on board, I took on the role of Principal UX Researcher. Working closely with the strategy and data analytics teams, I found valuable business opportunities for the company. I combined in-depth research with data from our databases to make informed decisions.
PAGSEGURO UOL . 2018-2022
I received the challenge of structuring the Research Ops area for the PagSeguro Design Team. PagSeguro is part of UOL Group and offers a complete payment ecosystem solution for the Brazilian market.
The Research Ops had the role of democratizing and scaling the UX Research practices inside the UX Design Team. We provided processes and support for the design team during a wide range of research scenarios: from discovery to validation studies; about our current or future users; mixing qualitative and quantitative information; to guide strategic or tactical decisions. I was responsible for defining the team KPIs and leading the organizing of the UX Research process, training, tools, and partnerships.
In 2021 I received a similar challenge of leading an additional team focusing on deliverables and processes from Service Design and UX Strategy: such as user journeys, experience mapping, UX metrics, team indicators, etc.
Since the team increased, I also supported the development of new leaders for each area (Research and UX Strategy).
some projects
Challenges and lessons learned from building a culture of accessibility
Research supporting the project to illustrate real Brazilians for a fintech
How we created the user recruitment process using Whatsapp
globo.com . 2016 - 2018
I've been working at globo.com at the video delivering platform. The main product I have been supporting is the Globosat Play product, a TV Everywhere solution for Pay-TV provider's clients, delivering live and on-demand content from important channels from Brazilian Pay-TV.
During this period, I had the opportunity to:
Support the development of Olympics 2016 platform for Sportv
Run big data analysis and user interviews to make a "check-up" of Globosat Play product in order to guide next steps
Deep analysis of legacy architecture and internal user needs to support the Globosat Play Web redesign.
Some projects
samsung . 2013 - 2016
I have worked at Samsung Innovation Group from Campinas - Brazil from 2013 until 2016. We were responsible for the research and concept definition for health, education and disruptive solutions focused on Brazilian and Latin America markets.
Some projects
Eldorado Institute . 2004 - 2013
I started my professional career as a software developer at Eldorado Institute in the middle of 00's. During the almost ten years working there, I have shifted my career to develop UX Designer skills. So I performed front-end and back-end development, usability analysis, requirement analysis, web design, interaction design, user research, UX Lead and... ok, it is enough. :)
The projects were a range of variety too: I delivered projects to Microsoft, Samsung, LG, Semp Toshiba and AOC and supported platforms such as web, mobile (Android, Windows Phone, Bada Smartphones and Android Tablets), POCs and Smart TVs.
Some projects
You may also check
What else?
Oh, you read until here... You are so sweet! You may be interested in some additional information...
I made the move from Software Development for UX Design before 10s (it was not even called UX Design these days, but I was already trying to make the user's life better...).
Multi-platform lover! I had the opportunity of designing interaction solutions for desktop solutions, responsive web, mobile apps, smartphones and tablets, POSs, Ultrasound, Virtual Assistant...so far.
Each new market to discover is also a glad opportunity. So far I got deep into the problems and needs from areas such as education, restaurant attendance, customer service support, healthcare, human seniority, video broadcast and streaming, sports content, financial market...
I use empathy (for users, stakeholders, developers, managers, etc.) to guide us in designing solutions that match user desires, technical feasibility, and business needs.
I believe in knowledge sharing as a tool for knowledge building. ('May I ask you a talk or a mentoring session?' Sure!).
I enjoy the challenge of understanding people and dealing with complex user data. Qualitative research, trend reports, user big data... extracting knowledge and insights from all this mess is fun for me.
At last, but not least, I like to be in an environment where I can grow and make others grow too. Competitiveness is for the market, I prefer to take part in projects where I really can support and be supported by every player that works around me, share information and find solutions that match everybody's goals.
I am fed up talking about me, let's talk about you: Be my guest!