Turning ambition into something that ships

I'm a product designer who works where strategy, systems and craft meet, equally comfortable setting a product's direction and shipping its final interface.

I didn't start in product. I started in advertising, in southern Brazil, learning to make an idea land in a few seconds, and that the work only counts when it leaves the studio. That instinct never left; it just changed medium.

At Terra Networks I moved from persuasion to structure: information architecture, user flows, digital products built in agile teams: the 2014 portal relaunch, and a connected-TV app that earned an international award. That's where I learned that the most important design decisions are often the ones nobody sees: how the thing is organized, not how it looks.

Then product became the whole job. I led agency UX at Waycomm, moved to Portugal in 2017, and kept working with them remotely until 2019, when I joined Fractal ID, my first role in Europe, designing KYC/AML onboarding for a Web3 identity platform. Since 2021 I've owned Facilia at Fiducial, a B2B accounting platform I've carried from an inherited, undirected project to a product in production at scale.

Two disciplines run through everything I've built. The first is being the filter between ambition and delivery: taking a request that's out of proportion to what's possible and finding the version that keeps the business value while becoming buildable. Often that means saying "no, but I can do this instead."

The second is a stubbornness about evidence: structural changes need more than one user's opinion, and a feature earns its complexity only if usability justifies the cost.

I care about systems because they make good decisions repeatable: a design system that makes the invented color impossible, a mapped module that's born organized instead of improvised. And I care about craft because the last 10% is where trust is won or lost. The site you're reading is built to that standard on purpose.