projects
Service design, UX/UI — from the real problem to the screen the user touches.
Case studies
2018–2021 · Graphic Design Biennial · BNDES Garagem · FIAP Top 20
A gynecological health service for women who have relationships with women. It started as a 2018 thesis, became a startup recognized by the Biennial, BNDES Garagem, and FIAP, and taught me as much about business and leadership as about design. It's also the project where I learned to face what didn't work.
2026
Ricardo Baddini's architecture studio hired me for a rebrand marking its second year. Before designing anything, I tested the site that already existed: it scored 92 out of 100 on SEO and the entire portfolio was still invisible to anything that indexes. This case is about what the diagnosis found and what we built on top of it.
2019–2020
The goal was to make the app the main platform for a brokerage's clients, and the research showed the size of the problem: the website won on everything except checking a balance. 709 responses, three named problems, a design system and a white-label library. The app shipped in June 2020 and the rating went from 3.5 to 4.7.
2026
A multi-agent system that runs the creative and marketing side of a brand, with a BI board, brandbook, design system, and prompt generator. It is where I test what changes in management and operations once execution moves to agents. Most of the ecosystem is now public through the hub.
2019
The logged-in area of a 23-year-old brokerage, designed for the 70-year-old client who would rather sort things out by phone. It was finished end to end, with research, a design system and every screen, and never became a line of code. It is the case that taught me to ask how much a company is willing to change before designing anything.
UI projects
Screens, prototypes, and design systems — IM+, Gina Saúde, and SEBRAE Minas Gerais.
