Design Experience EngineerUX and applied AI to turn complex problems into clear solutions.
Product Designer with strategic vision and end-to-end delivery. I connect people, business and technology, from brief to functional product, with AI as part of the process.
100+
Experiences created
Simple to complex, online and offline
10+
Years of career
Business, Service Design and digital product
6+
Years in Product Design
From research to functional product
5+
Years Remote
With consistently positive evaluations
My Journey from systemic business vision to end-to-end experience
I'm the kind of person who connects dots. I started in Business Administration and learned early that human systems are just as complex as digital ones, so I followed the path that brings both together.
Today I work as a Product Designer with a Design Experience Engineering lens: I create end-to-end digital experiences, from research and strategy to product, with AI as a natural part of the process.
If you're looking for someone who sits at the product table, questions the brief, understands the business, and sees the solution through to the end with clarity and care, we should talk.
"Design only becomes a competitive advantage when it connects business strategy with the real experience of the people using it. That connection is what drives me."
DXE
Design Experience Engineering
DXE brings together strategy, research and delivery capability: I take a problem that's still poorly defined, turn it into a hypothesis, build it into a prototype, asset, or page, and come back with what I learned. Autonomy and clarity guide the process, with AI as a tool of the craft.
- From research to functional product in one integrated process
- SEO and accessibility as part of design, not an afterthought
- AI woven into the creative flow like any other tool
- Research and data guiding every design decision
- Stakeholder management present at every stage
Professional Journey
10+ years connecting people, business and experience, from HR to digital product
- May 2022 to Jun 2026Recent
B2HR · Pessoas e Estratégias
Solutions & Performance Consultant
I built the consultancy's Design, brand and Growth front from scratch.
Growth DesignContent StrategyUX WritingBrand ExperienceWhat this phase gave me: Bringing strategy, brand and content together into end-to-end delivery, from brief to product.
- Aug 2015 to Oct 20216 years
CNP Assurances / Caixa Seguradora
Data, Employee Experience & Service Design
Key case: the complete redesign of the Reimbursement system, the project where I first encountered UX in practice.
Employee ExperienceService DesignData AnalyticsWhat this phase gave me: Understanding people at scale and using data to redesign services from the inside.
- 2009 to 2015Foundation
Multisector Background
Retail, Aviation and Business Administration Degree (IESB)
Years of real operations across different sectors before digital, managing business, teams and cash flow in practice.
ManagementOperationsStakeholdersWhat this phase gave me: Business acumen and stakeholder management that still support my product work today.
Education
- 2026✓ Completed
Atlas Extreme
Overlens · Ruan Braz
- 2026✓ Completed
Complete UX with AI Program
Escola de UX · Leandro Rezende
- 2026✓ Completed
IA UX Lab
Escola de UX · Leandro Rezende
- 2026✓ Completed
Atlas Brand System
Overlens · Ruan Braz
- 2020✓ Completed
UX Unicórnio (120h)
Escola de UX · Leandro Rezende
- 2015✓ Completed
Business Administration
IESB
Strategy & Skills
Experience combining depth in strategic areas with breadth across the full project lifecycle, ensuring feasibility and impact.
Proficiency Level System
Classification based on real usage frequency and delivery depth in projects. The differentiator is not the specific tool, but the ability to work with any of them.
Strategy & Product
- UX Strategy
- Growth Design
- Design Thinking
- Product Strategy
- Discovery & Definition
- Data-driven Design
- Applied AI in Design
Research & Insights
- UX Research
- Qualitative & Quantitative Research
- User Journeys & Journey Mapping
- Usability Testing
- Employee Experience
- Analytics & Data Analysis
Experience & Design
- Information Architecture
- UX Design
- Service Design
- Prototyping
- UI Design
- Design Systems
- Accessibility
AI-Powered Delivery
I use AI to expand my capacity to experiment, not as a shortcut to deliver faster. Strategy and judgment are still mine.
- HTML & CSS
- Tailwind CSS
- JavaScript / TypeScript
- React / Next.js
Content & Communication
- Content Strategy
- UX Writing
- Storytelling
- Brand Experience
Tools
AI in the Craft
Claude · Claude Codedaily use- GPT · Gemini
Design
Figma · Figma AICollaboration
Miro · NotionWeb / CMS
WordPress + ElementorExploring Now
Generative & visual design
Behavioral Competencies
Systems Thinking
I see product, business and people as one system
Business Acumen
Business vision built by managing real operations
Stakeholder Management
I align different teams and levels around the decision
Ownership & Proactivity
I own the problem from brief to delivery
Supporting competencies
- Applied Empathy
- Active Listening
- Storytelling
- Persuasive Communication
- Workshop Facilitation
- Cross-functional Collaboration
- Leadership Without Authority
- Adaptability
- Complex Problem Solving
How I Work
My approach combines strategic thinking with a people-centered design process
Discovery & Strategy
Before any pixel, I understand the real problem. User research, business analysis and a well-defined objective, because AI amplifies clarity or chaos, and I start with clarity.
Organization & Prioritization
I structure the idea: tech stack, MVP features, information architecture. With clear documentation as north, AI accelerates without losing the thread.
Accelerated Creation with AI
With a solid strategic foundation, I move straight to versions close to the final result. What used to take weeks in fidelity layers now happens in fast validation cycles.
Delivery & Documentation
I test real flows and user journeys before any delivery. I document the project so the client has autonomy, and metrics guide future iterations.
Projects
Real cases and experiments that transformed ideas into possible solutions
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Recognition from Professional Partnerships
Ana Elisa Lopes Chaves
HR Head / Leader / Manager · Management | Soma
Directly supervised Hellora"Hellora is a hands-on professional who creates and proposes collaborative, practical solutions, and works with great ease in multidisciplinary teams. Her ability to be multifunctional, combined with her curiosity about different contexts and how they connect so she can translate them into initiatives, is a distinctive strength of her profile. I would work with her again without a doubt."
Mar 30, 2022 · via LinkedIn recommendation · translated from Portuguese
Let's create together?
If you have a problem that needs to become a solution, it makes sense for us to talk.
Open to new projects and connections
Remote | International