Cases
Every project here started from scratch, from strategy and identity to product and code. More than links to Medium, these are living documents I write and maintain with Claude Code.
Service Design
Institutional website for the Food and Climate Change Observatory (UnB): visual identity, dynamic content library system and management portal. From strategy to deploy, with AI as a delivery lever and full handoff for team autonomy.
Employee Experience
In 2015, at Caixa, I redesigned reimbursement before knowing it was UX. Ten years later I prototyped the solution in one overnight session with Figma Make, and in 2026 it became a real product with Next.js and Claude Code. It's the case that connects my Employee Experience roots to end-to-end delivery.
DXE applied to my own product
My v1 started as an experiment with Figma Make, and I fell in love with several of its ideas. The v2 was an exercise in maturity: keep what still made sense, let go of what was just attachment, and rebuild the rest with Next.js 16 to support the repositioning and my search for a new opportunity. This is the case where I am my own client.
Circular economy as a bet on the future of urban mobility
AVWA is a conceptual peer-to-peer carsharing service under the Volkswagen brand. In this stage I set the product vision from one uncomfortable economic question: if a private car sits idle 80% of the time, why do we keep manufacturing more instead of making the ones we already have circulate? I used circular economy as a lens to turn that waste into a business model and arrived at the pillars that guided the rest of the project.
Listening to 61 people before drawing a single screen
After grounding AVWA in desk research, I had to test the hypotheses with real people. I planned and ran a quantitative survey with 61 respondents to understand behavior, motivations and fears around the car in Brasília, and to turn perception into data before designing the service.
The creative drivers behind a P2P carsharing service under the Volkswagen brand
AVWA is a conceptual peer-to-peer carsharing service under the Volkswagen brand. In this stage I went deep into secondary research and benchmarking to answer one question before drawing any screen: why should this service exist? I crossed the sharing economy, VW's repositioning, the unequal mobility of Brasília and the track record of Brazilian players that shut down, and turned it all into the pillars of the service.
Redesigning the reimbursement system at Caixa Seguradora
In 2015, as an HR analyst at Caixa Seguradora, I turned a manual, chaotic benefits reimbursement process into a traceable digital workflow connecting HR, IT and Internal Communications. It's the project where I learned that internal processes are user experiences, and the seed of what became Flow Benefits ten years later.
From an institutional site to a lead engine
As Product Owner, I led the redesign of the website for B2HR, a people management consultancy, with one clear goal: move it away from a heavy institutional site and turn every page into a path for lead generation. I owned the content strategy, the information architecture and the UX writing, and bridged the brand with the vendor that built the layout in WordPress.