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MBA Marketing FEA/USP Bachelor's in Digital Design Google UX certificate PSPO PSM Google Analytics Bradesco letter EN Bradesco letter PT Bradesco letter JP
I design digital experiences for complex services. At Bradesco, my work helped millions of customers understand, access and use banking services across web, mobile and transactional channels.
I worked inside Bradesco's digital channel ecosystem during a period of major internet banking, portal, mobile and transactional-channel evolution. The work combined interface design, visual QA, content organization, campaign updates, supplier coordination, pre-production validation and governance across banking products, services and customer segments.
My background in credit card customer service gave me practical knowledge of banking operations, fraud, identity validation, service routing and customer pain points before I moved into digital design.
Selected enterprise work:
I lead UX, product strategy and digital-positioning projects for service businesses and specialized brands across Brazil, Mexico, Germany and the United States.
Supervised quality control activities for professional camera lens production in a high-precision optical manufacturing environment, working with strict inspection standards, traceability requirements and production quality gates.
Sony Alpha lens technology reference
This experience supports my product maturity through quality systems, auditability, documentation, root cause analysis, process governance, standardization and high-precision operational discipline in a manufacturing context where physical tolerances and optical performance are tightly connected.
Delivered websites, digital presence, information architecture, UX/UI layouts and brand-aligned digital assets for service businesses in Brazil, Mexico and Germany.
Maklerberatung / Financial Business 2015 Maklerberatung / Financial Business 2017 Maklerberatung brand manual
During my time at Bradesco, I participated in an internal volunteering initiative structured as a competition between departments. Teams were expected to propose, execute and present a distinctive project, including an analysis of the initiative and its impact.
The challenge was to turn a volunteer action into an organized project with a clear purpose, consistent communication, team participation and enough evidence to be presented internally. The initiative connected sustainability, community support and employee engagement around a concrete social action.
I contributed to the project communication, presentation materials, narrative structure and hands-on participation in the volunteer action. I also helped make the purpose of the initiative clearer by connecting the practical work to sustainability, collaboration and social responsibility.
The project helped mobilize employees, structure an internal presentation and show how a volunteer initiative could generate concrete social impact.
Internal communication, social responsibility, cross-functional collaboration, project presentation, ESG awareness, employee engagement and the ability to turn a volunteer initiative into a structured impact narrative.
Context: sports and education initiative that needed to organize program content, events, teams, galleries, calendars and participation paths.
I reviewed early wireframes, documented navigation, content and interface observations, and supported the transition from structural definition to developed UI.
First three prints show wireframe annotations; last two show the developed UI direction.
Wireframe review, annotation discipline, information architecture, interface judgment and transition from UX structure to UI execution.
Context: high-scale banking ecosystem with products, campaigns, transactional pages, service communications and multiple customer segments.
Bradesco's digital channels required consistent interface quality across many products, campaigns and transactional contexts. The challenge was to review, standardize and validate interfaces before publication in a regulated environment.
I supported design triage, visual QA, homologation notes, agency review, pre-production validation, accessibility checks, content corrections, layout consistency and publication-readiness across digital banking assets.
The work helped maintain consistency, reduce publication risk and support delivery quality across a large digital ecosystem.
Classic QA PDF Exclusive QA PDF Prime QA PDF
Enterprise UX governance, quality gates, visual QA, stakeholder alignment and production discipline.
Area: corporate banking offer connecting companies, HR departments and employees through payroll, benefits and financial services.
Soluções de RH connected payroll, employee benefits, meal/food cards, salary-related services, PAB/PAE support and financial products for employees. The original digital presentation needed to explain value for both companies and collaborators.
I worked on the digital architecture and interface direction that organized the offer into company-facing and employee-facing views, connecting services such as payroll, PAB, PAE, credit, benefits, salary proof, health/dental and pension plan.
The project turned a broad service ecosystem into a clearer B2B2E digital experience with stronger navigation, hierarchy and benefit framing.
Before: original product page structure before the service architecture redesign.
Wireframes: information architecture and navigation structure for the B2B2E service ecosystem.
Approved UI: final screens and service pages for companies and employees.
Enterprise UX, service architecture, B2B2E financial services and information design for complex offers.
Area: student banking segment with products, education, career, mobile access, partnerships and financial content.
After a formal R$318K+ agency-built web and mobile portal for Conta Universitária was implemented, the business identified that the experience was not converting as expected and was not communicating the value of the student banking offer strongly enough.
A new external redesign proposal of approximately R$120K was being considered. The opportunity was not only to reduce cost, but to reframe the experience around student identification, clearer value communication and stronger access to benefits, products and services.
I challenged the need to approve another external redesign and argued, with the general manager, that the solution could be developed internally using Bradesco's existing guidelines, manuals, digital standards, tools and accumulated channel knowledge.
I contributed to the new wireframe direction and supported a revised visual proposal focused on helping university students recognize themselves in the experience, understand the value of the Conta Universitária offer and access a stronger VIP/benefits area connected to courses, discounts, useful materials, banking products and services.
The internal direction was approved by senior leadership because it repositioned the portal as a more business-oriented digital journey for student acquisition, prospecting and relationship-building.
The work helped avoid an additional external redesign spend estimated at R$120K, but the core value was strategic: improving conversion potential, segment identification and the role of the VIP/benefits area as a bridge between student needs and banking products.
Current public reference: Bradesco's current student banking page still organizes the offer around benefits, courses, discounts, financial education, student opportunities, credit and banking products — the same strategic logic of using benefits and useful content to connect the student audience with the bank's services.
Before: original university banking portal screens.
Company / agency suggestion: proposal direction that did not fully solve the conversion and value-communication problem.
Approval wireframes: revised structure for a clearer, acquisition-oriented journey.
Final approved version: redesigned pages focused on student acquisition, products, career, money and relationship content.
Post-launch UX improvement, conversion-oriented redesign, student-segment strategy, benefit architecture, VIP/benefits activation, banking product communication, stakeholder influence, internal capability building and cost avoidance after a high-investment digital project underperformed.
Context: mobile banking initiative that needed to communicate the app as more than a download destination: a service channel with practical benefits and features.
The initial communication direction risked focusing too much on operating-system availability, while underexplaining why customers should use the app and which services, benefits and features made it valuable.
My entry point was layout and communication review. I defended a product-value framing with the app manager, arguing that the page should highlight benefits, features and practical use cases. The manager understood the point and accepted the recommendation.
The published direction positioned Bradesco App inside a promotions and campaigns context, using clearer benefit communication and feature highlights instead of treating the experience as a simple download page.
Product communication judgment, stakeholder influence, mobile banking context, benefit framing and the ability to defend a UX/business point of view through evidence.
Context: digital banking delivery involved agencies, suppliers, image banks, campaign assets, videos, hotsites and rights-of-use restrictions.
Digital campaigns and banking assets depended on suppliers, contracts, image rights, celebrity/person usage periods and publication timing. When contracts expired, campaigns and images needed to be updated to avoid improper use.
I supported operational governance of supplier proposals, digital deliverables, image-bank usage, campaign updates and rights-of-use controls. Documented supplier proposals addressed to me included R$27K-R$47K initiatives for hotsites, video training, iframe pages, UI/HTML delivery and web/mobile content.
This work connected design operations with cost awareness, supplier coordination, campaign maintenance and risk control.
Vendor governance, delivery oversight, cost awareness, campaign compliance and operational maturity in enterprise digital work.
Context: UI work across retail, Prime, Corporate, Empresas, transactional channels, campaigns and product/service environments.
The ecosystem required visual consistency across different audiences, products and transaction contexts while respecting banking standards, content density, accessibility controls, campaign timing and brand hierarchy.
I designed and reviewed page layouts, campaign interfaces, banners, newsletters, transactional modals, security-service screens, landing-page structures and segment-specific adaptations for Classic, Exclusive, Prime, Empresas and Corporate contexts.
The work helped preserve a coherent interface language across customer segments, high-volume digital banking environments, seasonal campaigns, security journeys and product/service communications.
Segment and pattern governance: portal layouts and UI patterns adapted across business segments.
Transactional and interstitial UI: high-trust screens, modal/intervention patterns and segment variations.
Security and trust journeys: security key, token, protection updates and service-oriented guidance.
Campaigns and product communications: seasonal, capitalization, boleto, investment and service campaigns.
Landing pages and campaign structures: sales pages, account-service modules and reusable campaign placements.
Senior UI craft, visual hierarchy, production-ready design, pattern governance, campaign systems, transactional interface design and cross-channel consistency in a regulated banking ecosystem.
Before → delivered: specialist kosher barbecue service with under-visible value; delivered positioning, identity direction, website, SEO, reputation signals, analytics and lead qualification.
Previous website Current website
Repositioned the business, structured the service narrative, redesigned the digital presence, supported brand identity direction, organized SEO/content, competitor review, social/reputation signals, lead qualification and analytics/reporting logic.
The project created a clearer digital ecosystem for a specialized kosher service, connecting brand trust, discoverability, conversion paths, reputation proof and performance monitoring.
Identity and brand direction: new logo, visual identity references and brand material direction.
Analytics and reporting: Looker Studio and GA views for acquisition, engagement, demographics and page performance.
SEO, reputation and conversion signals: search visibility, reviews, social presence and lead confirmation.
Market and social context: competitor reference, Instagram and LinkedIn presence used to frame positioning opportunities.
Service design, brand positioning, SEO, reputation strategy, analytics literacy, lead qualification and conversion-oriented digital strategy.
Before → delivered: surf school/shop in Playa Delfines; repositioned as a multilingual hub for lessons, safety, ocean knowledge and local experience.
Pre-production prototype Current website
Built strategic website direction, information architecture, multilingual content structure, homepage messaging, experience-selection logic, static-site prototype prepared for Cloudflare and analytics/reporting setup to monitor audience signals.
The work repositioned AMS from a surf school/shop into a clearer ocean-experience hub, with analytics evidence available to evaluate audience, geography and early engagement after publication.
Experience architecture, multilingual content, tourism/service UX, analytics literacy and frontend-aware execution.
Before → delivered: new legal recruiting brand with limited public proof; delivered advisory positioning, website direction, launch assets and analytics foundation.
Pre-production website Current website
Structured founder-led positioning, messaging, website architecture, brand direction, SEO topics, social launch assets, Google Business materials, Notion governance and initial GA4 setup.
The work created a launch-ready digital system for a new legal recruiting brand, connecting advisory positioning, identity exploration, client-selected brand assets, website governance, social previews and credibility materials.
Logo exploration and selected identity: alternative logo directions, official client-selected logo and identity materials.
Governance and launch operations: Notion, AI-assisted knowledge organization, analytics and launch coordination evidence.
OG images and social banners: social-preview assets and LinkedIn banners for launch credibility.
Google Business materials: credibility assets for a new advisory/legal recruiting presence.
Brand strategy, advisory positioning, logo exploration, website architecture, launch planning, Notion governance, social asset direction and digital credibility building.
Before → delivered: generic legal presence; delivered positioning, identity, website and business-facing narrative for credit recovery, contracts and risk prevention.
Pre-publication website Webflow website
Repositioned the value proposition, created identity direction, structured website/landing page and reframed banking and credit-recovery background as an authority signal for business decision-makers. I also flagged a proposed mark that looked too close to a direct niche competitor, helping the client avoid potential legal and reputational risk.
The project moved the brand from a generic legal presence to a more business-facing consulting narrative, with clearer identity, sharper service framing and landing-page materials for credit recovery, contracts and risk prevention.
Before: previous website and older logo materials used to understand the starting point.
Brand-risk review and identity direction: proposed mark, competitor reference, safer logo direction and brand screens.
Landing and one-pager: business-facing communication materials for lead generation and service explanation.
Strategic landing HTML Identity one-pager HTML
Service positioning, legal-market communication, identity direction, brand-risk judgment, business-facing IA and conversion-oriented landing-page strategy.
Context: financial advisory digital presence that needed clearer brand consistency across website and communication materials.
Designed brand-aligned digital assets and a concise visual manual to support consistency, credibility and reusable communication patterns.
The selected screens show the compact brand manual direction and visual consistency created for the advisory brand.
Brand governance, financial-service communication, visual consistency and compact documentation for small-business digital presence.
Type: self-initiated financial UX/product prototype with simulated data.
Investors and analysts need to monitor price, macro indicators, sectors, commodities, geopolitical events, alternative data and alerts, but those signals are usually fragmented across tools.
Designed a multi-layer dashboard with watchlist behavior, technical analysis, sector intelligence, alternative data, cascade effects, geopolitical map, timeline, insights and alerts.
Two selected screens show the dashboard structure and market-intelligence layers without exposing the full prototype.
Financial UX, dashboard IA, dense data visualization, alert systems and product thinking for complex decisions.
Type: financial UX/product certification case study.
Covered problem framing, research, journeys, information architecture, app flow, prototyping and product storytelling for a personal finance/Open Finance concept.