applied research
I structure and conduct end-to-end research, connecting learnings to decisions — not just insights.
Research • Strategy • Service Design • UX Design
Staff Product Designer with 10 years of experience in research, strategy, and digital product design.
I help organizations and teams understand complex problems and transform that understanding into decisions about products, with , and .
My practice doesn't fit neatly into a single role. I move between research, strategy, and design because the problems I find most interesting rarely stay within one defined scope.
I structure and conduct end-to-end research, connecting learnings to decisions — not just insights.
I organize problems, opportunities, and criteria to guide product direction in complex contexts.
I structure roadmaps with product and engineering based on learnings, balancing impact, effort, and context.
I design journeys, flows, and interfaces considering real behavior, technical constraints, and feasibility.
I define hypotheses, design tests, and track results to continuously reduce uncertainty.
I contribute to consistency and scale through patterns, components, and living documentation
I work closely with product and engineering, facilitating alignment and decisions throughout the process
I analyze the product within larger systems, considering impacts, limitations, and contradictions
Products carry business rules, technical constraints, and social contexts. Doing design means engaging with that complexity — not looking away from it.
Guiding principles
Look beyond what's on the surface: I'm skeptical of obvious solutions. If the data doesn't add up or the product's history is being ignored, something is off. Before designing, I investigate — to expand the problem and bring into view what's been overlooked.
When changing the interface isn't enough: I've worked on products that were genuinely hard to explain. Even as the interface and flows improved, the real problem was elsewhere: in the value proposition itself. Stepping outside my natural scope, I got involved in defining the proposition and shaping the narrative — going beyond the interface.
Design as collective work: I believe in the power of collaboration in design. I don't see the designer as the sole problem-solver. Design's role, as I see it, is to organize signals, translate complexity, and frame problems so they can be worked through together — drawing on different perspectives and contexts.
I have worked in various sectors in the development of digital products and, over time, I have increasingly incorporated research, strategy, and reflection into my practice.
Full resumeI am developing a research project in design focused on prospecting other futures in UX design through Prospective Design. Areas of interest: work in UX design, counter-hegemonic interaction design, platform cooperativism, self-managed collectives, design philosophy, critical studies in platforms, feminist epistemology.
I also work on independent product design and digital experience projects. I have collaborated with teams from No One and Sicredi on product and design initiatives.
I worked on the digital product of an energy sector company. I was involved in customer research, product strategy and growth, communication planning, product launches, and journey redesign, including the acquisition flow that significantly increased conversion.
I participated in Virassol, a cooperative for solidarity technology. It was where I began to put into practice questions that had been asked of me before: who decides how technology is made? Who does it serve? What changes when the team owns their own work? These were not easy answers — but they were questions that lingered.
Before Lemon, I worked in product design at technology companies, collaborating with product and engineering teams in the conception and evolution of digital products, including financial institutions, e-commerce, and SaaS, impacting over 2 million people.