For the last 20+ years I’ve operated as a Staff-level Product Designer with a strong technical leadership focus, designing systems and experiences that move metrics, from zero→one to scale.

 

Trained in Architecture, I entered digital in 2004 by co-founding the studio Zee. Since then I’ve shipped 500+ projects for clients like RD Station, RBS, XP Investimentos, Editora Abril, UFRGS, Panvel, Guiabolso, Printi, and a range of startups.

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I spent seven years at RD Station across multiple squads, helping shape the design practice and cross-functional collaboration. In my last three years there I operated within Growth, making PLG a meaningful revenue driver by tightening onboarding, experimentation, and measurement.

 

After RD I joined Birdie, where I started the design team and helped build an AI-first product. Then I led design at Clubbi for a year, supporting a mission focused on empowering small merchants with clear, reliable product experiences.

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At Fluency, before lead the design team as Head of Design, I've started working as a Staff IC to build a truly conversational learning experience. I’ve led the AI conversational app from hypothesis to product behavior—defining agent goals, feedback rubrics, and interaction patterns—while partnering closely with engineering, brand, and research to scale with consistency. 

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For me, design is not just about aesthetics—it’s about systems, clarity, and outcomes. I enjoy ambiguous problems, align product/engineering/data/content, and turn insights into repeatable patterns: design systems, AI guidelines, and experimentation playbooks that raise the quality bar and speed up teams.

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Outside work, I live in Garopaba with my wife and our three kids—Bento, Martín, and Caetano. I often write and speak about kids and technology, drawing on years of building, studying, and living in that world. That balance fuels my creativity and keeps my perspective fresh.