At Moxen, I lead the development and evolution of our live commerce platform, with a special focus on the app. Feature prioritization is guided by a rigorous process of benchmarking and interviews with prospects and clients, ensuring that each improvement meets both market needs and user expectations.
Data-Driven StrategyI structured a robust data collection system, capturing hundreds of thousands of events that form a data dashboard to support strategic decisions. This system enables precise monitoring and measurement of every aspect of the business, allowing for decision-making grounded in solid insights.
USER FEEDBACKWe implemented continuous and direct feedback channels. We maintain WhatsApp groups to gather buyers’ opinions and individual groups with each seller, providing a more detailed and exclusive collection of insights.
ORGANIZATION AND ALIGNMENTI established routines such as weekly planning meetings with the technology team, biweekly 1:1s, and monthly technical retrospectives to maintain alignment across teams and ensure the delivery of a solid, high-quality product.
RESULTS AND GROWTHIn 2024, our KPIs demonstrated significant growth: a more than sixfold increase in Gross Merchandising Volume (GMV), a fivefold revenue increase, a 24x growth in user numbers, and a nearly sixfold growth in buyers. These results reflect the direct impact of Moxen’s product strategies.
ABOUT MoxenMoxen is an innovative live commerce marketplace designed to empower small and medium-sized businesses to sell products while delivering an engaging and differentiated shopping experience. We developed a mobile app where sellers and buyers connect live in interactive broadcasts. During these live sessions, sellers showcase and highlight product details through video while interacting with buyers in a real-time chat, answering questions on the spot. Purchases are completed directly within the app, providing convenience and a fully integrated shopping journey.
At Wildlife Studios, I was the first designer hired within the Engineering department to build and lead the Product Design team. Our team was responsible for designing internal products that operated the games or streamlined processes, directly impacting the efficiency and scalability of the company's operations.
TEAM FORMATION AND LEADERSHIPI structured and led a team of up to 11 designers, managing four different products simultaneously. During my tenure, we developed six internal products, ensuring each met high standards of quality and usability.
DEVELOPMENT OF INTERNAL PRODUCTSOur focus was on creating solutions that optimized game management and operations, as well as developing tools that enhanced the speed and efficiency of processes.
STRATEGIC MANAGEMENT AND ALIGNMENT WITH ENGINEERINGI worked closely with Engineering to ensure design was a strategic pillar in the development of internal products, providing UX insights and ensuring our solutions were practical and effective for end-user teams.
DESIGN SYSTEM AND COMPONENTSI led the extraction of components and the creation of a company-wide design system, promoting visual and operational consistency across multiple projects.
This experience gave me unique skills in leading design teams focused on operational and internal solutions, always with an eye on efficiency and innovation.
ABOUT Wildlife StudiosWildlife Studios is one of the largest mobile gaming companies in the world and a Brazilian unicorn startup. Founded in 2011, Wildlife has developed globally successful games like Zooba, Tennis Clash, and War Machines. With billions of downloads, the company stands out for its innovation, global reach, and high-performance culture.
At Semantix, I joined as the first product and UX designer when the company had only 35 employees. My main mission was to structure and expand the design and interface area, building a team of designers and front-end engineers to support the scalability of both consultancy and product delivery. I worked closely with teams to develop solutions focused on big data, machine learning, and artificial intelligence, transforming consultancy into a more productized approach.
TEAM BUILDINGI structured and expanded the design and front-end engineering team, establishing processes that facilitated high-quality and integrated product and client deliveries.
PRODUCT CREATIONOver three years, we created four products across key areas such as Legal, Industrial Production, DevOps, and Retail, contributing to the company’s portfolio expansion.
SCALABILITY AND INNOVATIONThe developed products allowed for greater scalability compared to case-by-case work by a specialized team. Additionally, we drove innovation by creating various proofs of concept to test data science solutions in diverse scenarios.
By the time I left, Semantix had grown to over 400 employees, demonstrating the impact of product and UX areas in supporting the company’s accelerated growth.
ABOUT SemantixSemantix is a leading provider of big data, artificial intelligence, and machine learning solutions, offering scalable platforms to drive digital transformation across industries such as Legal, Retail, and Industrial Production. Transitioning from consultancy to productized solutions, Semantix empowers businesses with innovative tools for data-driven decisions. Its end-to-end solutions enhance operational efficiency, enabling organizations to extract valuable insights and unlock growth opportunities.
At Avelã, I founded and led the development of an innovative system to automate the patient journey, designed to simplify and enhance healthcare engagement. Our SaaS platform collected patient data and sent automated reminders via email and SMS, guiding patients and reminding them of important appointments to help them stay on top of their health. We were one of the first technologies to send text message (SMS) reminders for appointments, reducing the no-show rate from 30% to 7%.
RESPONSIBILITIES AND LEADERSHIPAs the founder, I was fully responsible for operations, from product design to marketing and daily management, ensuring the platform effectively met the needs of our clients and users.
MARKET EXPANSIONIn a short period, we secured clients across 9 Brazilian states, serving professionals in four different healthcare fields. This diverse reach demonstrated the platform’s versatility and value across specialties, establishing it as a scalable solution for the healthcare market.
ACCELERATION AND RECOGNITIONAvelã was accelerated by Berrini Ventures, which provided strategic enhancements and networking opportunities to drive our growth. We gained international visibility as the first Brazilian startup to present at the Health 2.0 Annual Conference in Santa Clara, California, the world’s most important digital health event.
My experience at Avelã provided deep knowledge in healthcare process automation, SaaS operations management, and leadership in digital health innovation, strengthening my skills in product creation, market expansion, and innovation within a highly regulated sector.
ABOUT AvelãAvelã was a pioneering SaaS company that automated patients' healthcare journeys through data collection and personalized communication. By leveraging SMS and email reminders, it reduced no-show rates from 30% to 7%, serving clients in 9 Brazilian states across four healthcare professions. Accelerated by Berrini Ventures, Avelã was the first Brazilian startup to present at the Health 2.0 Annual Conference, showcasing its innovative approach to enhancing healthcare efficiency.
As a freelance UX designer, I collaborated with top advertising agencies like Euro RSCG 4D, Isobar, Media Contacts, One Digital, and Wunderman, as well as direct clients such as Editora Abril and Cão Cidadão. I designed intuitive, user-centered interfaces for websites and applications, conducted user research and usability testing, and developed prototypes including wireframes and user flows. Collaborating across teams, I ensured alignment between business goals and user needs, delivering projects that enhanced user satisfaction, increased engagement, and helped clients achieve their conversion and branding objectives. This work earned positive feedback from clients and agencies, recognizing the quality and impact of my contributions.
Activities and Groups: Agência ESPM, ESPM Digital, Promo ESPM. Winner of the TOP ESPM Award (2009/1 edition) in the “Marketing Plan” category.
The Gama Experience offered a 5-week intensive program that prepared professionals to work in digital companies. In my role as a volunteer design instructor at Gama Academy, I participated one weekend per cycle, focusing on supporting students in the Hipster track, which was geared towards UX/UI training. Using a flipped classroom model, I helped students by answering questions and deepening their knowledge through practical applications. My classes and mentoring sessions were primarily focused on prototype development, equipping students to apply techniques in real project contexts.