Designing and evolving scalable UI patterns and components for equities (renda variável) and crypto products at Latin America's largest bank, contributing to the evolution of Itaú's design system across complex financial experiences. Work end-to-end from discovery to delivery under real regulatory constraints. Increased crypto onboarding conversion by 15 percentage points in five months by reducing cognitive load and optimizing key decision points through A/B testing and behavioral analysis. Designed and launched a recurring crypto purchase feature, enabling automated investing and improving long-term engagement. Turn high-risk, data-heavy trading flows into decisions people can follow: session analysis (FullStory) to find drop-offs, user interviews and usability testing to validate, high-fidelity prototypes in Figma, and design critiques with product and engineering.

Designed and shipped a curated restaurant-discovery app, live on the App Store and Google Play, launched in São Paulo with 500+ restaurants and 1,000+ members. Own the component library end to end across the app and the marketing site — tokens, states, variants and interaction patterns, defined in Figma and implemented in React Native so design and code share one source of truth. Designed the Sello Score, a composite rating that shows its own provenance, and the review flow around it. Use generative AI with human oversight to take designs into production code, reviewing every change.

Designed acquisition and activation flows for crypto products, improving onboarding and conversion journeys. Increased user acquisition by 35% through data-driven experimentation across acquisition flows, landing pages and referral (MGM) strategy. Applied A/B testing and behavioral insights while collaborating with product, marketing and engineering to align growth strategy with user experience.

Designed landing pages for different brands with a focus on conversion and performance. Conducted A/B testing and iterative improvements based on user behavior and campaign data, collaborating with teams to align business goals with user experience.

Created landing pages for product launches across different companies, focusing on user journey and conversion. Ensured consistency across touchpoints and collaborated with product and growth teams to deliver effective digital experiences.

Worked on web design and landing page creation for digital campaigns, focusing on layout, visual consistency, and user experience across web interfaces.