Hello!

Are you looking for a

Principal UX Designer?

Are you looking for a

Principal UX Designer?

Are you looking for a

Principal UX Designer?

I've spent all my adult life transforming complex technical requirements into intuitive, user-friendly interfaces across a wide range of industries and devices.

I am a maker. I love what I do. There’s great value in improving user experiences, especially in B2B, as you are making someone’s work simpler and better.

Scroll down to read about my ethos and see a few samples of my work. If you find I am a match for your team, get in touch!

Why should you hire me?

I work relentlessly to get things right for stakeholders
In every role, I do my best to build deep empathy for the end user. This helps me to stay user-focused and closely connected to their pain points, needs, and aspirations.

While I keep the user experience and journey at the heart of my thinking, I also balance it with business goals and outcomes: I bridge user’s needs with the company’s vision, aiming for designs that drive meaningful impact for both.
I care about what I do. It is my job to continuously iterate flows and designs to get things just right, using quali and quanti research insights to inform my work and identify what to improve next, driving the necessary outcomes.
I step up and get things done
I don’t wait for things to fall into place: I’m a self-starter. I have a bias toward action and feel comfortable problem-solving independently. I developed this ability while working on multiple 0-to-1 innovation initiatives as well as large-scale, complex, and ambiguous projects.
I prototype quickly to validate my ideas and I thrive collaborating with cross-functional teams. I’m not afraid to ask questions, go back to the drawing board if needed, or pivot when necessary. Every conversation is a chance to improve the user experience.
I bring a well rounded skillset, I can wear multiple hats and multitask when required.
I’m curious, quick learning and creative
10 years in innovation groups have taught me to keep my eyes peeled for trends and imagine how things will look like in the next 5 to 10 years.

I deep dive into new subjects, persist to get to the core of the idea, even when the brief is a vague one liner. I conceived, sketched, and pitched original ideas to peers and stakeholders. I validated and updated to move them forward.

I’m quick to learn and adapt, finding patterns and solutions that can be repurposed from other industries to drive innovation.

I live in Figma these days but I used Sketch, Adobe products, Axure and so many other tools I can’t even remember anymore.
Experience made me versatile, adaptable and a system thinker
I moved from warm, hot-headed Brazil to cold, stiff-upper-lip England 17 years ago. I learned so much - and I am still learning.

I’ve worked for both start-ups and large corporations, in all kinds of team structures, and with people from all over the world. I know how to lead, and I know when to follow.
I learned to zoom out and see the bigger picture — and the importance of understanding how a decision at once point can impact something at another. I focus on ensuring that everything ties together cohesively to create a better user and customer experience.
I’m a good team mate to everyone in the company
I make friends wherever I go. We are all working together towards the same goals and outcomes. Strong relationships make collaboration smoother, more effective, and more fun.

I like working closely with designers, engineers, PMs, and subject- matter experts. When there’s real cohesion, teams work better together, making it easier to execute and drive things to the finish line.
I assume the best in people. I’ve got my teammates’ backs, I give credit where it’s due, and I always take the time to listen. It is not my work or your work, it is our work and what matters is the outcomes we achieve.