With seven years of experience in different areas of design, I've worked with visual identity, branding concepts, and editorials, which has helped me hone my skills in the visual design aspects of the job. 

Four years ago, I shifted my focus to digital products and services, diving into e-commerce, apps, mobile, and web design, allowing me to blend creativity with functionality making user experiences my top priority. 

My background covers a range of industries, including entertainment, ticket sales, and consumer goods. This exposure to B2B and B2C companies has made me a versatile designer who can adapt to different scenarios.

I thrive on collaboration, so I can bring a strong sense of teamwork to the positions I work with.

This product was born within the New Products team, which explored and pitched new products and services for the automotive category with high market and usability values.

Safe meeting is a product/service that was built in order to bring more safety to the offline stage of negotiation in the process of vehicle purchasing. It’s a compilation of tools that will ease the online process and mitigate risks in the physical meetup between sellers and potential buyers.

I collaborated with three other designers for four months during the Research and Experience phase and then worked independently for an additional two months to focus on designing the user interface.

After conducting the Q3.20 annual qualitative research, which aimed to identify challenges and opportunities within the OLX autos journey, the research team found that all 21 users interviewed (10 buyers and 11 sellers) expressed concerns about their safety during physical visits to view and show vehicles, and requested assistance in reducing the associated risks.

It became clear that something needed to be done.

How might we mitigate risks in the physical meetup stage while offering tools for users to feel safe within and off the platform in a simple and practical way?

Product designer. Day-to-day with New Products and Value Added Services teams (Design, Data, Product and Engineering) and Design QA.

Role

Reduction of scamming, fraud, and dishonesty. Increase platform credibility—wider perception of safety.

Goals

I collaborated with three other designers during the discovery phase. In Q3.2020,  the research team conducted the annual qualitative research, uncovering user motivations, pain points, and behaviors. 

The first draft was launched using a Hotjar link across multiple vehicle adviews on the platform, which redirected users to an unmoderated usability test at Maze. 

From 875 responses, we created clear, achievable goals:

Goal - Develop an internal product that enhances practicality in the online process and improves safety during offline negotiations (physical encounters). 

 Desired outcomes - Reduce scamming, fraud, and dishonesty while enhancing platform credibility and perception of safety.


Tools I Used

Hotjar

Maze

Miro

Figma

Confluence

Jira

Skills I Used

Data Analysis

Competitive Research

Experience Mapping

UX Writing

Information Architecture

Mobile Applications

Interaction Design

Prototyping

Documentation

Identifying the problems (business perspective)

Concept stage

Building a first draft

Desk research

Research process

Journey map

Unmoderated usability test

Report analyzes

Principles

Outcomes

Refinement of UI - Final draft

Set of 5 principles used to structure the project.

Local - It’s about meeting people at safer places close to you
Mobile - It’s location-based and optimized for use on the go
Safe - Public locations with safety features for the meetup (surveillance, etc)
Active - Focus on getting people engaged in a more safe and effective negotiation
Simple - Ease the online process (scheduling place, date, time and chat features)

Based on the insights collected during the autos annual qualitative research, desk research and report analyzes, 3 core opportunities emerged.

01. Assistance in choosing the best place to meet
02. Mitigating risks in the offline stage
03. Online stages and communication

Assistance in choosing the best place to meet

Users have their own habits of searching and choosing locations to meet, but the timing wasn’t always right, as often one part or the other was only available on this day or that location, which ended up making their security criteria irrelevant, as they were not put into practice.

"This worries me (theft, etc) if I need to show or receive someone I have to have security (personal) and local too, it can even be in my condo, in the garage. I am not afraid to receive in my condo, because is very safe."

Corte 01 - Safe meeting.mp4

Using an interactive map with colorful pins, we ensured the user would focus on finding the safest meeting points for encounters according to their filter specifications.

Each location provides essential information, such as address, distance, and verified experience from other users, enhancing the overall perception of safety.

Corte 02 - Safe meeting.mp4

The filter page allows users to choose from four types of places, set a maximum distance range, and see top-rated meetup places according to user feedback.

While users know the risks associated with physical meetups, they often rely on their safety measures, such as bringing along someone they trust or scheduling meetings in familiar and public spaces. However, despite the awareness, many individuals overlook evaluating the entire situation, which can be dangerous.

“Once I had a sale at my front door and you meet every kind of person that you don't feel comfortable. Now I book at the mall (where I work), which has a lot of security.”

“I went with my husband. Since he understood more, he went. He drove the car. The car didn't make any noise, the gears were ok. He opened the hood, looked at the engine and everything. it was fine. We were safe.”

The location page addresses services that mitigate risks, enhancing the feeling of security and establishing a reliable connection between users and the product. 

Corte 03 - Safe Meeting.mp4

The choice of locations was strategic, aiming to enhance our product's value by addressing users' lack of basic technical knowledge, which often led to difficulty in identifying potential issues and making informed purchases.

“When I decide to go and buy the car, I will take a mechanic with me for him to do a check-up. My biggest fear is about the veracity of vehicle information."

The safest and most essential step is facilitating communication between buyers and sellers through the platform. We always encourage users to chat through the platform, which is less dangerous than other conversation spaces. 

Corte 04 - Safe Meeting.mp4

By allowing users to go through the process online, such as scheduling a date and time and establishing a conversation with the other party through chat, we ease the process and, consequently, the product's value.

Transparency in communication throughout all stages was a crucial aspect of our approach. A dedicated review page was designed to provide buyers with details about the vehicle of interest and the precise meeting location.

Corte 05 - Safe Meeting.mp4

A real-time feedback system provides relevant information to both parties involved in the meeting, helping to address sudden changes, such as unavailability of dates or times, allowing adjustments.

Corte 06 - Safe Meeting.mp4

Last but not least, sharing the location in real-time with family and friends brings a greater sense of security to those involved, allowing for a more effective negotiation to take place.

The product is due to be released in 2023.2.
Report analysis from 1st unmoderated usability test (875 responses) showed: 

85% - Report lack of platform support in risk mitigation (mobile + desktop)

90% - Product concept approval (mobile + desktop)

Prototipo - Safe Meeting.mp4

Safe Meeting

This project and its structure were born within a Freelance job I took on May 2023, and it serves as an analogy for a real reservation-scheduling business app. The client sent a current search screen and data from users (proto-personas).

FindFood app was built with the idea of helping users to book meal reservations at restaurants while having a tailored experience and community/reward sense to it.

The app's navigation structure consisted of 4 tabs that could be simplified into a smoother experience.
The information architecture and visual design could also be enhanced since interfaces with much information need organization and detailing. 

It became clear that we needed to improve the design as a whole so that users had a fluid and satisfying experience, where in addition to getting what they wanted, which was finding a restaurant to eat, they could engage with friends and see the advantages of using the app.

How may we revamp and improve the user experience while featuring a streamlined flow, personalized features, and effortless usability?


Senior product designer.
Concept and pitch delivered in 10 days.

Create a user-friendly app with intuitive usability and clear comprehension, featuring a streamlined flow, personalized features, and a visually pleasing and elegant interface. Increase usage (existing and new users) and decrease the no-shows.

In the initial phase, I analyzed the proto-personas' existing data, which helped identify various problems and opportunities. With a clear understanding of the client, business, and focus area, I began researching references and exploring products or services that offered similar solutions to our objectives, further revealing additional opportunities for me to explore.

Throughout the process, the goal was to develop an app that provided users with a sense of support and uniqueness, prioritizing active participation and engagement within the community, integrating delightful features, and ensuring a seamless interface.

Goal - Develop an App that provides personalization and convenience, simplifying online restaurant booking.

Target audience - People seeking to dine out and make reservations, particularly in bustling 
cities like New York.

 Desired outcomes - To increase usage (existing and new users), create a tailored experience for everyone and decrease the no-shows.


Notion

Data analysis

Market Research

Problem Statement

Success criteria

Mobile - It’s location-based and optimized for use on the go

Personalization - It’s about meeting your wants and needs when it comes to eating out / food experiences

Ease - Ease the online process (scheduling place, date, time, and payment features)

Active - Focus on engaging friendship circles based on transparency through quality reviews, whether about the place, service, or food

Monetization - Deliver more leads to the restaurants and decrease the no-shows

The app's navigation structure consisted of 4 tabs that could be simplified. The information architecture and visual design could also be enhanced since interfaces with much information need organization and detailing. 

The initial flow was broken and rearranged so users could navigate more easily.

Based on the insights collected during the data analysis and research process (background data on existing users, user experience quotes, and market research), 3 core opportunities emerged:

By asking users about their interests upfront, we empower them to have a unique and personalized experience, demonstrating our commitment to providing relevant content and support throughout their interaction with the app.

Corte-01-Novo.mp4

Incorporating content preference selection during the login process is an effective way to customize the entire user experience.

“I don’t use FindFood much at all – probably less than once a month – because I don’t have an easy way to figure out whether a restaurant can meet my dietary restrictions. Sometimes I’ll get lucky and the Highlights will mention it, but otherwise, there isn’t a good way for me to filter for what I need.”  

Users have the flexibility to search for the best spot using three different methods: manual search, leveraging App's recommendations, or utilizing AI assistance.

The user will have access to a list of restaurants with default relevance by distance, which can be filtered according to their most relevant requirements (distance, price, reviews, etc.). When clicking on the pin on the map, the restaurant card automatically appears at the top of the list.

By offering personalized real-time assistance, Ask FindFood AI generates tailored recommendations for places and events that align with their specific search requirements.

“...Sometimes, however, the choice can be overwhelming… my partner and I will just scroll around and look at a ton of stuff and debate options for thirty minutes, and then it’s basically too late to go out. I’ve definitely had a couple unexpected grocery store frozen dinners because of that!”

Corte-02-parte1.mp4

The restaurant page features a visually appealing interface that provides information about the restaurant, emphasizing delivering an engaging visual experience and showcasing customer reviews.

Corte-02-parte02.mp4

My account provides quick access to all actions performed by the user within the App, such as represented by the tab menu.

Upcoming and past reservations, with details.

Reservations

Interests imputed during login, with the possibility of editing.

Interests

The number of reviews made up to that moment and bonus points earned.

Reviews

A list of in-app friends appears in card format, containing information such as connections, followers, reviews, addresses, and interests.

Community

A list of their favorite spots in-App.

Favorites

Payment methods added for possible and future payments through the App.

Payment

Corte-03-Comprimido.mp4

Encouraging user engagement with rewards enhances the platform experience and incentivizes active participation.

Bonus points accumulate through reservations, appearances (no "no-shows"), and experience reviews. Upon reaching specific milestones, users unlock exciting rewards, including dinners valued up to $100 or discounts of 50% on their next reservation.

Time to Goal - Have the business goal in mind and understand if the user who visits the app has a goal in mind. If the business is set up properly, these two goals should be similar, if not the exact same.

Discovery Method - Understand if the search methods we chose are working and being useful for users.

Success / Failure Rate - Ignoring the time it might take, are users successfully completing a task or a goal?

Return / Repetition Rate - How often are users returning to the app and repeating the tasks? Must be combined with time to goal metric.

Getting the data - Using tools like Hotjar to track and visualize data using semi-intuitive filters.

UX-Focused NPS - Get answers to questions like “How likely are you to recommend the search experience on your iPhone app?”



Corte-04.mp4

FindFood App

This page and its structure were born within the Paid Products and Payments team, which, as the name entitles, dealt with paid products for private sellers regarding purchase and payment processes in the automotive category. 

Autos Paid Products Portfolio was designed to be a repository of actual and future paid products and services offered to private auto sellers in order to simplify the purchase process and communication between the platform and its users through transparency.

I collaborated with another designer for a period of two months during the Research and Experience phases and then worked independently for an additional two months to focus on designing the user interface.

While deep-diving on how to introduce a new paid product to auto private sellers, we noticed that despite the presence of various active products and services on the platform, there was a distinct lack of a centralized location where users could access comprehensive context and information about them,  which led to user frustration and misuse of products.

In addition, nearly every product had multiple access points for purchase and activation, complicating the user experience.

I worked with another team and embarked on a redesign of the entire process.

How might we create a portfolio of paid products for private sellers, that is easy to understand and see value, all the while being scalable to adding new products and reusable by other categories within OLX?

Product designer. 

Day-to-day with Paid Products + Payment and Value Added Services teams (Design, Data, Product, and Engineering) and Design QA.

Create a scalable page displaying all paid products in the autos category, allowing editing and replication in other contexts. Increase purchases, validate bundles' value proposition, and enable users to easily buy, activate, and utilize products in their ads with certainty.

I collaborated with another designer during the discovery and experience phase. We began by analyzing the profiles of autos sellers on OLX to uncover user motivations, pain points, and behaviors. To gain further insights, we requested a quantitative survey from the Research Team to understand the purchasing patterns of different groups and the reasons for selling vehicles. Based on these numbers, we were able to draft 2 experiences focusing on different approaches.

Next, we conducted a moderated usability test via Zoom, involving 12 users who tested two different experiences. 

The goal was to come out with a layout and architecture to prioritize in the leagues.

Goal: Develop a scalable and replicable page displaying all paid products in the autos category, with editing capabilities. 

Desired outcomes: Boost purchases and validate the value proposition of bundles by enabling users to easily purchase, activate, and utilize products in their ads with minimal uncertainty.


Atlassian suite

Skills I used

Journey Mapping

Analyzing sellers profiles

Quantitative survey

Desk Research

Set of 4 principles used to structure the project.

Local - It’s about finding products that can help you sell your vehicle even faster
Web/app - Focus on the most common devices for ads creations and product purchase
Objective - Focus on getting people engaged in a more dynamic and direct flow
Simple - Ease the purchase process 

01. Putting the puzzle together
02. Autonomy
03. Communication

The existing page primarily emphasized visibility products as they appeared immediately after ad creation. However, upon examining various cases, we discovered many users had purchased a bundle but failed to activate all the products within their ad.

While looking at the visibility and time spent on the page, data showed us that most users just scanned information about how upgrades worked without accessing the details of the bundles, causing the second part of the page to be much less accessed.

Interestingly, most of them desired to purchase a single product separately, unaware that it was already included in the previously bought bundle.

Before - Autos Paid.mp4

The page was divided into three main sections where users could navigate through a tab filter.

The bundles section gained more prominence, where users will always find three options that are aimed at increasing visibility, security, and personalization for ads. A recommendation tag was also included, working as a pricing comparison.

Corte 02 - Paid Products.mp4

Corte 03 - Paid Products.mp4

With the “create your bundle” section, the user would add products of their interest into a cart before finalizing the purchase, giving them autonomy over the ad itself. This way, we not only facilitate adding new products in the layout, but we also gain control over scalability.

The maintenance for the designers and engineers also becomes much more practical.

Corte 04 - Paid Products.mp4

If the user chooses to create a bundle, a page with financial deals considering their choice is shown soon after.

The checkout and payment stages also became very descriptive and objective, avoiding too many clicks and possible confusion. 

In case activation is needed, the user receives a notification at the end of the purchase flow.


checkout-mov (1).mp4

The "know our products" section highlights the benefits of each product, which contains a "learn more" option that takes the user to a specific landing page in case they need more information.

Corte 05 - Paid Products.mp4

The product is due to be released in 2024.1

Report analysis from customer service and user research 
(268 user complaints and 12 in-depth interviews): 

65% - Platform users reported not knowing how to purchase a bundle or use the products in their ads (mobile + desktop).

70% - Non-platform users reported that having a centralized cart experience facilitates and engages purchases (mobile + desktop)

Prototipo - Paid Products.mp4

Autos Paid Products

As a product designer in the Value Added Services team, I worked with the PM, GPM, CX, engineering, and research teams for a period of 7 months, from conception to delivery.

The finance simulator experience suffered from a lack of context, with no unified user experience and poor usability that created friction for users. Additionally, the low number of simulations and poor communication led to an extremely low lead conversion rate.

UX Researcher

Project Role

UX Designer

UI Designer

Tools I used

Usability Research

Stakeholder dynamic

In-depth perception tests with users

Copy

To redesign the entire autos financing experience within OLX.  

Market research

Internal dynamic

Perception tests

To understand what..

Idea - To create a new autos financing experience that meets the needs of buyers as well of private and professional sellers.

For who - Buyers and Sellers. 

Ideal outcomes - Increase in financing simulations and delivery of leads to partner banks. 
Users with fewer doubts about how the financing simulation process works.

Based on the insights collected during the market research, internal dynamic and perception tests with users, 3 core opportunities emerged:

01. Dividing the experiences
02. The contact points
03. Unifying the process

By analyzing data from customer support, we understood that the biggest issue was the lack of effective communication between OLX's financing environment and sellers. Doubts regarding the private, professional and overall financing process remained. 

“Professional users do not want their customers to think that they are offering financing through OLX, as they were not asked if they wanted to nor see benefits in having this option on their ads”

“Professional users already have their own simulations to offer (which are usually higher in value) which ends up frustrating buyers who arrive at the store with the OLX simulation in hand”

“Sellers have doubts about the safety of the process due to lack of understanding of it”



On the other hand, buyers who arrived at OLX's financing simulation environment also had many doubts about the process as a whole.

“Buyers don’t know how to follow the simulation they just did, in addition to not understanding how the process works”

“Buyers don’t feel supported during the journey and often end up giving up and turning to other players”

“Buyers find the simulation flow very confusing, as some banks ask for one set of information to give a credit analysis, and others ask for another, making the flow repeat itself. In addition to being confusing, it’s frustrating and many end up giving up and turning to other players”

When creating an ad, whether private (where the seller is an individual) or professional (where the seller is a store or dealership), OLX would ask through the initial add form if that vehicle could be purchased via financing, meaning that potential buyers could simulate financing installments with OLX's partner banks. This way, we maintain transparency with our seller users asking what they want first.