(a) Design director, leading cross-functional teams working on products across industries.
(b) Passionate about design as a tool for social good. Illustrator and Service Design enthusiast.
(c) Leveraging customer research, and driving business growth through product development.
A selection of works between 2011 and 2023
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Gamifying ubbu
Context:
ubbu’s content focuses on problem-solving and mindful citizenship skills. Each lesson unlocks a UN topic as part of the Sustainable Development Goals 2030.
(a) Mobile Experience (b) Desktop Experience (c) ubbu’s continents.
Project:
A new visual way for children to navigate their game lessons. Encouraging play through empathy showcasing various socio-cultural environments as they go through their now, gamified experience!
Role:
Product and Design Director.
Working as the UI Designer in close collaboration with illustration and dev teams.
Farfetch:
The art of welcoming
Project: Guiding and Welcoming first visitors onto Farfetch. Using personalization as a means to reach our key objectives towards a solid first experience and impression
Role: Strategy + Business case w/PM + Design Direction. Design Manager for Acquisition and Engagement Team.
Details: Offering an experience with a brand introduction, feature awareness and a personalization feel from the get go.
ubbu: A new site
Context:
ubbu is a coding platform with Games and coding lessons for 6-to-12-year-olds for families and schools.
Projects:
After talking to users, we realized we needed a new website. We had a couple of goals: to display our new tagline of transitioning from 'code literacy' to 'code to create', and to allow users to explore our product without needing to log in. Exemplifying how children may learn how to code and how the product is multidisciplinary / STEAM oriented at its core (1), introducing ubbu’s characters (2) and presenting our age-adapted curriculum.
Role:
Product and Design Director, Managing Pedagogical/Content, Illustration, Dev and Games Team. Roadmap and Strategic Development, establishing business goals as part of the Exec Team.
Projects:
(a) Out of Stock flow customer redirecting;
(b) Back in Stock; Price Drop Communications Strategy; (c) Birthday Reward Experience
(d) Login A/B Experiences (e) Navigation Design System
Farfetch:
Various Projects
Role:
Different roles during 4 years: (4) Design Manager to Rewards Team (3) Design Manager
to Acquisition&Engagement Team (1) Senior
to (2) Lead Designer for Navigation Team
(a)
Dead-end design flow series:
Design using in-house algorithms to offer further options to improve a bad experience: a rupture in stock. A/B Tested with proven success for the business case.
The designed experience was about finding out why you might want this product. In case users would be open to a similar product, just like an assistant at a boutique we’d offer up Something similar, Same brand, Same Category + Colour.
(b)
Design for Relevance series:
Communicating with users through
shown interests or intents: Back in Stock News; Price Drop from users’ wishlist (example above) and others. (Design Strategy + Direction > Design Credits to my team.)
(c)
(e)
Documentation for FF Design System
Part of the creation of several elements for our Design System. Example above: Nav Bar for all devices
Borda D’Água App
Project:
Reimagined the traditional Borda D'Água publication into a user-friendly iPhone app, prioritizing content deconstruction and personalization based on individual interests. The design preserves the publication's original features, employing a two-level information structure, distinct typefaces, thematic icons, and a deliberate color palette for a seamless digital transition.
Role:
Designer
Advicefront:
Product Development
Projects:
Clients join and create a financial plan according to their personal goals. They are then guided through a learning process on the platform until they are ready to agree to an investment proposal from their advisor.
Role:
Product Manager and Designer
Packaging:
For Food Delivery Eat Tasty
Projects:
At EatTasty, it's important for users to understand how we make our meals and what goes on behind the scenes. We want you to know how our chefs create unique recipes and ensure that every ingredient is fresh. Illustrations help us show you these moments and highlight the value of our brand and service.
Role:
Illustrator for this project even though I worked at EatTasty as a Product Manager & Designer.
