Redesign the product. An overhaul of the whole web and mobile site.

I've leaded the redesign of the app RecargaPay from scratch. It was almost 100 flows with more than 300 screens. I've leaded & guided the team to the construction of a Design System (codename Alfajor) to improve the product design+development teams productivity. We achieved a huge improvement in the workflow, almost doubling the productivity of the product design team and diminishing a lot the misunderstanding between product definition to development flow.

I did propose (and later launched it) a redesign of the main subscription flow of the service that used a dark pattern with a very good conversion rate. At a first look, the redesign reduced the conversion according to A/B tests done. But as we were more clear and transparent to the users, now they would only subscribed when they really wanted to and the quantity of bank/credit cards chargebacks lowered to almost zero. At the end, having less subscriptions with almost none chargebacks was the best choice in terms both in financial and product.

Another recent project was the re-creation of the onboarding flow (registration and first use). We have an improvement of 30% of users finishing the 1st flow completely. The strategy used was really simple. We did brake all the steps for the 1st flow in small chunks, made fast guerrilla user testing on everyone of those, understanding deeply every small problem and then created a proposal that we, again, validated with another set of users before sending it to dev team. At all, about 20 people were involved in this process, from VP Product - to define the product guidelines we need to follow, CTO - to approve the idea and follow it constantly, Head of UX & Design - that was myself, researchers - to deeply understand the product issues and what we need to focus, product designers - to think about how could we promote a better experience, developers - to help is dimensionate effort and effectively code it, marketing - to calculate how much users we were gaining or losing considering the budget invested and risk team - to set how much risk can we accept considering the more openness means more users but more fraud attacks too.

I've redesignedthe product for the Adaptativa learning platform and created amodern collaborative correction system to improve students writing.

Redesigned the platform for buyng movie tickets. It is the biggest platform for movie ticketsin Brazil.