Buyer
Signs the check.
C-level executive or director
Multiple archetypes
Principal product designer · Founder
I shape products.
And the systems
that make them work.
From the decision
to the thing in use.
I turn complex problems into useful products, align teams around consequential decisions, and build the conditions for good work to scale.
Product strategy. Systems thinking.
Hands-on design and building.
Selected work & independent practice2026 / ↓
Work at a glance.
Eight cases. Different scales of change.
Selected cases
Strategy, systems, and organizational change.
01 / NeuronsDesign manager · 9 months
Reorienting the company around buyers and users.
Bringing the overlooked analyst into focus changed our customer model. Credit inflation enabled more flexible offers with minimal platform change.
Customer model / Two personas
Analyst
Uses the product.
The day-to-day platform user
Multiple archetypes
−14 pp
customers with unspent creditsReported across the work
+22%
customers proactively reaching out to renewRenewal interest
Company reorientation
A broader customer model.
Buyer and analyst became part of how the company understood and served customers. Design’s contribution extended into the commercial offer.
02 / NisiEducation · Principal · Current
Less rework starts before the handoff.
I reframed curriculum tooling as focused guidance inside the author’s writing flow, reducing rework and helping move a resisted proposal into beta.
>50%
less rework after author handoffEarly pilot evidence
16%
shorter delivery timeReported in beta
Organizational change
From proposal to pull.
Evidence helped move the work from a resisted proposal into beta, with demand from authors outside the initial program.
More product work.
Discovery, interaction, and service design.
Spotify
Working prototype
More ways to listen. The author’s story stays intact.
A working LLM prototype explored narrator selection, character voices, and word synchronization. I cut directions that risked changing the author’s intent.
Peer Inc
Early testing
Making a digital gift feel like a social gesture.
I reframed a transaction-heavy gifting flow around the moment between friends, bringing the in-app economy, motion, and haptics into the social experience.
iFood
PWA tested · App built
Beyond the marketplace. Closer to the guest.
I connected dine-in, delivery, and pre-pay around restaurant operations, with direct ordering channels and account creation delayed until it offered value.
Superb
Delivered changes
Book the table. Complete the profile later.
I separated booking from profile completion, helping restaurant managers secure a slot first and add guest details when service allowed.
Independent practice.
Products and a studio, built from the first decision.
01 / LyraFounder & solo builder
A calendar with something useful to say.
I narrowed a broad assistant thesis to useful calendar guidance. Recommended meeting times become Calendly availability only after the person reviews and approves them.
iOS release candidate · Calendly publishing verified on iPhone
02 / Arbor ForgeIndependent studio · In development
Building a world. And a way to build it.
Creative direction, product thinking, and production systems meet in VERITAS, an RPG built around observation, testimony, and consequence.
WORLD
A coherent creative vision.
Story, visual language, and interaction serve the same idea: judgment changes the world.
STUDIO
Knowledge that survives.
Shared canon, decision history, and production standards make work reviewable across disciplines.
PRACTICE
Human-directed AI.
A production framework connects creative intent, asset ownership, and readiness for review.
From the archive
Different contexts. Shared principles.
Lunar · Lead designer
Helping people see
themselves as investors.
Research shifted the strategy from more education to fewer, more meaningful decisions. Themes became the discovery layer.
61 → 84%
Read Lunar ↗onboarding completion after the redesign
Personal explorations
Curiosity, made tangible.
LEARNING PROTOTYPE
Antes de encaminhar
An interactive digital-literacy exercise. Check a source, make a forwarding decision, and see how information travels.
ILLUSTRATED BOOK CONCEPT
Epaminondas and the Cosmic Bakery
A 64-page editorial plan connecting family baking, storytelling, and science. A different medium for the same interest in learning.
How I work
Close to the craft.
Responsible for the whole.
My work moves between product strategy, interaction design, and the systems teams use to deliver. I care about what a decision makes possible for the person using the product and the people building it.