The long story
I started my career in Brazil where I graduated in Electronic Engineering in the 90s. In my early years, I handled every aspect of software development, often alone, from programming to designing user interfaces. I quickly transitioned from developing and designing corporate software for large companies like Shell to creating multimedia CD-ROMs, and I became a pioneer in designing websites at the dawn of the commercial internet. My biggest achievement during this time was the launch of Globo.com, the internet branch of the largest media conglomerate in Latin America and one of the biggest in the world. I was in charge of web applications.
After Globo.com, I had the chance to work with clients like Michelin and Ipiranga during my time at eDablio and MPP Interativa.
In 2004 I moved to Montreal, Canada. For 10 years I worked for Yu Centrik where I was their UX Director. At Yu Centrik, I led a small team of talented designers on projects involving all kinds of digital user interfaces. From websites to complex corporate systems, from camera screens to mobile apps, my role was to understand the business goals of our clients, gain a deep understanding of the end users, and define a winning design strategy. From there, our team worked closely with our clients throughout the design process using a variety of UX tools, and I led them all the way to the final deliverable. I was fortunate to have clients such as Cirque du Soleil, Vidéotron, National Bank of Canada, Aldo, Qatar Airways, and many others.
Besides our day-to-day projects, I found time to teach UX methods. I believed the world needed more UX practitioners and that I could somehow share what I learned over the years. I traveled around the globe to attend UX conferences and give talks, presenting in countries like Denmark, Portugal, Russia, India, Italy, Czech Republic, as well as the United States and Canada.
After all that time and for many different reasons, I decided it was time to return to my country.
In June 2015, I started working as the director of Work & Co’s brazilian operation in Rio de Janeiro, my hometown, partnering with clients such as Vivo, Itaú, Amazon, GOL, and Globo.com. In December 2020 I became a Design Partner.
I also teach at PUC/IAG and give talks at conferences. I speak Portuguese, English, and French, and I am currently practicing Spanish to handle our projects in Latin America.