Hi, I'm Giovanna
Product Designer with over 6 years of experience building user-centered digital products across digital health, fintech, and high-growth e-commerce. My work sits at the intersection of continuous discovery, product strategy, and execution — moving fluidly between qualitative insight and quantitative analysis to turn complexity into simple, scalable solutions. AI is built into how I work end-to-end: I use AI agents — including Figma's native AI tools and Claude — to accelerate research synthesis and early-stage prototyping, and I build functional, code-level prototypes (HTML/CSS/JS) that shorten the distance between design intent and engineering handoff. That frees up time for the part of the job that actually matters: the strategic decisions behind the screen.
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Where I came from, where I am
Recently joined to improve Pix receivables flows for business accounts.
Led the end-to-end redesign of Mais Saúde, a health hub reaching millions of users across the Raia and Drogasil apps, in co-leadership with a PM and Tech Lead. Diagnosed activation friction through research (18% activation, 13% CTR) and redesigned onboarding with progressive personalization — lifting activation by 20%, CTR to 70%, and engagement by 16%.
Owned UX for L'Oréal Brazil's five flagship e-commerce sites as the sole Product Designer on a lean, cross-functional team. Led full-cycle discovery — heuristic analysis, surveys, interviews, usability testing — presenting recommendations directly to L'Oréal's global leadership at their Rio de Janeiro HQ. Smart recommendations drove a +1.6% conversion lift for SkinCeuticals, and dentsu was named L'Oréal's Vendor of the Year.
Joined the Revenue Optimization squad to improve the post-purchase journey and drive revenue through upsell and cross-sell. Led qualitative and quantitative research mapping friction points and personalization opportunities, informing a custom-order flow redesign that delivered measurable revenue gains within months of launch.
Owned interface and UX design for Escola Conquer's educational platforms — wireframes, prototypes, and usability testing to ensure intuitive navigation and high student engagement, working closely with development, content, and marketing to align with pedagogical and business goals.
First Product Designer at Conta Simples — built UX foundations, processes, and methodology from zero. Created and scaled the Design System, designed onboarding and activation journeys, and shipped strategic features including Pix integration, approval flows, and back-office tooling.
Beginning of the journey at Conta Simples, learning and contributing to design process structuring.
What guides my design decisions
I don't jump to the interface before understanding the problem. Quali and quanti research are essential inputs, not optional.
Every design decision needs a measurable hypothesis behind it. If I can't define how I'll measure success, I'm not ready to design.
Design is not an island. The best solutions emerge when PM, tech and design work together from the start, with clear roles and mutual respect.
What I do well
- UX Strategy
- Continuous discovery
- Qualitative research
- Quantitative research
- Journey mapping
- Usability testing
- Product Design
- UI Design
- Design Systems
- Prototyping
- Accessibility
- Figma
- Product Strategy
- A/B Testing
- Metrics analysis
- Stakeholder management
- Designer mentoring
- OKRs