Selected work
Four cases.
Building Content Design from the ground up.
The situation
One Content Designer (me). Fifty Product Designers. No content strategy, no guidelines, no shared vocabulary. Content was an afterthought in the delivery flow.
The outcome
A recognized Content Design discipline with its own systems, processes, and a team of four — with prioritization tied to business metrics.
01
2021
Mapping & Culture
Benchmarked the market, mapped needs, built the writing guide, checklist, workshops and a Content Guild.
02
2022
Pilot
Defined the operating model — scopes, processes, allocation logic, people foundations.
03
2023
Refinement
Grew the team's depth, connected across squads, refined processes from real friction.
04
2024
Strategy
Moved into quarter-level prioritization, focusing energy on the highest-impact initiatives.
0
upstream initiatives mapped
0
with Content involvement negotiated
0
high-impact opportunities surfaced
A snapshot from a previous quarter — plus a Content Design System, writing guide, checklist, individual-development framework and team-skills map, all created from scratch.
Leading design in practice.
Leading a team of 10 designers across UX, UI and Content at one of Latin America's largest fintechs — from a transversal role spanning the whole product, not a single squad — through big, visible projects and a shift in how the team works.
Home redesign
Led the complete redesign of the Home experience — one of the product's most visible, high-stakes surfaces.
Dark mode
Instituted dark mode across the product, from design tokens through rollout.
Automated approvals
Built automated approval flows for pending requests, replacing manual sign-off with a faster, auditable process.
Content rituals
Created recurring content rituals for the team — critique, calibration and knowledge-sharing built into the workflow.
Roadmap & capacity
Restructured roadmap planning and task assignment, cutting team overload intelligently and freeing up a meaningful buffer of designer capacity for the extra miles that always come up in this kind of product.
AI in practice
Drove the adoption of AI into the team's processes and deliverables — working hands-on with Claude, Cursor, and other tools.
Full case study in development — happy to walk you through it live.
Making consortium make sense.
The redesigned onboarding, cycling through its 3 screens
The challenge
Consortium is a complex financial product in Brazil — easy to misunderstand. The onboarding was packed with jargon that didn't belong in a first contact.
The approach
Listened to customer-service calls. Ran semantic research. Aligned with marketing and sales. Co-designed with the squad. Rewrote content to lead with benefit, not mechanics.
From 0%
→
0%
user comprehension in testing — same product, redesigned content.