In this position, I design for measurable impact, combining data, behavioral insights, and rapid experimentation to improve performance across digital journeys
How I Think
I approach growth design as a continuous system:
Data > insight > hypothesis > test > learn > share > iterate product
Small changes can drive significant business impact
Clarity and trust are key drivers of conversion
Growth Design Cases
Case 1: Reducing friction in offer simulation (AI-powered rapid prototyping)
+2% increase in progression rate
−2s reduction in time spent on screen
Users were spending too long on the “change offer” screen, with a high drop-off rate. At the same time, I was constrained to front-end changes only, with no backend modifications allowed. Analyzing user behavior, it became clear that the interface exposed too many inputs at once, increasing cognitive load and making decision-making harder.
What I changed:
Introduced a progressive disclosure approach, revealing fields gradually
Pre-filled inputs based on common scenarios
Provided suggested optionsP to reduce effort and speed up decisions
Added contextual support for non-standard interactions
This transformed a dense, static form into a more guided and manageable experience.
To accelerate exploration, I used (AI) Figma Make to prototype interaction details and simulate the gradual flow, which helped align expectations with developers and speed up implementation.
Case 2: Optimizing the Offers Experience
+159% increase in clicks on proposals
+R$538K in additional revenue
Hotjar data showed users were frequently clicking on “Change offer”, indicating distraction from the main task. With ~80% of traffic coming from mobile, the carousel made comparison difficult.
What I changed:
Replaced carousel with a scannable list layout
Highlighted the most relevant offer
Improved hierarchy to reduce cognitive load
Case 3: Guiding Users to Self-Service Channels
+13% increase in chatbot usage vs phone calls
We tested reducing the visibility of the call center number to encourage digital channels.
What I changed:
Deprioritized phone visibility without removing it
Prioritized chatbot as the primary option
Redesigned contact section for better guidance
How I Accelerate Experimentation
Rapid prototyping with Figma Make to validate ideas faster
Alignment with the engineering team
Use of behavioral principles (e.g. anchoring, loss aversion) to design hypotheses
Close collaboration with data and CRO teams to measure real impact
