01 / 03 Payments
Banco BV
Reducing errors and helping people complete high impact payment journeys with greater confidence.
20%fewer errors related to transaction limits
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Senior Product Designer & Behavioral Strategist
Turning human behavior into clearer product decisions.
I combine user research, behavioral science, product design and experimentation to create digital experiences that are useful, coherent and ready to evolve.
Eight years connecting behavior, business and digital products.
ResearchBehaviorProduct DesignExperimentation
01 · Selected work
From complex questions to tangible outcomes.
02 / 03 Growth and CRO
Lemon
Testing how friction, value clarity and intent shape lead conversion in a complex energy product.
13.4%higher conversion in the winning variant
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03 / 03 B2B · Climate tech
Conversion redesign
Using research and behavioral evidence to redesign the highest-impact moments of a complex acquisition journey.
Full caseresearch, before and after, and production results
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Full case · Password protected
Clarity
Structure
Direction
02 · Expertise
Where evidence becomes product direction.
I connect research, behavioral thinking, design and experimentation to move from understanding the problem to shaping what the product should do next.
- 01
Research and Product Strategy
Understand people, context, business goals and friction, then turn signals into clear opportunities and priorities.User research · Synthetic personas · Product discovery · JTBD · Strategic synthesis
- 02
Behavioral Product Strategy
Connect behavioral evidence and product context to reduce cognitive friction and support better decisions.Mental models · Cognitive load · Decision architecture · Trust · Motivation
- 03
Experimentation and Growth
Turn evidence into hypotheses, experiments and metrics that improve conversion, adoption and retention.Conversion strategy · Product metrics · Testing · Learning cycles
- 04
AI Product Experience
Define how intelligent systems should act, communicate uncertainty and keep human judgment in control.System behavior · Human control · Confidence · Guardrails · Evaluation
03 · Services
Specialized support for better product decisions.
Behavior and conversion
Behavioral CRO & Experimentation
I combine behavioral science, CRO and experimentation to identify what stops users from converting and turn those insights into measurable growth opportunities.
Diagnosis · Priorities · Concepts to testExplore the service →Research and strategy
Product Decision Sprint
Focused research and strategic synthesis to clarify what matters, what to prioritize and what the product should do next.
Evidence map · Opportunities · Product directionStrategic foresight
Futures Design
Explore emerging signals, trends and plausible future scenarios to identify opportunities and guide product and business decisions.
Trend mapping · Future scenarios · Strategic opportunitiesLocal insight
Brazil Research Sprint
Local research for international teams that need to understand Brazilian users beyond translated assumptions.
Local evidence · Cultural context · RecommendationsBased in Brazil · Working globally
Local context creates better decisions.
Understanding people requires more than translating language. It requires reading context, culture, behavior and the realities that shape everyday decisions.
From Brazil, I help teams investigate local behavior and turn cultural nuance into useful product direction.
ContextCultureBehaviorEvidence
Let’s work together
Good products begin with better questions.
If you are investigating an important product problem, I would be glad to learn more.