Heppi
This project was an opportunity to help a company to build its services from the ground up. We went from the Business Model Canvas up until the late prototype. In this project, I participate with the company team from the first ideation meetings until the validation of the service with users. I did user research to help with the business decisions, created user-centered solutions, and tested prototypes in different stages of fidelity.
OVERVIEW
Graduation parties are a big thing in Brazil. The achievement of a college degree is something celebrated along with friends and family at a big party. A lot of student’s cohort start saving money and planning the party since the first year of their course.
Heppi is a fintech startup specialized in financial organization for these graduating events. It helps the students to plan the party and collect money safely and transparently with a simple and easy-to-use app and web-based system.
In this project, I was involved from the first ideation meetings until the last validation with users. I did user research to help with the business design, creating user-centered solutions, and testing prototypes in different stages of fidelity.
USERS
1 - Undergraduate Student Cohorts
2 - Professional Party Planners
DESIGN PROCESS
The company team presented me with a brief benchmark and some ideas in our first meeting. We began the process of filling a Business Model Canvas to start aligning our understanding of the company's overall service and functioning. After finishing the first canvas draft we started an in-depth benchmark to help us in future ideation sessions and run a survey to gather quantitative data on users.
The data we got on the survey was the base for the interview topics and collaborative design workshops.
In the interview sessions with the students, we had a turning point. They had problems not just managing all the cohort money, but planing the parties. So, our first idea was just to help student cohorts to manage their money for their party. However, during this interview step, we found that the role of the professional party planner is fundamental in the Brazilian graduation party market. We recognized we just found another kind of user to help. The company service portfolio grew bigger, to help students to find party planners. And, help party planners to sell their services. Now, those party planners would be able to post celebrating experiences with prices, the number of participants, options of food, and other important information.
In order to help us design this party planner marketplace, Heppi hired a professional party planner as a business consultant, who brought us a lot of insights from this particular field.
The Heppi team conducted three Collaborative Design Workshops, one with party planners and two with students. During these sessions we used Card Sorting to define hierarchies for the Information Architecture, we validate some of our ideas and ideate new possibilities along with users. These sessions helped us creating personas and moodboards as well.
After having all the users' input I started designing the User Journey, User Flow, Sitemap, and Wireframes. Afterward, I made a very low-fidelity prototype with the wireframes to validate the User Flow and the Information Architecture. This allowed us to design the visual mockups based on the test results and the moodboard.
UX Research
Product Design
Product Management
About
I’m a Product/UX Specialist who transforms complexity into intuitive, impactful experiences. Backed by a Master’s in Computer Science and a PhD in Digital Media, I blend my technical background with a holistic design mindset to craft solutions at the intersection of user needs, business goals, and tech feasibility.
Guided by my “fast, cheap, and safe” philosophy, I quickly deliver insights, keep costs reasonable, and manage risks effectively. I also have hands-on experience managing product teams from research to development, ensuring that every stakeholder—from business to engineering to end-users—stays aligned.
My favorite challenges involve integrating complex data for multiple user types and creating a “win-win” experience that resonates with all stakeholders. I enjoy partnering with cross-functional teams, serving as the link between business strategy, engineering, and user satisfaction. I bring a comprehensive, end-to-end approach—spanning research, design, strategy, and delivery.
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EDUCATION
PhD - Digital Media Studies
Masters - Computer Science
Postgraduate degree (in progress) - Product Management
Graduate Specialization - Interface and Interaction Design
Bachelor's - Social Communication
LECTURING
Desinglab - UX Academy and Advanced Figma
Careerfoundry - UX Immersion and Product Design
ADPlist - Career advice - Volunteer
TOOLSET
Figma
Adobe XD
Axure
Miro
Google Analytics
Hotjar
Jira
Clickup
SKILLS
Heuristic Analysis
User Research
Usability Testing
Interviews
Focus groups
Card Sorting
Agile Methodology
Workshop Facilitation
DELIVERABLES
User Persona
Wireframe
Prototype
High-Fidelity Mockups
User Journey
Product Roadmaps
MVP Strategies
A/B testing
Projects
Conecta Recife | Website, App and Design System
A city's public service web portal and app
The project aimed to enhance the city's web portal and online service requests. The team rebuilt the website, developed an app for easy service requests, and ensured a seamless experience across digital channels. They also tackled the challenge of representing the city's department and service relationships in the website structure. The project involved collaboration with the Innovation Team and counselors of the City Government.
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Heppi | Website and Mobile App
Fintech startup specialized in financial organization for college graduation events.
Heppi helps students' cohorts to collect money safely and transparently with a simple and easy-to-use app.
In this project, I was involved in the first ideation meetings. I did user research to help with the business design, creating user-centered solutions, and testing prototypes in different stages of fidelity.
Baterias Moura | Website
The largest battery manufacturer in Latin America.
The redesign process involved meeting stakeholders to address business needs and brainstorm new website services. The core audience, independent sellers, and car workshops were prioritized, resulting in a battery seller searcher. User validation was conducted early in the process. The battery seller searcher proved profitable and led to the implementation of a car battery delivery system.
Administradores | Web Portal
The largest business and administration portal in Portuguese.
The project renewed a platform for business and administration content with 5 million monthly visits. The team followed a structured start, including stakeholder meetings, web analytics, benchmarking, and user research. The main challenge was organizing the portal's extensive content portfolio. The design team used Adobe XD and Figma in the UI stages. The redesign aimed to enhance the user experience for both free and premium users.
