23°04′S · 43°35′W — Guaratiba, Rio de Janeiro
I live in two worlds: the precision of systems and the rhythm of nature. That shapes the way I build products. I move across industries, academic research and my own product, always treating UX as a strategic decision — not a final layer.
I'm from Rio de Janeiro's West Side. That's where I learned the value of democratizing knowledge and how design thinking can create real solutions.
We are made of improvisation and gambiarra — the Brazilian art of making do — but we always find a way to get there.
I was an entrepreneur for seven years before moving into UX Design. Even before that, I applied design everywhere I went, because to me design is problem solving. That origin left a mark: I don't design screens, I design decisions.
Today, in my master's research, I study how to adapt UX methods for micro and small businesses — democratizing my knowledge even further.
P—01
Every design is a trade-off. If I can't say what was sacrificed and why, the screen isn't ready yet.
P—02
Effectuation in practice: start from what exists (people, data, constraints) instead of waiting for the perfect scenario.
P—03
Evidence only has value when it changes a decision. Insight without consequence is a dead archive.
P—04
AI, code and automation inside the design flow. With a documented method, not as a hidden shortcut.
Chapter 06 — 2025 → now
The road led me back to research. I started a master's in strategy where I could bring together UX, entrepreneurship and innovation, seeking to understand how to adapt UX methods for small businesses. Along the way, Cyperus was born — where theory became product.
// click the trail markers to browse the chapters
Chapter 01 — 2011 → 2015
I hold a degree in Business Administration and started out in Process Quality before moving into Strategy. At Symnetics (a strategic planning consultancy built on BSC) I learned to diagnose organizations, build cause-and-effect maps and translate strategy into action. The systemic lens I carry to this day was born here.
Chapter 02 — 2012 → 2023
Together with my wife I created a few businesses: Wish Planner, Já Pensou?! and Agitação Social. Products that helped thousands of people, with a social and community dimension, making decisions with scarce resources. This is where I started applying design in practice — before I even knew that was its name.
Chapter 03 — 2022
After seven years as an entrepreneur, I officially entered product design to understand user experience with the same depth I had learned to see business. Coblue is where that synthesis got a name.
Chapter 04 — 2022 → 2024
Design in highly regulated environments with millions of users. Where I learned that UX process is not bureaucracy: it is a bridge that supports decision-making.
Chapter 05 — 2024 → now
The challenge was to build a platform from scratch, with a common language for teams in dozens of countries to measure and communicate KPIs. That experience taught me that global scale is not about technology — it is about decisions that survive distance.
Chapter 06 — 2025 → now
The road led me back to research. I started a master's in strategy where I could bring together UX, entrepreneurship and innovation, seeking to understand how to adapt UX methods for small businesses. Along the way, Cyperus was born — where theory became product.
// every case follows the same protocol: problem → decision → outcome.
// no made-up metrics. when there is no number, there is a lesson.
now in guaratiba — --:-- gmt−3 · open to conversations
