Summary
Senior Product Designer with over 12 years of experience transforming complex systems into user-friendly experiences, including fintech platforms, AI-powered analytics, and multi-brand loyalty platforms. With a long-standing fascination with human behaviour and what drives people to act, I approach design as a discipline of understanding people first: what motivates them, where they lose trust, and what makes them commit. Occasionally, it resembles a sitcom, full of twists, turns, and inevitable laughs.
I've led end-to-end design across B2B SaaS, data visualization, and AI and ML-driven products, partnering with research, engineering, and data science to deliver work that moves real metrics.
My approach to complexity is influenced by my dyslexic thinking; I naturally search for patterns others might miss and reframe problems before reaching for solutions.
AI-assisted prototyping and automated flows are also new areas of interest for me. I'm excited about the possibilities of accelerating the process for deeper design testing and bridging the gap and time span between design teams and engineers.
Work Experience
✤ Led UX and product design across Avios enrolment, account management, and Avios Wallet, shaping key member journeys from sign-up to ongoing loyalty management across IAG brands and Loyalty ecosystem.
✤ Simplified and refined onboarding journeys, including sign-up, login, profile management, account linking, and transaction flows to reduce friction for members overseeing Avios across multiple airline brands.
✤ Ran research, A/B and usability testing, and iterative prototyping in Figma to validate the MVP and improve how members manage balances, accounts, and Avios activity across a complex multi-brand loyalty product.
✤ Designed scalable experiences across British Airways, Aer Lingus, Iberia, and Vueling while respecting each brand’s identity for consistency.
✤ Drove impact across acquisition and loyalty engagement, including 214k account links in 90 days, 37% higher cross-brand redeeming rates, a 12% reduction in support queries, a 5.6% increase in new BAEC members, and a 40% faster enrolment process.
✤ Led end‑to‑end product and UX design for Pulsely’s DEI and culture analytics platform, shaping end‑to‑end user journeys for HR and DEI leaders across surveys, insights, and action planning.
✤ Ran discovery and usability research with stakeholders to uncover inclusion pain points, turning findings into prioritized product opportunities and design hypotheses.
✤ Collaborated with product, data science, and engineering to define problems, run design sprints, and ship iterative experiments aligned with DEI and people‑analytics goals.
✤ Established UX patterns and design documentation for DEI reporting, enabling faster delivery of new survey types, dashboards, and manager workflows across the platform.
✤ Designed end‑to‑end UX and UI for an AI‑powered analytics platform that turns complex business data into actionable customer‑lifecycle insights for non‑technical teams.
✤ Developed advanced, interactive data visualisations and dashboards, aligning each view with specific decision‑making goals to boost analytics capabilities.
✤ Collaborated with data, product, and engineering stakeholders to define requirements, conceptualise and ship AI‑driven features that elevated the overall product value and user experience.
✤ Built mockups, interactive user flows, and a cohesive design system to ensure consistency, speed up delivery, and support ongoing iteration across the platform.
✤ Consulted as Product Designer for a London‑based digital transformation agency, identifying UX opportunities across multiple client projects and shaping solutions that met concrete user and business needs.
✤ Designed a new mobile‑banking / virtual‑wallet concept for Android, enabling users from South Africa to pay for goods and services online without a traditional bank account.
✤ Defined core journeys (onboarding, balance/cards, payments, transactions, history) and translated them into clear navigation, user flows, and interaction patterns grounded in user‑centred design.
✤ Delivered detailed visual design and a reusable component‑based design system, ensuring a consistent, production‑ready UI across all screens and states.
✤ Led design of enterprise content and contract‑management experiences on the Alfresco platform, covering contract workflows and shared document libraries across web and mobile.
✤ Collaborated cross-functionally with UX team and translate complex enterprise processes (drafting, reviewing, approving, publishing and sharing content) into clear user journeys and interaction patterns using user‑centred design methods.
✤ Established a reusable visual language and design system, producing implementation‑ready specs and partnering with engineers to ensure consistent delivery across product.
✤ Designed data‑dense interfaces and interaction patterns for the EIKON financial desktop and related tools (including Boardlink), turning complex real‑time market data, news, analytics, and trading tools across multiple asset classes for financial professionals.
✤ Translated complex research, analytics, and portfolio‑management needs into clear interaction models, wireframes, and high‑fidelity visual designs and concepts for traders, analysts, and portfolio managers.
✤ Collaborated with product, research, engineering, and content teams to refine use cases, iterate on designs, and feed research insights back into workflows and patterns so they closely reflected traders’ and analysts’ real‑world routines
✤ Designed UI and interactive experiences for immersive digital installations in luxury real estate showrooms. Collaborating with developers and creative technologists to bring interactive 3D, AR, and touch-based applications to life.
✤ Ensured production-ready quality through design QA's and pixel-perfect delivery, contributing to client-facing installations across international markets while maintaining brand consistency throughout.
✤ Led end-to-end design strategy, graphic designs, and UI for Myway and Waybox's web and mobile music streaming platform, shaping the full product experience from brand language through interaction design across both B2C and B2B streaming services.
✤ Produced UI and marketing assets for ongoing platform maintenance and growth across. Collaborating cross-functionally with partners to maintain visual consistency and support product and commercial goals.
✤ Visual designs, information architecture and maintenance of the campaign website.
✤ Graphic design, print marketing elements, including booklets, flyers, posters, and outdoors for all national political campaigns designs and fine arts for printing.
Skills
User research (UX)
Information architecture (AI)
Design thinking
Wireframing / Prototyping
A/B testing
Usability testing
Data visualisation
Responsive design
UI design
Accessibility design
(WCAG compliant)
Design systems
Collaboration
Coaching
Tools
STILL Exploring THESE AI ...
Languages
Portuguese
English
Spanish
Education
Universidade Lusíada de Lisboa
(pre-Bologna system)
Interests
Human behaviour
Behavioural analysis
Artificial intelligence
Machine learning
Hobbies
Tech scuba diving
Speleology
History
Science
Climbing
Hiking
Travelling
Photography