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
Senior UI/UX Designer
✤ 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.
Senior UI/UX Designer
✤ 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.
Senior UI/UX Designer
✤ 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.
Senior UI/UX Designer
✤ 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.
Senior Visual Designer
✤ 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.
Senior Visual Designer
✤ 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.
Senior Visual Designer
✤ 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
UI and Interactive Designer
✤ 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.
Senior Visual Designer
Waymedia
✤ 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.
WEB AND GRAPHIC DESIGNEr
PSD (Partido Social Democrata)
✤ 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
Design systems
Scrum master
Collaboration
Coaching
Tools





















Languages
Portuguese
English
Spanish
Education
Universidade Lusíada de Lisboa
Bachelor's Degree of Industrial / Product Design — 2004
Interests
Human behaviour
Behavioural analysis
Artificial intelligence
Technology
Machine learning
When I’m not untangling product journeys, I’m usually chasing quieter ones of my own, somewhere between the ocean, a remote road, or a flight search tab, negotiating with myself whether “rest” means a calm dive, a new stamp in the passport… or both. I like places where you can actually hear your own breathing, either underwater or within the nature. Crowds are great for research, less great for relaxation, so you’ll typically find me on the edges: at the calm table in the café, watching how people move, react, and negotiate their day while I carefully avoid becoming part of the show.
I have a long‑term relationship with scuba diving - well before I met my husband - and a particular fascination with caves. It’s the kind of hobby that teaches you patience and respect for risk more than heroics. Overhead environments appeal to me more for the discipline they demand than the thrill of it; planning ahead, staying aware of your limits, and knowing when to call a dive before the cave makes the decision for you.
On land, the same pattern shows up as “road trips instead of resorts” and “conversations over noise”, I’d rather have three honest talks than a hundred quick introductions.
I listen first, talk second, and when I do speak, it’s usually to connect a few dots or tilt the story slightly so it makes more sense, with humour that smiles rather than shouts. My ideal day off has a bit of adventure, a bit of observing, reflection, and a lot of space: no performance, no rush, just enough room to see the small details most people are too busy to notice.













