With a solid graphic design and user-centered design background built over 14+ years, I've specialized in UX and User Research.

In 2022 I received my Ph.D. at the iSchool at the University of Maryland. My dissertation concentrated on designing efficient user onboarding for newcomers in a crowdsourcing context: User Onboarding Design in Citizen Science: A Path to Grow Engagement and Participation. 

My focus was to understand better how designers can create onboarding processes that result in early engagement.

During my doctoral research, together with Prof. Jenny Preece, Ph.D. & Dean Emerita from the UMD iSchool, we have focused on building a model that clarifies and defines attributes and elements of the first-time user experience.

User retention is especially relevant for platforms that strive to conquer new members/customers. My research shows that one way of onboarding new users is to deeply understand their needs, motivations, and expectations towards the app or service. Therefore, the product design must address specific user attributes and other relevant aspects of the interaction. 

EDUCATION

 

PHD IN INFORMATION STUDIES  |  2021

The University of Maryland, College Park, Maryland, USA.

  • Working with Dr. Jennifer J. Preece, Professor & Dean Emerita

  • Research focus: User Onboarding for crowdsourcing platforms and communities.
    I am interested in how to design better user experiences that captivate new users to join platforms and how onboarding components play a role in user retention and help to build engaged communities or relevant audiences. 

  • Relevant Coursework: Introduction to Qualitative Research Methods in Communication Research; Data Analytics for Information Professionals; Analyzing Social Networks and Social Media, Fundamentals of Human-Computer Interaction.

  • $270,000 Science Without Borders Ph.D. Scholarship from the Brazilian Federal Agency of Support and Evaluation for Graduate Education.

 

MASTER IN DESIGN AND HUMAN FACTORS  |   2011 - 2013

Santa Catarina State University (UDESC), Florianópolis, Santa Catarina, Brazil.

  • Relevant Coursework: Graphic Interfaces; Research Methodological Procedures, Design, Methods, and Human Factors.

  • Thesis: "Icons in graphic interfaces: a systematization of evaluation methodologies."

  • $10,000 Master Scholarship from the Brazilian Federal Agency of Support and Evaluation of Graduate Education.

 

BACHELOR IN GRAPHIC DESIGN    |   2004 - 2008

Santa Catarina State University (UDESC), Florianópolis, Santa Catarina, Brazil.

  • Monograph: "Pictographic Language: Semiotic aspects and considerations of the design of computer interfaces."

Professional 

 

UX Designer at Kander  |  São Paulo, SP, Brazil.

Started Feb 2024 - Present

  • Building an online app, the Kander platform, a one-stop-shop for professors to design high-quality online courses. I'm working with a small team of designers, developers, and product owners, designing requirements, user maps and journeys, UI elements, and visual patterns. Since it is a startup, I'm also working on optimizing our workflow, defining our practices, as well as, maintaining Figma files organized and usable for everyone.

UI/UX Intern at NEVERWARE  |  New York, NY

Summer 2016

  • Designed a new-user flow that comprehended website onboarding, signup, free trial flow, and interactive guide to installation and configuration. Neverware’s product allows a cloud-based OS (Google’s Chromium) to be installed on any computer. User research, user journey, and tests were conducted to identify pain points and redesign their installation flow.

Research Assistant at the ISCHOOL AT UNIVERSITY OF MARYLAND  |  College Park, Maryland, USA.

Summer 2015

  • Quantitative and qualitative analysis of social networks: Data collection, visualization, structural and content analysis.

  • Qualitative inquiry: Grounded theory for a Community-Driven NSF funded project: Advancing Informal Science Learning (AISL).

  • UI Design for a Citizen Science Platform: NatureNet, a multi-site NSF funded project: Advancing Informal Science Learning (AISL) through Community-Driven Projects that Adapt Technology.

      

Senior Designer and Owner of M.CASCAES GRAPHIC DESIGN STUDIO  |  Florianópolis, Santa Catarina, Brazil.

Designer and Owner Aug 2010 - Jul 2014
Freelancer Jun 2005 - Jul 2010

  • Oktoplus  (Reward programs manager app): UI and visual design, user journey and use cases.

  • Neoway  (Brazilian Big Data company invested by Accel Partners): UI and visual design, brochures, and infographics.

  • Food Diary  (Edutainment project): UI and visual design, working with an interdisciplinary team.

  • Graphic design services in southern Brazil, often including outsourcing and managing photographers, illustrators and writers.

     

Senior Designer at O3 DESIGN PACKAGING STUDIO  |  Florianópolis, Santa Catarina, Brazil.

Jun 2008 - Jul 2010

  • Packaging design for food and beverage industry, personal care products, including shipping package and displays.

 

Design Intern at AUDACES FASHION TECHNOLOGY  |  Florianópolis, Santa Catarina, Brazil. 

Feb 2007 - Jul 2008

  • CAD software solutions for the apparel industry: Icon design for complex and highly specialized software tools.

 

EXPERIENCE

 

PRODUCT DEVELOPMENT

  • Neverware: Designed a new user flow that comprehended website onboarding, signup, free trial flow and interactive guide to installation and configuration. Neverware develops a cloud-based OS that can be installed in any computer, and acts as a brand new Chromebook in full speed and functionalities. User research and user-centered design approach were employed to understand user needs, map their journey, identify major pain points and redesign their installation flow. The main goal was to enable their target customers to sign up, download and install the free trial version without difficulties or barriers.

  • Building products with start up teams: Oktoplus (Reward programs manager that keeps track of reward programs such as your frequent flyer miles, hotel and credit card points): In order to create the visual and interaction design for this application, had to understand the value for the user, to grasp the user needs and desires, comprehend the context of use.

  • Neoway (Big data company invested by Accel Partners that organizes public data for decision making): Helped them communicate to a larger audience how their services work and the process the development team goes through, visually demonstrate how data is collected, selected and brought to the user so decisions can be made. Designed brochures, website and talk presentations. Have also done work on some of their application's interfaces.

  • Audaces (CAD software solutions and hardware for the apparel and textile, furniture, metal and mechanical, glass, transport and paper industries): Designed hundreds of icons for complex and highly specialized software tools. Along with the development and marketing team, have also designed color palettes for different applications and commercial digital and printed materials.

  • Visual and interaction design for Edutainment project: Participated as a visual designer in an interdisciplinary team including developers, screenwriters, illustrators, artists, audio effects professional, nutritionists and psychological scientist. This edutainment game aimed at behavior change for healthy eating habits, conducted by a Neuroscientist at the Santa Catarina Federal University and sponsored by The Brazilian Industrial Social Services (SESI), based on the Transtheoretical Model.

 GRAPHIC DESIGN

  • Visual Identity: Logotypes, brand guides, stationery, uniforms, exterior and interior building signage systems.

  • Packaging: For food and beverage industry, personal care and hygiene products, packaging systems, including shipping package and displays.

  • Editorial: Brochures, including outsourcing and managing photographers, illustrators and journalists; magazines, advertisement and promotional materials, reports, catalog, flyers, and books.

  • UI: Art director for developing visuals and interaction elements for websites and applications. Opening and splash screens.

  • Pictogram and icon design: For web/desktop applications and printing.


EXPERIENCE WITH QUALITATIVE AND QUANTITATIVE ANALYSIS

  • Interviewing and testing users: during my master's program, together with a multidisciplinary team of students and professors, we conducted interviews with doctors from the Brazil's unified Health System to better grasp their daily challenges and improvement opportunities regarding Diagnostic Medical Imaging inside public hospitals. After generating preliminary low fidelity prototypes, I participated conducting usability tests as part of a research project for an online healthcare information system developed by the University Hospital of Federal University and the State Health Agency of Santa Catarina.

  • Quantitative and qualitative analysis of social networks: I conducted data collection, visualization, structural and content analysis aiming to understand how citizen science and environmental communities engage participants on Facebook. The work resulted in a peer-reviewed publication published at CSCW 2016 together with my co-author, Dr. Elizabeth Warrick, PhD.

  • Qualitative inquiry: As part of a research project last summer, building a Community-Driven Environmental Project at the Anacostia Watershed in D.C., I have participated in data collection inside the community, analyzing raw data, coding, extracting big ideas and identifying design goals for the online community platform development.

SKILLS

LANGUAGE

  • English and Portuguese.

TECHNICAL

  • Adobe Creative Suite.

  • Wireframing and Prototyping Tools: UxPin, Balsamiq, Axure, Sketch, Invision.

  • User studies (planning and conduction).

  • Qualitative methods.

  • User journey mapping.

  • Low and high fidelity prototyping.

  • User Research.

SOFT SKILLS

  • Power of accomplishment and problem solving.

  • Curiosity, analytical rationale and critical thinking.

  • Creativity – making connections and finding patterns.

  • Investigative mindset.

HARD SKILLS

  • Data collection methods and analysis.

  • Prioritization and time management.

  • User centered design.

  • User empathy and context awareness.

  • Visual design and aesthetics background.

  • Data driven design.