Strategic Designer · São Paulo
I see business problems as opportunities to build what's different and necessary. No fluff.
Service Design Associate Manager at Accenture Song. 10+ years turning ambiguous business problems into products, services & strategies that people actually use.
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★ Featured case · DASA · 2020–2021
A telemedicine platform that turned a side bet into R$35M in revenue.
The thesis
"Patients don't want telemedicine. They want their doctor, just faster, cheaper, and with less friction. Design for that, and the tech turns invisible."
I led product strategy and UX for NAV Pro during COVID. DASA needed to launch a consultation platform in weeks, not on the usual timeline of quarters.
We shipped an MVP in 6 weeks, ran weekly co-creation with physicians, and obsessed over booking flow. The result reshaped how 100K+ patients access care in Brazil.
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Consultations delivered
0
Booking completion rate
0
Navigated revenue
01 · problem
02 · insight
03 · ship
Selected work
01
Billy
Pet identification app using nasal biometrics, with a SaaS for pet industry professionals. Built solo, from zero to launch, with AI support at every step.
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02
NAV Pro
A telehealth platform built during the pandemic, with 100K+ consultations delivered and a new benchmark for digital healthcare in Brazil.
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03
Longevity
Venture building for a global consumer goods multinational. From mapping growth arenas to an MVP tested with real consumers: 35 opportunity areas, one thesis, six prototype cycles.
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04
Happiness Platform
Innovation strategy for a consumer goods brand. Research across four tracks, strategic asset mapping, and three value proposition hypotheses tested through to the business case.
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05
Honda Financial Services
Consortium, financing, and insurance unified into a single mobile app. More autonomy for customers, less reliance on the dealership.
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06
Henkel
A phygital ecosystem for construction professionals and home users, changing how sealants are discovered, chosen, and used.
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07
Logistics
Service design for a freight platform connecting truck drivers and carriers, with new search flows and end-to-end operational management.
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Trusted by
SodexoKellogg'sHenkel
AviancaHondaDASA
TinderWeTransfer
About
Trained as an industrial designer. Sharpened in consulting. Grounded in the work.
I've spent a decade at the intersection of business strategy and human-centered design, working with Sodexo, Honda, Kellogg's, Henkel, and DASA. I translate between boardroom and prototype, and I like the work more when both sides come out better.
I also draw manga in my spare time. Creativity doesn't punch a clock, and a good page layout holds up in both contexts.
Accenture Song (formerly Fjord) · Service Design Assoc. Manager
2021 – Now
DASA · Product Owner / Digital Lead
2020 – 2021
Echos Innovation Lab · Senior Strategic Designer
2019 – 2020
Avianca Brasil · Communication & Strategy
2014 – 2019
Service DesignProduct Strategy
Design ThinkingUser Research
Workshop FacilitationJourney Mapping
Business ModelsPrototyping
GenAI ToolsFigmaMiro
LinkedIn ↗
Mentoring
What mentees say.
I mentor designers through ADPList on career transitions, sharpening strategic thinking, and building portfolios that actually get interviews.
Get in touch
Let's talk about your next challenge.
Open to senior strategic design roles, consulting engagements, and the occasional good conversation.