UX/UI Designer specialized in fintechs, startups, and digital products.
I transform complex flows into simple experiences with direct impact on conversion and retention.
Essavie – B2C Strategy Driven by UX
As founder, I redesigned the full purchase journey for an emerging jewelry brand, from acquisition to retention, leading end-to-end product design: landing page, checkout, upsell, and CRM.
Aligned product, audience, and visual narrative, enhancing user experience and maximizing business impact.
Role
Founder
Product Strategy & Direction
UX Research & Testing
Visual Design
Duration
3 months
3,1%
3,1%
3,1%
Conversion Rate
+2,3x
+2,3x
+2,3x
ROAS
-50%
-50%
-50%
CPA (Cost per Acquisition)
+13%
+13%
+13%
30-Day Repurchase
"The turning point came when we repositioned Essavie not as a jewelry brand, but as a visual shortcut to the lifestyle its customers wanted."
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
Results:
Increased social media engagement
Elevated perceived value and trust
Established a solid foundation for efficient paid traffic conversion
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
Results:
Conversion rate: 1.4% → 3.1%
Orders/day: 1–2 → 4–6
Estimated ROAS: 1.9x → 4.2x
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
Results:
Checkout conversion: 1.9% → 3.4%
Average time to checkout: 57s → 22s
Average order value: R$180 → R$256 (+42%)
04. Post-Purchase, CRM & Communication
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
Results:
30-day repurchase: 8% → 21%
Post-purchase email open rate: — → 38%
Post-purchase email click rate: — → 7.5%
Repeated customer inquiries: — → -40%
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
Results:
Increased social media engagement
Elevated perceived value and trust
Established a solid foundation for efficient paid traffic conversion
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
Results:
Conversion rate: 1.4% → 3.1%
Orders/day: 1–2 → 4–6
Estimated ROAS: 1.9x → 4.2x
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
Results:
Checkout conversion: 1.9% → 3.4%
Average time to checkout: 57s → 22s
Average order value: R$180 → R$256 (+42%)
04. Post-Purchase, CRM & Communication
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
Results:
30-day repurchase: 8% → 21%
Post-purchase email open rate: — → 38%
Post-purchase email click rate: — → 7.5%
Repeated customer inquiries: — → -40%
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
Results:
Increased social media engagement
Elevated perceived value and trust
Established a solid foundation for efficient paid traffic conversion
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
Results:
Conversion rate: 1.4% → 3.1%
Orders/day: 1–2 → 4–6
Estimated ROAS: 1.9x → 4.2x
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
Results:
Checkout conversion: 1.9% → 3.4%
Average time to checkout: 57s → 22s
Average order value: R$180 → R$256 (+42%)
04. Post-Purchase, CRM & Communication
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
Results:
30-day repurchase: 8% → 21%
Post-purchase email open rate: — → 38%
Post-purchase email click rate: — → 7.5%
Repeated customer inquiries: — → -40%
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
Results:
Increased social media engagement
Elevated perceived value and trust
Established a solid foundation for efficient paid traffic conversion
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
Results:
Conversion rate: 1.4% → 3.1%
Orders/day: 1–2 → 4–6
Estimated ROAS: 1.9x → 4.2x
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
Results:
Checkout conversion: 1.9% → 3.4%
Average time to checkout: 57s → 22s
Average order value: R$180 → R$256 (+42%)
04. Post-Purchase, CRM & Communication
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
Results:
30-day repurchase: 8% → 21%
Post-purchase email open rate: — → 38%
Post-purchase email click rate: — → 7.5%
Repeated customer inquiries: — → -40%
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
04. Post-Purchase & CRM
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
04. Post-Purchase & CRM
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
04. Post-Purchase & CRM
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
01. Rebranding & Strategic Pivot
Conducted a positioning diagnosis and, together with a graphic designer, redesigned visual identity, narrative, and target audience. Micro-feedbacks and tests guided the pivot toward “aspirational accessible luxury.”
02. Landing Page for Core Product
Using Hotjar and GA4 data, I developed a landing page focused on a single product, removing distractions, using high-impact visuals, and A/B tested copy.
03. Checkout & Upsells/Cross-Sells
Mapped drop-off points in the funnel, redesigned the flow, and tested offer placement in less intrusive moments. The “Buy Now” button accelerated impulsive decisions.
04. Post-Purchase & CRM
Implemented an omnichannel automation (WhatsApp, email, chat) with simple segmentation and a human tone, reinforcing post-purchase care and encouraging visual feedback.
About Me
Specialist in simplifying critical flows for fintechs, startups, and digital products to improve acquisition and retention. I work with data, rapid testing, and validations to transform hypotheses into clear, efficient, and measurable solutions.
Experience
UX/UI Designer
2025-Present
Redesigned onboarding, investment, and payment flows for fintechs. Tested hypotheses with users, data, and Figma prototypes, increasing conversion and reducing churn.
Product Designer
2023–2024
Led an e-commerce from scratch to consistent daily sales with a limited budget, using research and A/B testing to redesign the purchase journey and creatives.
Traffic Manager
2020-2021
Created and tested landing pages for international sales funnels. Reduced CPL by 20% through GA4, persuasive copywriting, and precise audience targeting.
Architect
2020-2024
Regularized properties and developed technical projects with a focus on deadlines, legal compliance, and approvals from public authorities.
UX/UI Designer
2025-Present
Redesigned onboarding, investment, and payment flows for fintechs. Tested hypotheses with users, data, and Figma prototypes, increasing conversion and reducing churn.
Product Designer
2023–2024
Led an e-commerce from scratch to consistent daily sales with a limited budget, using research and A/B testing to redesign the purchase journey and creatives.
Traffic Manager
2020-2021
Created and tested landing pages for international sales funnels. Reduced CPL by 20% through GA4, persuasive copywriting, and precise audience targeting.
Architect
2020-2024
Regularized properties and developed technical projects with a focus on deadlines, legal compliance, and approvals from public authorities.
UX/UI Designer
2025-Present
Redesigned onboarding, investment, and payment flows for fintechs. Tested hypotheses with users, data, and Figma prototypes, increasing conversion and reducing churn.
Product Designer
2023–2024
Led an e-commerce from scratch to consistent daily sales with a limited budget, using research and A/B testing to redesign the purchase journey and creatives.
Artista 3D
2020-2021
Created and tested landing pages for international sales funnels. Reduced CPL by 20% through GA4, persuasive copywriting, and precise audience targeting.
Architect
2020-2024
Regularized properties and developed technical projects with a focus on deadlines, legal compliance, and approvals from public authorities.