Lucas Borba is a product designer who turns complexity into measurable outcomes.

Brastemp's new premium refrigerators sat on a generic product page: value unperceived, sales leaning on discounts. Leadership had named the redesign a top-10 company initiative.

Lift conversion on a high-ticket product and give the page a bespoke, premium feel, on a fixed launch timeline, mid-migration to a new design system.

I led it end to end: discovery (benchmark, behavioral data, CES survey), the redesign from generic catalog to a real buying journey, and a hi-fi build on the new design system.

Brastemp's e-commerce funnel was leaking: a significant drop-off across the buying journey through 2024.

Turn more visitors into buyers without piling more onto the page: five drop-off points, five targeted moves.

I ran the discovery (five critical drop-off points from user data), turned it into an actionable roadmap, aligned product + engineering on scope and feasibility, and owned the end-to-end redesign of the product page and checkout.

Brastemp's primitive and semantic tokens existed in the new Orbit design system, but with no underlying visual logic or rules to govern how they should be applied.

Build technical rigor, contrast, and traceability into the brand without killing the personality that makes it recognizable, and without locking other designers in.

I built the foundations single-handedly in 3 weeks, typography, color, border, pattern, and motion, plus the cross-application rules and the branded-moment criterion the brand never had. My hardest call, resolving the AS IS vs. IDEAL tension without escalating.

A LATAM-leading conversational-AI platform needed to lift the same funnel at three points: acquisition, onboarding, and support.

Design one coherent conversational layer, omnichannel and CRM-synced, and adapt it to each stage instead of shipping three point solutions.

I owned conversational product design across all three stages, from rule-based flows at the top of the funnel to a grounded GPT-3.5 layer at the bottom, converging onboarding and support into one in-product copilot.