About
To me, product design isn't just pixel-perfect screens: it's connecting strategic business goals and deep user understanding, finding the quick wins and innovation that drive real value.
I'm a product designer who thrives at the intersection of creativity, data, and strategic impact. I work shoulder-to-shoulder with product managers, engineers, and data analysts, evidence-led and fast to test, so design ships real value, not just screens.
That includes designing AI products, and designing with AI. Across seven years I've worked remotely with distributed, English-first teams at Whirlpool and Blip, which sharpened how I communicate and deliver across time zones.
Stack
The tools behind the work.
Design
FigmaFramerProtoPie
Code · AI-first
Figma MCPClaude CodeCursorVS CodeCodex
UI & motion
HTML5CSS3shadcn/uiTailwind CSSMaterial 3Apple HIGGSAP
Principles
What drives the work.
Strategic, outcome-driven design
I design for business outcomes, not screens. I read the OKRs and KPIs, see the whole product ecosystem, and look for the quick wins and structural bets that move revenue, cost, or advantage.
Evidence over opinion
Decisions backed by data and real user understanding. My Social Sciences background pushes me past the metrics into the qualitative “why”: through discovery, research, and fast, continuous experimentation.
AI with judgment
I design AI products, and design with AI. I also own the ethics of what ships: transparency and trust, so people understand what the AI does, why, and where it should stop.
Craft that ships
High-fidelity work, compelling storytelling, and a clean, low-error handoff to engineering. Craft isn't decoration; it's what makes the decision land and the build hold.
Team-first, ego-last
I plug into a team, not around it: I adapt to each company's culture and constraints, learn from the people around me, and stay proactive across product, engineering, and data. Remote and cross-functional by default.
Proof over promise
New tools and domains don't wait for a training plan: I pick them up on my own, build with them hands-on, and put the result in front of the team while feedback is still cheap. I'd rather show a working prototype than a slide about one.
Experience
A path across domains.
2026 · present
Whirlpool · New Revenue Streams
Product Design Specialist on the Staff-level IC track. Design lead for Trade-In, a circular-economy commerce program, with sole design ownership of the journey end to end, from product-page discovery through valuation, scheduling, collection, and post-purchase.
- Flows, journey maps, and state-based interaction diagrams covering core paths and edge cases, across a journey that runs from a product page to a physical collection
- Partner with product, advanced analytics, consumer care, and reverse logistics to separate design-addressable friction from operational constraint, and to size the realistic ceiling of each before committing roadmap capacity
2024 · 2026
Whirlpool · E-commerce
Senior Product Designer. Led end-to-end UX for Whirlpool's three Brazilian e-commerce brands (Brastemp, Consul, and Compra Certa), from discovery to shipped high-fidelity design.
- Rebuilt Brastemp's PDP-to-checkout journey: R$296M in new revenue, +27% YoY conversion, 112% ROI
- Shipped the premium flagship page: +63% conversion, add-to-cart 5.97% → 10.65%
- Built the brand's first complete visual foundation in Orbit, solo in 3 weeks, on the global One Lar WCAG 2.1 system
2021 · 2024
Blip · Conversational AI
Across three squads at Blip, a LATAM-leading conversational-AI platform (B2B SaaS), owned conversational design across the customer lifecycle with a GPT-based AI layer running through it.
- Blip Marketing Chatbot: 48.8% YoY PaaS growth, 356K active users at 80.7% engagement
- GPT-3.5 support layer: first response 68 → 11 min, +24% CSAT, resolution 25% faster, R$90,200 saved
- Converged onboarding and support into one in-product AI copilot
2019 · 2021
Upwork & Flows · UX/UI foundations
End-to-end design for web and mobile as an Upwork contractor, after starting in edtech at Flows.
- Upwork: user flows, wireframes, and hi-fi prototypes, from interface refreshes to full products from the ground up
- Flows: research-grounded social-emotional learning experiences, designed with educators and rooted in Positive Psychology
He brought innovative ideas and strategic feedback, always looking for ways to improve the product, contributing data for the team to analyze together.
A very differentiated professional: beyond soft skills like communication and collaboration, his hard skills are strongly focused on discovery, research, and process.
Open to remote product roles, worldwide.
- Emailborbeto@gmail.com
- LinkedIn/lucasmoraesborba
- Medium@lucasmoraesborba