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. Fully remote since 2019, I've worked with distributed, English-first teams at Whirlpool and Blip, with full overlap on US and European business hours.
Principles
What I've learned to do, and keep learning.
Problem before solution
Most briefs arrive as a solution. I start with the job people hire the product to do and map the opportunities around it, because without fit to a real need, speed and polish won't turn into revenue. Reframing early is the cheapest design decision there is.
Outcomes over output
I'm fluent in business, product, and UX metrics and start from the company's goals and numbers. I design for the whole system, not the screen, looking for the quick wins and structural bets that move revenue, efficiency, and loyalty.
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 continuous experimentation.
Build fast, learn faster
I pick up new tools on my own, build 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. Documenting our bets and results turns each build into a shared learning system.
AI with judgment
I design AI products, and design with AI. I review its output critically, keeping what's worth shipping and cutting what's generic, and I own transparency and trust in what ships.
Team-first, ego-last
I plug into a team, not around it: I adapt to each company's culture and constraints, stay proactive across product, engineering, and data, and keep decisions visible and aligned so the work stays coherent across teams. Remote and cross-functional by default.
Stack
The tools behind the work.
Design
FigmaFramerProtoPie
Code · AI-first
Figma MCPClaude CodeCursorVS CodeCodex
UI & motion
HTML5CSS3shadcn/uiTailwind CSSMaterial 3Apple HIGGSAPAnime.js
Experience
A path across domains.
2026 · present
Staff Product Designer (Specialist) · Whirlpool
D2C e-commerce
Design lead across two squads on Brastemp, Consul, and Compra Certa: conversion (high-ticket product pages and branded journeys) and Trade-In, a circular-economy commerce program.
- Sole design ownership of Trade-In end to end, from product-page discovery through valuation, scheduling, collection, and post-purchase
- Design direction for high-ticket product pages: structure, motion, visual asset reviews, and pre-release audits against Baymard Institute guidelines
- Designing the brands' conversational AI assistant: surfacing rules, streaming states, answers grounded in catalog data, and human handoff
- One set of Orbit components and tokens across both squads, so product pages, Trade-In, and the assistant read as a single product
2024 · 2026
Senior Product Designer · Whirlpool
D2C e-commerce
End-to-end UX for Brastemp, Consul, and Compra Certa, from problem definition to shipped high-fidelity design, against conversion, revenue, and Customer Effort Score targets.
- Owned the product-page-to-checkout redesign: R$296M (~US$55M) in new revenue, +27% YoY conversion View case →
- Shipped the premium flagship page as a buying journey: +63% conversion View case →
- Built Brastemp's first complete visual foundation inside Orbit, Whirlpool's multi-brand design system, solo in three weeks View case →
- Filter and search redesign benchmarked to Baymard: search CES detractors −65%
2021 · 2024
Product Designer · Blip
Conversational AI · B2B SaaS
Three teams at a LATAM-leading conversational-AI platform: professional services, customer support, and marketing and growth.
- Marketing and Growth: led design of the AI Marketing Agent, which captures, qualifies, and recovers leads across channels, validated through A/B tests. R$15.3M in revenue, 48.8% YoY PaaS growth
- Customer Support: led discovery through usability testing for a GPT-3.5 help layer across channels. First response 68 → 11 min, +24% CSAT
- Professional Services: Lean Inception workshops with Voltz executives to define a fintech MVP and its in-app conversational onboarding, plus a WhatsApp bill-payment assistant via PIX for Energisa
2020 · 2021
UX/UI Designer · Upwork
Freelance
UX/UI design for international clients, web and mobile, from user flows to high-fidelity prototypes.
2019 · 2020
UX Designer · Flows
EdTech
End-to-end UX for web and mobile educational products, from research to interface design and prototyping.
More than just technical talent, Lucas stands out for his genuine collaboration, kindness, and empathy, qualities that strengthen teamwork and elevate the environment around him.
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.
He perfectly balances hard and soft skills, with a very strong analytical mind and an understanding of the user's side that ensures the best possible experience in the projects he develops.
Very rewarding and encouraging to work with, due to his extreme commitment to deliverables and his availability to help the team whenever necessary. Proactivity and excellence summarize his work.
Lucas is one of the biggest fast learners I know. His natural interest in understanding human beings in all their dimensions, and his ability to architect that in various formats, led him naturally to UX.
Get in touch
- Emailborbeto@gmail.com
- LinkedIn/lucasmoraesborba
- Medium@lucasmoraesborba