I design products that evolve with the business
I'm Luis Henrique, a Product Designer based in Campinas, Brazil. For over 10 years I have combined research, strategy, and data to turn complex problems into clear products.
01Who I am
Research, strategy, and data in one process
I'm a UX and Growth Design specialist. I work on end-to-end journeys in SaaS, B2B, and B2C products, retail, POS, and food service, with strong experience in education, e-commerce, and management platforms.
My approach is practical and impact-driven. I bring together Design Thinking, Service Design, and product metrics to build consistent experiences with measured results.
I work directly with PMs, POs, engineers, marketing, and business teams to speed up decisions and reduce rework. I have worked on strategic projects for Serasa, AB InBev, and São Leopoldo Mandic.
10+
Years of experience
5 mi+
Data connections at Serasa
As part of the team, from 1 million to over 5 million
75 to 85%
Less execution time on EBR
With AI in the process, without loosening the rigor of a regulated product
2
Awards at the 26th Mídia Festival
Gold for a website and bronze for an app
02How I work
Deliverables that define me
- Qualitative and quantitative research, interviews, and usability tests focused on actionable hypotheses
- Flows, journeys, and information architecture to reduce friction and improve conversion
- High-fidelity prototyping and continuous evolution of Design Systems, with component governance
- A/B experiments, heuristics, and KPIs using GA4, Hotjar, Clarity, Power BI, and Looker Studio
- Growth work with CRO, SEO, conversion funnels, and retention metrics
- Work in agile squads focused on prioritization, risk, alignment, and predictable delivery
- Mentoring and technical support for designers, promoting consistency and good practices
03Now
Design where an interface error is a quality deviation
I'm a Senior Product Designer at Grupo EMS, at EMS Tech, leading the design of EBR (Electronic Batch Record), the system that supports the compliance of every batch on the MES platform.
I reconcile two opposite audiences in the same system: the administrative layer, made up of VPs, quality, and management, and the execution layer, on tablets on the production line. I design for the factory floor, with gloved operators, unstable lighting, and zero margin for ambiguity.
I use AI as a method: documentation, business rules, prototyping, and flow validation with parallel agents, with Claude through MCP connected to Figma. I bring high-fidelity mockups to the table early, so stakeholders decide on something visible before a line of code exists.
04Career
Where I have worked
2026 to present
Grupo EMS
Senior Product Designer
EBR (Electronic Batch Record), Heijunka, and OEE on the MES platform
2024 to 2026
Grupo Mandic
Senior Product Designer
Course e-commerce, from storefront to checkout, across UX, product, and growth
2023 to 2024
Serasa Experian
Senior Product Designer
Consumer Open Data and Score, with FGTS, Open Finance, and Gig Worker connections
2023
Criah
Product and Service Designer
Cattle purchasing app for Fazenda Conforto
2019 to 2023
AB InBev
Senior Product Designer
Smart Ads, HomeBroker, Data Training Academy, and BI dashboards
2017 to 2019
SoftVision Soluções Tecnológicas
Senior Product Designer
Complete ERP for the Government of Angola
2015 to 2017
Portal Publicidade
UX Designer and Front-end
Websites, e-commerce, apps, and growth strategy
2011 to 2015
Pearson Brasil
Mid-level Product Designer
Lead Machine and the Wizard Corporate University
2006 to 2011
ITAL, Food Technology Institute
Web Designer
05Education
Studies, awards, and languages
- Advertising and Marketing, Universidade Paulista (2008 to 2011)
- Web Design, People Computação (2009 to 2011)
- Agility certification, promoting agile transformation
- Gold for a website and bronze for an app at the 26th Mídia Festival
- Native Portuguese, limited working proficiency in English, and elementary Spanish