With over 14 years of experience in graphic design and user-centered design, I’ve developed a strong specialization in UX and user research. In 2022, I earned my Ph.D. from the iSchool at the University of Maryland, where my dissertation focused on designing effective onboarding experiences for newcomers in crowdsourcing platforms. Titled User Onboarding Design in Citizen Science: A Path to Grow Engagement and Participation, my research explored how designers can foster early user engagement through well-crafted onboarding processes.

Working alongside Prof. Jenny Preece, Ph.D. & Dean Emerita of the UMD iSchool, we developed a model that defines key attributes of the first-time user experience. This work highlights how critical user retention is for platforms seeking to grow their user base. My findings emphasize that successful onboarding starts with a deep understanding of users’ needs, motivations, and expectations—insights that must directly inform product and interaction design.

EDUCATION

PhD in Information Studies | 2014-2022
University of Maryland, College Park, Maryland, USA

Advisor

Dr. Jennifer J. Preece, Professor & Dean Emerita

Research Focus

My research centers on user onboarding within crowdsourcing platforms and communities. I aim to design improved user experiences that attract new users and investigate how various onboarding components influence user retention and foster the development of engaged communities or relevant audiences.

Relevant Coursework

  • Introduction to Qualitative Research Methods in Communication Research

  • Data Analytics for Information Professionals

  • Analyzing Social Networks and Social Media

  • Fundamentals of Human-Computer Interaction

Awards

Recipient of the $270,000 Science Without Borders Ph.D. Scholarship from the Brazilian Federal Agency of Support and Evaluation for Graduate Education. 

MASTER IN DESIGN AND HUMAN FACTORS  |   2011 - 2013

Santa Catarina State University (UDESC), Florianópolis, Santa Catarina, Brazil.

  • Relevant Coursework: Graphic Interfaces; Research Methodological Procedures, Design, Methods, and Human Factors.

  • Thesis: "Icons in graphic interfaces: a systematization of evaluation methodologies."

  • $10,000 Master Scholarship from the Brazilian Federal Agency of Support and Evaluation of Graduate Education.

 BACHELOR IN GRAPHIC DESIGN    |   2004 - 2008

Santa Catarina State University (UDESC), Florianópolis, Santa Catarina, Brazil.

  • Monograph: "Pictographic Language: Semiotic aspects and considerations of the design of computer interfaces."

Professional 

 

UX Designer at Kander  |  São Paulo, SP, Brazil.

Feb 2024 - Present

  • I’m currently helping build Kander, an online platform that serves as a one-stop shop for professors to design high-quality online courses. As part of a small, agile team of designers, developers, and product owners, I lead efforts in defining product requirements, mapping user journeys, designing UI components, and establishing visual design patterns. Given the startup environment, I also focus on optimizing our design workflow, shaping team practices, and ensuring our Figma files remain organized, scalable, and accessible to all collaborators.

UI/UX Intern at NEVERWARE  |  New York, NY

Summer 2016

  • Designed a comprehensive new-user experience for Neverware, covering website onboarding, sign-up, free trial flow, and an interactive guide for installation and configuration. The product enables users to install a cloud-based OS (Google’s Chromium) on virtually any computer. Through user research, journey mapping, and usability testing, I identified key pain points in the installation process and led a redesign to improve clarity, reduce friction, and support user success from the start.

Research Assistant at the ISCHOOL AT UNIVERSITY OF MARYLAND  |  College Park, Maryland, USA.

Summer 2015

  • Quantitative and qualitative analysis of social networks: Data collection, visualization, structural and content analysis.

  • Qualitative inquiry: Grounded theory for a Community-Driven NSF funded project: Advancing Informal Science Learning (AISL).

  • UI Design for a Citizen Science Platform: NatureNet, a multi-site NSF funded project: Advancing Informal Science Learning (AISL) through Community-Driven Projects that Adapt Technology.

      

Senior Designer and Owner of M.CASCAES GRAPHIC DESIGN STUDIO  |  Florianópolis, Santa Catarina, Brazil.

Designer and Owner Aug 2010 - Jul 2014
Freelancer Jun 2005 - Jul 2010

For over nine years, I ran my own design practice, partnering with clients across the tech, education, and small business sectors. My work blended visual design, branding, and interface design—always grounded in the client’s goals and user needs.

Selected projects include:

  • Developing the visual language and user journeys for Oktoplus’s rewards program app

  • Designing UIs, infographics, and marketing materials for Neoway, a leading data analytics company

  • Collaborating on the interface and identity for a SEST/UFSC-funded educational health app

  • Leading full-scope branding projects—including photography, illustration, and copywriting—for restaurants, schools, and startups

This hands-on, multidisciplinary experience shaped my design approach: strategic, collaborative, and deeply user-centered. It also laid the groundwork for my transition into UI/UX and human-centered design.

Senior Designer at O3 DESIGN PACKAGING STUDIO  |  Florianópolis, Santa Catarina, Brazil.

Jun 2008 - Jul 2010

Led the graphic design team, managing projects from concept to completion, including task delegation and visual development oversight. Partnered with the product designer to ensure seamless integration of 3D assets into presentations and production. Created packaging designs for a variety of clients in the food and beverage and personal care industries, encompassing shipping solutions and point-of-sale displays.

  • Packaging design for food and beverage industry, personal care products, including shipping package and displays.

 

Design Intern at AUDACES FASHION TECHNOLOGY  |  Florianópolis, Santa Catarina, Brazil. 

Feb 2007 - Jul 2008

At Audaces, a leader in CAD software solutions for the apparel industry, I was part of the marketing department, where I contributed to both product interface design and marketing communications. My primary responsibilities included icon design for complex and highly specialized software tools, helping create a cohesive and intuitive visual system for users in fashion manufacturing.

In parallel, I supported the marketing team by designing a variety of graphic materials, including promotional pieces, printed collateral, and digital assets. This dual role gave me early exposure to working across functional teams, balancing technical product design with brand and communication needs.

This experience not only sharpened my visual design skills, but also introduced me to the importance of aligning user experience with strategic marketing efforts.

 

EXPERIENCE

 

PRODUCT DEVELOPMENT

  • Neverware: Designed a new user flow that comprehended website onboarding, signup, free trial flow and interactive guide to installation and configuration. Neverware develops a cloud-based OS that can be installed in any computer, and acts as a brand new Chromebook in full speed and functionalities. User research and user-centered design approach were employed to understand user needs, map their journey, identify major pain points and redesign their installation flow. The main goal was to enable their target customers to sign up, download and install the free trial version without difficulties or barriers.

  • Building products with start up teams: Oktoplus (Reward programs manager that keeps track of reward programs such as your frequent flyer miles, hotel and credit card points): In order to create the visual and interaction design for this application, had to understand the value for the user, to grasp the user needs and desires, comprehend the context of use.

  • Neoway (Big data company invested by Accel Partners that organizes public data for decision making): Helped them communicate to a larger audience how their services work and the process the development team goes through, visually demonstrate how data is collected, selected and brought to the user so decisions can be made. Designed brochures, website and talk presentations. Have also done work on some of their application's interfaces.

  • Audaces (CAD software solutions and hardware for the apparel and textile, furniture, metal and mechanical, glass, transport and paper industries): Designed hundreds of icons for complex and highly specialized software tools. Along with the development and marketing team, have also designed color palettes for different applications and commercial digital and printed materials.

  • Visual and interaction design for Edutainment project: Participated as a visual designer in an interdisciplinary team including developers, screenwriters, illustrators, artists, audio effects professional, nutritionists and psychological scientist. This edutainment game aimed at behavior change for healthy eating habits, conducted by a Neuroscientist at the Santa Catarina Federal University and sponsored by The Brazilian Industrial Social Services (SESI), based on the Transtheoretical Model.

 GRAPHIC DESIGN

  • Visual Identity: Logotypes, brand guides, stationery, uniforms, exterior and interior building signage systems.

  • Packaging: For food and beverage industry, personal care and hygiene products, packaging systems, including shipping package and displays.

  • Editorial: Brochures, including outsourcing and managing photographers, illustrators and journalists; magazines, advertisement and promotional materials, reports, catalog, flyers, and books.

  • UI: Art director for developing visuals and interaction elements for websites and applications. Opening and splash screens.

  • Pictogram and icon design: For web/desktop applications and printing.


EXPERIENCE WITH QUALITATIVE AND QUANTITATIVE ANALYSIS

  • Interviewing and testing users: during my master's program, together with a multidisciplinary team of students and professors, we conducted interviews with doctors from the Brazil's unified Health System to better grasp their daily challenges and improvement opportunities regarding Diagnostic Medical Imaging inside public hospitals. After generating preliminary low fidelity prototypes, I participated conducting usability tests as part of a research project for an online healthcare information system developed by the University Hospital of Federal University and the State Health Agency of Santa Catarina.

  • Quantitative and qualitative analysis of social networks: I conducted data collection, visualization, structural and content analysis aiming to understand how citizen science and environmental communities engage participants on Facebook. The work resulted in a peer-reviewed publication published at CSCW 2016 together with my co-author, Dr. Elizabeth Warrick, PhD.

  • Qualitative inquiry: As part of a research project last summer, building a Community-Driven Environmental Project at the Anacostia Watershed in D.C., I have participated in data collection inside the community, analyzing raw data, coding, extracting big ideas and identifying design goals for the online community platform development.

SKILLS

LANGUAGE

  • English and Portuguese.

TECHNICAL

  • Adobe Creative Suite.

  • Wireframing and Prototyping Tools: UxPin, Balsamiq, Axure, Sketch, Invision.

  • User studies (planning and conduction).

  • Qualitative methods.

  • User journey mapping.

  • Low and high fidelity prototyping.

  • User Research.

SOFT SKILLS

  • Power of accomplishment and problem solving.

  • Curiosity, analytical rationale and critical thinking.

  • Creativity – making connections and finding patterns.

  • Investigative mindset.

HARD SKILLS

  • Data collection methods and analysis.

  • Prioritization and time management.

  • User centered design.

  • User empathy and context awareness.

  • Visual design and aesthetics background.

  • Data driven design.