Over 9 years building incredible products

Who is Fefo?

Currently based in Belo Horizonte with an Advertising background, I became a Product Designer passionate about what I do. I believe design has the power to help businesses scale and deal with complex challenges. My process is highly data-driven and centered on deeply understanding both user and business needs. I love investigating patterns, testing hypotheses, and iterating quickly to find efficient solutions. This way, I create products that truly meet people’s expectations and deliver tangible results for companies.

When I’m not working, you’ll probably find me playing video games or planning my next trip. Another fun fact is that I’m so into coffee, I even named my dog Moka—and I’m currently working on an app inspired by that passion!


My Professional Journey

Jan. 2016 – Apr. 2018

mLearn

This is where I started my career as a Product Designer, creating various Value-Added Service (VAS) apps for major telecom brands.

Apr. 2018 – Oct. 2021

Blip

I began as a Conversational Designer in a business unit focused on consulting for large companies. Later, I joined the product team, working directly on Blip Desk—an omnichannel customer service platform. Finally, I moved to the product growth tribe, defining and implementing acquisition and onboarding strategies.

Oct. 2021 – Jun. 2024

Caju

I served as the first Design Lead at Caju, structuring the design discipline and overseeing the redesign of the HR platform. I also implemented accessibility best practices for the Caju app, established the design system, and introduced a strategic vision to ensure consistency and operational efficiency.

Jun. 2024 – Present

Brius

I structured the Etus Design Language, a white-label design system tailored to the needs of multiple brands in the group. I took part in the redesign of Plusdin, Brius’s financial education app, and worked on the retention and onboarding team developing strategies to boost engagement and accelerate value delivery to users.