Bernardo Horta

Owned the evolution of the Design System: semantic structure, clear documentation, and consistent component usage across products, keeping it visually and functionally consistent.

Led conversion rate optimization initiatives across the platform, identifying bottlenecks and implementing design solutions to improve lead generation, in close collaboration with product, marketing and engineering. Optimized PPC landing pages to convert high-intent traffic.

Improved end-to-end conversion funnels, reducing friction and improving usability across the site, with the support of extensive research, benchmarking, interviews, data analysis and testing.

Planned and facilitated design workshops and sprints with team members, clients and colleagues, to come up with solutions for complex product challenges such as conversion rate optimization, user adoption and engagement, prioritizing features, and defining and validating MVPs, among others.

Guided teams through the full problem-solving cycle, from discovery and ideation to prioritization, prototyping, testing, and analysis, ensuring solutions were user-centered and viable.

Led UX research activities, such as user acceptance testing, A/B tests, data analysis, interviews, and more. Created artifacts like personas, wireframes, user journeys, experience maps, fast prototypes, and high fidelity designs (UI) ready for production or testing, including all product screens, states, assets and interactions, contributing to design systems, and developer handoff.

Designed multiple successful projects for the firm and its clients across diverse industries, including SaaS, finance, healthcare, retail, and media, impacting millions of users globally.

Owned the full product design lifecycle, from journey mapping, requirements analysis, and concept development to handoff, launch, and implementation in collaboration with engineering.

Planned and executed UX research and analytics initiatives (interviews, usability tests, surveys, data analysis), translating insights into continuous product evolution and contributing to the firm's UX maturity through guidance and training.

Designed key artifacts (interfaces, interactions, wireframes, prototypes, personas, flows, journeys) and contributed to the development and implementation of the firm's design system.

Director of digital products, responsible for planning, managing, designing, and building systems, websites, and applications from zero to launch.

Executed UI and UX work, translating user needs and business requirements into interfaces and optimal user experiences. Created design artifacts, such as stakeholder maps, personas, wireframes, journey maps, user flows, and prototypes, and facilitated user research sessions.

Managed teams and projects, including designers, developers, artists, and service providers, ensuring timely delivery and maintaining productive work relationships. Led the planning and coordination of UX, UI design, and development work, collaborating closely with clients to develop strategies and create information architecture and user journeys.

Part of a brand redesign initiative that brought the business's branding and identity into a more modern era, in line with its hi-tech offerings, contributing art direction and web design.

Created various design products, from print to digital, including advertising materials and technical brochures.

Conducted and analyzed research, metrics and reports from various initiatives, tailoring campaigns and design materials to improve conversion rates.