Available for hire
Luiz DiasProduct DesignerUX/UIProudly from Rio
I TranslateBusinessFor ThoseWhoBuild
6 years turning business requirements into complex product solutions for education, retail and AI-driven systems
Luiz DiasProduct DesignerUX/UI
Scroll down ↓Cases
From the question to the number
- 01
The differentiator was right. The road to it wasn't.
Only 12% of the people who opened the app finished a purchase. A heuristic review of all 32 screens came back with 80 findings, and the cart held every single catastrophic one. I recommended refactoring the journey on top of an in-house design system, starting at the door where the funnel leaked.
Read the case →32%
less drop-off at sign-up
- 02
A product from scratch, with no access to users
The bet was to attack the operating cost of marketing agencies with AI, and there was neither a product nor an installed base. The C-level vetoed any contact with users, so I built discovery out of benchmarking and the in-house adman as a domain reference.
Read the case →200+
ad formats in one hour
- 03
The executive studies on a break, not at a desk
Courses for senior leadership, and a clear business goal: widen the consumption channels to lift conversion and LTV. Research showed that more than 60% of students were studying away from home, on their phones. I recommended bringing the class inside the app, with note taking, live sessions and notifications.
Read the case →40%
more course completion
Track record
Six years, in order
2026 — present
Senior UX Designer
Retail
React Native design system, continuous research, usability testing and steering the app together with the leadership team.
2024 — 2026
UX Designer
AI and marketing
Corporate design system from Figma to documentation: around 15 components holding up the interface.
2023 — 2024
Mid-level UX/UI Designer
Legaltech
Design System 1.0 built from scratch: 36 complex components, design tokens and the light and dark themes.
2022 — 2023
Design System Manager
Education
From business case to adoption: the company's first proprietary design system, after designing the content app.
2021 — 2022
Mid-level UX/UI Designer
Education
Full product cycle for students and guardians, plus a national olympiad with more than 20 thousand students.
2020 — 2021
Graphic Designer
Branding
Branding, digital campaigns and web interfaces, split between an agency and a university junior agency.
About
Guessing is easy.Evidence is work.
My work starts before the screen. I talk to the people who use the thing, run usability tests and go after the number that tells me whether it actually worked. I like walking into a meeting with evidence in hand, because everyone has an opinion, myself included.
Then comes putting the house in order. I have built design systems at three companies: the first in-house system at an edtech, 36 components with tokens and light and dark themes at a legaltech, and one in React Native in retail. It is the kind of work nobody notices and everybody feels the moment it is missing.
I am from Rio, six years into this, and I spend a good part of the day translating. For the leadership team, who think in revenue and deadlines. For engineering, who think in components and states. When those two conversations meet, the product moves.
- Based in
- Rio de Janeiro, Brazil
- Skills
- Discovery and researchUsability testingProduct metricsDesign systems and tokens
- Code
- HTML, CSS, JavaScript, Svelte, React Native
Available for hire
What problem do youneed to solve?
oi@luizdias.designCopied
Remote or hybrid, from Rio to anywhere in the world. I also consider offers in São Paulo and Minas Gerais.