With extensive experience in both physical and digital product design, I have refined my consumer-facing skills. As a co-founder of a business with a brand and a design studio, I have led strategic and creative projects from conception to final production. My hands-on approach in business operations, e-commerce development, marketing, and logistics has refined my UX design skills, ensuring alignment with business goals.
Experience
Digital Product Freelancer
2024 - Present
Redesigned an e-commerce platform for a fine jewelry brand, enhancing user experience to boost sales.
Revamped a website for a doctor to support mothers in breastfeeding, fostering trust and encouraging consultations.
Galula - Co-founder, Brand Creative Direction & Product Designer
2011 - Present
Led the strategic planning and conceptualization of the e-commerce platform for unique furniture and lighting designs.
Conducted ideation sessions and opportunity mapping for e-commerce innovation.
Developed user stories and employed JTBD framework to address customer needs.Monitored KPIs and used data-driven insights to iterate and refine designs.
Guided the brand’s design vision and coordinated the production process.Developed and implemented the newsletter strategy and design to engage customers and promote products.
Co-designed and developed Galula's entire range of physical products, from initial conception to final production.
Integrated Galula products with dropshipping platforms, expanding market reach.
Enhanced visual storytelling through brand photography.
Mendes’Macedo Studio - Co-founder & Product Designer
2013-2022
Established Mendes Macedo Studio for distinct design projects, avoiding brand identity confusion.
Designed products for brands like Noocity, FAHR 021.3, PMI Portugal, Porto Innovation Hub, and Ágora.Collaborated with clients and manufacturing teams to realize design projects.
Conducted ideation sessions and applied user-centered design principles.
Managed projects from concept to completion, ensuring alignment with brand vision and market expectations.
Noocity - E-commerce and B2B Operations Consultant
2019-2021
Optimized e-commerce and B2B operations through cross-functional collaboration.
Analyzed workflows and implemented process improvements to increase efficiency and reduce costs.
Developed strategies for managing customer relationships and enhancing satisfaction.
Education
FLAG
May 23 - Fev 24 - Professional Digital Product UX/UI Design Academy
This immersive program provided me with comprehensive knowledge and hands-on experience in crafting seamless user experiences and intuitive interfaces. Throughout the course, I developed crucial skills including user research, wireframing, prototyping, UI design, usability testing, product discovery, agile methodologies, figma, design sprints, and more. Exploring various aspects of digital product design, I honed my skills in creating engaging and user-centric designs.
ESAD Escola Superior de Artes e Design
2005-2009 - Product / Industrial Design
I obtained a Bachelor's Degree in Product Design, a program that prepared me for a comprehensive understanding of the process of creating innovative products aimed at meeting the needs of people as users. This degree integrated industrial, economic, social, and environmental requirements, empowering me to create design solutions that address multiple facets. Through this education, I gained a broad and in-depth perspective in the field of product design.
Exhibitions & Letcures
Maison et Objet 2017 / 2018 / 2019
London Design Fair 2016
Remade In Portugal
10º edição - Casa de Arquitetura Matosinhos 2018 8º edição - Fundação EDP Porto - 2014
6ª edição - Fundação EDP Porto - 2012XI Triennale International Exhibition 'Objects after Objects' Milão - 2015
EXD'15 - Desire, Stress, Transition / Portuguese design Matosinhos - 2015
Selected'15 - Design Monat Graz - 2015
'Como se pronuncia design em português?' Beijing Design Week - 2014
’Around the Book’ - Poldi di Pezzoli Museo Milão - 2013
Dizáine ESTGV Instituto Politécnico de Viseu - 2017
Let’s Take a DIP - Um mergulho na área do Design de Interiores e Mobiliário ESD_IPCA - 2016
Arcada Design ESEIG - 2014
ENED Design IPCB - 2014
Clicka UBI - 2013
Skills
I have a strong foundation of empathy, creativity, and problem-solving. My collaborative approach and light spirit make me easy-going, fostering effective teamwork and communication that contribute to my passion for innovative design solutions. Additionally, my business-oriented mindset enables me to align design strategies with overarching business goals, ensuring that my work not only meets user needs but also contributes to the success of the overall business.
Tools
Figma (design and prototyping)
Adobe Photoshop
Adobe Illustrator
Miro
Squarespace / Shopify
Hotjar / Maze
Keyshot
Extra
🪴 🎨
I love plants, whether they're edible or decorative, from planting seeds to nurturing their growth. Despite not practicing it lately, I also have a fondness for painting, which is a passion I look forward to revisiting in the future.