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Professional Experience
Senior Product Designer
Worten Portugal (Sonae Group)
Lisbon, Portugal • Portugal's market-leading consumer electronics retailer (E-commerce & Omni-channel)
Jan 2023 – Present (3+ years)
RISE Design System
Led the vision, governance, and adoption of the RISE Design System, functioning as both Product Designer and Product Owner to ensure a scalable single source of truth across 20+ internal digital products.
20+ products unified
60+ components
"Atlas" Operational Platform
Applied RISE to Worten's most complex internal tool, an operational backbone running everything from site configuration
to financial reporting. Proof that a design system can hold up under real complexity.
50% reduced dev time
WCAG AA compliant
200+ daily users
Design Culture & Operations
Implemented documentation standards and open critique sessions. Standardised end-to-end design-to-engineering workflows, reducing operational friction and accelerating delivery cycles.
AI-Native Workflows
Uses Claude and Figma AI to accelerate concept exploration, research synthesis, and design review, compressing the distance from strategic intent to engineering-ready direction.
Figma AI adoption
Reduced handoff times
Senior Product Designer
Bliss Applications
Lisbon, Portugal • Digital product studio — B2B and B2C products for global brands
May 2017 – Dec 2022 (5.5 years)
EDP ON Digital Workplace
Led UX/UI initiatives for EDP ON, a digital workplace consolidating 25+ legacy tools into a single, coherent platform for 12,000 employees across 14 countries.
Bank BPI
Designed end-to-end experiences for a high-traffic financial platform across Mobile App, Intranet, Desktop, and Self-Service Kiosks, navigating strict technical and regulatory constraints while translating complex financial workflows into interfaces that build trust without losing precision. Designed for failure states, edge cases, and high-stakes user decisions.
UI Designer
HAVAS / BBDO / TBWA / Wiz Interactive
Lisbon, Portugal • Creative and digital agencies — national and global brands
Sep 2010 – Apr 2017 (7 years)
Global Brands Portfolio
Conceptualised and designed responsive websites and interactive campaigns for global brands.
IKEA
McDonald's
Playstation
L'Oréal
NOS
Continente
Equipment Designer (Intern)
Arquiled
Lisbon, Portugal • National Lighting design and equipment manufacturer
Sep 2009 – Apr 2010 (1 year)
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AI in my Workflow
I don't use AI to replace design decisions. I use it to eliminate the work that gets in their way.
How to use it:
Figma Make
For rapid solution validation before committing to high-fidelity design, interaction flows, component states, colour exploration and mood testing. What used to require a full prototype to evaluate now takes minutes to test and discard if needed.
Figma AI
For find-and-replace of UX writing and labels across components at scale, and for design checks, catching inconsistencies across a library of 60+ components that would take hours to review manually.
LLMs
ChatGPT, Gemini, Claude, Copilot, and others.
For UX writing, generating user stories, A/B test variants, and producing documentation that works for both technical
and non-technical audiences, without rewriting the same content twice. Also, as a meeting co-pilot, I use LLMs to turn raw notes into structured meeting records — what was discussed, what was decided, to-dos and owners. What used to take 30 minutes now takes two.
Custom Gems & Claude Skills
For repeatable, context-specific tasks: I've built dedicated workflows for RISE documentation, component specs
and design system governance content. The result: documentation time cut by half.
The honest take
AI didn't change how I think about design. It changed how much time I spend on the work that surrounds it, which means more time on the decisions that actually matter.
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Core Skills
Expert
Design systems
Product design
DesignOps
Accessibility (WCAG)
Leadership
Proficient
UX Research
Stakeholder management
Figma AI / LLMs
Agile / Design sprint
Tools
Figma • FigJam • Supernova • Zeroheight • Confluence • Jira • Miro • Mural • Adobe Creative Cloud • Trello
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Education & Certifications
UX Management: Strategy and Tactics • IxDF (Interaction Design Foundation) • 2025
Accessibility: How to Design for All • IxDF (Interaction Design Foundation) • 2024
Design Systems 360° • Academia CCP • 2023
Equipment Design • Faculdade de Arquitectura, UTL • 2003 – 2009
5th Place — CCP National Awards • Creative Club Portugal award for design excellence • 2014
2nd Place — ICEL Contest • Design & Development of Cutlery Service • 2009
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Languages
Portuguese: Native
English: Advanced
Spanish: Intermediate
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Interests
Trekking • Cycling • Pilates • Fitboxing • Travel • Books • Pottery • Food • Nature • Culture
Beyond delivery, I make a point of staying close to what's emerging — following advances in AI, Augmented Reality, and Spatial Computing to understand how they'll challenge the design systems we build today.