Raysa Andrade Marcelino
Product Design Lead
Professional experience
Product Design Lead
(August 2023 - Present)
Sr. UI/UX Designer
(October 2022 - July 2023)
Berlin/Germany
- I started as Sr. UI/UX Designer and was promoted to Product Design Lead where I established and lead the end-to-end design process based on research, data analysis, ideation, validation and implementation with constant alignment and communication with stakeholders and engineering department.
- Guiding the hiring process and building a product design team.
- Leading the building process of a comprehensive design system that streamlines product development and the design process based on the company portfolio set up.
- Fostering and enabling a more user-centric approach alongside with cross functional teams collaboration to streamline product consistency from acquisition journey to retention by defining and tracking success metrics.
- Constantly iterating internal tool where we process customers claims and the customer account area.
- I am always fostering effective communication and collaboration within product and engineering department and also Operations, Marketing and sales.
Throughout my overall experience as a designer at GSG I worked and collaborated on diverse projects and teams, and also I had the opportunity to contribute my skills and expertise to the Best Buy project, collaborating closely with other designers.
As part of the project I conducted benchmarking and additional research to gain a deeper understanding of user needs and preferences. This holistic approach enabled me to identify pain points and opportunities for improvement within Best Buy's homepage.
As part of the project I conducted benchmarking and additional research to gain a deeper understanding of user needs and preferences. This holistic approach enabled me to identify pain points and opportunities for improvement within Best Buy's homepage.
I took on the responsibility of redesigning the homepage, employing a user-centric design approach. This involved creating wireframes, interactive prototypes, and visual mock-ups to bring the new design concept to life.
Throughout the process, I maintained a strong focus on usability, ensuring that the redesigned homepage provided a seamless and engaging user experience while collaborating closely with developers and stakeholders, gathering their feedback and incorporating it into the iterative design process.
Mid-level UX/UI Designer
(October 2020 - September 2021)
Sao Paulo/Sao Paulo - Brazil
I worked conceptualizing design ideas, ideating product flows, and bringing them to life through prototyping using tools like Figma and Sketch. I also had an active role in moderating usability tests, conducting both quantitative and qualitative research to inform design decisions for the car financing online simulator platform, the online portal for selling/buying cars and the feature for car financing contract management within the BV app.
In addition to designing interfaces for web and iOS/Android projects, I collaborated closely with developers and stakeholders to define and monitor metrics to assess the performance of the products, identify areas for improvement, and ensure that they meet the defined success criteria.
By engaging in these diverse activities, I bridge the gap between design and development, ensuring that the final deliverables not only meet the design requirements but also perform optimally and increased revenue. My commitment to collaboration, attention to detail, and proficiency in various tools and methodologies enabled me to deliver exceptional user experiences that aligned user needs and project goals.
In addition to designing interfaces for web and iOS/Android projects, I collaborated closely with developers and stakeholders to define and monitor metrics to assess the performance of the products, identify areas for improvement, and ensure that they meet the defined success criteria.
By engaging in these diverse activities, I bridge the gap between design and development, ensuring that the final deliverables not only meet the design requirements but also perform optimally and increased revenue. My commitment to collaboration, attention to detail, and proficiency in various tools and methodologies enabled me to deliver exceptional user experiences that aligned user needs and project goals.
In my role as a UX Designer, I had the opportunity to contribute to a web application project focused on car insurance inspection.
To gain deeper insights into user experience and conversion rates, I devised a comprehensive plan for collecting data and developed the entire structure for Google Analytics, including events, tags, conversion funnels, and goals. The data collected from these efforts would serve as a foundation for further analysis and data-driven decisions.
Additionally, I worked to identify significant usability issues and prioritize them for subsequent implementations and iterations of the product in order to optimize the user experience. By combining user feedback with quantitative data, we could create a roadmap for future iterations that would address the most critical usability issues and deliver a more seamless and user-friendly experience.
Jr. UX Designer
(September 2019 - August 2020)
Graphic Designer
(August 2018 - August 2019)
(Former Endurance International Group)
Florianopolis/Santa Catarina - Brazil
I began my journey with the company by creating digital campaign materials for platforms such as Google Ads and Facebook Ads. As I neared the completion of my UX/UI graduate course, I transitioned into the role of UX designer, specifically focusing on the company's website.
As UX Designer I led the initiative to revamp the shopping cart experience, to improve the conversion rate and also with the rebranding project redesigning some product pages from the company’s website.
Along whole process I focused on quantitative data analysis and also moderated usability test to get qualitative data to support with the improvements, and this approach allowed me to gain insights into users' navigation experiences and align them with key business metrics.
Based on the findings, I worked developing of a new version of the main product page, employing a user-centric design approach. This involved leveraging the research data to inform the creation of an optimized and user-friendly interface.
As UX Designer I led the initiative to revamp the shopping cart experience, to improve the conversion rate and also with the rebranding project redesigning some product pages from the company’s website.
Along whole process I focused on quantitative data analysis and also moderated usability test to get qualitative data to support with the improvements, and this approach allowed me to gain insights into users' navigation experiences and align them with key business metrics.
Based on the findings, I worked developing of a new version of the main product page, employing a user-centric design approach. This involved leveraging the research data to inform the creation of an optimized and user-friendly interface.
Digital/ Graphic Designer (Internship)
(July 2017 - February 2018)
Campina Grande/Paraiba - Brazil
Throughout my internship, I had the opportunity to expand my knowledge and skills in digital marketing, branding, concept creation, and social media content development.
I gained hands-on experience in leveraging digital platforms to strategize and execute effective marketing campaigns, I actively participated in developing and maintaining brand identities, ensuring consistency and coherence across various digital channels and also created engaging and compelling content for social media platforms, fostering meaningful connections with the target audience.
Freelancer
(February 2015 - June 2017)
Campina Grande/Paraiba - Brazil
As a freelance designer, I've worked on various branding and graphic design projects, with a specific focus on social media.
I've created visually engaging social media posts, banners, infographics, and visual identities.
I've created visually engaging social media posts, banners, infographics, and visual identities.
My work has helped clients enhance their online presence, effectively communicate their brand, and engage their target audience.
Freelancing has sharpened my design skills, adaptability, and understanding of visual communication. I deliver high-quality designs within tight deadlines, combining creativity and professionalism to support businesses in the digital realm.
Research assistant (Internship)
(June 2014 - August 2014)
Wales Centre for Behaviour Change
Bangor - Wales (United Kingdom)
During my summer internship at the Wales Centre for Behaviour Change in Bangor, North Wales, I had the opportunity to delve into and focus on the following areas:
Nudges and Behavioural Changes through Design: Studying the application of design techniques to influence and facilitate behavioural changes.
Design Thinking: Embracing a human-centered approach to problem-solving and innovation, considering user needs and preferences.
Research: Engaging in research activities to gather insights and inform design decisions.
User-Centered Design: Prioritizing the needs and experiences of users to create impactful and user-friendly solutions.
During this internship, I dedicated my time and efforts to understanding the concepts and practical applications related to these areas. This experience allowed me to develop a deeper understanding of the role of design in driving behavioural changes and applying user-centered design principles.
Nudges and Behavioural Changes through Design: Studying the application of design techniques to influence and facilitate behavioural changes.
Design Thinking: Embracing a human-centered approach to problem-solving and innovation, considering user needs and preferences.
Research: Engaging in research activities to gather insights and inform design decisions.
User-Centered Design: Prioritizing the needs and experiences of users to create impactful and user-friendly solutions.
During this internship, I dedicated my time and efforts to understanding the concepts and practical applications related to these areas. This experience allowed me to develop a deeper understanding of the role of design in driving behavioural changes and applying user-centered design principles.
Education
UI/UX Design Post Degree Specialization
(2019 - 2020)
Faculdade Unyleya
Florianopolis - Brazil
I focused on enhancing my educational background in Product Design, with a specific emphasis on:
- Information Architecture: Optimizing usability and findability in digital interfaces.
- Gamification: Applying game elements to enhance user engagement and motivation.
- Digital Interfaces: Designing visually appealing and functional interfaces across platforms.
- User Experience: Applying user-centered design principles to meet user needs and preferences.
- Design Thinking: Embracing a human-centered approach to generate innovative solutions.
- Interaction Design: Crafting intuitive and engaging user interactions.
- Information Architecture: Optimizing usability and findability in digital interfaces.
- Gamification: Applying game elements to enhance user engagement and motivation.
- Digital Interfaces: Designing visually appealing and functional interfaces across platforms.
- User Experience: Applying user-centered design principles to meet user needs and preferences.
- Design Thinking: Embracing a human-centered approach to generate innovative solutions.
- Interaction Design: Crafting intuitive and engaging user interactions.
These areas were the focus of my post-degree course, allowing me to specialize and refine my skills in Product Design. With expertise in information architecture, gamification, digital interfaces, user experience, design thinking, and interaction design, I deliver user-centric solutions that drive engagement and satisfaction.
Scholarship - BSc in Product Design
(2014 - 2015)
Bangor University
Bangor - Wales
One-year exchange program where I was a scholarship student through "Science Without Borders" in the Product Design course. I had practical and theoretical classes that prepared us for executing projects based on real-life situations.
The course provided a broad foundation to students by encouraging research and imparting knowledge about Marketing, Intellectual Property, Sustainability, and Economics, among others. The project development process is primarily based on the Double Diamond method and Design Thinking.
In addition to gaining knowledge in Design, the exchange program was significant in developing soft skills such as adaptability. Being immersed in a socio-cultural context completely different from what I was accustomed to made the experience enriching both academically and personally.
The course provided a broad foundation to students by encouraging research and imparting knowledge about Marketing, Intellectual Property, Sustainability, and Economics, among others. The project development process is primarily based on the Double Diamond method and Design Thinking.
In addition to gaining knowledge in Design, the exchange program was significant in developing soft skills such as adaptability. Being immersed in a socio-cultural context completely different from what I was accustomed to made the experience enriching both academically and personally.
Product Design Bachelor’s Degree
(2012 - 2018)
Federal University of Campina Grande
Campina Grande - Brazil
During my Product Design degree my education focused on:
- Systemic Approach to Design: Identifying, investigating, and exploring design elements comprehensively.
- User-Product Relationship: Understanding the dynamics between users and products.
- Interdisciplinary Connections: Exploring design's intersections with functionalism, aesthetics, ergonomics, and more.
- Design as a Competitive Advantage: Utilizing design to enhance product/service quality and transform ideas into successful ventures.
These focal points provided a strong foundation in Product Design and valuable knowledge and skills to approach design understanding the user-product relationship, diverse facets of design, and leveraging design as a strategic differentiator for creating impactful products and services. My education equipped me with a well-rounded understanding of Product Design and prepared me to contribute to innovative solutions that meet user needs, while also driving business success.