About me

About me

Product Designer and Mentor

ABOUT ME

<h2>ABOUT ME</h2>

I’m Rafael Guimarães Oliveira, a Product Designer Lead with 14+ years in design and 7+ years focused on Product Design. I specialize in fintech and B2B platforms, turning complex credit, risk, and regulatory rules into clear, intuitive experiences across web and mobile.

I deliver measurable impact through strategy, research, and scalable systems, improving app ratings from 2.0 to 4.6, increasing onboarding conversion by 53.4%, and boosting lead verification by 135.4%. I’m based in São Paulo and open to Canada relocation or remote roles.

Let's talk Download my CV

Product Strategy

Aligning user needs with business goals to drive scalable, high-impact solutions and long-term product success.

End-to-End Design

Leading the full design lifecycle—from research to execution—to craft seamless, data-driven user experiences.

Design Systems

Building and evolving scalable, consistent, and accessible design frameworks that enhance efficiency across teams.

Leadership & Impact

Creating structure in messy environments, improving cadence, alignment, and getting delayed roadmaps back on track.

COMPANIES

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RECOGNIZED BY EXPERTS
"Rafael’s dedication, strong design process, and proactive mindset consistently led to exceptional results. A top-tier designer."
Allan CardozoDesign Manager, Delivery Hero
Allan Cardozo
"I brought Rafa to Rappi for his strong work ethic and ability to turn complex challenges into impactful design solutions."
Luis AlegriaFounder & CEO, Storytime
Luis Alegria
"Rafa led a major revamp of restaurant onboarding, pushing the team toward first-principles thinking and delivering real impact."
Nima ZahediProduct Director, Monzo
Nima Zahedi
"Rafa’s user-centered approach, adaptability, and high-quality solutions made him an invaluable asset to the team."
Diego VillarroelHead of Design, Rappi
Diego Villarroel
"Rafael's designs significantly improved usability and boosted conversion rates, aligning perfectly with business goals."
German SoteloEng. Manager, Rappi
German Sotelo
"Rafa kept a complex project on track despite shifting deadlines, showing resilience and delivering outstanding results."
Santiago MartinezProduct Manager, Rappi
Santiago Martinez
"From the moment I interviewed Rafa, I knew he had incredible potential. Seeing his growth and contributions over time has been inspiring."
Carolina LedesmaDesign Manager, CVC Corp
Carolina Ledesma
"Rafael played a key role in redesigning the Merchants Onboarding process, simplifying the flow and improving the user experience."
Daniel IsaelProduct Manager, Scopely
Daniel Isael
"Rafael is not only an exceptional designer but also a fantastic teammate—proactive, detail-oriented, and always raising the bar."
Paula LenisDesign Lead, Rappi
Paula Lenis

EXPERIENCE

Design Lead with 14+ years in design and 7+ years in product design, focused on fintech and B2B platforms. I lead end-to-end UX strategy in complex, regulated environments, building clear workflows, aligning cross-functional teams, and translating credit and compliance rules into simple experiences. Previously, I scaled B2B onboarding across multiple markets, increasing conversion by 53.4% and improving lead verification by 135.4%. My approach combines strategy, data, and high-quality execution to drive business outcomes.

THOUGHTWORKS • 2025 - NOW
Product Designer Lead
RAPPI • 2022 - 2025
Senior Product Designer
CVC CORP • 2018 - 2022
Product Designer
AGENCIES • PAST - 2018
UX / UI / Web Designer

EDUCATION

I built my Digital Design & UX expertise at some of Brazil’s top universities. After a technical high school in design, I specialized in web, multimedia, and 3D. I later earned a Digital Design degree, focusing on UI/UX and front-end development, and a postgraduate degree in UX & Design, refining my skills in strategy, research, and scalable systems. This strong academic foundation shapes my ability to create impactful experiences.

PROFESSIONAL DIPLOMA • 2020 • UX UNICÓRNIO
Digital Design and Applied Arts
PROFESSIONAL DIPLOMA • 2020 • UX UNICÓRNIO
Master-Level Product Design
POST-GRADUATION • 2019 • BELAS ARTES
Digital Design for New Nedia
PROFESSIONAL CERTIFICATION • 2014 • S.A.G.A.
Adobe & Autodesk Design

Hard Skills

UI & Prototyping

Figma, Photoshop, Illustrator – Designing scalable UI, prototyping, and refining visuals with strong brand consistency.

Research & Data

Maze, Hotjar, G.A., Mixpanel – Conducting usability testing, heatmaps, funnel analysis, and behavioral tracking to drive data-informed decisions.

Roadmap & Details

Jira, Notion – Managing roadmaps, prioritizing design tasks, and aligning teams with structured workflows and documentation.

Motion & Interaction

After Effects, Rive – Creating microinteractions, UI animations, and motion design to enhance usability and engagement.

LANGUAGE SKILLS

  • Portuguese
    Native
  • Spanish
    Professional B2 - C1
  • English
    Professional B2 - C1

Interested in working together?

Let’s connect on LinkedIn!