Lucas Borba · Senior Product Designer · 7+ years
Product design that turns complexity into measurable outcomes.
Specialist in aligning business strategy and data-informed design. My work spans state-of-the-art e-commerce, conversational AI, and design systems, for distributed global teams.
Impact
R$296Mnew revenue · D2C e-commerce
R$15M+attributed revenue · B2B SaaS
−84%first-response time · AI support
Fields
D2C e-commerce · B2B SaaS · conversational AI · design systems (also fintech, energy, and edtech)
Works
Remote · English C1–C2 · GMT-3 ±5h
Selected work
Four problems, framed and measured.
Turning a generic product page into a premium buying journey
E-commerce · Whirlpool / Brastemp · Senior PD (lead)
View full case →Context
Brastemp's new premium refrigerators sat on a generic product page: value unperceived, sales leaning on discounts. Leadership had named the redesign a top-10 company initiative.
Challenge
Lift conversion on a high-ticket product and give the page a bespoke, premium feel, on a fixed launch timeline, mid-migration to a new design system.
My contribution
I led it end to end: discovery (benchmark, behavioral data, CES survey), the redesign from generic catalog to a real buying journey, and a hi-fi build on the new design system. My hardest call: securing conversion before the add-on.
Impact
10.65%
Add-to-cartfrom 5.97% · +78%
+63%
Final conversion
−45%
Bounce rate
The shopping-journey redesign behind R$296M in new revenue
E-commerce · Whirlpool / Brastemp · Senior PD
View full case →Context
Brastemp's e-commerce funnel was leaking: a significant drop-off across the buying journey through 2024.
Challenge
Turn more visitors into buyers without piling more onto the page: five drop-off points, five targeted moves.
My contribution
I ran the discovery (five critical drop-off points from user data), turned it into an actionable roadmap, aligned product + engineering on scope and feasibility, and owned the end-to-end redesign of the product page and checkout.
Impact
+27%
YoY conversion
112%
Return on investment
+15%
Customer Effort Score
Design system foundations that gave a brand its grammar
Design System · Whirlpool / Brastemp · Senior PD
View full case →Context
Brastemp's primitive and semantic tokens existed in the new Orbit design system, but with no underlying visual logic or rules to govern how they should be applied.
Challenge
Build technical rigor, contrast, and traceability into the brand without killing the personality that makes it recognizable, and without locking other designers in.
My contribution
I built the foundations single-handedly in 3 weeks, typography, color, border, pattern, and motion, plus the cross-application rules and the branded-moment criterion the brand never had. My hardest call, resolving the AS IS vs. IDEAL tension without escalating.
Impact
5
Foundations systematizedtype · color · border · pattern · motion
3 wks
Solo, end to end
Orbit
Now the official brand tokens
Conversational AI across the entire B2B SaaS customer lifecycle
Conversational AI · Blip · Product Designer
View full case →Context
A LATAM-leading conversational-AI platform needed to lift the same funnel at three points: acquisition, onboarding, and support.
Challenge
Design one coherent conversational layer, omnichannel and CRM-synced, and adapt it to each stage instead of shipping three point solutions.
My contribution
I owned conversational product design across all three stages, from rule-based flows at the top of the funnel to a grounded GPT-3.5 layer at the bottom, converging onboarding and support into one in-product copilot.
Impact
R$15M+
Attributed revenue
48.8%
YoY PaaS growth
68→11
First responseminutes
Stack
The tools behind the work.
Design
FigmaFramerProtoPie
Code · AI-first
Figma MCPClaude CodeCursorVS CodeCodex
UI & motion
HTML5CSS3shadcn/uiTailwind CSSMaterial 3Apple HIGGSAP
Open to remote product roles, worldwide.
- Emailborbeto@gmail.com
- LinkedIn/lucasmoraesborba
- Medium@lucasmoraesborba
Remote · timezone ±5h of GMT-3 (Americas + W/Central Europe)