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I am a designer with over 15 years of experience, specializing in UX/UI and Product Design. I excel at creating and collaborating on exceptional digital products, delivering impactful user experiences that achieve proven results. I have worked with notable companies on design systems, native apps, and large-scale website redesigns, always focusing on user needs and business goals. Throughout my career, I have led projects end-to-end, from discovery through to delivery, including branding, information architecture, usability testing, and interactive prototypes. I am passionate about innovation and accessibility, continually improving designs with user research and testing to ensure the best possible experience.…I am a designer with over 15 years of experience, specializing in UX/UI and Product Design. I excel at creating and collaborating on exceptional digital products, delivering impactful user experiences that achieve proven results. I have worked with notable companies on design systems, native apps, and large-scale website redesigns, always focusing on user needs and business goals. Throughout my career, I have led projects end-to-end, from discovery through to delivery, including branding, information architecture, usability testing, and interactive prototypes. I am passionate about innovation and accessibility, continually improving designs with user research and testing to ensure the best possible experience.

Fernando Laruccia

UX Designer, UI Designer, Product Designer, +3

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I am a designer with over 15 years of experience, specializing in UX/UI and Product Design. I excel at creating and collaborating on exceptional digital products, delivering impactful user experiences that achieve proven results. I have worked with notable companies on design systems, native apps, and large-scale website redesigns, always focusing on user needs and business goals. Throughout my career, I have led projects end-to-end, from discovery through to delivery, including branding, information architecture, usability testing, and interactive prototypes. I am passionate about innovation and accessibility, continually improving designs with user research and testing to ensure the best possible experience.…I am a designer with over 15 years of experience, specializing in UX/UI and Product Design. I excel at creating and collaborating on exceptional digital products, delivering impactful user experiences that achieve proven results. I have worked with notable companies on design systems, native apps, and large-scale website redesigns, always focusing on user needs and business goals. Throughout my career, I have led projects end-to-end, from discovery through to delivery, including branding, information architecture, usability testing, and interactive prototypes. I am passionate about innovation and accessibility, continually improving designs with user research and testing to ensure the best possible experience.

Available to hire

I am a designer with over 15 years of experience, specializing in UX/UI and Product Design. I excel at creating and collaborating on exceptional digital products, delivering impactful user experiences that achieve proven results. I have worked with notable companies on design systems, native apps, and large-scale website redesigns, always focusing on user needs and business goals.

Throughout my career, I have led projects end-to-end, from discovery through to delivery, including branding, information architecture, usability testing, and interactive prototypes. I am passionate about innovation and accessibility, continually improving designs with user research and testing to ensure the best possible experience.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Language

Portuguese

Fluent

English

Fluent

Spanish; Castilian

Intermediate

Work Experience

Senior UX/UI Designer at PepsiCo

March 1, 2025 - Present

Working on the Design System team, contributing to the documentation website for the Global PepsiCo Design System. Participated in a native B2B app design project with responsibilities including benchmarking and design trend research, creating look & feel concepts, developing UI design and interactive prototypes, and co-participating in user research and usability tests.

Senior Product Designer at Gol

March 1, 2025 - August 11, 2025

Conducted user reports, heuristic and usability analyses on existing product audits to identify improvement opportunities and create data-driven proof of concept decks. Designed UX/UI solutions for user stories across responsive and mobile products using the GOL Design System. Developed landing pages for new products and services such as co-branded credit cards with major Brazilian banks (Santander, Bradesco, and Banco do Brasil).

Senior UI/UX Design Consultant at Oi

July 1, 2024 - August 11, 2025

Lead designer for the main Oi website redesign project. Responsibilities included analyzing user research and data (personas, user journeys, heat maps), conducting benchmarking research, heuristic analysis, mood board creation, wireframes and site maps development, and designing high-fidelity UI prototypes for web and mobile using Figma. Developed and conducted usability tests with Maze, integrated and contributed to the Design System, ensured accessibility standards, resulting in a 30% increase in conversion rate through improved scroll and interaction metrics.

Founder & Lead Designer at Influid (Self-employed)

July 1, 2022 - August 11, 2025

Led full project management and development of digital product projects including apps, websites, systems, and platforms using the Double Diamond methodology. Created projects for startups, B2B, and B2C initiatives from discovery through to front- and back-end delivery. Also executed full branding projects including naming research, brand creation, brand guidelines, key visuals, and digital/print campaign materials.

Senior UX/UI Designer at PepsiCo

March 1, 2025 - Present

Member of the Design System team, contributing to the documentation website for the Global PepsiCo Design System. Participated in a native B2B app design project involving benchmarking and design trend research, creation of look & feel concepts, UI design, interactive prototypes, as well as co-participation in user research and usability tests.

Senior Product Designer at Gol

March 1, 2025 - August 14, 2025

Conducted user reports, heuristic and usability analyses on existing products, identifying improvement opportunities and creating data-driven proof of concept decks. Designed UX/UI solutions for responsive and mobile products using the GOL Design System. Developed landing pages for new products and services including co-branded credit cards with major Brazilian banks such as Santander, Bradesco, and Banco do Brasil.

Senior UI/UX Design Consultant at Oi

July 1, 2024 - August 14, 2025

Led the redesign of the main website of Oi, one of the four major telecom companies in Brazil. Responsibilities included analyzing user research and data (personas, user journeys, heat-maps, interaction reports), benchmarking research, heuristic analysis, mood board creation, wireframing, sitemap creation, high-fidelity UI design for web and mobile in Figma, conducting usability tests via Maze, design system integration, accessibility standards enforcement, resulting in a 30% increase in conversion rate by boosting scroll and interaction metrics.

Founder & Lead Designer at Influid (Self-employed)

July 1, 2022 - August 14, 2025

Led full project management for digital product projects (apps, websites, systems, platforms) following the Double Diamond methodology. Developed digital products for startups, B2B and B2C clients. Oversaw project stages including discovery, information architecture, usability testing, interface design, handoff, and managing front-end and back-end deliveries. Executed full branding projects from naming research to brand creation and guidelines, key visuals, and digital and print campaign materials.

Senior UX/UI Designer at PepsiCo

March 1, 2025 - Present

Worked on the Design System team contributing to the Global PepsiCo Design System documentation website. Participated in a native B2B app design project with responsibilities including benchmarking and design trend research; creating look & feel concepts; developing UI designs and interactive prototypes; and co-participating in user research and usability tests.

Senior Product Designer at Gol

March 1, 2025 - August 14, 2025

Conducted user reports, heuristic and usability analyses on existing products to identify improvement opportunities and create data-driven proof of concept decks. Designed UX/UI solutions for user stories across responsive and mobile products using the GOL Design System. Developed landing pages for new products and services, including co-branded credit cards with major Brazilian banks such as Santander, Bradesco, and Banco do Brasil.

Senior UI/UX Design Consultant at Oi

July 1, 2024 - August 14, 2025

Led the redesign project of the main Oi website, analyzing user research and data such as personas, user journeys, heatmaps, and interaction data reports to understand user needs and pain points. Conducted benchmarking research, heuristic analysis, and mood board creation. Created wireframes and site maps; designed high-fidelity prototypes for web and mobile using Figma. Developed and conducted usability tests (Maze); integrated and contributed to the Design System; ensured the application of accessibility standards. Achieved a 30% increase in conversion rate through improved scroll and interaction metrics.

Founder & Lead Designer at Influid (Self-employed)

July 1, 2022 - August 14, 2025

Founded and led full project management for digital product projects including apps, websites, systems, and platforms using the Double Diamond methodology. Delivered solutions for startups and B2B/B2C projects. Managed all stages including discovery, information architecture, usability testing, interface design, handoff, and front- and back-end collaboration. Executed full branding projects ranging from naming research and brand creation to the development of brand guidelines, key visuals, and digital and print campaigns.

Senior UX/UI Designer at PepsiCo

March 1, 2025 - Present

Contributed to the documentation website for the Global PepsiCo Design System as part of the Design System team. Participated in a native B2B app design project, handling benchmarking and design trend research, creating look & feel concepts, developing UI designs and interactive prototypes, and co-participating in user research and usability tests.

Senior Product Designer at Gol

March 1, 2025 - August 14, 2025

Conducted user reports, heuristic and usability analyses on existing products to identify improvement opportunities and create data-driven proof of concept decks. Designed UX/UI solutions for user stories across responsive and mobile products, using the Gol Design System. Developed landing pages for new products and services, including co-branded credit card initiatives with major Brazilian banks Santander, Bradesco, and Banco do Brasil.

Senior UI/UX Design Consultant at Oi

July 1, 2024 - August 14, 2025

Led the redesign project for the main Oi website, analyzing user research data to understand needs and behaviors. Conducted benchmarking research, heuristic analysis, and mood board creation. Created wireframes and site maps. Designed intuitive and visually compelling user interfaces (web and mobile) using Figma. Developed and conducted usability tests via Maze, integrated contributions to the Design System, and ensured accessibility standards application. Achieved a 30% increase in conversion rate by boosting scroll and interaction metrics.

Founder & Lead Designer at Influid (Self-employed)

July 1, 2022 - August 14, 2025

Founded and led full project management for digital products including apps, websites, systems, and platforms following the Double Diamond methodology. Delivered products for startups, B2B and B2C projects, overseeing stages from discovery to handoff and delivery. Executed full branding projects covering naming research, brand creation, development of guidelines, key visuals, and digital/print campaign materials.