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I'm Jorge de Lima, a Senior Product Designer based in Auckland, New Zealand. I bring 10+ years of experience designing for startups, B2B and SaaS platforms, with a focus on travel and enterprise domains. I excel in product discovery, user research, and driving design systems from concept to scale, collaborating with cross-functional teams to turn complex problems into intuitive experiences. I'm passionate about accessible design, data-informed decisions, and solving problems through collaboration and experimentation. I mentor junior designers, contribute to governance in design systems, and strive to deliver usable, inclusive experiences across web and mobile platforms.…I'm Jorge de Lima, a Senior Product Designer based in Auckland, New Zealand. I bring 10+ years of experience designing for startups, B2B and SaaS platforms, with a focus on travel and enterprise domains. I excel in product discovery, user research, and driving design systems from concept to scale, collaborating with cross-functional teams to turn complex problems into intuitive experiences. I'm passionate about accessible design, data-informed decisions, and solving problems through collaboration and experimentation. I mentor junior designers, contribute to governance in design systems, and strive to deliver usable, inclusive experiences across web and mobile platforms.

Jorge de Lima

Product Designer, UX Designer, UI Designer, +2

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I'm Jorge de Lima, a Senior Product Designer based in Auckland, New Zealand. I bring 10+ years of experience designing for startups, B2B and SaaS platforms, with a focus on travel and enterprise domains. I excel in product discovery, user research, and driving design systems from concept to scale, collaborating with cross-functional teams to turn complex problems into intuitive experiences. I'm passionate about accessible design, data-informed decisions, and solving problems through collaboration and experimentation. I mentor junior designers, contribute to governance in design systems, and strive to deliver usable, inclusive experiences across web and mobile platforms.…I'm Jorge de Lima, a Senior Product Designer based in Auckland, New Zealand. I bring 10+ years of experience designing for startups, B2B and SaaS platforms, with a focus on travel and enterprise domains. I excel in product discovery, user research, and driving design systems from concept to scale, collaborating with cross-functional teams to turn complex problems into intuitive experiences. I'm passionate about accessible design, data-informed decisions, and solving problems through collaboration and experimentation. I mentor junior designers, contribute to governance in design systems, and strive to deliver usable, inclusive experiences across web and mobile platforms.

Available to hire

I’m Jorge de Lima, a Senior Product Designer based in Auckland, New Zealand. I bring 10+ years of experience designing for startups, B2B and SaaS platforms, with a focus on travel and enterprise domains. I excel in product discovery, user research, and driving design systems from concept to scale, collaborating with cross-functional teams to turn complex problems into intuitive experiences.

I’m passionate about accessible design, data-informed decisions, and solving problems through collaboration and experimentation. I mentor junior designers, contribute to governance in design systems, and strive to deliver usable, inclusive experiences across web and mobile platforms.

Skills

Experience Level

Expert

Expert

Expert

Expert

Language

English

Advanced

Work Experience

Senior Product Designer at Serko Ltd.

September 1, 2022 - Present

Led end-to-end design for enterprise travel SaaS features, from research through launch, serving millions of global users. Owned cross-functional collaboration with Product Managers, Engineers, and Data teams to align on product goals and user needs. Conducted usability testing and user interviews to refine workflows; iterated on designs that reduced user friction in booking and expense management. Contributed to the Serko/Booking.com design system: developed reusable UI components, enforced accessibility standards, and improved design consistency. Introduced data-informed design decisions by tracking usage metrics (e.g., adoption, task completion), improving core feature engagement.

Product Designer at Unleashed Software

November 1, 2014 - August 1, 2022

Designed intuitive inventory management interfaces for a SaaS platform, simplifying complex workflows around stock, orders, and reporting. Collaborated with product and engineering to define feature requirements and ensure design feasibility. Conducted user research (surveys, contextual interviews) to validate concepts and prioritise roadmap items. Developed and maintained pattern libraries to streamline UI consistency and improve hand-off to engineering. Mentored junior designers and facilitated design critiques to raise overall design quality.