My name is Elias. I am a product designer at iGUi, with a degree in advertising from UFG and a postgraduate degree in user experience design from PUCRS.
My path in design started in 2021, with visual identity and branding, still at university. In 2024 I moved to product.
I work from research to prototype and stay on until engineering builds it. I back design decisions with evidence of use. I live in São José do Rio Preto, São Paulo.
Career
Work
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Product designer · iGUi
The only product designer at the company. I design B2B and B2C products for a franchise network: the network management system, the legal module that lives inside it, the warranty flow, the kiosk and the franchisee commercial CRM mobile app. In practice, I surface the problem with internal areas, from customer service to legal, set scope and success criteria, prototype and follow engineering until it ships. Two of these products became the cases on this page: the kiosk, now in about 45% of the network stores, and the digital warranty flow, which turned a cycle that almost never closed into one you can trace.
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UI designer, freelance · iGUi
I came in as a freelancer to finish the responsive versions of the corporate site, applying the Tailwind guidelines already in place. It was my first contact with the network operation and with the engineering team, and it ended up becoming the way into the product team.
Education
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Postgraduate in user experience design · PUCRS
The whole UX cycle: research, discovery, design systems, accessibility and the implications of AI in design. The final project was a service design case study on the iGUi kiosk, with original research among franchisees and the franchisor team.
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Professional track: UX/UI designer · EBAC
Technical training in interface design and design thinking.
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Bachelor's in advertising · UFG
Grounding in market research, consumer behaviour, visual communication and copywriting. In 2021, still on the course, I took on my first visual identity work.
Tools and skills
- Design
- Figma · MUI · Material Design · Tailwind · Adobe Photoshop · Adobe Illustrator
- Data
- Hotjar · Clarity · Analytics · GTM
- Code
- HTML and CSS
- Languages
- Portuguese and advanced English
Outside work
Favourites
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- Game
- World of Warcraft
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- Album
- Abaixo de Zero: Hello Hell · Black Alien
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- Film
- Amélie · Jeunet
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- Book
- Letters to a Young Poet · Rilke
“Would you tell me, please, which way I ought to walk from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where——” said Alice. “Then it doesn’t matter which way you walk,” said the Cat.