I’m Waack – a product designer with 12+ years of experience, and design is my tool for alignment and shipping experiences that generate revenue.

I seek to understand both business and user needs, always understanding in detail the ways my company generates revenue. That’s how I contribute to delivering a win-win experience for both parties.

I believe in making the most of available AI tools — Claude, prototyping platforms, and beyond — from helping me frame the problem to quickly generate multiple approaches to address it. Although AI accelerates my thinking, I am still behind the wheel, and it doesn’t replace my design decisions. I build products with AI as their core, not add-ons.

Having worked remotely for most of my career, I believe the mix of sync and async alignment, along with good project documentation, accelerates decision-making and moves projects forward faster.

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My trail

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Loja Integrada →

2025 - Current

Top SMB e-commerce ecosystem in LATAM (a VTEX company) democratizing digital retail by enabling over 2.5 million merchants to build and scale online stores

I work across both silos of the company: the current platform and the AI Copilot (Komea) that supports it.

Here, I help the team define and design both strategic quick wins and long-term releases. Using Claude Code and other AI tools to explore and rapidly prototype solutions to problems and opportunities is something I get to do every day.

I also easily identify and raise key business decisions that shape how we build our experience in the short, medium, and long term. This helps prevent future issues not only in design but also in areas like marketing, sales, CS, and more.

Luxury Presence →

2024 - 2025

Series C VC-backed PropTech platform revolutionizing real estate marketing with AI-driven nurturing tools and websites, powering 11,000+ elite clients and $10B+ in annual transactions

I designed disruptive experiences for the Real Estate market, building AI-core experiences that enhance NPS and engagement prospects for both real estate agents and their clients through the app solution we offer agents to hand their clients under their own brand, plus a companion app to manage properties and clients. One design serving the professional and their audience at once.

I actively built our team’s backlog along with my product peers and tested hypotheses in a loop with our clients to quickly deliver impactful products and features.

Impact summary

Prospection of impact in the following, based on qualitative research with users.

  • ↑ Product value-perception
    “That’s why I got into technology [and continue paying for the product]”

  • ↑ Engagement with the product
    “I think any good agent's gonna use that [new feature] every day.”

  • ↑ Possible increase in market share to take
    Users talked about our solution replacing the MLS, the industry's default for monitoring properties’ status.
    “What could you do to make this an alternative to the MLS [available]?”

XP Inc. →

2023 – 2023

Brazil’s leading investment platform and Nasdaq-listed financial group (NASDAQ: XP) with over $200B+ in assets under custody and 4.5M+ active clients

I faced the challenge of productizing digital experiences that help mass-market retail investors invest independently through guidance, while overcoming barriers to accessing investment consultants and learning investment strategies.

This involves challenges such as managing multiple stakeholders from different disciplines across the company and technically leading cross-business-unit projects.

Nubank →

2020 – 2023

Brazil’s leading investment platform and Nasdaq-listed financial group (NASDAQ: XP) with over $200B+ in assets under custody and 4.5M+ active clients

At Nubank, I worked in the company's Investments business unit, democratizing investments for the mass retail public.

I was the product designer accountable for shipping the Money Boxes (Caixinhas) experience, one of the company's most strategic projects, which enabled users to organize their money while seeing it grow, blurring the line between saving and investing.

Impact summary

  • It kicked off with major results in 2022 with 2.1 Mi active Boxes and scaled to 16.6 Mi in 2024;

  • It played a major role in funding the bank's expansion in other countries in LATAM by attracting billions in new deposits when adapted to Mexico’s and Colombia’s Money Boxes experience;

  • This project put Nubank on the map as one of the World’s 50 Most Innovative Companies of 2023 by Fast Company.

See case preview →
See case preview →

VTEX →

2020 – 2021

NYSE-listed composable commerce platform (NYSE: VTEX) recognized as a Visionary by Gartner, driving global digital strategy for Sony, Carrefour, and Colgate-Palmolive

I led the redesign of the platform’s Order Management System, one of its core experiences. It was a 7-year-old legacy module and drew the most user complaints because of poor usability (~34% of all tickets across the platform).

I built a strong information architecture foundation for my deliverables and systematically evaluated my solutions and their connections to other platform modules.

Impact summary

  • Strong collaboration with the new Design System team with +50 new components, +100 component variations;

  • These collaborations accelerated the shipping of +8 squads in the company that adapted components from this partnership to their context;

  • ~77% of our user base actively migrated to the launch’s beta version and didn’t go back to the previous experience;

  • -12 seconds is how much time users need to execute what they want;

  • 34,7% of enhancement in time-to-load due to the Design System contributions and code enhancement

Globo →

2016 – 2019

Latin America’s largest media conglomerate and top 10 global media group, reaching 100M+ daily viewers across linear TV, streaming (Globoplay), and digital products

Designed for Gshow, G1, Globo Esporte, and Globo.com, building solutions that scaled across all four news portals.

Impact summary

+14.7% audience and engagement, raising advertising consumption and the company's revenue.

Collaborated with the concepts for Globoplay's redesign – the Globo Group’s streaming service, designed, built, and distributed in-house – and strategy pivot with design and product peers

Impact summary

The product reached the highest number of active users in Brazil, ahead of Netflix, Prime Video, and every other competitor.

Articles

Sharing experiences with other professionals is a personal passion of mine.

Here are a couple of articles I’ve written in the context of being a product designer in the past years.

A new phase
as a designer

Reflections on changing companies and dealing with getting out of our comfort zones.

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How surviving cancer made me a new professional

Setting the proportion of things we have in our lives and how we let them affect us and our jobs.

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Do you design with revenue in mind?

Most people can't explain how their own team makes money for the company they work for. Here's why that happens — and how to change it.

Read →