Lead Product Designer
01 / São Paulo, Brazil
Vini AsevedoLead Product Designer for B2B SaaS, AI & complex products
Product strategy · Discovery · Journey architecture · Design systems · AI products · Cross-functional leadership
I turn business rules and complex digital journeys into clear product decisions and scalable experiences.
Selected organizations & projects
Turn2C · B2B Partner Journey
From prospect to partner, through qualification and value.
I redesigned a B2B SaaS journey to qualify businesses and reveal product value before full registration, connecting commitment to activation.
Designed Eligibility and product-fit gates, value before full registration, six Mixpanel milestones and an eight-stage CRM pipeline.
Observed · Hotjar Jul–Sep 2026 aggregate Core-step progression was 93%+; the largest selection points aligned with eligibility and product-fit gates. A behavioral signal, not causal uplift.
Good product work often starts with what is already there.
I work with existing content, product rules and operational knowledge before adding more. The job is to find the signal, make the journey legible and give teams a system they can keep using.
More about my approachA practice shaped by complex products, people and systems.
- B2B SaaS & complex workflowsDesigning how a prospect becomes a partner through eligibility, value discovery and activation in the Turn2C case.
- AI-enabled products & automationUsing AI-assisted prototyping and development to explore and automate responsibly, as described in my practice.
- Onboarding, activation & CRMConnecting qualification gates, product measurement and operational follow-through in B2B product journeys.
- Design systems & product infrastructureCreating shared components, documentation and workflow automation in a scalable design system.
- Design leadership & cross-functional workAligning product, engineering, data and operations through clear product direction.
A few other places
where the work landed.
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