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Lead Product Designer in São Paulo: bridging leadership and delivery
By Vini Asevedo · 5 min read
My practice as a Lead Product Designer in São Paulo connects business decisions to the products people use. I bring more than eight years of experience in digital products and four in design leadership, working from problem definition through delivery and follow-up.
Along the way, I’ve expanded my scope to guide teams, structure systems and lead entire journeys. Staying close to execution remains central to how I work.
For anyone looking for a Senior Product Designer in São Paulo or a design leader, here are a few examples of what I bring to a team.
< 01 >
Turn loosely defined problems into product direction
Many projects begin with a broad request: improve registration, review a platform or simplify operations. My first task is to understand the difficulties behind that request.
I speak with the people who use the product and those who keep the operation running. I investigate rules, constraints and available information to define what needs to be solved and how we can evaluate the solution.
At Turn2C, this approach guided the redesign of the B2B partner journey. A central decision was to clarify eligibility and let prospects see value before asking for a larger registration commitment.
The work also connected the experience to the CRM and established milestones to track the journey. This helped organize the relationship between product, sales and operations.
< 02 >
Create the conditions for better team decisions
Throughout my career, I’ve led more than 12 designers across different teams and initiatives, with up to six people at a time. My experience includes Design Systems and Content Design.
In practice, leadership means clarifying goals and criteria, discussing priorities and helping the team assess alternatives. It also requires negotiating constraints with partner teams and sustaining quality through delivery.
I aim to provide context so people can decide independently. In design critiques, that means connecting an interface choice to the problem, the available evidence and its consequences for the people using the product.
< 03 >
Build systems that improve how the organization works
The Smarters Design System challenge involved consistency and efficiency across teams.
Averages recorded in Monday showed execution time falling from 7.4 to 5.2 hours, approximately 30%. Training went from 15 to 10 business days, a 33.3% reduction.
Seven teams adopted Figma as their source of truth: Conversational Design, Data, Development, Natural Language, Integrations, Projects and Customer Success.
These results illustrate how I evaluate a Design System: by its ability to support decisions, make collaboration easier and improve the work of those who depend on it.
< 04 >
Sustain quality when the solution meets reality
My experience includes SaaS, fintech, data platforms and conversational products. These contexts demand attention to business rules, different user profiles and technical constraints.
A journey may seem clear in a prototype yet raise questions during development or after launch. That’s why I stay close to Product, Engineering, Data and business teams.
This collaboration helps us revisit assumptions, discuss exceptions and adjust the solution. It also helps distinguish what was delivered, what was observed and what still needs validation.
< 05 >
Use AI to explore and build with judgment
I use AI to turn ideas into functional prototypes, explore alternatives and automate repetitive tasks. It helps me reach something we can discuss or test sooner.
In AI experiences, I also consider how to communicate uncertainty, guide choices and handle failures. My role is to assess where the technology makes sense and how the experience preserves people’s understanding and control.
Being able to build more calls for care in deciding what is worth building.
Where I can contribute
I can support teams that need to clarify complex problems, improve B2B journeys, structure Design Systems or connect product direction with execution.
My work as a Lead Product Designer in São Paulo combines team leadership with hands-on involvement in building solutions. I enjoy taking on challenges that are still loosely defined and helping carry them through to something people can use, monitor and improve.
If you’re recruiting for a Senior Product Designer or Lead Product Designer position, let’s talk about the team’s context, the product’s stage and the challenges of the role.
Let’s talk about an opportunity