A method to
my maddness.

A method to
my maddness.

I'm an autonomous product designer and a skilled advocate for the end user. By using various processes and methodologies founded in human-centered design, I am able to innovatively strategize, conceptualize, and ultimately deliver truly engaging customer experiences throughout a product’s life cycle. 

Currently, I'm a design lead at Toyota Motor North America, where my main responsibility is to innovatively improve the design of our enterprise systems. Always ensuring we not only meet our business goals and objectives, but also elevate our customer's experience.

Outside of work, I'm just your typical fitness lover, travel junkie, and unpaid Chipotle spokesperson. I have a 5-year-old rescue fur-baby named Tinker (no, I did not baptize her) who has more energy than any other dog I've ever met. 

Created with Sketch.

Research

Upon learning the business, user & design goals, I look for any existing knowledge & insights about the project. Learning from previous studies and/or solutions elminates the potential waste of duplicated efforts.

Additionally, I look at formative research tools such as a competitive analysis (from both in and outside industry leaders). This allows me to draw on inspiration for the problem I am trying to design a solution for.

Created with Sketch.

Ideate

Next, I will sketch out on paper what the experience may look like at a high level. Some times, I may  jump onto Sketch for some quick wireframe ideation — it really depends on the project itself.

It's imperative to have a toolbox to which I can draw from. However, it's equally important to not pigeon hole myself by those very same processes and methodologies. The earlier I can get buy-in and visibility from potential end users, business, and developers, the better. 

Created with Sketch.

Validate

After one or a few possible solution(s) have been drawn out, I move to the validation phase through either a proper usability test or some quick guerilla testing. The more we validate a particular flow, the faster and more confidently we can continue through the design process.

While everyone can have a different personal opinion, no one can argue data informed design. Thus, it is important to do everything possible to minimize, if not completely eliminate, any possible HIPPO effect.

Validate

After one or a few possible solution(s) have been drawn out, I move to the validation phase through either a proper usability test or some quick guerilla testing. The more we validate a particular flow, the faster and more confidently we can continue through the design process.

While everyone can have a different personal opinion, no one can argue data informed design. Thus, it is important to do everything possible to minimize, if not completely eliminate, any possible HIPPO effect.

Created with Sketch.

Measure

Finally, it's important to closely monitor and track the project's success rate. It's easy to ship out a product or feature, and call it "done". However, what defines a true user-centered experience is the follow up insight.

Did we meet our goals? Do our success metrics align with what we had originally set out to achieve? If so, great! How do we scale this onto other parts of our experience? If not, then why? Time to take a deeper dive and learn from our mistake.

timedot@2x
2017—Present

Toyota

Responsible for analyzing user experience problems, creating design solutions validated through proper usability testing, and successfully tracking productivity improvement metrics to ensure business goals are met.

2015—2017

JCPenney

UX Lead for redesign of the mobile app, yielding in a major increase in conversion. Contributed to an increase of Rewards enrollment and accounts linking.

2015—2017

JCPenney

UX Lead for redesign of the mobile app, yielding in a major increase in conversion. Contributed to an increase of Rewards enrollment and accounts linking.

timedot@2x
timedot@2x
2014—2015

Southwest

Provided creative UX design solutions for new and existing web pages and responsible for creating, editing, and enhancing online forms, landing pages on Southwest.com.

2013—2014

AdvoCare

Lead in major redesign which lead to a significant increase of user engagement and customer satisfaction for both corporate website and mobile apps.

2013—2014

AdvoCare

Lead in major redesign which lead to a significant increase of user engagement and customer satisfaction for both corporate website and mobile apps.

timedot@2x

My passion for technology goes way back to when I was a young boy growing up in Brazil. I can remember taking shoe boxes and drawing out screen interfaces on the bottom part and a fully ‘functional’ keyboard from the lid.

My passion for technology goes way back to when I was a young boy growing up in Brazil. I can remember taking shoe boxes and drawing out screen interfaces on the bottom part and a fully ‘functional’ keyboard from the lid.
timedot@2x
2001

The Souza family moves from Brazil to Plano, Texas in attempts to pursue the American dream.

2003

I spend the entire summer break at the local library designing my very first Yahoo GeoCities website.

timedot@2x
timedot@2x
2009

I became a designer by chance (after enrolling as a film major), but couldn't be happier about what I do everyday.

2011

I started to transition into the digital product space.

timedot@2x
timedot@2x
2013

I successfully redesigned two corporate websites from the ground up and fell in love with UX.

2015

Managed to persuade executives at JCPenney to invest in a complete redesign of the app and let me lead the project.

timedot@2x
timedot@2x
2018

Looking forward to another great year filled with innovative projects and discoveries.