Rafaela de Paula

I am responsible for modernizing the user experience and developing new features for the card machines known as "laranjinhas". Experience Ambassador: I help disseminate best practices and initiatives that elevate the quality of customer journeys. I connect people, identify opportunities, and support the continuous evolution of the experience across the bank. 🏆 Winner of the iF Design Award 2026 with New laranjinha

I am responsible for conceiving and enhancing experiences related to customer authentication, loyalty, and engagement. I assist in identifying product improvement opportunities using tools such as Hotjar, surveys, Google Analytics, and customer interviews. I proactively collaborate with cross-functional teams, including product, data, engineering, and customer support, aiming to ensure harmony in efforts and deliver the best possible experience to customers. I tackle various challenges, from creating products from scratch to enhancing existing ones.

Mapping of B2B flow, identification and resolution of critical points, automation of commission splitting processes, establishment of rules for coexistence among real estate agencies, and implementation of a Complaint Portal.

Due to the company's new focus on the B2B market, our Squad was tasked with centralizing and formalizing the coexistence guidelines among real estate agencies, aiming to build greater trust among partners in the network. My role involved understanding all partner concerns to reduce friction during the closing of Contracts of Purchase and Sale (CCVs). Additionally, we faced the challenge of mapping processes that could be automated in the negotiation phase to provide greater efficiency and security in the checkout/commission split stage between partners and Loft.

Our squad aimed to provide greater autonomy and optimize the experience for freelance real estate agents to boost the number of new Listings registrations. We achieved a 58% increase in the conversion rate of the property registration form. Furthermore, we made significant contributions to enhancing the operational efficiency of customer service teams. Given the pivotal role of operational efficiency within the company, we endeavored to improve the experience in a scalable manner, with the goal of expanding the registration of new listings on the platform. This effort resulted in a reduction of operational costs without compromising the security and quality of the inserted advertisements.

I served as a Cross Product Designer in the Accounts Squad, a team responsible for managing our clients' accounts regarding the collection and governance of personal data, well as authentication. Our team completely redesigned and streamlined the authentication process, resulting in an 8% increase in the login conversion rate. Additionally, we successfully raised the conversion rate of users experiencing login difficulties due to duplicated information by over 383%.

I began my journey in the Engagement Squad, a team dedicated to creating new features and enhancing the user experience to encourage continued app usage. Some of the experiences I contributed to creating include: • Locating and unlocking electric bikes on the map. • Trip history. • Route sharing. • Implementation and launch of the first version of the Routes project in the app. Later, I joined the Activation Squad, a team focused on optimizing the login and registration flow in the application. I participated in the creation of the initial version of the iFood Couriers App in collaboration with Tembici. Additionally, I led the redesign of the Bike Itaú website. Some other responsibilities included: • Conducting user interviews. • Performing in-person shadowings at bike stations. • Collaborating on the creation and validation of qualitative and quantitative research. • Facilitating dynamics with focus groups and stakeholders. • Administering various in-person and remote usability tests. • Developing high-fidelity prototypes for validation with clients. This entire journey has provided me with a more comprehensive and practical understanding of designing and improving digital experiences, highlighting my commitment to innovation and user satisfaction.

I developed the dashboard for the hydroelectric energy monitoring product called "Energia Somar." Subsequently, I assisted in creating the company's first Design System, working closely with the development team. I coordinated and conducted usability tests, as well as interviews with customers for continuous improvement of the customer experience.

I worked as a UI Designer on projects for Honda Automobiles Brazil, collaborating closely with the development team to comprehensively validate flows, business rules, and interfaces. I conducted the gathering and validation of hypotheses to conduct A/B tests, providing valuable insights to enhance the user experience. I established effective alignment of needs and strategies directly with the client (Honda), ensuring that the developed solutions were in harmony with the brand's expectations and objectives. I conducted interviews and usability tests with clients, obtaining essential feedback for the continuous improvement of the implemented solutions.

• In-person and virtual meetings with clients to understand their pain and needs; • Wireframes; • Benchmarks; • Styleguides; • Creation of high-fidelity prototypes; • Creation of Landing Pages, Responsive Websites and APP's Mobile; • Creation of Systems and Plataforms. Main clients: Japan House, Cup Noodles, Trigg, Bunge, Mosaic, Eucatex, Crowd.

• Art Direction; • Wireframes; • Benchmarks; • Creation of Landing Pages, Responsive Websites and APP's Mobile; • Creation HTML e-mails with Adobe Dreamweaver; Main clients: Cielo, Odebrecht, OLX, Natura, Nespresso, Editora Abril, Ibope, Editora Globo, CVC, Gafisa, Mercado Livre, Rede Vida...

• Art Direction; • Wireframes; • Benchmarks; • Creation of Landing Pages, Responsive Websites and APP's Mobile; Main clients: Febraban e Proteste.

Company specialized in digital technology for the creation of educational products for schools and technology courses. I was responsible for designing the interfaces for various projects, ranging from the development of educational games for educational institutions to mobile applications and landing pages.