Deborah Moreira da Hora

Responsible for designing digital products by transforming data and user research into intuitive, high-performance user experiences (UX). I manage the full UI/UX lifecycle—from strategy and prototyping to optimization and technical delivery—ensuring alignment between user needs and business goals. My work focuses on driving business outcomes through user-centered design.

Led the development of digital products focused on operational efficiency, integrating legacy systems with scalable solutions powered by artificial intelligence and process automation. Responsible for aligning product strategy with business goals while driving innovation and measurable results. Developed and implemented internal intelligent assistants using conversational AI, including predictive models for ticket prioritization and machine-learning-based automations, resulting in a 70% reduction in internal support requests and increased employee autonomy. Managed the product backlog strategically using Jira, writing and refining user stories, prioritizing requirements based on business value, and continuously aligning the product roadmap with key stakeholders to ensure timely and high-quality deliveries. Coordinated sprints and releases using Agile methodologies (Scrum/Kanban), facilitating ceremonies, monitoring team performance metrics, and implementing continuous improvement practices to optimize productivity and delivery quality. Led product discovery cycles, validating opportunities through user research, behavioral data analysis, and rapid prototyping using Figma and Miro to test hypotheses before development. Coordinated cross-functional teams including developers, QA engineers, and UX designers, managing daily alignments, removing impediments, and ensuring clear communication between technical and business teams. Implemented process automation solutions, including intelligent ticket classification, predictive analysis of operational bottlenecks, and analytical dashboards using SQL and BI tools to support data-driven decision-making.

Led the UX Chapter, mentoring designers, facilitating alignment on design standards and best practices, and coordinating the evolution of the corporate design system, promoting visual consistency and efficiency in the development of new features. Conducted qualitative and quantitative user research with internal users through interviews, usability testing, and behavioral analysis using Microsoft Clarity and Google Analytics, identifying improvement opportunities that resulted in a 20% increase in user retention. Designed wireframes, user flows, and interactive prototypes using Figma, Sketch, and Miro, enabling rapid validation with stakeholders and delivering solutions that improved the user experience of critical internal systems. Collaborated strategically with engineering, product, and business teams, participating in Agile ceremonies and ensuring accurate implementation of designs while aligning technical requirements with usability and accessibility goals. Created and documented the corporate design system, defining visual components, interaction patterns, and usage guidelines to ensure scalability and interface consistency across multiple platforms and products. Managed the integration between legacy systems and new technological solutions, implementing DevOps and CI/CD practices, stability testing, and standardized workflows to ensure operational continuity during modernization initiatives.

Responsible for designing user-centered digital interfaces for healthcare professionals, focusing on qualitative research and improving the user experience of medical platforms during the pandemic period. Conducted qualitative research with healthcare professionals through structured interviews, surveys, and moderated usability testing, identifying operational challenges and user needs to support the development of more efficient solutions. Designed accessible and intuitive digital interfaces using Figma and Sketch, applying user-centered design principles and healthcare industry standards, resulting in a 25% increase in user satisfaction. Created wireframes and interactive prototypes to validate product features with physicians, ensuring alignment between technical requirements, user needs, and the strategic goals of Bayer. Collaborated with cross-functional product and engineering teams, participating in Agile ceremonies, documenting user flows and design guidelines, and supporting implementation to ensure fidelity to the approved design.

Responsible for designing digital interfaces focused on fraud prevention and detection in payment systems, balancing complex security requirements with usability and user experience. Designed fraud detection interfaces for digital payments, implementing secure authentication flows, real-time monitoring dashboards, and alert systems that balanced strict security requirements with ease of use. Conducted user research and behavioral analysis through qualitative interviews, usability testing, and engagement metrics analysis, guiding design decisions based on real usage data and operator feedback. Created interactive prototypes and wireframes using Figma, Sketch, and Adobe XD, enabling rapid validation of solutions with compliance and development teams while ensuring regulatory alignment and technical feasibility. Collaborated closely with engineering and QA teams, participating in sprints, documenting detailed design specifications, and supporting implementation to ensure the proper functionality of anti-fraud systems.

Responsible for conducting user research, designing digital solutions, and implementing gamification strategies for capitalization products, focusing on improving user engagement and usability. Conducted qualitative research and usability testing with real users through structured interviews, behavioral observation, and user journey analysis, identifying improvement opportunities that resulted in a 15% increase in adoption of new features. Developed wireframes and interactive prototypes using Sketch, Adobe XD, and Marvel, creating intuitive navigation flows and implementing gamification elements to increase user engagement in capitalization products. Contributed to the creation and maintenance of the corporate design system, documenting visual components, interaction patterns, and defining interface tone of voice to ensure visual consistency and clear communication across digital platforms. Supported the integration between legacy systems and new technological solutions by mapping workflows, performing stability tests, and implementing standardized processes to ensure gradual modernization without service disruption.

Served as a Teaching Assistant for the Ergonomics and Work Analysis course, supporting students in the development of practical skills related to workplace observation and analysis. Assisted the professor in developing practical learning materials and exercises to enhance students’ understanding of ergonomics and work analysis concepts. Provided academic support to students, answering questions and guiding them during classes and activities. Designed exercises aimed at helping students develop analytical observation skills, enabling them to evaluate real-world work environments and identify ergonomic and operational challenges. Supported students in applying ergonomic analysis methods to better understand workplace dynamics and improve problem-solving capabilities.

The program focused on developing competencies in product development, design methodology, and human-centered design, preparing professionals to address the aesthetic, functional, and production-related aspects of products within contemporary manufacturing environments. The curriculum emphasized a scientific and project-based design approach, enabling the creation of solutions that prioritize human needs, usability, and innovation, while contributing to the development of products and systems that respond effectively to societal and technological challenges.

Lessons and challenges of a Product Manager in everyday work. A company’s product team seeks to make decisions guided by user needs and business objectives, while also balancing urgencies and requests from other departments.