I help to transform complexity into clarity and challenges into results.
Design
+Product
Heller de Paula
Over 16 years of experience working with multidisciplinary teams, defining strategies and scaling design and digital products in complex environments.
Some results I’ve generated across different contexts
✓ –79% reduction in cost per acquisition and +369% ROAS growth in a digital product launch, with +257% increase in page conversion.
✓ –15% operational cost reduction and implementation of large-scale Design Systems for digital banking and telecom platforms.
✓ Structuring of digital post-sales ecosystems focused on efficiency, scalability, and revenue generation.
✓ Leadership of multidisciplinary teams (up to 50 professionals) with management NPS reaching 75 and training of 1,000+ professionals in design and product strategy.
My work is based on one core principle: clarity leads to productivity and productivity leads to positive impact.
Some of my work
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How I transform complex challenges into practical results
1. Quick diagnosis
I talk to the team, understand the context, and identify needs and obstacles.
2. Clear Direction
I define priorities, alignments, and a lean and effective execution strategy.
3. Strategic execution
I build, lead, support, and mentor the team to deliver effectively and efficiently.
4. Continuous improvement
I transform learnings into replicable and scalable processes to maintain consistency and growth.
None of this is theoretical. It’s hands-on work, built in real projects.
About Me
I am a designer with over 16 years of experience building design, leading teams, products, and strategies for companies of all sizes.
I work by combining design, business, and technology to solve real problems, always focusing on clarity, impact, and continuous improvement.
In recent years, in addition to practical leadership in companies, I created Faberhaus Play, where I support knowledge professionals to be more productive and live better lives.
What people are saying about my work
Here are some comments from people who have worked with me, which can also be seen on my LinkedIn profile.
Luciana Terceiro wrote: Heller was an invaluable collaborator on our team. He always brought innovative ideas, thorough research, and co-creation methods to every project. I still remember his well-organized folder full of tools, methods and structures to drive innovation! Beyond his professional abilities, Heller stands out as a genuinely amazing person — collaborative, insightful and generous with his knowledge. I strongly recommend Heller for any innovation or design team!
Paula Vio wrote: Heller has been a fundamental person in my career. From day one, he believed in my potential, trusted me and encouraged me to take bigger steps — always with constructive provocations that helped me grow. As a manager, he is impeccable: he cares about the design team with genuine attention, respects individual differences and creates a safe environment for everyone to develop. With deep mastery of the design process, he carries a true toolbox and knows exactly when and how to use each tool. Besides that, he is a natural facilitator, super organized, agile and a constant source of inspiration for those who work with him.
Rafael Marques wrote: I worked with Heller during an important part of my professional journey. With exceptional leadership, great partnership with the business and a broad strategic vision, he brought innovative ideas, clarity, impact and results of outstanding quality. His technical knowledge is top-notch and easily applicable through functional, contemporary methodologies that make execution viable. Very self-taught, with incredible teaching skills, responsible as a team leader, ethical, and always generating positive impact on results and visibility for the company and clients.
Alice Lucena wrote: Heller is a very intelligent person. This allows him to navigate smoothly across different topics and projects (often complex ones that no one fully understands yet) and communicate with different audiences with the same ease. He also excels at facilitating group dynamics. He is a natural communicator. He has extensive knowledge about design and processes, which makes him a reference in the field. On top of that, he is extremely didactic and therefore a great mentor.
