Design
+Product
Heller de Paula
Over 16 years creating digital products for fintechs, online platforms, and complex systems with a large volume of users.
WORK PROCESS
My work process is based on the Double Diamond, one of the most established design workflows in the world, which successfully moves from an abstract challenge to a practical deliverable for distribution to end clients and scalability.
RECENT RESULTS
-79%
CAC
+257%
Conversion
-15%
Operating cost
+369%
ROAS
Results achieved through research, micro-testing, and progressive adjustments.
EXPERTISE
Digital
Product Design
Responsive website
creation
E-commerce
and online stores
High-converting
landing pages
Internal systems
and dashboards
UX/UI Design
for applications and platforms
User
experience (UX)
Information
architecture
User journey
and flow
Research
with users
Navigable
prototypes
Usability
tests
Strategy
and scale
Strategic consulting
for digital products
Design Sprint
and workshops
Design
System
Product
Discovery
Mentoring
for teams and professionals
Communication
and conversion
Institutional
presentations
Design
for social media
E-mail
marketing
Conversion
Rate Optimization (CRO)
Storytelling
for business
Featured cases
About
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.
Testimonials
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.
