Heller de Paula
HELLER DE PAULA · PRODUCT DESIGN LEADER
Design leadership that stays close to the work.
I work across direction and delivery: developing designers, navigating difficult conversations, setting clear criteria, and contributing directly where I can improve the work — through facilitation, design, structure, or leading by example.
Results in context
Wunderman Thompson · Design Leadership and DesignOps
~50
75
Average internal NPS · peak of 80
LEADERSHIP THAT STAYS INVOLVED
Context for the team. Clear criteria for decisions. Hands-on involvement in delivery.
Leading people
Building products
SELECTED WORK
The decisions I helped shape show how I work.
Three contexts that demonstrate leadership, product depth, and hands-on execution. Each overview gives you the essentials, with a full case study to explore the thinking behind the work.
01
DESIGN LEADERSHIP AND DESIGNOPS
A design organization of around 50 people needed greater clarity, consistency, and coordination as it scaled.
I led improvements to working practices, governance, and team development. The work contributed to a 15% reduction in operating costs and an average internal NPS of 75, with a peak of 80.
People in the organization
-15%
Operating costs
75
Average internal NPS
02
GROWTH STRATEGY AND EXECUTION
An acquisition channel with negative ROAS needed a stronger foundation before further investment.
At Faberhaus Play, the business I founded, I took responsibility for both strategy and execution: revisiting positioning, the purchase experience, and acquisition experiments. Cost per purchase fell by 79%, while landing page conversion increased by 257%.
-79%
Cost per purchase
+257%
Landing page conversion
+369%
Return on ad spend
03
DESIGN SYSTEM
Web and mobile products needed a shared design language that could scale.
I led the consolidation of the company’s first design system, bringing Design, Product, and Engineering together to address inconsistencies through shared standards, decisions, and governance.
MORE WORK
Different challenges and different perspectives.
More projects that show how I combine leadership with hands-on product design.
04
Smart POS
Strategy
A large-scale design sprint involving more than 200 participants, with three proposals prioritized and one initiative selected for agile development.
05
Digital Banking
App
Discovery, user flows, and cross-functional alignment to bring financial services together in an adaptable experience.
06
Customer Service
App
Strategy and execution for a support experience designed to help customers resolve issues independently and inform future product improvements.
07
Card Hub
Discovery
Research and structured decision-making for a complex ecosystem of cards and financial services.
HOW I LEAD AND CONTRIBUTE
Leadership and hands-on work belong together.
Leadership means creating context, working through tensions, and helping the team make better decisions. Being hands-on means knowing when a direct contribution can accelerate learning or improve quality while preserving the team’s ownership.
Hands-on
To raise the standard without becoming a bottleneck.
01
02
03
04
EXPERIENCE AND GROWTH
From craft to management
FABERHAUS PLAY
WUNDERMAN THOMPSON
Evolving the operating model, governance, and development of a design organization with around 50 people.
PAGSEGURO PAGBANK
Senior Product Designer → Specialist → Manager
CIELO
FROM PEOPLE I’VE WORKED WITH
Leadership is also reflected in the experience of the people around you.
“
He is a natural communicator.
His extensive knowledge of design and processes makes him a go-to expert. He is also an excellent teacher and mentor.
Alice Lucena
Diretora de design
“
He genuinely cares about the design team.
He respects individual differences and creates a safe environment for everyone to grow.
Paula Vio
Líder de Design
“
A partner to the business with a broad strategic perspective.
His technical knowledge is strong and readily applicable through practical, contemporary methods.
Rafael Marques
Gerente de RH
PERSPECTIVES ON DESIGN
Experience matters when it helps us see more clearly and make better decisions.
MY NEXT CHAPTER
I’m looking for a role where leading means staying close to the product.
If your team needs to align people and priorities, improve design quality, and turn difficult decisions into tangible progress, I’d welcome a conversation.
Heller de Paula