Product
Design
Heller de Paula
Working at the intersection of Design, Strategy, Leadership, and Growth to build scalable digital products.
16+ years of experience • Product Design • Product Strategy • UX Research • Stakeholder Management • Discovery • Design System • Leadership
📍 São Paulo, SP, Brazil
Featured Cases
Product Design and Strategy
Complex Problem Solving
DesignOps and Leadership
Sustainable design growth
Communication at Scale
Structuring systemic communication
RESULTS FROM A RECENT PROJECT
-79%
CAC
+257%
Conversion
-15%
Operating cost
+369%
ROAS
Key experiences
Product Design
• Product Design end-to-end
• Product Discovery
•UX/UI Design
• Design System
• Applications Web and Mobile
• Complex Digital Platforms
Strategy and Leadership
• Product Strategy
• Design Leadership
• Design Ops
• Stakeholders management
• Facilitation and Workshops
• Analytics and Metrics
Growth and Conversion
• Growth Design
• Strategic CRO
• Experimentation
and tests
• Landing Pages
• Conversion Funnels
• Storytelling for Products
AI Assisted Design
• Research and Synthesis
• Ideation and Variations
• Prototyping and Analysis
• Documentation and Synthesis
• Workflow Automation
• Exploration of Solutions
About
Throughout my career as a product designer, I have worked on building digital products for organizations of various sizes, leading initiatives in complex environments and connecting strategy, research, user experience, and technology to transform problems into scalable solutions.
I work at the intersection of design, business, and technology to solve real-world problems, always focusing on clarity, impact, and continuous evolution.
In recent years, alongside my hands-on leadership roles in companies, I founded Faberhaus Play, where I create digital products and help knowledge workers become more productive and achieve a better work-life balance.
Testimonials
Alice Lucena - Design Director 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.
Rafael Marques - HR Manager 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.
Paula Vio - Head of Design 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.
Luciana Terceiro - Design Manager 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!
Recent blog posts
PT & EN
Design audit can change everything and, as one scene in The Accountant (2016), could begin with something surprisingly small. An […]
Auditoria de design pode mudar tudo, no filme O Contador, de 2016, por exemplo, uma funcionária percebe que alguns números […]
Every new job requires adaptation. You learn new processes. You understand the company’s culture. You meet new people. You follow […]
Entrar em uma empresa exige adaptação. Aprender novos processos. Entender a cultura. Conhecer as pessoas. Respeitar regras. Tudo isso faz […]
A few months ago, I started a simple habit. Whenever I came across an interesting Product Design job posting, I […]
Há alguns meses eu comecei uma rotina que parecia simples. Toda vez que encontrava uma vaga interessante de Product Design, […]