Heller de Paula
Digital Design Specialist | UX, UI, Service & Innovation
📍 São Paulo, SP, Brazil
Summary
I’m Heller de Paula, a specialist in digital design and business.
Since 2010, I’ve been leading projects, teams, and product development while creating innovative solutions for companies across various industries.
My mission is to align creativity and strategy to deliver exceptional results — always placing people’s and business needs at the center of every project.
Summary of qualifications
Agile methodology
Design thinking
Digital innovation
Digital product and business strategy
Low, mid, and high-fidelity prototyping
Metrics, KPIs, and OKRs
Multidisciplinary team and project leadership
Product discovery and delivery
Service design
User-centered design
User experience (UX) and user interface (UI)
User journey
Video presentation
Professional Experience
Head de design e produto
February 2024 – Present
Responsible for creating and launching an educational platform focused on sustainable productivity and professional development. Structured a portfolio with over six digital products and implemented marketing and paid traffic campaigns that reduced cost per lead by 40% and tripled the volume of qualified website visitors. Developed narratives, sales pages, and email marketing strategies that raised average open rates above 18% and established “Work less, deliver more, live better” as the brand’s central positioning statement.
Head of Product Design
June 2022 – January 2024 (1 year 8 months)
As Head of Product Design, I restructured team roles and responsibilities, reducing operational costs by 15% and increasing the department’s NPS to 61 points within six months. I led the integration between UX Designers, Product Managers, and tech teams, accelerating delivery cycles and ensuring experiences aligned with the user journey.
Design Manager
February 2021 – May 2022 (1 year 4 months)
Managed a team of 50 professionals across 8 simultaneous projects. Implemented new collaborative processes focused on Design Ops and integrated Figma with Jira, resulting in a 10% increase in productivity and improved communication between stakeholders, product, and development teams.
Product Design Manager
January 2019 – February 2021 (2 years 2 months)
Managed a multidisciplinary team through Product Discovery and Delivery processes with agile cycles ranging from 5 to 20 business days. Restructured user journeys and flows based on retention data, heatmaps, and user interviews, resulting in increased conversion rates and engagement across digital channels.
Service Design Specialist
April 2018 – January 2019 (10 months)
As a Service Design Specialist, I implemented user-centered practices within product squads. Led journey mapping initiatives and facilitated workshops with stakeholders, which reduced the development time for new features and improved backlog efficiency across teams.
Service Design Specialist
February 2017 – March 2018 (1 year 2 months)
Launched 3 innovative digital products and conducted training sessions for over 1,000 employees on methodologies such as Design Thinking and Scrum. Worked on restructuring user flows and touchpoints to optimize the user experience and align business goals with continuous innovation.
Senior UX Designer
February 2016 – February 2017 (1 year)
Designed and tested digital experiences for financial products using metrics and tools such as Google Analytics, A/B testing, and user interviews. Standardized user flows and interface components, leading to increased conversion rates in key features tailored to micro-entrepreneurs.
Senior UX Designer
February 2014 – February 2016 (2 years 1 month)
Redesigned digital products and services for the largest online portal in Brazil. One key initiative was the Self-Service platform, which successfully redirected 12% of Call Center traffic to the website after its revamp, enhancing user autonomy and reducing operational demand.
UX Designer
June 2010 – February 2014 (3 years 9 months)
Contributed to the creation of responsive digital solutions for the financial, educational, and credit sectors. Worked on UX/UI strategy definition, information architecture, wireframes, and user-validated prototypes, collaborating directly with developers and business stakeholders.
Education
Postgraduate Certificate in Leadership and Management
Pontifical Catholic University of Rio Grande do Sul (PUC-RS) | 2019 – 2020
Postgraduate Certificate in Business and Foresight
Diip, CBA B+G & Hivelab | 2016
Postgraduate Certificate in Service Design
The School for Service Innovation – Hivelab | 2014 – 2015
Bachelor’s Degree in Digital Design – Communication and Multimedia
Universidade Anhembi Morumbi | 2009 – 2013
Languages
- Portuguese – Native
- English – Fluent (Professional Proficiency)
Certifications
- Leadership – Ethnic-Racial Awareness | RM Consulting (2023)
- Management 3.0 | K21 (2019)
Awards and Honors
- Winner of the UOL Creative Ideas Award (2014)
Key skills and expertise
Soft skills
Business development
Efficiency and operational excellence
Growth strategies
Innovation
Leadership
People development
Public speaking and talks
Strategic planning
Training and workshops
Hard skills
Agile methodologies
Artificial intelligence
Branding
Content design
Digital product development (mobile and desktop)
Digital transformation
Market analysis
Service design
User experience (UX)
User interface (UI)
User research (UX Research)
Wireframing, prototyping, and layouts
Softwares e tools
Adobe Creative Suite (Photoshop, Illustrator, After Effects, etc.)
CapCut and other video editing tools
Digital marketing and analytics platforms (Meta Ads, Google Ads, Hotjar, Clarity, Mailchimp)
Figma
Selected testimonials about my contributions
Overview of selected projects I contributed to
