Tiago Macena
Projects that show the problem, the process, the decisions and the results, from discovery to delivery.
PROCESS
Practice beyond theory
The ideal process has 6 stages, but reality demands adaptation. With tight deadlines or technical constraints, I adjust the pace: I prioritize the riskiest hypotheses, use AI to speed up research and prototyping, and validate early, without compromising quality.
01
Discovery
I investigate problems through interviews, GA4 and Clarity data, benchmarks and heuristic evaluation, using AI to synthesize insights and raise hypotheses.
In partnership with
PMs and stakeholders
02
Strategy
I connect user needs, business goals and product metrics to prioritize opportunities and define how to measure success, with the support of generative AI.
03
Structure
I organize journeys, flows, information architecture and UX Writing to turn complex problems into simple, consistent and accessible experiences.
ABOUT
"I turn complex problems into clear, measurable products, connecting users, data, business and AI."
For 4 years, I've been creating digital products seeking the perfect balance between what users need and what makes the company grow. My approach has gone beyond just "designing screens" to become strategic: I like to take on hard problems and complex B2B, B2G and SaaS ecosystems and turn them into journeys that are simple to use.
Day to day, I like to bring design closer to engineering and I'm always testing new tools to gain efficiency, whether optimizing processes with AI (like Claude), exploring prompt structure or using Obsidian to organize ideas. I believe in direct, functional design with an authentic aesthetic. At the end of the day, the focus is to remove barriers along the way, ensure the product scales and deliver real metrics. All while building brand identity and making users remember you.
4+
years in product design, web and mobile
−75%
in user errors in redesigned flows
+30%
in design delivery speed
Based in Rio de Janeiro, RJ
WHAT I DO WELL
01
Information architecture
I structure flows, edge cases and UX Writing to reduce errors and friction.
02
Design systems
I create, document and evolve components and patterns so the team can scale with consistency.
MOST USED TOOLS
Figma / Framer
Design, prototyping and Design System
Claude / Codex / Gemini
AI for research, synthesis and prototyping
GA4 / Clarity / Maze
Analytics, behavior and validation
Confluence / Jira / Miro
Research, documentation and collaboration
HTML · CSS · JS
Context and alignment with engineering
Git / GitHub / Vercel
Versioning and deployment
BACKGROUND
Professional experience
JUL 2023 — AUG 2026 · REMOTE
Product Designer
Valid South America
— Redesign of complex flows based on usage evidence, reducing user errors by 75%.
— 30% faster deliveries with prototypes validated before development, and evolution of the Design System.
— Discovery, testing and product metrics that increased feature adoption by 10% to 15%.
JAN 2022 — JUL 2023 · REMOTE
UX Designer
Beedoo Ailearning
— Web and mobile interfaces focused on usability, accessibility and responsiveness.
— GA4 and Clarity analysis, dashboards and A/B test planning to validate hypotheses.
— Partnership with Product and Engineering from discovery to delivery quality.
Education
2024
Neuroscience, Design and User Behavior
Istituto Europeo di Design (IED)
2022 — 2023
Postgraduate degree in UX Design
PUC-Campinas
2016 — 2021
Bachelor's degree in Advertising and Marketing
Universidade Estácio de Sá
Advanced English
Yes! English Course · 2019
C1
TESTIMONIALS
“
I worked with Tiago for 3 years at Valid. We were colleagues on the company's design team, and it was a great experience having him on the same team as me! Together, we built several products, gave each other feedback and collaborated to create the best possible experience. Moreover, he is a professional whose greatest strength is his curiosity to learn new things, whether design systems, UX processes, motion, etc.
”
AL
André Lisboa
UI/UX Designer · UI/UX Instructor
Senior colleague on Valid's design team
“
Ti is curious, dedicated to learning and asks questions until reaching the best solution for the user. He has strong UI skills and delivers with care. And, above all, he is a kind and friendly person, a great teammate.
”
PL
Patrícia Lima
Senior Product Designer
Worked together, on different teams
“
It was great working on a team with Tiago, a very proactive person, always focused on developing his learning and techniques, with many skills in the development area. Thanks for the partnership!
”
FO
Felipe Thiago Oliveira
Systems Analyst · Full Stack Dev
Studied together
