Paulo Lebtag

• - I was responsible for structuring the company's new Product department, which until then lacked one, alongside the board. I served as the only senior member of the initial team, comprised of POs and UX designers.

• - I implemented the product management process in Notion.so, creating a continuous backlog pipeline and customized views per team, which increased predictability and efficiency in development.

• - I modeled and designed a proprietary SMS sending system, replacing a limited white-label solution. The new tool increased revenue control and generated growth of over 15%, reaching break-even in less than a year and exceeding US$5 million in monthly revenue.

• - I led the initial development of a CCM system, benchmarking over 12 competitors and mapping 300+ features. I presented the proposal to companies such as Samsung, Carrefour, and Didi Global, contributing directly to interviews, requirements definition, and product strategy.

• - I developed the complete design system, created interfaces, conducted quality tests, wrote specifications for developers, and actively participated in deployments and sales presentations both in-person and online.

• - I participated in artificial intelligence projects focused on customer service automation, which resulted in operational cost reductions for large companies.

• - I've worked as a full-time freelancer since 2013, serving clients from various sectors, including healthcare (Santa Casa de Misericórdia), startups (Meener), engineering (GSC Construtora), education (Institutum Sapientiae), ERP (GestorFood), industry (Gflex, Vidropack), retail (Rainha Bikeshop, Veluheart), energy (Planel), Criptobikes (NFT & Cripto), publishing, and information production.

• - I solved challenges related to branding, visual design, UI, motion design, and digital strategies, adapting solutions to the specific needs of each sector.

• - I conducted the entire discovery and briefing process from scratch, using active listening and strategic insight to understand the business and guide design decisions.

• - I developed interfaces, UX/UI, product design, institutional websites, web systems, landing pages, dashboards, complete visual identities, digital marketing strategies, and brand redesigns.

• - I used tools such as Figma, WordPress, HTML/CSS, Photoshop, and Illustrator, implementing the front-end of several projects in addition to delivering the designs.

• - I was responsible for direct client management, conducting meetings, proposals, and presentations, and ensuring continuous alignment between the client's vision and the solutions delivered.

• - The projects helped increase visibility and credibility, attract qualified leads, prevent customer churn, and strengthen the brand's perceived value.

• - This period was essential for my development as a Product Designer, providing a practical background in business, market, user experience, and strategy, going beyond visuals and deepening my understanding of value, return, and the human relationship with the customer.

• - I worked as a Designer focusing on UX/UI, Product Design, and Front End, leading innovation and redesign projects for a legacy Delphi system, modernizing the user experience with HTML and CSS solutions integrated via a dynamic engine.

• - I led interdepartmental workshops with areas such as development, support, sales, and administration, using Design Thinking techniques to solve real customer problems and encourage collaborative thinking.

• - I implemented and led the Software Quality department, creating processes, structuring Scrum rituals, and coordinating a team focused on QA and satisfaction surveys.

• - I developed internal marketing and cultural transformation initiatives, promoting the appreciation of design and collaboration across departments, and demystifying the siloed role of each department through internal campaigns and visual reorganization of communication.

• - I also worked on graphic, web, and social media design, establishing a cohesive brand positioning, creating a new visual identity for the company, and redesigning the corporate website, optimizing the corporate image for clients.

• - I coordinated two collaborators: one responsible for software testing and the other for satisfaction surveys, contributing to strategic and methodological direction.

• - I used tools such as benchmarking, A/B testing, user surveys, Design Thinking, and high-fidelity prototypes to create solutions focused on usability and concrete results.

• - Main takeaway: Cultural transformation begins with small, persistent initiatives — even in resistant environments, it's possible to drive real change with empathy, active listening, and good examples.