/* global React */ // ============================================ // SHARED DATA — case studies, skills, timeline // ============================================ window.CASE_STUDIES = [ { id: "cro", href: "case-cro.html", num: "01", title: "Designing a CRO consultancy from zero to launch", desc: "Solo-built b.con from scratch: brand identity, 90-page CRO guide, and a coded landing page shipped without a developer or no-code subscription.", subtitle: "Built alone. No dev. No Framer subscription. Just design and code.", role: "Founder & Designer", year: "2023 — 2025", impact: "90-page guide + live LP shipped solo", client: "b.con (self-founded)", tags: ["CRO", "AI", "Landing Page"], }, { id: "pdp", href: "case-pdp.html", num: "02", title: "Increasing PDP-to-Checkout conversion by improving vehicle-fit confidence", desc: "By unifying compatibility verification into a single, interactive experience and restructuring the PDP layout, the project reduced user doubt and drove meaningful gains in PDP-to-checkout conversion.", subtitle: "78% of users weren't confident the part fit their car. We fixed that.", role: "Product Designer", year: "2025", impact: "+19% desktop · +35% mobile", client: "KarHub", tags: ["E-commerce", "CRO", "UX Design"], }, { id: "opencare", href: "case-opencare.html", num: "03", title: "Improving Opencare's booking flow", desc: "A design challenge focused on improving a high-impact conversion point in Opencare's booking flow — the loading → results transition.", subtitle: "Turning a dead moment into a branded, confidence-building experience.", role: "Product Designer", year: "2025", impact: "Reduced friction in loading → results", client: "Opencare (design challenge)", tags: ["UX Design", "UI Design"], }, { id: "ecom", href: "case-ecom.html", num: "04", title: "Redesigning an e-commerce Homepage to boost conversions", desc: "How I turned a funnel analysis into actionable insights to help Brazil's top auto parts retailer boost conversions — especially on mobile.", subtitle: "Search already converted better. The homepage just wasn't saying so.", role: "Product Designer", year: "2025", impact: "+38.7% mobile search · −23% bounce", client: "KarHub", tags: ["E-commerce", "CRO", "AI"], }, { id: "b2b", href: "case-b2b.html", num: "05", title: "B2B Stack Manager: from discovery to MVP success", desc: "Uncovered hidden waste in software spending and turned it into a business opportunity, designing an MVP that gave companies financial clarity and B2B Stack a monetization model.", subtitle: "Most companies didn't even know how much they spent on software.", role: "Product Designer", year: "2022 — 2023", impact: "38% beta → paid conversion", client: "B2B Stack (Brazil)", tags: ["B2B SaaS", "Product Discovery", "UX Research"], }, ]; window.CASE_MAP = Object.fromEntries(window.CASE_STUDIES.map((c) => [c.id, c])); window.SKILLS = { "Craft": ["Product strategy", "Interaction design", "Visual design", "Prototyping", "Design systems", "CRO", "Information architecture"], "Research": ["Usability testing", "Heuristic audits", "Funnel analytics", "A/B testing", "User surveys", "User interviews"], "Tools": ["Figma", "PostHog", "Hotjar", "Mixpanel", "Framer", "Maze", "Claude", "Retool", "Klaviyo"], "Code": ["HTML / CSS", "Claude Code"], }; window.TIMELINE = [ { date: "Jul 2023 – Present", role: "Product Designer", company: "KarHub · São Paulo, BR (Remote)", desc: [ "Led multiple A/B experiments across PDP, catalog, search, and checkout using PostHog and GA4, increasing site-wide conversion rate by 50% and sustaining 10%+ month-over-month GMV growth, contributing to a 4x GMV increase from 2023 to 2024. KarHub won the Cubo Itaú High-Growth Startup Award in both 2024 and 2025.", "Designed vehicle compatibility filters for a 150,000+ SKU catalog, enabling buyers to find the right part in seconds and significantly improving search-to-purchase conversion.", "Optimized mobile product pages by restructuring information hierarchy based on user behavior data, improving page-to-checkout conversion by 39%.", "Redesigned the internal purchasing operations tool in Retool, scaling daily order processing from 30 to 1,000+ orders with only 2 buyers, a 30x+ efficiency gain.", "Partnered with engineering to ship an AI-powered search experience, boosting overall and mobile conversion rates by 30%.", "Built end-to-end email automation flows in Klaviyo (cart abandonment, first-purchase incentive, win-back, post-sale), growing recurring email-driven revenue month over month.", "Generated 300+ AI-produced category images, eliminating a visual bottleneck with near-zero production cost.", "Launched an AI-generated blog as an organic acquisition channel: 200+ articles published, averaging 50% month-over-month traffic growth.", ], }, { date: "Dec 2022 – Jun 2023", role: "Product Designer", company: "B2B Stack · São Paulo, BR (Remote)", desc: [ "Led end-to-end product discovery for a new B2B SaaS software management platform, conducting user interviews with executives from large enterprises and securing R$100,000+ in pre-launch contracts from 3 beta clients.", "Improved CSAT by 20% by translating user feedback into iterative UX improvements across dashboards and core workflows.", "Built high-fidelity prototypes in Figma and led usability testing sessions using Hotjar and Maze to validate design decisions before engineering handoff.", ], }, { date: "Aug 2020 – Jun 2025", role: "Product Designer", company: "Comodum · São Paulo, BR (Remote)", desc: [ "Designed a B2C SaaS product for tax automation, growing the user base to 10,000+ clients and contributing to six-figure revenue.", "Reduced customer support volume by 40% through iterative UX improvements driven by user research and behavioral analytics.", "Built and launched marketing landing pages in Framer, increasing conversion rates and user engagement for the product.", "Trained customer support teams on product knowledge, improving resolution efficiency and reducing escalations.", ], }, ];