About Carolina
I help teams improve conversion, usability, and accessibility across web and mobile products — especially in complex, regulated, or high-traffic environments.
I’m a hands-on Product Designer with 14+ years of experience delivering and optimising acquisition funnels, checkout and payments journeys, SEO-critical pages, and CMS-driven platforms. I work end-to-end, from discovery and user research to UI design, prototyping, and production-ready handoff.
What sets me apart is the combination of craft + evidence + scalability:
- CRO and experimentation (A/B, multivariate, funnel optimisation)
- Accessibility-first design (WCAG 2.1–2.2)
- Modular, system-driven UI that scales with engineering teams
I typically support projects such as:
- Conversion and UX audits with clear, prioritised recommendations
- Funnel and checkout optimisation (including payments and forms)
- Accessible UI design and design system foundations
- SEO-friendly page redesigns and CMS components
- Hands-on product design delivery under real constraints
I collaborate closely with product managers, engineers, and stakeholders, and I’m comfortable joining at any stage — from early discovery to optimisation and iteration.
Available for short-term engagements, audits, and hands-on delivery. Flexible on scope and pace.
English
Native or bilingual
Portuguese
Native or bilingual
French
Conversational
Spanish
Conversational
Can work on-site
London (up to 50km)
Experience
- Little Studio Works LtdUX / Product Designer (Consulting)DIGITAL AND ITNovember 2025 - Today (7 months)London, UK• Providing product design support across discovery, user research, UX, UI, prototyping, and journey design for web and mobile products.• Designing inclusive, accessible user experiences aligned with WCAG 2.1–2.2, and providing accessibility-focused design reviews and guidance.• Delivering CRO-focused optimisations through A/B and MAB testing to increase conversions and user engagement.• Building scalable design systems and reusable components to improve consistency, accelerate delivery, and support growth.• Available for contract, freelance, and advisory engagements.
- The AA (British Motoring Association)Lead Product DesignerTECHJanuary 2022 - August 2025 (3 years and 7 months)London, UK• Delivered and owned high-traffic B2C acquisition journeys in regulated, performance-critical environments, including core sales and checkout flows.• Led component-driven redesigns and shared scalable design systems (CMS-ready, WCAG 2.1–2.2 compliant, with design tokens and reusable components), improving consistency, delivery speed, and maintainability across touchpoints.• Designed and implemented secure embedded payment iFrames and digital wallet integrations, optimising checkout UX, accessibility, and conversion.• Owned SEO-critical storefront redesigns, improving Lighthouse score 83 → 95, increasing indexed pages ~10%, and boosting organic traffic ~15% in three months.• Drove CRO through A/B and MAB testing, including a tested component that increased step conversion by 2.69%, leveraging KPIs, usability testing, experimentation, and discovery workshops to prioritise work and inform product decisions.• Partnered with Product, Engineering, SEO, and Marketing on design reviews, handoff, QA, and alignment with business and technical constraints within a SAFe Agile environment.
- The AA (British Motoring Association)Senior Customer Experience DesignerTECHNovember 2018 - December 2021 (3 years and 1 month)London, UK• Delivered B2B2C self-service web & mobile experiences for millions of users, improving task completion, usability, and satisfaction.• Designed and optimised SaaS payment management experiences, enabling users to securely view, update, and remove saved cards and payment methods across web and mobile platforms.• Redesigned iOS & Android apps, aligning flows with business and user needs while enhancing accessibility.• Led research-driven iteration across membership and support journeys using usability testing, interviews, and service design methods.
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Education
- B.Sc. Industrial Design (Digital Design)Pontifícia Universidade Católica do Paraná2014B.Sc.
- Exchange: HCI & TechnologyÉcole pour l'Informatique et les Techniques Avancées2014Exchange