Rafael Rocha - UX/UI Designer

Interfaces that solve real problems: intuitive for people, decisive for the business.

I've worked as a UX/UI designer since 2021, and what draws me in is the problem behind the screen. Before that, I spent seven years coordinating digital editorial products, which sharpened my eye for how people read, interact, and drop off.

I come from a Graphic Design background, and I believe in continuous beta: a digital product is never finished, it improves while it's live. My process is straightforward: understand the real problem, ship a version quickly, and refine it with what real usage shows.

Today I own the experience of the Ewally app and its B2B and admin portals, from discovery to handing off specs for development. I like work that brings the product closer to the people who need it, no fluff.

5 years: designing fintech products at Ewally
30+: components in the design system I built from scratch
50+: screens redesigned across 10+ critical flows

Case studies

Selected work

A few of the projects I've worked on.

NutriFlow case study cover with three app screens: uploading the meal plan, the home screen with the current meal, and a progress screen

End-to-end UX/UI 2026 7 months

NutriFlow, healthy eating always within reach

Problem: People who get a meal plan from a nutritionist get stuck on execution: the meals are personalized and made by hand, and in the daily rush no one manages to cook or order them.
Solution: An app where AI reads the plan sent as a photo or PDF, builds the meal calendar, and delivers everything ready at home. Ordering fits in three steps: period, delivery, and payment.

83responses in the quantitative survey

5in-depth interviews

100%success on the ordering task in testing

View project

Mercado Livre case study cover with a notebook search mockup, showing the filter panel and the Rating group marked as missing

Heuristic evaluation 2026

Why doesn't Mercado Livre have a rating filter?

Problem: The star rating shows up on result cards, but it can't be used as a search criterion. Amazon has offered this filter since 2013.
Solution: An audit of the search flow against Nielsen's 10 usability heuristics, plus a proposal for a rating filter that coexists with seller reputation, with a safeguard for products that have few reviews.

21filter groups mapped in the Notebooks category

0filter by rating

View project

Design System 2024-25 Material Design 3

Blu Design System

What it is: A design system kit built on Google Material Design 3, with ready-made components and tokens to speed up interface work.
Built with: Prototyped in Figma Make, following Material Design 3 guidelines and patterns.

View on Figma

Experience

The path that led me to UX/UI design.

Feb 2023, present

Product Designer (UX/UI)

Ewally 3 years 7 months São Paulo, Brazil

In charge of design for three products in parallel: the Ewally app, the B2B Portal, and the Admin Portal, in a squad with 1 PM and 2 devs, on quarterly delivery cycles.

Anti-fraud research: ran a round of interviews and moderated remote tests with 5 users. The finding (100% manual entry, no filters, and no way to approve in bulk) drove a redesign of the flow that cut the average task-completion time by 60%.
Design system: built Ewally's DS in Figma with 30+ components (buttons, modals, inputs, tokens), adopted by all three products, ending the inconsistency between the app and the portals.
Pix: redesigned the transfer flow around the mapped error points, with a 5% drop in reported transfer issues.
Mentoring: mentored a junior UX designer on the squad, supporting her ramp-up in research and prototyping.
Delivery at scale: 10+ critical flows and 50+ screens redesigned, with specs handed off ready for development.

Figma
Design System
Prototyping
Usability testing
Qualitative research
Handoff

Jan 2021, Feb 2023

UX/UI Designer

Ewally 2 years 2 months

The company's first UX designer, in charge of setting up the initial design processes where no such area existed.

Ran the initial user-research cycles that grounded the app's redesign, defining the interview and testing method the company still uses today.
Built the component and pattern foundation that would become the Ewally Design System.

Apr 2018, Jan 2021

Front-end / UX consultant

EZ4, IT easy for you 2 years 10 months São Paulo, Brazil

Consulting on TOTVS's Fluig platform for enterprise clients including FIDI and Planus.

Prototyped, tested with users, and handed technical specs straight to the development teams.
The habit of weighing technical feasibility alongside the design decision comes from here.

Aug 2010, Dec 2017

Digital advertising coordinator

Editora Abril 7 years 4 months São Paulo, Brazil

Coordinated digital advertising for tablet editorial products, for the magazines VEJA and VEJA São Paulo, with hands-on UX work for iOS and Android.

Closed the digital editions of VEJA and VEJA São Paulo, from the publisher's first tablet edition, in September 2010.
Ran usability testing on iOS and Android for new titles in the publisher's digital portfolio.
Trained 2 professionals to take over digital advertising coordination, ensuring continuity of the process.

Early career

May 2009, Aug 2009 Freelance graphic designer, Editora CARAS
Special marketing projects. Created materials for the publisher's events and for sponsorship outreach.
Aug 2008, Oct 2008 Art assistant, Editora CARAS
Special project for the CARAS Noivas 2008 yearbook, 400 pages with a print run of 40,000 copies.

What I bring to the team

Hard skills

Applied UX research
Interviews, usability tests, and continuous research that turn into product decisions, not reports left in a drawer.
Design systems
Built Ewally's from scratch, with 30+ components documented in Figma.
High-fidelity prototyping
Clickable prototypes ready for user testing and for handoff to development.
Metrics and product sense
OKRs, the HEART framework, and reading support data to prioritize what actually moves the number.
Technical fluency
A front-end background. I talk with engineering as a peer about what's feasible.
Fintech and Open Finance context
Pix, anti-fraud, B2B and admin portals. Critical flows, with money and trust on the line.

Soft skills

Close collaboration with PM and development, from refinement to sign-off
Focused on the problem, not the screen
Outcome-driven, with the metric agreed before we start
Clear communication, including with non-designers

Tools

Figma
Adobe XD
Miro
Maze
Claude
Photoshop
Illustrator
Trello
Notion
Slack

Education & certificates

Bachelor's in Graphic Design

Centro Universitário Senac

2004, 2008

Courses

Web Interfaces with HTML, CSS, and JavaScript IME-USP, 30 hours, 2018
UX Unicórnio in progress UX Unicórnio, 2026

Certificates

AI & UX Portfolio Workshop UX Unicórnio, 2026
Triplo UX Workshop UX Unicórnio, 2023

Languages

Portuguese Native
English Advanced

Contact

Like what you see? Let's talk.

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