Israel Ricci · Senior Product Designer · Brazil (Remote)

Digital products designed with research, data and experimentation.

UX Research, Continuous Discovery and Design Systems for fintech, retail and B2B platforms, with generative AI speeding up research and prototyping.

View case studies →LinkedIn
Israel Ricci, Senior Product Designer based in Brazil
130+experiments
UX Research · AI
130+experiments supported
9 yearsin UX and Product Design
B2B + B2Cfintech, retail, mobility
15 yearsin visual design
Banco ABC BrasilAvenue CodeGrupo Casas BahiaCobasiMovidaCleanCloud

Case studies

Method, interface and results.

Every case follows the Double Diamond: discover, define, develop and deliver.

01 · Fintech · Internet Banking

Banco ABC Brasil: experimentation at scale

Research Ops and Continuous Discovery to make evidence-based decisions in a regulated financial product.

RoleSenior Product Designer
FocusDiscovery · A/B
StackFigma · Generative AI
Discover

Research Ops, interviews and journey analysis.

Define

Opportunities become hypotheses with metrics.

Develop

Prototypes and usability testing.

Deliver

A/B testing and AI-assisted synthesis.

Internet Banking Banco ABC Brasil: balance across all accountsPublic reference
Internet Banking Banco ABC Brasil: Pix and transfersPublic reference
Internet Banking Banco ABC Brasil: transaction approvalPublic reference
130+

Resultexperiments supported across acquisition, activation and retention.

02 · Retail · B2B

Grupo Casas Bahia (Via Varejo): partner dashboard

Revenue, orders and campaigns for the Casas Bahia, Ponto and Extra brands in a single view.

RoleProduct Designer
FocusProcesses · Data
StackFigma · FigJam
Discover

Process mapping with partners.

Define

Bottlenecks in product registration and management.

Develop

Data hierarchy and prototypes.

Deliver

Validation with users and teams.

Grupo Casas Bahia B2B dashboard with revenue, orders and sales by vertical
Via Varejo partner dashboard screen, Product Design by Israel Ricci
Single view

Resultsimpler registration journeys and operational efficiency for partners.

03 · E-commerce · B2C

Cobasi: cart and checkout

Multiple sellers, subscriptions, in-store pickup and shipping, without confusing the customer.

RoleUI/UX Designer
FocusConversion
StackFigma
Discover

Diagnosis of friction and drop-off.

Define

End-to-end purchase journey.

Develop

Step-by-step, responsive checkout.

Deliver

Usability testing for each flow.

Cobasi cart on desktop and mobile, UX/UI by Israel Ricci
Cobasi cart with items grouped by seller and subscription
Cobasi checkout with delivery and payment
Cobasi store pickup selection on a map
Single page

Resultdelivery, pickup, coupon and payment together, with the order summary always visible.

04 · E-commerce B2B

Avenue Code: seller platform

Purchase and catalog management flows redesigned based on qualitative research.

RoleSenior Product Designer
FocusDiscovery · UX Research
StackFigma · FigJam
Discover

Immersion and interviews with sellers.

Define

Purchase and catalog journeys.

Develop

Prototypes of critical flows.

Deliver

User testing and iteration.

Seller Portal Catalog
HomeCatalogOrdersPurchasesReports
Orders today86
Active SKUs1,197
Pending12
ProductStockPriceStatus
Tool kit 24 pcs320R$ 189Active
Drill 650W48R$ 299Active
Jigsaw0R$ 349Review
Illustration · project under NDA
Discovery

Resultpurchase and catalog bottlenecks prioritized by evidence, with a continuous process in the team.

05 · Mobility · B2B

Movida: B2B fleet manager and Design System

Fleet management platform built from scratch, with components to scale the interface.

RoleUI/UX Designer
Focus0→1 · Design System
StackSketch · Figma
Discover

Discovery of the fleet business.

Define

Personas and management journeys.

Develop

Prototypes and usability testing.

Deliver

Documented Design System.

Movida fleet manager portal: fleet vehicle report, UX/UI by Israel Ricci
Design System Foundations and components
Colors
Typography
AaHeadingBody text
Buttons
Sign inCancelForgot password
Forms
Enter your ID
Design System illustration
0 → 1

ResultB2B portal launched with a Design System for consistency and scale.

Method

Double Diamond with continuous discovery.

Diverge to understand the right problem, converge on the right solution and measure to learn.

DiscoverDefineDevelopDeliver
01

Discover

Interviews, analytics, desk research, assumptions mapping.

02

Define

Journeys, JTBD, Opportunity Solution Tree.

03

Develop

Prototypes, usability testing, AI-assisted prototyping.

04

Deliver

Design System, handoff, A/B testing and metrics.

Continuous Discovery

Frequent contact with users and hypotheses prioritized by impact.

Design System

Components and tokens that ensure consistency and speed.

AI in the process

Research synthesis and working prototypes with generative AI.

Skills

Tools and capabilities.

Design and prototyping

Figma0%
FigJam0%
UI Design and prototyping0%
Design System0%
Adobe Photoshop0%
Adobe Illustrator0%
Motion (After Effects)0%

Research and product

UX Research0%
Interviews and usability testing0%
Product Discovery0%
Experimentation (A/B testing)0%
User journey mapping0%
Research Ops0%
Data and metrics0%

AI for design

AI for research synthesis0%
Claude and ChatGPT0%
Figma Make0%
Claude Code (code prototypes)0%

Collaboration

Miro0%
Scrum and Agile0%
Design Sprint and Design Thinking0%
HTML and CSS0%

Experience

From art direction to product.

Banco ABC Brasil
Senior Product Designer
2024 – present
Avenue Code
Senior Product Designer
2022 – 2024
Grupo Casas Bahia
Product Designer
2020 – 2022
Cobasi
UI/UX Designer
2019 – 2020
Movida
UI/UX Designer
2018 – 2019
CleanCloud
UI/UX Designer
2017 – 2018
Art direction
Agencies and marketing
2011 – 2016
201120142017202020232026
Tera · Digital Product Leadership ESPM · Market Intelligence UCDB · Postgrad in Graphic Design UCDB · BA in Advertising Gama Academy · UX/UI Mergo · Design System UI Lab · Interface and components

Contact

Let's build something useful.

Open to remote Senior Product Designer roles focused on UX Research, in fintech, retail and B2B.

Message on WhatsApp → [email protected]
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