Facilitation techniques to make a fortune with the least creative people at your company — Working on a multimillion fashion marketplace, you can imagine that Black Friday is a day we all anticipate. Even the slightest tweaks can yield a fortune, so you can’t waste any opportunities. That’s when your Marketing Manager shows up and say: “I always make the greatest BFs every place I…

If you want to design disruptive products, you must abandon standard stories — As a UX Tutor, I review hundreds of user stories from aspiring designers striving to address their personas’ needs — but they end up doing exactly the opposite. That’s because user stories focus on features rather than needs, so most students (and dev teams) struggle to develop innovative products since…

The perfect solution is not always the best solution — Logistics are one hell of a hurdle when the entire European Union could fit inside your country’s border twice over. This is OFF Premium’s ordeal: a multi-million fashion marketplace working with hundreds of stores spread throughout Brazil’s 8.5 …

Every UX has an amount of complexity you cannot play with — People hate redesigns. Unless the original work is terribad, chances are the new version will be stomped even if it’s remarkably better. Snapchat learned it the hard way back in 2018 after a major redesign that burned 35% of their revenue. Although it had a better Information Architecture than the…

The cognitive bias that makes us proud of being made fools of. — Have you ever noticed that some fast food prices seem absolutely clueless? I mean, how come a medium Starbucks cup is $4 while an extra-large is $5? Shouldn’t it be twice as much?! The funny thing is that most people feel like they have gamed the system when opting for…

Designing a new Category Tree and Menu UI from scratch — Selling over $1 million per month, OFF Premium offers over 10 thousand clothes for an affordable price — and I mean reaaally affordable price, down to 80% off of the original price! The problem: OFF was an experiment that went viral. Sales skyrocketed on a website that had never planned…

Scrum is a framework difficult to learn and dangerous to master — For 180 days, I cranked out endless UX projects that were applauded and then trashed by the end of each and every Sprint. Developers wrote thousands of lines of code that never reached a single one of our customers. You’d be surprised to know that it didn’t happen at a…