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𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘀𝗶𝗴𝗻𝗲𝗿, 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁 & 𝗨𝗫 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵𝗲𝗿 | 𝗗𝗶𝗮𝗴𝗻𝗼́𝘀𝘁𝗶𝗰𝗼 𝗘𝘀𝘁𝗿𝗮𝘁𝗲́𝗴𝗶𝗰𝗼 𝗲 𝗢𝘁𝗶𝗺𝗶𝘇𝗮𝗰̧𝗮̃𝗼 𝗱𝗲 𝗣𝗿𝗼𝗱𝘂𝘁𝗼𝘀 Seu produto está no ar, mas a conversão não é a ideal? Os clientes estão indo embora sem um motivo claro? Ou quer começar o seu negócio do jeito certo, com planejamento e estratégia? Eu posso te ajudar! Oi, sou a Rafaela! Sou Designer de Produto e UX Researcher Sênior. Após construir uma sólida bagagem refinando produtos digitais no mercado corporativo, fundei a LAMB Design com um propósito claro: levar essa expertise estratégica de forma ágil e descomplicada para startups e pequenas empresas. Aqui, eu analiso o ecossistema do seu produto com profundidade para entender a causa raiz da baixa performance e desenhar soluções que geram resultados reais. 🛠️ Como posso ajudar o seu negócio: • UX Research (Pesquisa de Experiência): Investigação profunda para compreender o comportamento real dos seus usuários e identificar dores ocultas. • Diagnóstico de Performance & Gargalos: Análise técnica do seu ecossistema atual para mapear exatamente "onde o produto está falhando hoje". • Estratégia de Produto & Direção: Desenho de jornadas, fluxos estratégicos e soluções focadas em melhorar conversão, retenção e a experiência de checkout. 💡 𝗡𝗼𝘁𝗮 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁𝗲 𝘀𝗼𝗯𝗿𝗲 𝗼 𝗺𝗲𝘂 𝗲𝘀𝗰𝗼𝗽𝗼: 𝗢 𝗺𝗲𝘂 𝗳𝗼𝗰𝗼 𝗲́ 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗮𝗺𝗲𝗻𝘁𝗲 𝗮 𝗶𝗻𝘁𝗲𝗹𝗶𝗴𝗲̂𝗻𝗰𝗶𝗮, 𝗮𝗿𝗾𝘂𝗶𝘁𝗲𝘁𝘂𝗿𝗮 𝗲 𝗲𝘀𝘁𝗿𝗮𝘁𝗲́𝗴𝗶𝗮 𝗱𝗼 𝗽𝗿𝗼𝗱𝘂𝘁𝗼. 𝗘𝘂 𝗲𝗻𝘁𝗿𝗲𝗴𝗼 𝗼 𝗱𝗶𝗮𝗴𝗻𝗼́𝘀𝘁𝗶𝗰𝗼, 𝗼 𝗺𝗮𝗽𝗲𝗮𝗺𝗲𝗻𝘁𝗼 𝗲 𝗮 𝗱𝗶𝗿𝗲𝗰̧𝗮̃𝗼 𝗲𝘀𝘁𝗿𝗮𝘁𝗲́𝗴𝗶𝗰𝗮 𝗱𝗼 𝗳𝗹𝘂𝘅𝗼, 𝗲 𝗻𝗮̃𝗼 𝗮𝘁𝘂𝗼 𝗰𝗼𝗺 𝗼 𝗱𝗲𝘀𝗶𝗴𝗻 𝘃𝗶𝘀𝘂𝗮𝗹 𝗱𝗲 𝗶𝗻𝘁𝗲𝗿𝗳𝗮𝗰𝗲𝘀 (𝗨𝗜) 𝗼𝘂 𝗰𝗿𝗶𝗮𝗰̧𝗮̃𝗼 𝗱𝗲 𝘁𝗲𝗹𝗮𝘀. 🔥 Por que escolher a LAMB Design? • Profundidade (O Hoje): Eu não trabalho com soluções genéricas. Investigo o cenário atual do seu negócio para entregar um diagnóstico preciso e fundamentado. • Direção (O Amanhã): Todo o meu trabalho é orientado a métricas de negócio, otimização de fluxos financeiros e soluções sustentáveis de futuro. • Parceria sem Arrogância: Explico processos complexos de forma simples e transparente. Você terá total clareza sobre o que está acontecendo com o seu produto e o porquê de cada decisão. 🤝 Vamos transformar o desempenho do seu produto? Se você quer parar de adivinhar o motivo do seu produto não performar como deveria e deseja traçar um plano claro para levá-lo ao próximo nível, vamos conversar. 𝗘𝗻𝘁𝗿𝗲 𝗲𝗺 𝗰𝗼𝗻𝘁𝗮𝘁𝗼 𝗽𝗼𝗿 𝗮𝗾𝘂𝗶 𝗲 𝘃𝗮𝗺𝗼𝘀 𝗮𝗴𝗲𝗻𝗱𝗮𝗿 𝘂𝗺𝗮 𝗿𝗲𝘂𝗻𝗶𝗮̃𝗼 𝗶𝗻𝗶𝗰𝗶𝗮𝗹! ☕🐑

I help product and growth teams remove guesswork from their roadmaps by combining customer insights, product data, and custom AI workflows to inform actionable strategy. 8+ years of experience across startups and big companies in Fintech, EdTech, Media, and Digital Health, working at the intersection of Product Strategy, Market/Consumer Research, and UX Insights. Led 100+ research projects, including 150+ sessions in English (US market) and 500+ in Portuguese (LATAM). ✦ HOW I USE AI IN PRODUCTS & RESEARCH: • AI-Driven Qualitative Synthesis: Created custom AI agents (ChatGPT, Gemini, Claude) to process open-ended surveys, interviews, and NPS comments, cutting analysis cycles by up to 70%. • AI Research Ops & Workflows: Accelerated study plans, discussion guides, competitor analysis, and insight distribution using agentic workflows. • AI Product Discovery: Evaluated AI adoption trends and Jobs-to-be-Done to shape Go-To-Market and product strategy. ✦ WHAT I DO BEST: • Product Strategy & Discovery (JTBD, Personas, Value Proposition Design) • Market & Consumer Insights (Surveys, Competitive Analysis, Go-To-Market strategy) • UX & Usability Research (End-to-end usability studies, Accessibility benchmarks) • Product Analytics & UX Metrics Synthesis (Google Analytics, Looker Studio, Amplitude, CSAT, NPS) ✦ CROSS-BORDER & CULTURAL VERSATILITY (US & BRAZIL): • Executed 150+ research sessions in English in the US with diverse demographics, ranging from school leaders and teachers to children. • Conducted 500+ research sessions in Portuguese across Brazil's top tech platforms. • Ran in-person accessibility usability tests and contextual inquiries with blind participants using screen readers (Voiceover, Talkback, NVDA). • Increased user activation by 7% for a leading Fintech through B2B workflow research. • Mapped buyer journey friction for a 25M+ user streaming platform, lifting perceived value metrics from 17.8% to 27.5%. ✦ QUICK BACKGROUND: • MBA in Product Leadership & Strategy in the Age of AI • Postgraduate Degree in Anthropology • B.A. in Social Communication & Marketing Need an insights partner who understands user psychology, business KPIs, and cutting-edge AI workflows? Let's connect for a quick intro call to discuss your project.

I'm Kate. I transform marketing into a structured system that makes growth predictable, scalable, and self-sustaining. Taking a macro-level, holistic approach, I focus on the entire system rather than isolated components to ensure structured adaptation and long-term efficiency. My methodology is grounded in cybernetics (how systems regulate themselves) and neuroscience (how people make decisions), further reinforced by postgraduate research in Human-Computer Interaction, where I studied self-organizing online communities and behavioral decision-making. By applying research-driven and data-driven methodologies, I structure decision-making processes that eliminate reliance on intuition or trends. ⚡️ Validated product-market fit in one month from scratch with under $100 in ad spend. Resulted in a proven, scalable marketing model. ⚡️ Enabled a US FemTech startup to secure angel investments by structuring positioning and early traction strategy, ensuring market viability. ⚡️ Increased monthly average revenue by 2.3x and ARPU by 1.6x by restructuring positioning and website content. ⚡️ Prevented $3.5M in unprofitable marketing investment by conducting structured forecasting for a SaaS company, identifying an unsustainable business model before execution. ⚡️ Created a hiring framework based on the cybernetics methodology that allows asses candidates with online questionnaire. Applied it in over 5 companies. In every case, the first shortlisted candidate was successfully hired.
 ⚡️ Delivered lectures on critical thinking and decision-making in marketing for university management and medical students. ⚡️ Worked as a concert and backstage photographer for events with up to 10,000 spectators. My photos were published by The Cardigans, Jungle, and HEALTH. 🔺🔻🔺🔻🔺🔻🔺🔻 🔺🔻🔺🔻🔺🔻🔺🔻 No matter the job title I have, I am a cyberneticist. Two generations before me, on both sides of my family, everyone was a top manager: a chairman of a collective farm, a founder of a factory, a road construction manager, a head of a kindergarten, and a deputy commander of a regiment, etc. Cybernetics is the science of managing complex systems. It applies to any kind of system: whether it be a human, an organization, a society, or a computer. So, I am a manager. I absorbed skills of effective process organization literally with my mother’s milk, and she did so with her mother’s milk… well, you understand. The socks in my closet are organized systematically, not simply because "it should be so," but because I don’t know any other way. In every job I undertake, I rely on systems theory, system analysis, control theory, decision-making theory, and so on. There are many fascinating theories out there. I decided which country to live in using multi-objective optimization; this method is my absolute favorite. Furthermore, I am autistic. My brain cannot process social information subconsciously: it’s as if, to walk, you had to think about which muscle to tense and where to place each foot. So, I can explain any communication. I intellectually understand how communications happen and can explain, describe, and teach how to do it better. Therefore, my field of interest lies at the intersection of cybernetics and communication. I call myself a “communication engineer,” but not the kind who pulls wires. For me, a problem in communication is not merely an "oh, something went wrong." I precisely know where the failure occurred, what went wrong, and how to fix it. This is because in any communication, I perceive a transmitter, a receiver, and a channel through which information is conveyed. So, I can diagnose the communication (which is marketing) system. In an hour-long conversation, I can pinpoint the bottleneck in a client's marketing and explain what needs to be done differently and why. In a week, I can find the most effective way of promotion considering the available resources and external circumstances. Currently, I am building my startup. I want to create a service that will automatically craft marketing strategies. In the 1960s, following the Second World War, scientists were not attempting to replace humans with computers, but were trying to reduce the number of mistakes and the influence of the human factor. This led to the emergence of systems analysis. Similarly, in 2024, I don’t want to replace the marketer; rather, I aim to minimize errors and the impact of the human element on marketing strategies. In the same 1960s, Licklider supported Norbert Wiener's concept that the computer does not replace the human; rather, they complement each other—a “symbiosis of computer and human.” I feel my aspirations are similar to Licklider’s position: I also find it important and interesting to connect people, but I additionally want to enhance efficiency. I aim to create a sort of layer between person and person, which automates part of the routine and thereby speeds up the search for “one’s” people.

🚀 UX Designer & UX Researcher | Information Architecture Specialist • 🧠 I design user-centered experiences grounded in research, behavior, and data • 🗂️ Strong background in Information Architecture & Information Management (MBA in UX Research) • 🔍 Experienced in qualitative & quantitative research, turning insights into actionable solutions • ⚡ Skilled at transforming complex systems into intuitive, scalable products • 🧩 Focus on discovery, usability, and product thinking — not just visual design • 🌍 Experience across education and energy sectors, working with real-world problems. 💡 What I deliver: • Clear UX strategies based on real user needs • Structured and scalable information systems • Intuitive user flows and high-fidelity prototypes • Actionable insights that improve engagement and usability 🤝 How I work: • Collaborative & detail-oriented • Strong communication with stakeholders • Focused on delivering practical, high-impact results ✨ If you’re looking for someone who goes beyond aesthetics and builds meaningful, research-driven experiences, let’s connect ✨

For 4 years, I've been turning "this should work" into "this DOES work". I design apps and websites that people actually enjoy using. I care as much about your business goals as your users' needs. Let's skip the guesswork and build something that works as good as it looks!

Senior UX Researcher with 5 years of experience leading mixed-method research across digital products and service ecosystems. Experienced operating within CX, Operations, Product, and cross-functional teams across Latin America, Africa, and Oceania, supporting strategic decision-making through customer and service experience insights. Background in Social Sciences and Design with strong experience in stakeholder management, end-to-end discovery, and cross-functional collaboration within complex international environments.