# José Guilherme Edmundo

Senior Product Designer · e-commerce, checkout & payments (Nike Brasil / Centauro) · social commerce · branding · design engineering with AI

[LinkedIn](https://www.linkedin.com/in/joseguilherme/) · [GitHub](https://github.com/joseguilhermeze) · [Contra](https://contra.com/jose_guilherme_edmundo_uvmccbpa) · [Instagram](https://www.instagram.com/joseguilhermeze/)

## About

Senior Product Designer with 9 years in product design and a front-end background (2012), focused on e-commerce and mobile at scale: checkout and payments, personalization, retention and social commerce for Nike Brasil, Centauro, Casas Bahia and Hotmart. I work end to end — discovery, research, flows, prototypes, A/B tests, handoff — with Product, Engineering, Marketing and data teams, and I prototype in code and ship with AI.

Today I'm the senior product designer of the Nike Brasil app and site at Grupo SBF, owning the whole journey for two years: onboarding, home, search, PDP, cart, checkout and profile.

What that looks like in practice:

- Review Social — I proposed and designed influencer video reviews as social proof, from collection highlights to the PDP (play CTA, review card, shoppable product list inside the video), for app and web. A/B test: add to cart 16.6% → 21.4% (+27.4%), purchase conversion 19.5% → 23%, 7.7% of orders impacted, projected R$ 9M on the top 50 running shoes. Now rolling out to 100% of users.
- Checkout and payments — Pix journey improvements (higher completion), the full cashback journey built as a platform for Nike and Centauro, coupons at order summary.
- Voice of customer — created the app's program and ran it monthly for two years: store reviews, CSAT and Sentry feedback turned into a problem taxonomy with owners.
- Brand standards for digital — translated Nike's global standards into per-screen guidelines, so Marketing and Product build campaigns inside the product.
- AI — brought IA Labs and Product together and designed the PoC of a generative-AI shopping assistant; built Centauro's influencer action center and its design system with AI.

Before Nike: Via Varejo / Casas Bahia — UX and strategy for one of the largest e-commerce retailers in Brasil; Hotmart — the Hotmart app (Sparkle) and web; Amo Promo — travel tech (insurance and flight comparison), senior designer in a team of four; and five years of front-end, mobile and brand work before that.

Brand systems are part of how I work: Nike Brasil's digital brand standards, the brand design system for Drogaria Araujo's app and site, Amo Promo's style guides, and DSZ — my own brand system behind zezeze.com.br (six moods, a character grid, a generated symbol font), built with coding agents in a reviewed-patch workflow.

Belo Horizonte, Brasil · remote first · Senior/Staff Product Designer or Design Engineer roles · CLT, PJ or contractor · Portuguese native, professional English.

## Experience

### Senior Product Designer (Product Designer III) — GRUPO SBF

Aug 2024 – Present · São Paulo, Brasil · Remote · Full-time

Sole senior product designer of the Nike Brasil app and site for two years — end to end: onboarding, home, search, PDP, cart, checkout, profile and digital services. Discovery to delivery with Product, Engineering, Marketing, IA Labs and Social Commerce.

- Review Social: proposed and designed influencer video reviews as social proof — collection highlights and hotsite showcases (MVP, Jan 2026), then the PDP (play CTA, review card, shoppable product list), for app and web. A/B test (Mar 2026): add to cart 16.6% → 21.4% (+27.4%), purchase conversion 19.5% → 23%, 7.7% of orders impacted; projected R$ 9M on the top 50 running shoes. Rolling out to 100%.
- Checkout and payments: Pix journey improvements (higher completion), the full cashback journey — built as a platform for Nike and Centauro — and coupons at order summary.
- Voice of customer: created the app's program (web-only before), run monthly for two years — store reviews, CSAT and Sentry feedback turned into a problem taxonomy with owners and Slack alerts (Dec 2025: 6,946 reviews; 4.9★ iOS, 4.8★ Android).
- Brand standards for digital: translated Nike's global standards into per-screen app guidelines, with Marketing, Design and Dev roles per media, so campaigns are built inside the product.
- Innovation: brought IA Labs and Product together — proposal and PoC of a generative-AI shopping assistant (Q2 2025); mapped in-app channels (Firebase In-App Messaging, live since then; next best offer; personalization).
- Onboarding 2026 redesign (50.8% of registered users had not completed it) and the home preferences carousel; Jordan section brought to the Nike Brasil app (my proposal, taken to the board).
- Social Comm (Centauro's influencer program): reactivation of inactive creators (discovery, plans, email campaigns, base mapping) and the first action center and its design system, built with AI.

Tools: Figma, Firebase (A/B, In-App Messaging), Strapi, Marvin CMS, Jira, Google Analytics, Replit, AI coding agents.

### Senior Product Designer — Amo Promo

Oct 2023 – Jul 2024 · Belo Horizonte, Minas Gerais, Brasil · Hybrid · Full-time

Senior product designer at a travel-tech company, in a team of four designers: Seguros Promo (travel-insurance comparison), Vai de Promo (flight search) and Parceiros Promo (affiliate program).

- Seguros Promo: landing pages (home, destination and insurer pages, campaign LPs), results and filters, checkout with the travel-chip upsell (Nov 2023), e-mails — and the customer-area redesign for mobile and web, launched in 2024 (technical, UX and business validation, UI, handoff).
- Brand and design systems: the Vai de Promo style guide (tokens and components), the Seguros Promo brand guideline and the "New Universo" visual guide (Sep 2023) — brand, color, photography, typography, social and ads.
- Discovery for the wallet feature: benchmark, user flows, cancellation flows by product, card sorting.

Tools: Figma, FigJam.

### UX Specialist (consulting) — Drogaria Araujo S/A

Aug 2023 – Oct 2023 · Belo Horizonte, Minas Gerais, Brasil · Hybrid · Full-time

Three-month consulting engagement at one of the largest drugstore chains in Brasil.

- Brand design system for the app and the site: design principles, brand, typography, color, icons, buttons, inputs, design tokens and "how to apply" — the core shared by every product, plus the team components for Araujo 4.0.
- App 3.0 flows: checkout 4.0, shipping options, digital gondola, PIX, controlled medicines, short-expiry and "Mix Araujo Tem" — with a shopping-cart benchmark.

Tools: Figma.

### Senior Product Designer (consultant via Invillia) — Grupo Casas Bahia

Jul 2021 – Aug 2023 · São Paulo, Brasil · Hybrid · Full-time

Product designer for the in-store ("figital") journeys of Casas Bahia, Ponto and Extra — the tools store teams use to sell, receive and manage stock — as a consultant through Invillia.

- Stock app for store stockists (Estoque 360 / App Retira): discovery in 7 stores with 36 users, user blueprint, journeys, wireframes, prototype and usability tests — in the test, reading and separating a stock went from 2.5 days to 1.5, with recounts done by the system instead of the manager — then UI, handoff and documentation in the Design Via design system; 2023 roadmap through the MVP and Black Friday.
- Web: the "Jornada Loja — Recebimento" style guide (2021) and the Prove store portal.

Tools: Figma, Hotjar, user research, Design Via UI kit.

### Product Designer — Hotmart

Oct 2018 – Mar 2021 · Belo Horizonte e Região · Full-time

Product designer of the Hotmart app (then called Sparkle) — the creator-community app for iOS and Android and its web app — from the first discovery to Sparkle Live, in a squad of 2 product designers, 1 PM, 1 tech lead and 4 developers.

- Discovery and definition: exploratory interviews, group dynamics with users, competitor analysis (Twitch, Twitter, Facebook/Messenger, Instagram), usage research across web, mobile and app; the minimum-lovable-product scope.
- Product: onboarding, public and private communities, feed, posts (text, photo, video, audio, link, QR code), comments, playlists, Sparkle Live; prototypes for web, Android and iOS, user tests, UI, handoff and roadmap.

Tools: Figma, prototyping, user testing.

### Product Designer — mLearn Educação Móvel

Apr 2017 – Oct 2018 · Belo Horizonte e Região · Full-time

Product designer at a mobile-learning startup: the Qualifica app (60+ courses in languages, personal development and professional qualification; weekly plans sold direct and through the carriers Oi, Vivo and Claro) and Vale Educação, its B2B version sold to companies as an employee benefit.

- The Qualifica app itself — every flow, from onboarding to courses, exercises, videos, gamification, offline mode and certificates.
- Landing pages and product pages for Qualifica and Vale Educação (desktop and mobile), plans and pricing, app-store funnels.

Tools: Figma, Adobe XD, Photoshop.

### UI/UX Designer — Squadra Tecnologia

May 2016 – Apr 2017 · Belo Horizonte e Região

UI/UX designer at a software consultancy, on the Oi account (telecom):

- Oi Mais Saúde — the health and well-being portal (free, patient and professional tiers; plans, appointment app), desktop and mobile.
- Oi Conexão Saúde — product and subscription pages (plans, purchase conditions, sign-up by site, call or chat).

Tools: Adobe XD, Photoshop, Animate.

### UI/UX Designer — Hands

Mar 2015 – Apr 2016

UI/UX designer at a digital agency — the same kind of work as at Pontomobi: landing pages, campaign sites and front-end, including McDonald's rich-media banners (the McLanche Feliz app campaign).

Tools: Adobe XD, Illustrator, Photoshop, Animate.

### Front End UI Developer — Pontomobi

Apr 2012 – Oct 2015 · Belo Horizonte e Região

Front-end and UI at a mobile-marketing agency (the same company as Aorta Entretenimento, where I also did a 3D internship): landing pages and campaign sites, the front-end of the World Cup radio stations (Budweiser sponsorship) and Garoto's radio.

Stack: HTML, CSS, JavaScript, Photoshop, Illustrator, Animate.

### Graphic Designer — Invent Vision

Feb 2011 – Jan 2012 · Belo Horizonte, Brasil

Graphic designer with a focus on 3D for the automotive industry.

## Education

- Bachelor's degree in Graphic Design — FUMEC · 2008–2013
- Postgraduate specialization in Design with a focus on Technology — Centro Universitário Una · 2013–2015
- Alura — Inteligência Artificial e UX: otimize a construção de um produto digital · Jan 2024

## Skills

Product Design · E-commerce · User Experience (UX) · Mobile Applications · Figma · Creative Ideation · Design Principles · Hotjar · Presentations · Data Analysis · Responsive Web Design · Branding & Identity · Visual Concepts · Visual Communication · User Research · Customer Journey Mapping · Digital Marketing · User Flows · Visual Design · Adobe Illustrator · Google Analytics · Prototyping · Accessibility · Wireframing · Information Architecture · Business Insights · Usability Testing · UX Research · Project Management · Design Thinking · A/B Testing · Strategic Thinking · User Interviews · User-centered Design · Card Sorting · Product Development · User Interface Design · Graphic Design

## Languages

- Portuguese — Native
- English — Professional working proficiency

## Work preferences

- Roles: Senior, Staff or Lead Product Designer, or Design Engineer
- Engagement: CLT, PJ, contractor or EOR
- Workplace: remote preferred; hybrid or on-site considered
- Markets: Brasil and international remote
- Industries: open