DHIEGO PIRES CRISTOFOLINI
Senior Product Designer | SaaS, B2B & B2B2C | Visual & Interaction Design | Design Systems | Conversion-Driven UX
Portfolio & Social
- Portfolio: https://cristofolini.site/
- LinkedIn: https://linkedin.com/in/dhiego-cristofolini
- Behance: https://behance.net/dhiegopires
Summary
Senior Product Designer with 7 years building SaaS, B2B, B2C, and B2B2C products from discovery to production-ready UI, with hands-on front-end work (HTML, CSS, JavaScript) and CMS (WordPress, Webflow) beyond the design tool. Specialized in advanced design token architecture for scalable design systems, in translating business rules and regulated flows into simple, secure experiences, and in conversion-driven UX. Experienced coordinating cross-functional teams of 5-10 people (engineering, product, QA, scrum) inside larger organizations, including mentoring junior designers. I maintain a documented performance and SEO playbook (inline CSS removal, CDN configuration, media optimization) applied on real client sites. Real results: 5x more leads in 30 days and -40% bounce rate (Selo H), +6% measured checkout lift in month one trending toward +35% (MedMe), site rebuilt from SEO 22 to 100 (Fiter). Experienced leading remote sprints with international stakeholders, from concept through implementation follow-through.
Experience
Senior Product Designer & Founder
StudioVellumwire · Remote
- Lead product design across onboarding, pricing, checkout, and design systems for international SaaS clients.
- Redesigned the landing page and form flow for Selo H, increasing conversion rate by 50%.
- Built a four-layer token architecture (Core, Palette, Brand, Semantic) that reduces client re-theming to a single-layer change with no component rewrites required.
- Applied WCAG 2.1 AA across all design system components, documented and validated through accessibility audits.
- Rebuilt Fiter's site from an SEO score of 22 to 100 in two weeks, resolving 9 critical issues before opening Figma.
Senior Product Designer
ContractorMedMe Saude · Remote
- Built product design for an on-demand home healthcare platform from scratch: scheduling logic, identity verification, escrow payment, and a three-sided accountability system between patient, professional, and clinic.
- Conducted user research and usability testing with patients and healthcare professionals to validate scheduling logic and trust architecture decisions.
- Measured a +6% checkout conversion lift in month one after progressive disclosure and field reduction from 20+ to 12-14 fields, informed by Baymard benchmarks; the trend projected +35% if sustained.
- Designed a responsive design system for clinical dashboards and medical workflows across web and mobile.
Product Designer
FreelanceIndependent · Remote
- Built and launched WordPress sites end to end for clients including Catalise Capital and ABGI: theming, content structure, and on-page performance.
- Delivered web design and brand identity for small businesses and startups, centered on conversion-focused landing pages.
- Improved responsive layouts and UI for early-stage digital products.
Product Designer
ContractorInstivo · Remote
- Translated complex business rules for a multi-unit retail SaaS (~50 people) into a four-part rule engine and card-linked entity architecture, replacing six disconnected tools; usability testing with real users measured a ~70% reduction in configuration time and 5x faster new-unit onboarding.
- Worked within cross-functional teams of 5-10 per task (engineers, PO, PM, scrum master, QA), including tasks where I mentored junior designers.
- Rebuilt the design system into a four-layer token architecture; when mobile scope expanded mid-project, the responsive layer was already in place, with no parallel system required.
- Led discovery and interviews with retail managers, partnering with the PM, translating governance logic into intuitive operator flows.
Product Designer
ContractorNineblocks · Remote
- Designed conversion-focused landing pages and product screens for web and mobile fan-token and NFT platforms.
- Created 2D illustration and iconography for product identity and marketing.
UI/UX Designer
ContractorVega I.T. · Remote
- Designed booking portals and internal management tools for hospitality tech, within a pool of ~20 developers organized into teams of 5 per task; delivered UI layouts, interaction states, and responsive web apps.
Product Designer
ContractorEnsight · On-site
- Led end-to-end product design from research to MVP for Meaple and Facto, on a team of 5, including competitive analysis (13 competitors mapped on Meaple), A/B testing, and cross-functional collaboration.
- Designed B2B SaaS platforms in agile sprints, from discovery and wireframing to high-fidelity handoff.
- Delivered UI components and specs across the Meaple ecosystem, including QuaQ and Facto.
Skills
Front-End & Performance
Production HTML, CSS, JavaScript (not just prototyping) · Documented performance and SEO playbook: inline CSS removal, CDN configuration, media optimization · CMS and web publishing: WordPress and Webflow, end to end (theming, content structure, on-page performance)
Design Systems & Governance
Design tokens and advanced token architecture (Core, Palette, Brand, Semantic) · Atomic design · Style guides and Storybook-style documentation · Scalable design systems and component libraries · Component governance · WCAG 2.1 AA, accessibility, and inclusive design · Design QA and implementation audits
Research & Strategy
Product discovery, desk research, and UX research · Market research, personas, and empathy mapping · Contextual inquiry / field studies · Structured surveys and questionnaires · User interviews · Journey mapping, opportunity framing, and competitive analysis · Jobs-to-be-done (JTBD) · UX writing (PT-BR)
Ideation & Validation
Design thinking · Design sprints · Card sorting and tree testing · Heuristic evaluation · First-click testing · Usability testing · User flows, information architecture, visual design, and interaction design · Rapid prototyping, mockups, and microinteractions · A/B testing
Business Rules & Regulated Flows
Translating business rules into customer-centered journeys · Service blueprints and end-to-end flows · Regulated, sensitive flows (identity verification, escrow payment) · Requirements gathering and functional specifications · Implementation follow-through and adherence validation
Collaboration & Leadership
Coordinating cross-functional teams of 5-10 (engineering, product, QA, scrum) · Mentoring junior designers · Product OKR/KPI definition · Design-to-development handoff and spec documentation · Agile / Scrum · Stakeholder management (business, product, and technology)
Tools
Figma, FigJam, Miro, Framer, ProtoPie, Penpot · Adobe Creative Cloud · Hotjar, Google Analytics, Maze · Jira, Trello, Notion · AI-assisted workflows (Claude, Claude Code, Cursor, Antigravity, Lovable, Gemini, ChatGPT)
Languages
Portuguese (native) · English (C1-C2)
Education
2013 - 2017 · Bachelor's Degree in Design
Universidade Federal de Santa Catarina (UFSC), Florianópolis, Brazil