About
How I work, and what shaped it.
Juan Fernández
Belo Horizonte, Brazil · Remote, UTC−3
I'm Juan Fernández, a Senior Product Designer in Belo Horizonte. I design complex mobile and web products with distributed teams. Most recently at Airtm ↗, I worked on wallets, local bank rails and the web systems shared by consumer and business products.
I start with the PM, on the goal and the metrics. Then I frame the decision before drawing the screen, test on the hardware people actually use, and keep the business result visible while the team works.
I build what I design as working prototypes and production components, using AI where it improves the work and keeping irreversible decisions with people. I'm open to remote Senior, Staff, Lead or Specialist roles, full-time or contract.
- Portuguese
- Native
- English
- Fluent
- Spanish
- Working, daily
Experience
Dec 2025 – Sep 2026
Airtm
Senior Product Designer
Designed dollar-wallet experiences for Latin America: the multi-currency wallet, now live with euros; local virtual accounts for Colombia, Mexico and Brazil; and the web navigation system shared by the consumer and business products. Also rebuilt the design system in code, with automated checks for token and accessibility drift.
Apr 2024 – Oct 2025
Formula.Monks (Walmart)
Senior Product Designer
Led design across several areas of Walmart Marketplace’s Seller Center, from discovery to QA. Turned fragmented pricing tools into one investigation flow. Three months after the MVP, the average time to resolve a case went from 12 days to 2.
Mar 2024 – Dec 2025
Aimana.ai
Design Lead / Product Designer
Built the discovery and design process now used across every AI-driven client project, and facilitated the workshops where client journeys, OKRs and AI opportunities were defined.
Sep 2023 – Apr 2024
Cactus
Senior Product Designer
UX for healthcare products, from research to delivery. Set up the team’s product rituals, mentored junior designers and helped the design system grow.
May 2022 – Apr 2024
Coderhouse
UX/UI and Figma Instructor (part-time)
Taught UX/UI and Figma to classes of more than 40 students, alongside product work.
Apr 2022 – Sep 2023
Creditas
Senior Product Designer
Benefits card and loan onboarding: discovery, A/B tests and research on conversion and churn, on mobile and web, with international teams. Also redesigned the app around what each customer holds, where the project review recorded activation going from 17% to 26%, and designed card delivery tracking in the app.
Sep 2021 – Apr 2022
Banco Inter
Senior Product Designer
Mobile and web features for a bank with more than 11 million users, with analytics and research deciding what shipped. Among them, the native help centre that replaced a third-party webview.
Nov 2019 – Sep 2021
Blip
Product Designer, previously Conversational Designer
Designed the Blip platform experience and the metrics that said whether users were succeeding with it. Before that, chatbot experiences for enterprise clients, plus the UX-writing tone and the KPIs teams measured conversations by.
Feb 2019 – Apr 2019
Trofys
UX Researcher & Designer
Inoxline’s first online store selling direct to consumers. I built it from scratch on Shopify: the catalog with its variants, colours, prices and discounts, SEO, and Hotjar to follow how people shopped.
Nov 2017 – Nov 2019
Inoxline
Product & UX Designer
Physical and digital product interfaces, researched and tested in iterations, and the innovation workshops (Design Sprint, Lightning Decision Jam) that shaped them.
What people say
Juan brought strong product intuition, thoughtful design judgment, and a genuine commitment to improving the user experience. He was proactive in identifying usability challenges and advocating for improvements that benefited the platform as a whole.
“Juan is an exceptional professional, dedicated and multidisciplinary. […] He is always willing to teach and share what he knows with everyone around him.”
“I'd highlight his ability to stay a step ahead, always learning, testing and sharing with the team. He is transparent and cares a lot about doing quality work that brings results.”
“His broad design knowledge works in step with his ability to analyse the business strategically. […] He communicates very well and has a great sense of teamwork.”
How I work with AI
- I prototype in code. The demos on this site are working React, built with AI tools, and I review what ships.
- At Airtm I moved the design system from Figma into code: components, tokens, and automated checks for token drift and contrast.
- I explored search that turns what someone types into a plan they can review before anything happens to their money.
Design values
Systems over screens
I design components and patterns that scale. Every decision considers the system it lives in, as well as the page it’s on: three markets share one account structure, and two products share one shell.
Clarity is trust
When money or work is on the line, confusion costs confidence. I cut steps and words until a complex flow feels obvious. In the euro wallet I dropped a currency switch because it asked a question before every task.
Build to learn
I use high-fidelity prototypes and code to test behavior and give the team something real to evaluate. I built the currency switch first, to be sure, and then dropped it.
Outcomes are shared
I keep the business result in view from start to finish, and say plainly which results were the team’s. On Pricing Room, both numbers moved and neither reached its target, and the case says so.
Education
Universidade do Estado de Minas Gerais
BA in Product Design
Istituto Europeo di Design
Design Thinking & Creative Business Management · 2017
Tera
Digital Product Leadership · 2019
Product School
Product Masterclass · 2020