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I’m a senior product designer and team leader, specialising in fintech and e-commerce. Proficient in crafting robust design functions for early-stage startups, I thrive when nurturing high-performing teams that drive innovation, foster collaboration, and consistently deliver impactful product experiences that fuel business growth and create market differentiation.

Ana Fernandes Rodrigues, Product Designer

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Experiment

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Personal Website 2023

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This was an extremely complex and enriching service design project developed by Gaspard+Bruno. My role in the project included research, service design, product and project management, and driving a team of designers and engineers.55+ is by no means your regular services marketplace. Adapting the communication and the product to our audience was key: the experience had to be optimized for the older users, potentially less tech-savvy.&nbsp;On the other hand, the experience of the dashboard, targeted at the operations team, had to be as efficient as possible. Operations assist closely to providers, so the dashboard was designed to facilitate tracking service history, processing and assigning service requests - the final solution shares many features from state-of-the-art CRM and project management tools.

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55+, a service marketplace with social impact

The team at Gaspard+Bruno took a 360º approach with this project, having worked on Save Your Wardrobe's brand identity, marketing website, product discovery and management, experience design, and app engineering - including the ML engine itself. My role contribution was centered around product discovery, design and project management.A crucial part of the actionable items recommended by the app includes an ecosystem of services available in selected regions. Users are encouraged to care for, repair, or resell any wardrobe items that no longer fit their lifestyle at relevant moments in their user journey.&nbsp;Save Your Wardrobe has recently partnered with Zalando to run a pilot services platform in Germany, offering the best of the services ecosystem.The iOS app got multiple features from Apple App Store editors, including App of the Day.

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Save Your Wardrobe, shaping the future of fashion

Cinalfama places films and their filmmakers at the very core of its mission, using its social media to amplify emerging voices in independent film. The social media strategy caters precisely to this: pushing the brand to the background, as the films take the spotlight.The wordmark is of extreme simplicity and subtle details. The curves of the character "a" and its condensed proportion are reminiscent of an ancient Alfama, which here takes on a modern soul. The tilted screen projection is used as a supplementary graphic element. The inclination of 20º denotes the free positioning of the spectator around the projection, in reference to the outdoor exhibition of films. The element can be repeated or sectioned to obtain a dynamic or abstract effect.This project was developed with Maria Leónidas Rocha (comms strategy).

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Cinalfama Screenings & Awards, amplifying emerging voices in independent film

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A mobile app for a global luxury fashion brand

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A retail investing app promoting portfolio diversification

Pulse is a sequencer and digital synth &amp; app concept developed while attending the Digital Experience Design post-grad program. It explored the potential usage of biometric data (captured via Apple Watch) to feed a sequencer algorithm.&nbsp;The companion app allowed users to bind their biometric data to different sequencing algorithms to explore unexpected rhythmical possibilities. We also explored the hypothesis of this app bridging with a digital synth, which would provide users with a physical interface for sound design.Pulse's business model took advantage of the growing interest in low-priced, collectible synth machines as leisure and education tools targeted at non-professional musicians. This project was developed with Francisco Gonçalves.

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Pulse, Biometric Sequencer, using biometric data as a musical source

It was the first weekend of lockdown in Portugal. There was not enough stock of masks or hand sanitizer, and basic sanitary measures were being implemented as people adapted their business activities to the new constraints. I was bored sitting on the kitchen counter of my new rental apartment, avoiding going to the only supermarket I knew in the neighborhood. Maybe someone had a good reference for a smaller shop in the area where I could get my groceries? Perhaps someone else was facing the same issue, and the information could be valuable to them as well.I asked on Instagram. I received a reasonable number of suggestions, which I proceeded to place on an Airtable sheet with the intent of sharing with friends. The directory was then embedded into a simple landing page, which I deployed to a cheap domain I had purchased that same afternoon.As I shared it with my close friends and asked them to submit their suggestions using the website form, it got unexpected traction. The project was covered by several media outlets, causing the number of suggestions to dramatically increase within a short period. Although it was still very focused on the cities of Lisbon and Porto, the page started featuring businesses from all across the country.At a certain point, and due to the volume of information submitted, the website interface had to be changed to facilitate browsing by geographical area. Being a non-profit initiative, Airtable provided support to the project by enabling additional features in the database with no added costs. A press section was also added to provide context about the project.By the time it lost momentum, the database had ~700 entries, and had received ~29k visitors with a total of ~34k sessions. It remained online until 2022.This case study is a great reminder of how a simple DIY project can bring people together and become incredibly rewarding to the community.

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Go Small or Stay Home, bootstrapping a project with community impact

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An AR-based virtual showroom app for an interior design brand

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Ana Fernandes Rodrigues

Crafting experiences beyond the pixels.