About me

I believe that services are the mesh through which people experience a great part of their lives. As a Service Designer pioneer, I’ve been using a human-centred approach to help organizations determine how the relationships they establish with its customers should be like in order for them to be relevant and pleasant while obtaining great business results. Since we have people on the receiving side of services, and processes and structures (which are also made in part by people) on the delivery side, my background in Design and Industrial Engineering puts me in the best position to find solutions to this context.

In 2010 I created the first Design Thinking course ever in Latin America, which still runs and has had more than 1,000 students at ESPM, a leading business school in Brazil. On the same year, I brought to São Paulo Livework, the first Service Design agency in the world, as a regional partner. Besides lecturing and speaking at events, I’m the author of one of the best-selling books on Design Thinking in my country, Design Thinking Brasil, a member of the jury for the Service Design Award organized by the Service Design Network and have founded more recently Bis, an educational initiative to improve the quality of Brazilian services through Service Design teaching.

I’ve helped Liberty Insurance to understand its clients and assess the quality of the service they were providing them while identifying needs, barriers and opportunities. I’ve helped Latam Airlines, the biggest in the region, to establish a vision to its new Business Class passenger experience, Vivo telecom to learn cheap and fast through prototypes that a feature that was being worked on wouldn’t be valuable but also generate more costs to its operation and, finally, I have helped three of the major banks of Brazil to build Service Design capability within Itaú, Bradesco and Banco do Brasil.



Let’s build something together.