Lucas Nascimento

Lead Product Designer based in Joinville, Brazil, also a musician and always a storyteller.

I design digital products end to end, from research and strategy to interface and front-end code. Outside of product work, music and storytelling are quiet habits that shape how I think about rhythm, structure, and communication in design.

Brazilian. Product designer. Builder, musician & storyteller.

...a bit more about me

I'm a Product Designer with 11+ years across multiple disciplines: product design, design systems, data visualization, branding, front-end development, and audiovisual. That breadth isn't scattered: it's what lets me move between strategy and execution without losing the thread of either.

Most of my career has been spent entering companies with little to no design structure and leaving them with processes, systems, and culture that continue long after. I've built three product design sectors from scratch, created design systems adopted globally, and co-founded a software company whose first product is already running in schools across Brazil.

I believe design is fundamentally about storytelling: whether it's a product narrative, a dashboard that makes millions of data points readable, or a visual system that gives distributed teams a shared language. That's the same thread running through my music, my case studies, and how I run a design critique.

Professional travel planner. Execution rate: roughly 1 in 10.

Maker of what is very likely the best Carbonara on my street. Uncontested.

Games taught me storytelling before I knew that's what I was learning.

Commonly spotted behind a camera, quietly documenting things nobody asked me to.

If I'm not home, there's a good chance I'm at a festival somewhere.

I've been a musician for more than half my life. It started as a habit and never stopped.

Active part of the local music and audiovisual community, for better or worse.

Always chasing ways to collapse the line between audio and image into something new.

Always looking for another angle in the ordinary, one frame at a time.

Composing, writing, and spending an unreasonable amount of time thinking about time.

Architecture fan. The kind who walks slowly past buildings other people rush by.

Genuinely obsessed with medieval culture, history, and the aesthetics of that whole era.

I'm a designer.

Design is where I spend most of my hours, and most of my curiosity. I care about systems over screens: the logic, tokens, and patterns that make a product feel coherent at scale. I'm equally comfortable leading discovery, drawing the details, and writing the front-end code that brings a component to life.

I'm a musician.

Music has been part of my life for as long as design has. There's something about practicing an instrument, the patience, the repetition, the small adjustments, that maps directly onto how I approach design problems: iterate quietly until it feels right.

I'm a storyteller.

Whether it's a product, a song, a photograph, or a conversation, I'm always looking for the story underneath. Storytelling isn't a skill I use at work. It's how I move through the world and how I connect with the people in it.

I'm a designer.

Design is where I spend most of my hours, and most of my curiosity. I care about systems over screens: the logic, tokens, and patterns that make a product feel coherent at scale. I'm equally comfortable leading discovery, drawing the details, and writing the front-end code that brings a component to life.

Professional travel planner. Execution rate: roughly 1 in 10.

Maker of what is very likely the best Carbonara on my street. Uncontested.

Games taught me storytelling before I knew that's what I was learning.

Commonly spotted behind a camera, quietly documenting things nobody asked me to.

I'm a musician.

Music has been part of my life for as long as design has. There's something about practicing an instrument, the patience, the repetition, the small adjustments, that maps directly onto how I approach design problems: iterate quietly until it feels right.

If I'm not home, there's a good chance I'm at a festival somewhere.

I've been a musician for more than half my life. It started as a habit and never stopped.

Active part of the local music and audiovisual community, for better or worse.

Always chasing ways to collapse the line between audio and image into something new.

I'm a storyteller.

Whether it's a product, a song, a photograph, or a conversation, I'm always looking for the story underneath. Storytelling isn't a skill I use at work. It's how I move through the world and how I connect with the people in it.

Always looking for another angle in the ordinary, one frame at a time.

Composing, writing, and spending an unreasonable amount of time thinking about time.

Architecture fan. The kind who walks slowly past buildings other people rush by.

Genuinely obsessed with medieval culture, history, and the aesthetics of that whole era.

Where I've built,
led, and shipped.

Co-founded a software company with two partners and built the entire design ecosystem from scratch. Led the end-to-end design of IncludED, a BNCC-compliant SaaS for creating and managing Individualized Education Plans (PEIs) for inclusion students. Built in close collaboration with a neuropsychologist and a pedagogical consultant with 20+ combined years inside schools. Already deployed in schools across Brazil.

  • Built the Design System first, then all product screens, ensuring consistency from day one
  • Designed all UX flows with accessibility as a core requirement, not a feature
  • Created full branding for IncludED: logo, visual identity, and support materials
  • Used AI tools throughout the process for faster prototyping and spec generation

Sole designer at a food-tech company with two core products: Gestor de Pedidos (restaurant management) and Pedir.Delivery (online menu with 10M+ monthly accesses and 4M+ monthly orders). Entered as freelancer via Estúdio 149 in January 2024, became fixed contractor in June 2024. Built the product design sector from scratch and deeply integrated design into the engineering workflow.

  • Created the company Design System: 40+ demands, 1,000+ responsive screens for mobile and web
  • Reduced prototype delivery time from 5 to 2 days (60% improvement) using AI-assisted prototyping with Claude + MCP + design system tokens
  • Implemented Design Critiques involving devs, QA, CX, commercial, and directors for cross-functional alignment
  • Added usability testing and external client critiques to the design process
  • Introduced A/B testing, SEQ scoring, and OKR-based product decisions
  • Implemented Figma DEV Mode for all developers, enabling high-fidelity implementation directly from design tokens

Joined as the first and lead product designer, building the product design sector from scratch. Led the design of Keepeye (KPI management SaaS) in a small team: two developers and a front-end developer transitioning into UX/UI. Led all design layers; collaborated on front-end implementation (Angular + Tailwind CSS) alongside the team. Also covered data visualization for global enterprise clients including Electrolux and Nidec.

  • Led design of Keepeye end-to-end: UX research, IA, UI, component library, and handoff, achieving 8.8/10 satisfaction in professional testing. Collaborated on Angular + Tailwind CSS front-end implementation alongside the team
  • Created the visual identity and dashboard construction standards for Electrolux, adopted first in LATAM then approved by the global board and rolled out company-wide
  • Created the branding and visual identity for Keepeye: logo, brand guidelines, and product visual language
  • Developed dashboard standards for Nidec across LATAM; later contracted directly by Nidec Motor (USA) as an independent consultant
  • Learned Power BI in one week; contributing to live client projects by week two
  • Ran Business Understanding sessions with Data Analysts and Data Engineers to define data rules, KPIs, and visualization strategies

Independent studio running in parallel with full-time roles. Covered digital products, visual identities, branding, photography, and audiovisual for local and global clients, including the early freelance work that became the Multipedidos contract.

  • Designed and developed digital products and web applications end-to-end
  • Created brand identities and visual systems for diverse clients
  • Produced lifestyle, product, and event photography, and audiovisual work
  • Worked as a contractor for Nidec Motor (USA) on data visualization projects

Six years at one of Brazil's largest textile companies (founded 1907, 100+ year history), owning the full product lifecycle for licensed and original collections. Licensed brands included Marvel, Disney, Dragon Ball (Toei), Warner, and PlayStation. A constraint-driven, cross-functional environment where design decisions had direct consequences on the factory floor, and my first real experience of what it means to ship a product end-to-end.

  • Owned the full product lifecycle: from market research and concept briefs through design, production oversight, launch, and collection performance tracking
  • Mastered the color separation process for rotary stamping and silk-screen printing: a highly technical, cross-functional workflow where design decisions had direct consequences on the factory floor, and errors cost hundreds in re-engraving
  • Created the "Manual da Criação", the official complete guide for the color separation and creation process, adopted company-wide for onboarding designers and briefing external partners. First experience building documentation meant to outlast my time in a role
  • Mentored 5 designers across 6 years on color separation and company design standards
  • Proposed a sustainable packaging initiative, presented to the full board of directors
  • Participated in brand events and sales conventions representing licensed product lines

First professional role, at a fast-paced express print studio. Handled hundreds of jobs per week across file closure, print preparation, and graphic creation, often delivering logos in under one hour and complete event kits (business card, flyer, folder) in two.

  • Prepared files for offset, silk-screen, laser, and custom die-cut printing processes
  • Developed logotypes, visual identities, flyers, banners, and event materials under extreme time constraints
  • Gained practical knowledge of printing equipment, materials, and the end-to-end print production process

Let's build something together.

If you're looking for a Product Designer who can own a problem end to end, from research to a working interface, I'd love to hear about it.