Research and validation
Discovery, audits, accessibility review, and decision-making grounded in evidence instead of taste alone.
Thiago XikotaSenior Product Designer
I designwhatmillionsrely on
I design whatmillionsrely on
Senior Product Designer at Wellhub, designing for 50M+ users across 16 countries. Shipping high-stakes product design with accessibility, systems thinking, and data at the center of every decision.
50M+users
33%fewer tickets
16countries
Selected Work
Quick Case Study
Multidrop: From 0 to 100 Clients
Users signed up but 89% never completed the core task. I set up analytics, found the drop-off, and shipped a guided onboarding flow.
-50%
Abandonment
+50%
Retention
0→100
Clients
Where I've made impact
Senior Product Designer: Wellhub (formerly Gympass)
Dec 2025 - Present
Senior Product Designer at Wellhub (formerly Gympass), the world's largest corporate wellness platform. Designed critical user flows for 50M+ users across 16 countries.
Product Designer: PariPassu
Jun 2025 - Nov 2025Product Designer in food traceability SaaS, structuring design systems and processes to maintain consistency between product, technology, and business.
https://www.paripassu.com.br/Lead Product Designer: Multidrop
Sep 2024 - Aug 2025Lead Product Designer in a high-growth startup. Led discovery, roadmap and Design Ops, building a reusable design system and cutting handoff across 3 products and 25 features.
https://www.multidrop.com.br/Product Designer: Laboratório Bridge
Jul 2022 - Jul 2025Product Designer for Ministry of Education (MEC) solutions. Redesigned critical journeys for a national app with millions of users, utilizing the public design system (DSGov) and scaling libraries.
https://www.bridge.ufsc.br/UX/UI Designer: Pixel - Soluções Digitais
Aug 2020 - Jul 2023Led the UI track, mentoring designers and running workshops and video lessons.
https://ejpixel.com.br/
Capabilities
Capabilities
Systems thinking, research rigor, interface craft, and implementation fluency.
Systems and governance
Design systems, reusable patterns, documentation, and the operational work needed to keep teams aligned.
Design with code
Comfortable in React, front-end implementation, and prototyping close enough to production to reduce handoff ambiguity.
Product & UX craft
FigmaUI DesignUX StrategyUser ResearchPrototypingDesign SystemsUsability TestingPrompt EngineeringAccessibilityHTML/CSS/React
Collaboration skills
Clear communicationStructured problem solvingCross-functional collaborationAdaptive mindsetLeadershipTime management
Education
Education
Formal training, international study, and continuous learning shaped around product, systems, and implementation.
Formal education
2020 - 2025
Federal University of Santa Catarina: Computer Science
Graduated in Computer Science from one of the best universities in Latin America, with a solid foundation in software engineering, algorithms, and human-computer interaction.
2025-2026 (ongoing)
Sapienza University of Rome: Applied Computer Science and Artificial Intelligence (Exchange Program)
Academic exchange in Applied Computer Science and Artificial Intelligence at Sapienza University of Rome, focusing on AI-driven technologies and research.
2024-2025
Pontifical Lateran University: Italian Language Course (Level B2)
Completed the Italian Language Course (Level B2) at the Pontifical Lateran University in 2025, enhancing communication skills and cultural immersion during the academic exchange in Rome.
2018
High School in Vancouver, Canada
Completed a year of high school in Vancouver, improving English fluency and experiencing cultural exchange through daily academic life in a Canadian environment.
Languages
- Portuguesenative
- Englishfluent
- Spanishbasic
- Italianintermediate
- Japanesebasic
Continued learning
Recent coursework across UX research, accessibility, design systems, AI, and front-end implementation.
See all certificates
How I think about design
01
Edge cases at scale are millions of people
At Bridge, each Bolsa Familia state has different rules for 14M students. At Multidrop, two completely different user types shared one product with a hidden toggle that 4 of 6 testers couldn't find. I design for the scenarios most ignore.
02
Constraints force clarity
DSGov forced me to redesign navigation for WCAG AA. The result wasn't just accessible: it completed 25% more. Accessibility isn't compliance, it's a design tool.
03
Systems outlast screens
At PariPassu, 110+ components with 80% reuse changed how the entire team made UI decisions. A design system isn't a library, it's a shared language.
Let's talk
Let's build together
I'm always excited to discuss new projects, creative ideas, or opportunities to collaborate. Feel free to reach out!
thiagoxikota@gmail.com
Quick chat
Newsletter
Product Notes
Product design insights, accessibility, and AI applied to UX.
Available for product design roles, systems work, and thoughtful collaborations.
Reference
Curious minds ask
How do you balance accessibility with tight deadlines in global products?
Accessibility isn't a final step; it's acceptance criteria. I integrate automated and manual checks from the wireframe stage, ensuring compliance without delivery bottlenecks.
See case studiesWhat is your role in bridging Design and Engineering?
As a computer scientist and designer, I speak both languages. I create robust technical specs and design tokens that reduce handoff friction and ensure implementation fidelity.
How do you use AI in the creative process without losing the human touch?
I use AI to accelerate divergence (brainstorming, variations) and automate repetitive tasks, freeing up time to focus on empathy, strategy, and the nuances only a human can perceive.
How do you measure the success of a design delivery?
Success isn't just 'shipping the screen'. It is moving business needles (retention, conversion) and reducing user friction, validated by quantitative data and qualitative feedback.
Start a projectPeople love working with me
Feedback from amazing people I've worked with.
Product Designer at PariPassu
"His combination of aesthetic sense, attention to user experience, and technical ability to transform ideas into digital products is truly impressive, always guided by empathy and a strong focus on the end user."
Product Owner at Bridge & Pixel
"Thiago is an exceptional professional! Super competent, proactive, and creative. I had the pleasure of working with him at two companies, and in both I could see his maximum commitment to the Product. Any team is lucky to have him."
Full Stack Developer at PariPassu
"Working with Thiago was extremely inspiring. His practical and direct approach brings focus to matters that often get overlooked, transforming them into concrete, well-defined action plans."
Agile Coach at Bridge
"From the start, it was clear how much he masters his field: always attentive to user needs, with sensitivity to understand context and skill to propose solutions that balance usability, technical feasibility, and business value."
Software Architect at Bridge
"Thiago is one of those rare individuals whose contributions extend far beyond their immediate responsibilities, positively impacting everyone around them. I consistently hear excellent feedback about his exceptional work."
PM/PO, Project Management Specialist
"Working with Xikota was a wonderful experience. A competent, creative, and committed professional with clear communication and agile deliveries. He knows how to defend his arguments while listening to different opinions. He definitely makes a difference on any team."
Profile
Beyond the pixels
With over 25 countries stamped in my passport, my design vision is shaped by a deep passion for people and cultures. I channel this global perspective into high-impact digital products for millions of users. My philosophy is simple and non-negotiable: Designing for people, with people. I don't just create interfaces; I create connections that transcend borders.
Born and raised on the island of Florianópolis, in southern Brazil. Descended from samurai, but also from Portuguese, Croatian, Italian, and African roots. Basically, half the map lives in my DNA. I've visited the other half: 25+ countries with a backpack.
Further reading
Insights & Stories
Thoughts on design, product strategy, accessibility, and the behind-the-scenes of building delightful experiences.