Product Design | Conversational | UX | Phygital
User-centered
design
10+
years of experience
GLOBAL
projects across USA, LATAM
and Europe
PHYGITAL
experiences bridging digital
& physical
Good products are born from listening. These are case studies of conversational design for the FORDi Chatbot, from the Ford Motors, with phygital experiences, developed with a focus on the real user.
Planta Pacheco (Argentina)
This project explored how a conversational layer could support guided visits at Ford’s Pacheco plant in Argentina. Starting from a fragmented and unclear content base, I defined the UX, structure, and writing for a WhatsApp experience that connects physical locations, historical context, and storytelling — creating a digital companion for an otherwise offline journey.
The Agro flow
This project addressed the lack of a dedicated conversational experience for Ford’s agro audience during large-scale agribusiness events in Brazil. With limited connectivity and a need for quick access to vehicle information, I designed a non-linear flow triggered by QR codes on-site, allowing users to explore models, navigate between options, and connect directly with dealers — all within a fast, low-friction experience.
tede - Unifesp
This project began with the creation of the Technology in Educational Design program at Unifesp, which needed a visual identity built from scratch to introduce itself to the academic community. As the sole designer responsible, I developed the program's entire visual language — from the brand to its application across institutional materials — while also customizing the Moodle interface and producing a series of stop-motion videos to guide students in using the platform. The result was recognized with the ABED award, validating the solution before the distance education community.