I work from discovery to delivery with a focus on metrics, technical feasibility, and consistency.
Experience in banking, e-commerce, AI (voice), and design systems.

Senior Product Designer

Hello, I am Fernanda Abarca. I am in São Paulo, Brazil.

Cases

Visual / Craft

I am a Senior Product Designer with 15+ years in design and 6+ years in digital products, with a strong background in finance and e-commerce.

I have worked on projects for Itaú, XP Inc., Banco Safra, AB InBev and Natura LATAM, collaborating with multidisciplinary teams in Portuguese, Spanish and English. On a daily basis, I combine discovery, metrics and technical feasibility to design experiences that generate results — from complex flows to scalable design systems.

Open to opportunities as a Senior Product Designer with a path to Product Design Lead.

Purple paper plane icon flying along a dotted flight path loop, symbolizing email marketing and messaging.

I define the problem clearly, align business objectives, and translate them into success criteria (e.g., success per journey, CSAT/NPS). I leave with hypotheses, MVP scope, and a validation plan.

Metrics-driven discovery

Decisions with clear trade-offs

I work with product and engineering to unlock decisions and reduce risk. I make it clear what you gain/lose (deadline, cost, complexity, quality) and prioritize viable solutions without losing the experience.

UX for critical journeys

Scale with Design System

I structure complex flows with information architecture and cognitive load reduction. I deliver ready-to-implement screens and interactions, focusing on clarity, responsiveness, and accessibility.

I build and evolve design systems to accelerate delivery and maintain consistency. I define guidelines, and governance to facilitate adoption by teams and sustain continuous product evolution.