PREVIOUS WORK

PREVIOUS WORK

A recent and small selection of projects in insight, innovation, and business design.

If you are interested in discussing any of these topics—or other challenges—feel free to drop me an email :))

Voice Generative AI in Brazil: Competitive Assessment

  • A UX-focused competitive assessment was conducted to compare voice interface generative AI tools, emphasizing their performance in Brazil. The study evaluated each platform’s ability to handle local context, linguistic nuances, and user preferences. By analyzing real-world conversations among Portuguese speakers, the research team identified key issues and opportunities for refining natural dialogue. These findings gave the product team actionable insights into bugs, feature enhancements, and overall system performance, critical for success in one of the world’s largest generative AI markets.

  • A multi-day online exploration leading into in-depth, face-to-face conversations.

From Within and Beyond: Uncovering Brazil’s Emerging Identities

  • Brazil is currently experiencing a series of cultural turning points that are reshaping both how Brazilians perceive themselves and the country’s collective national identity. In an effort to understand, discuss, and interpret these shifts, a cultural study was carried out with young Brazilians and content creators. Their perspectives shed light on the key identity transformations taking place in our society today. The insights gathered will serve as a foundation for guiding the positioning and communications of a major tech company in Brazil over the coming years.

  • Semiotic Analysis, Digital Ethnography, In-depth Interviews

Mapping the Road Ahead: Car Navigation in Brazil 

  • Navigation apps have transformed the way we travel by car, delivering optimized routes, turn-by-turn guidance, and real-time updates on road conditions. Yet there’s still significant potential to enhance the user experience with these tools. In this study, 30 drivers in São Paulo—one of the busiest urban centers in the world—tested leading navigation apps along predetermined routes, sharing detailed insights into their preferences and challenges. The findings will fuel the development of more intuitive, user-centered navigation solutions for the Brazilian market. 

  • Self-Ethnography, In-depth Interviews

What does resilience mean for Brazilians in 2024?

  • "I am Brazilian, and I never give up." This popular saying encapsulates the essence of Brazilian resilience accurately. It serves not only as a continuous reminder but also celebrates the unique ability of the Brazilian people to persist and thrive in the face of adversities that challenge and demand continuous strengthening, generation after generation. This cultural study sought to understand how resilience is perceived and experienced in the current Brazilian culture, investigating its meanings and contemporary expressions. The insights gained provided a solid foundation for a consumer goods brand to explore the concept of resilience in its positioning strategy.

    Photo: Adriana Varejão exhibition, "Sutures, Fissures, and Ruins" – São Paulo Pinacoteca.

  • Interviews with experts, in-depth interviews with consumers, focus groups, and desk research.

Acquired Tastes: How Do We Introduce New Flavors to Our Palate?

  • Exploring new foods, flavors, textures, and tastes is an ongoing adventure throughout our lives, shaped by culture, socioeconomic status, social circles, and personal experiences. The main goal of this study was to uncover the milestones and motivational factors that lead Brazilians, French, and British people to incorporate new flavors into their daily diets. Focused on the dark chocolate market, this exploratory research aimed to understand the journey of acquiring these new tastes.

  • Digital diaries and ethnography, as well as immersion in various settings, capture how individuals open up to experimenting with and eventually adopting new tastes into their lives.

Bridging Worlds: How Gamers Communicate Across Gameplay Stages

  • How do gamers sustain and nurture connections before, during, and after gameplay? A platform aimed at gamers and teenagers sought to understand the communication dynamics of its users and non-users, both within and outside the platform, as they engaged with their favorite games. The study went beyond analyzing the communication tools used, aiming to identify how and when these interactions occur, as well as mapping out the key technical and social barriers, fears, and needs teenagers have while communicating and expanding their networks within the gamer universe. The research was conducted in Brazil, Japan, and the United States.

  • Desk Research and In-depth interviews

The Pulse of a Generation – Gen Z's Affinity for LATAM's Music Creators

  • The music industry in LATAM is experiencing unprecedented growth, with Brazil and Mexico accounting for 66% of the market's revenue, as reported by IFPI in 2021. This research project sought to uncover how emerging artists in these countries, as well as Puerto Rico, engage with their audiences, particularly focusing on the strategies that forge emotional bonds with Gen Z listeners. Key insights of this study supported the client to create a global perspective of this consumer cohort and new ways to engage them across their products.

  • Interviews with experts, in-depth interviews with consumers, focus groups, and desk research.

Rethinking Conservation in the Context of Climate Crisis

  • The climate crisis represents humanity’s most formidable challenge yet. While we can no longer prevent it, with the right efforts, we can mitigate its impacts. In this project, I collaborated with a global conservation NGO to revamp its positioning and communications strategy in response to the current climate emergency. The study aimed to discover new ways to engage diverse audiences with environmental conservation. Conducted globally, my specific contributions focused on Brazil and Colombia.

  • In-depth interviews with experts in conservation and the environment, as well as discussions with local NGO leaders in both countries. These conversations aimed to capture deep insights into effective communication practices that can inspire action and commitment in the face of climate urgency.

    Photo: Cyprien Gaillard – Today Diggers, Tomorrow Dickens

Artificial Intelligence Role in Shaping SMB Strategies

  • The rise of generative artificial intelligence tools is reshaping conversations and innovation strategies across businesses of all sizes and sectors. With this in mind, a leading technology company wanted to understand how small and medium-sized enterprises (SMEs) in Brazil are adapting their work processes to incorporate AI solutions, and how this integration impacts their digital strategies and media buying.

  • In-depth interviews and digital diaries with SME owners utilized digital diaries. Facilitation of co-creation groups.

Navigating Emerging Skincare Trends in Mexico and Brazil

  • As the years roll by, the beauty landscape is a whirlwind of fleeting trends, with many barely making a mark on the mainstream. Mirroring the fashion world, the beauty sector thrives on rapid changes, cultural shifts, and an ever-quickening pace, prompting brands to ponder: What’s the next big investment for the upcoming season? This study dives deep into Brazil and Mexico's beauty scenes to spotlight the emerging skincare trends poised to make an impact.

  • Desk research complemented by in-depth interviews, this analysis engaged both industry experts and early-adopter consumers to provide a comprehensive view of the evolving skincare trends in these vibrant markets

Blueprints of Tomorrow for Dubai's
Real Estate

  • Dubai, renowned as one of the world’s most affluent and rapidly evolving cities, has experienced a population explosion of over 500% in recent decades. It’s no wonder then that this emirate has risen to prominence as the premier real estate market in the region, attracting investor interest from across the globe. This speculative study, based on the selection of emerging technologies aimed to envision the customer experience in Dubai’s real estate sector a decade from now, leveraging emerging technologies and consumer trends. These visions of the future will help one of Dubai's largest real estate developers to think about their innovation pipeline for the next 10 years.

  • The approach combined foresight studies and speculative design to explore potential futures, laying the groundwork for innovative real estate customer experiences in Dubai.

Designing Inclusive Financial Tools for Brazil's Informal Workers

  • Brazil, a country marked by stark socioeconomic divides, has over 40% of its workforce engaged in informal employment. This scenario presents a unique challenge for fintech: understanding the financial lives and needs of those driving the nation’s economy. This study investigates the intersection of business dynamics and personal finances among informal workers, aiming to guide LATAM's leading fintech in creating more inclusive financial solutions for this vital consumer segment.

  • Utilized digital communities and conducted in-depth interviews (IDIs) to gain insights.