João Guedes is a Brazilian designer,
who designs experiences through
habits, behaviours and the ecosystem
of users and the business
Projects I worked on
From 3 days to 5 minutes: Increasing the speed of campaigns and A/B tests
Coming soonReducing call centre volume and increasing primary bank status
About me
I'm a designer with a postgraduate degree in Behavioral Economics. I work on high-complexity products, from investment fund management to a no-code platform for building recommendation algorithms.
Design tied to the business
I design with an eye on strengthening the business ecosystem: the experience has to connect across services, inside and outside the platform. Through metrics and the value chain, I aim to speak the language of business and product for greater impact at the end.
A designer working alone isn't designing: they're guessing.
I actively seek out the views that disagree with mine — from inside and outside design — bringing engineers, business people and customer support in to build the product together.
AI in the design process
I use AI at every stage of design: from a partner that provokes and challenges the project to specialized agents that support discovery and delivery. Deliberate, ethical use — always keeping the human in the loop.
A good solution feels inevitable.
When form and function resolve together, it stops calling attention to itself: you look at it and think it couldn't have been any other way. I like being involved at every stage of building the product: conception, ideation, final delivery, and the monitoring that follows.
Outside work, I'm a film buff, I like trying new restaurants, I live in São Bernardo — just outside São Paulo — and I ran my first half marathon in 2026.
