Felipe “Caroé” Amorim
Senior UX & Product Design Leader | AI Interaction Designer | Futures Designer | Innovation Strategy | Design Thinking Specialist

SUMMARY
About me
Strategic Design Leader and Futures-driven Innovation Partner with 20+ years of experience at the intersection of business strategy and emerging technologies. I build and scale high-performing design teams, translating complex business challenges into tangible, high-impact products. Proven track record of driving significant business growth, including a 29% sales increase and a €300k monthly revenue boost through human-centered design. As a Spanish citizen based in Madrid, I am focused on leveraging my expertise in innovation and AI to shape the future of products.

EXPERIENCE
HEAD OF DESIGN
4all
Madrid, Spain • 2019 – Present
Led the end-to-end Design and Strategic Consulting departments, encompassing UX/UI teams across all products and projects to achieve business goals and foster team members' professional development using Agile frameworks and fostering efficient project management.
Championed the implementation of UX/UI methodologies and human-centered design, resulting in a 100% average increase in user engagement and CSAT Scores across digital products.
As the leader of consulting operations, managed key projects for high-profile clients, delivering direct business results:
Outback Steakhouse: Boosted sales by 29% through Human-centered strategies.
Pizza Hut: Achieved 99% customer satisfaction with UX practices.
Atlético de Madrid: Increased monthly revenue by €300k through design and experience strategies.
Spanish Market Expansion: Responsible for operations in Madrid, Spain, for the past 3 years, acting as the lead designer for strategic projects with CaixaBank, Atlético de Madrid, and Espanyol de Barcelona.

EXPERIENCE
FOUNDER / CREATIVE DIRECTOR
Brava Digital
Porto Alegre, Brazil • 2014 – 2019
Founded and scaled a self-funded Experience Design firm, focusing on brand strategies and digital interfaces.
Led and mentored a team of 13 design professionals, overseeing projects that delivered expertise in e-commerce conversion design, innovation, and branding for over 1,000 clients.
Achieved 7 prestigious UX Design recognitions, including Awwwards and CSS Design Awards, validating the quality and impact of design solutions.

EXPERIENCE
MARKETING & EXPERIENCE CONSULTANT
Linx Commerce
São Paulo, Brazil • 2015 – 2016
Led the marketing department as an external consultant, aligning strategies with the sales team to significantly increase lead generation.
Developed and executed a comprehensive marketing strategy, achieving 10,000+ monthly website visits, generating over 800 qualified leads, and securing 20+ SaaS platform contracts.
Facilitated Design Thinking workshops to optimize conversion rates and enhance user experience (UX) across digital platforms.
Developed and deployed numerous high-performing landing pages, email marketing campaigns, and content publications.

EXPERIENCE
FOUNDER / VICE PRESIDENT OF DESIGN
Pipe Digital
PIPE Digital • Porto Alegre, Brazil • 2012 – 2014
Co-founded and scaled a bootstrapped user experience design start-up, managing operations, client accounts, and the creative process.
Directed an 8-member user experience design and front-end development team, ensuring the delivery of high-level web applications.
Successfully served over 300 clients, including major brands like RedBull and Dakota, by providing impactful web application solutions.

EXPERIENCE
INTERNET EXPERIENCE MANAGER
Capella Design
Porto Alegre, Brazil • 2010 - 2012
Successfully led the digital transformation of a graphic design company, significantly increasing its digital revenue contribution
Increased digital revenue contribution from 20% to 60% within 6 months, achieving significant growth without impacting overall graphic design revenue.
Expanded service offerings to include social media management, e-commerce, and other digital applications, creating new revenue streams and diversifying the business portfolio.

OTHER EXPERIENCES
Early Career UX/UI Designer Roles (2006-2009): Various roles at Casullo Internet, Olinda City Hall, CESAR Innovation Institute, and design internships, focusing on developing knowledge and consistency on design, usability and internet expertise.