Caroline M CV
Caroline M CV
I am a multidisciplinary designer with over 8 years of experience at the intersection of
research, strategy, and innovation, creating scalable products and services. I have worked
across logistics, fintech, government, retail, technology, and industrial sectors, always
focused on optimizing experiences and processes. I enjoy solving complex problems,
connecting people, and transforming challenges into strategic solutions that drive
business results. In my free time, I enjoy cycling, creating art, and staying close to nature.
Service Design: Journey mapping, blueprints, JTBD, prototyping, and process alignment with key areas, technical and multidisciplinary teams.
UX Research: Conducting interviews, behavioral and quantitative analysis, data analysis frameworks, persona development, usability testing, and prototyping. Using analytics, heatmaps and UX metrics (SUS, NPS, CSAT).
Agile Methodologies: Scrum, Kanban, planning, and retrospectives.
Facilitation Skills: Led remote co-creation workshops using Miro, Figma, and Zoom to facilitate strategic decision-making.
Leadership & Collaboration: Cross-functional squad leadership, ensuring solution scalability and coherence. Process mentorship and coaching.
Tools: Miro, Figma, Adobe Illustrator, Excel, Dovetail, Analitics.
WDevs, 2023-2025
Senior Service Designer | UX Researcher
WDevs is a web development company specializing in scalable digital solutions, including web and mobile development, design, and server administration.
Collaborated closely with cross-functional development squads to design user-centered web platforms, ensuring alignment between user needs and technical feasibility.
Led end-to-end UX research initiatives across multiple projects, including usability testing, stakeholder interviews, and heuristic evaluations, directly informing product design decisions.
Created detailed service blueprints and customer journey maps to uncover pain points and optimize workflows for enterprise clients across diverse sectors.
Advocated for design maturity across the organization, mentoring junior designers and contributing to the development of internal design systems and process documentation.
Supported the integration of analytics and UX metrics (SUS, CSAT, NPS) into product cycles, enabling data-informed iteration and measurable user experience improvements.
Boticário Group, Feb 2023 – Nov 2023
Service Designer | UX Researcher – Specialist
A major company in the beauty, cosmetics, and industrial sector, with over 10,000 employees.
Developed migration strategies for sales systems in 2,000+ stores, focusing on process optimization and reducing transition time from 3 months to 21 days.
Structured discovery processes to identify user needs, resulting in a 91% increase in satisfaction with digital products.
Conducted co-creation workshops and stakeholder alignment, integrating operational goals (OKRs and KPIs) and ensuring effective transitions and system implementation.
Designed roadmaps and implementat
Dock Tech, Feb 2022 – Nov 2022
Senior Service Designer
B2B fintech focused on digital financial solutions, with approximately 300 employees, managing banking processes for Brazil’s largest financial institutions.
Structured strategies for launching and evolving financial products, using Agile methodologies, and quantitative metrics (HERT) that reduced time-to-market by 30%.
Optimized user journeys through detailed flow mapping and identification of pain points, contributing to a 25% increase in product conversion and engagement.
Promoted Service Design culture through training and workshops, facilitating cross-functional team integration and strengthening internal communication within squads.
Planned and conducted qualitative and quantitative research, supporting strategic decisions and guiding continuous product improvements.
Departure due to departmental downsizing.
Rumo Logistics, Jun 2021 – Jan 2022
Innovation Analyst | Senior Service Designer
One of Brazil’s largest logistics companies, working with commodity exports and employing over 8,000 people.
Structured and optimized logistics processes, focusing on cost reduction and increasing operational efficiency by 74%.
Developed Service Blueprints and user journey mapping based on interviews and data analysis, identifying opportunities for over 2 million in cost savings in imported product purchases.
Organized innovation events and sessions aligned with strategic goals, fostering collaboration and continuous improvement.
Trained teams in Design Thinking and Agile methodologies, promoting a collaborative and integrated approach to solving operational challenges.
Departure due to departmental downsizing.
Postgraduate Degree in Cultural Anthropology
Pontifical Catholic University of Paraná (2021-2023).
Focus on cultural understanding and ethnographic research methods.
Bachelor's Degree in Visual Design
Universidade Positivo (2015-2019).
Languages
Portuguese (Native), English (Advanced – Fluent in business communication), Spanish (Basic – Conversational level).
Certifications
Scaling Design in Organizations | Aprender Design (2025)
Leadership Development | EBAC (2022)
Local Leader | IXDA Curitiba (2018)
Publications & Talks
Speaker at TDC Innovation (2023)
Global SDN Conference (2023)
Case Study Publications | Medium
Academic Thesis Publication | EPIC
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