My name is Felipe Luize and I’m a principal digital product designer in San Francisco, leading projects for new products and growth at Udemy, the largest online learning destination globally available.

I’ve been working for the past 12 years with marketers, data analysts, UX researchers, developers, and business owners to build solutions that are impactful and meaningful to users across the world.

At Udemy, I worked on building fundamental features on B2B and D2C subscriptions, helping the skyrocketing growth of the product. I also built pilots of many other business initiatives to explore new markets and first time user needs.

Previously, I redesigned the most viewed Brazilian news portal, Globo.com. I also constructed the foundation of Playkit, the future of online TV consumption at Globo. And I redesigned the live stream solution on GloboEsporte.com, used during the 2014/18 World Cup and the 2016 Olympic Games, achieving new access records.

Feel free to reach out.

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Work selection

Udemy Personal Plan

As the Principal Product Designer focused on product-led growth, I owned the end-to-end user flow for Personal Plan, first launching a new product line at Udemy, and later on finding the areas of improvement for the product. It is a highly interactive role, crossing functions and objectives with many other areas of the business.

Research, Information Architecture, Interaction, Visual design & testing • Team of 3 product manager, 2 designers & 10 developers

Principal Product Designer
2021 | Udemy.com

Case study not available...

Udemy Pro

My team at Udemy created from scratch an entirely new business model in the span of 3 months. We explored the edges of the product in order to build an appealing solution that we tested and launched. The work we accomplished on Udemy Pro prepared the ground for a bigger 3-year plan involving the entire company.

Research, Information Architecture, Interaction, Visual design & testing • Team of 1 product director, 1 researcher, 1 designer & 4 developers

Lead Product Designer
2019 | Udemy.com

Case study not available...

Globo Playkit Style Guide

I had the privilege of building the initial style guide for Globo Playkit during a turning point as Globo entered the world of online streaming. The framework of this style guide became the core of all video-based products including GloboPlay, GlobosatPlay, CombatePlay, PremierePlay and others.

Research, Information Architecture, Interaction, Visual design & testing • Team of 1 product director, 2 designers & 6 developers

Senior Product Designer
2016 | Globo.com

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Globo.com Redesign

    This news portal is the most visited landing page in Brazil  , with billions of views every year. During this project we built a leaner solution by reducing the load time to 4s, making it the fastest home page in the market at that time. We also gave Globo.com a complete facelift while still keeping the visual design language which had been used for years. This was achieved without breaking any editorial processes or partnerships with affiliate portals.

Interaction & Visual design • Team of 2 designers & 4 developers

Senior Product Designer
2016 | Globo.com

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Globoesporte Live transmission

A project made with many hands involving more than 6 designers, and the most important solution for the 2014 Fifa World Cup. The same framework for this solution still online and being optimized by the current team.

Research, Interaction, Visual design & testing • Team of 1 product director, 4 designers & 10+ developers

Senior Product Designer
2014 | Globo.com

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More...

During the past years, I got the opportunity to do some talks and present a little of my opinion about typography usage on the web, how it is the process for a Brazilian to live abroad, and more. Check these and some other links.

Tucano Bold

My first type free for download

Abduzeedo

Abduzeedo post about Globo.com - UI/UX

Techtudo case study

Techtudo sound brand and Tone of Voice

Expatria Podcast

Podcast interview

Awari Podcast

Podcast interview

TTX from Dootype

Online Design event for Type professionals

Savee

A collection of prints from past projects

The artist’s life cannot be otherwise than full of conflicts, for two forces are at war within him on the one hand the common human longing for happiness, satisfaction and security in life, and on the other a ruthless passion for creation which may go so far as to override every personal desire

- Carl Jung

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2022 Felipe Luize • Digital Product Designer