Lua Almeida

Product Designer

Designing thoughtful digital products. Based in Fortaleza, Brazil.

Growing registrations by 23% through UX improvements

About me

I’m a Product Designer with five years of experience turning complex problems into products that actually make sense to people. My path here wasn’t straight. I started in architecture, where I learned to think in systems, balance constraints, and design for how people move through space. That foundation never left me; it just shifted from physical structures to digital ones. Today, I work across fintech and govtech, and I’m currently building civil identification software used by federal agents in Brazil, a context where every design decision has to be clear, reliable, and purposeful.

What drives my work is a genuine curiosity about people and a belief that good design should hold up under real conditions, not just look right on a screen. I dig into the “why” behind problems, challenge assumptions, and push for solutions that balance user needs with business goals. I’ve led projects from early discovery through delivery, working closely with product managers, engineers, and stakeholders to make sure design has a real seat at the table.

Download the resume

Work experience

Valid | Product Designer

May 2024 — Present

Government-focused SaaS product suite. Identification, operator-facing products and secure identity verification systems used by government administrators across five states.

Meutudo. | Product Designer

Apr 2022 — May 2024

B2C fintech app. Designed intuitive, high-trust financial experiences across fintech ecosystems, contributing to higher adoption and transaction success.

SellersFi | Jr. Product Designer

Jun 2021 — Mar 2022

Global B2B fintech platform providing financial tools and lending workflows for enterprises and e-commerce businesses.

TUPI | Product Designer Freelancer

Jun 2021 — Apr 2022

Independent project for the University of Fortaleza, in a 0-to-1 environment. Led research and discovery efforts that uncovered a 93% misalignment between user interest and business direction, reshaping the product vision from the ground up.

Let's talk!

Good design starts with good conversation. Reach out and let's see what we can build together.

Drop me an e-mail