Passionate about comics, design and experiences
My name is Rafael Burity
a designer, leader, manager, teacher, speaker and mentor who has dedicated his last, more than, 20 years to studying, and living, design, information architecture, business, communication, leadership, cultural and digital transformation.
I seek to help people and companies that want to evolve and achieve their goals, thus contributing to the maturation of the industry.
I have definitely been shaped by
A mix of experiences
As a true nerd (geek), for as long as I can remember, I’ve always been addicted to comic books, books, movies, games (a “nintendista”), and pop culture. I am passionate about art, illustration and all creative expression, as well as gadgets and all the technology that has transformed the world we live in. All this led me to love the art of drawing, which, connected to my interest in technology and people, has driven my every step.
With a technical background in data processing and a Bachelor’s degree in Computer Science, being a specialist in information architecture and usability, as well as an enthusiast and scholar in the field of comics, illustration and artistic design, I consider myself a person with a relatively wide repertoire. The fact that I was studying computing, already working as a designer, brought me closer to the human computer interface (HCI), usability and consequently Information Architecture. And it has been dictating my view of the digital design market ever since.
I fully believe that This contributes to being the professional I am today.
This diversity of tastes even made me go through some experiences as a designer and finalist in a digital comics initiative with colleagues from Oberg, in the distant year of 1997 (that’s a story for another day).
Mais de 20 anos trabalhando NA MELHORIA DE PRODUTOS E PROCESSOS BY DESIGN.
Digital market and user experience
Long before being a design leader, I have been practicing design and user experience for the digital market since the 2000s, serving companies in different markets such as Petrobras, Vale, Ampla, Rede record, Multiplan, BRmalls, Gafisa, Bradesco, Ibmec, Zico 10, Corinthians, Botafogo, Fluminense, Palmeiras, Conspiração Filmes, among others. In addition to having worked in the technology market as support, computer technician..
In addition to the traditional trajectory of the market, I have always sought to create and undertake initiatives, and over time I have tried to found and manage for 2 years a digital agency called ABRA Comunicação Criativa, even an e-commerce of erotic products called Bela Sofie SexShop, between 2011 and 2013, among other adventures. Even my passion for podcasts, and sharing knowledge, led me to create projects like DNA Rubro Negro and Riojob, among others focused on comics.
Over the years, I have specialized in the B2B (Business to Business) market, with portals, intranets, embedded systems and mobile applications in very specific markets such as Agro, Energy, Transport, Oil and Gas, Defense, Finance and more.
Ah, invariably (or almost always) you will see a designer walking barefoot through events, on stages and in company corridors. You can talk to me, it’s me.
8 years of Dedication to
Leadership of design, through design
Everything I’ve been living and my passions seem to lead to a natural path, where I go beyond design delivery, collaborating and teaching. It’s curious, because I was routinely called “professor” by colleagues in the market, in addition to being sought after for guidance and help in decision-making. It seemed natural for me to move into the world of people and business management and leadership.
My career in team management and design leadership begins in São Paulo, in 2015, having to create and sustain a new design vertical focused on user experience at Embraer and Atech S.A, since then having the opportunity to work in large companies like Santander, Ben Visa Vale, Boa Vista SCPC and Unico IDTech, an unicorn startup, with different challenges, which you can see in my cases, hiring, recruiting and managing more than 60 multifunctional professionals.
My leadership is focused on managing, guiding and inspiring my teams, always seeking to improve the quality of design work, adapting and replicating best market practices, always oriented towards impact and results for the business. The basis of my work has been defining and creating processes, looking for metrics that connect design with the business, building a design-oriented culture and user experience.
I seek to build, manage and lead teams always looking to position design where I believe it should be. As a strategic part of the business. I always seek to connect and balance the design focused on the user and the customer, but also on the business, in addition to always connecting with the technological capacity of each context.
Education
University Veiga de Almeida Bachelor's Degree, Computer Science (2004 – 2008) Impacta Tecnologia Post graduation in Information Architecture and Usability, design thinking (2015 – 2017) Hyper Island Leadership of the Future, Organizational Leadership (2021) MIT Professional Education Digital Plus Program, leadership and innovation (2021)
Certifications
GGSC - Gallup Global Strengths Coach Gallup International Training in the CliftonStrengths methodology (Strengths) Management 3.0 - Energizing People (2021) Credential ID 210490154 Management 3.0 - Fundamentals Online Workshop Credential ID 210490142 Conquer School GBA in Leadership and People Management
Product development and experiences through design
Work Experience
Merging my experience with UX, Design, Marketing, etc., I’ve been helping companies to synthesize information and context, offering the best solutions for business objectives and customer experience, in addition to seeking the evolution and management of design in companies.
- Unico
- Remote
- 2022 - 2024
Director of Product Design and UX Research
As the Director of Product Design and UX Research at unico IDtech, my mission is to enhance user experiences across multiple platforms, and I’m devoted to crafting a cohesive product vision fueled by strategic design. Balancing the dual facets of creativity and leadership, my tenure has been punctuated by the successful management of B2B, B2B2C, and B2C product ecosystems, as well as spearheading the internationalization of our company’s brand.
The core of my work lies in deploying robust UX strategies and creative ideation to drive tangible improvements in product engagement and customer satisfaction. Our team’s collaborative efforts have notably improved biometric technology experiences, facilitating over 25 million identity authentication transactions monthly. We continue to push the boundaries of innovation, ensuring that unico IDtech remains a leader in the authentication space.
Achievements:
- Increased revenue by $5.6 million with a new checkout flow that reduced abandonment by 6%.
- Reduced experience debts by 98% through quality process implementation.
- Increased consent rate for information sharing by 10%.
- Reduced drop rate from 4.8% to 3.2% by June 2023.
- Defined a new product ecosystem, family, and sales model through innovation and user and market research.
- Boa Vista SCPC
- Sao Paulo
- 2021 - 2022
Design and Research Manager
Hired as Design Manager to rebuild and scale the design team within the context of digital transformation and growth of a company with over 60 years of history. After 6 months of work, the team grew from 6 to 15 designers, working on around 10 products focused on the B2B market, in addition to structuring the Research team with 5 professionals.
The creation of a product structure and the implementation of the agile methodology showed the need to structure a design chapter and build a process that promotes the culture and mindset of focusing on the user and professionalizing product discovery. We ended up taking over the marketing team and creating an experience and market research guild.
Achievements:
- Scaled the team from 5 to 22 designers across product, research, and marketing.
- Developed and documented comprehensive product and discovery processes.
- Launched the first public credit market report with 1,200 downloads.
- Validated market fit and branding for a new data product, converting 5 clients with a successful go-to-market strategy.
- Santander Bank
- Sao Paulo
- 2019 - 2021
User and Consumer Experience Manager
Hired as Head of CX and UX for a Fintech of the Santander Group, called Ben Visa Vale to manage and mature the design team in a product and discovery oriented vision, in addition to monitoring the full experience cycle of the service.
After 1 year the holding decided to transfer me to a new challenge, bigger and little explored, as UX Manager for Corporate Products (B2B) at Santander Bank with the challenge of being responsible for user-centered design in partnership with product leaders to translate needs customers and business challenges.
Achievements:
- Increased establishment registration conversion by 15%.
- Reduced user password reset contact rate by 22%.
- Shortened the sales cycle by 12%.
- Improved accuracy through a discovery and opportunity prioritization process.
- Embraer S.A
- Sao Paulo
- 2015 - 2019
Head of UX Design
At first, I was hired as a UX Lead to create a new business unit for the giant of the aviation market focused on the development of digital products, Embraer Sistemas, with the objective of establishing the practice of usability, accessibility and focus on the customer experience. user in the company. After 18 months, the company decided to associate this Business Unit with another Group company. So, I transferred to develop and create a user experience area in this company called Atech S.A when I was promoted to Head of UX Design.
Achievements:
- Saved 70% of costs and recovered client satisfaction for an Indian client.
- Achieved a 45% cost saving by implementing usability requirements analysis.
- Reduced execution time of meteorological messages in the FAB system by 76%.
- Decreased post-sales support calls by 25%, increasing project profits by 5%.
- Created a digital business area and scaled the design and innovation team from 1 to 18 members.
- Developed a data analytics product and validated an MVP for dam management within one month.
- InfoGlobo
- Rio de janeiro
- 2014 - 2015
UX Designer Senior
Allocated to the client InfoGlobo by the development and technology consultancy Mídia 3, to work on the restructuring of the interface and user experience of the advertiser portal and the intranet of the newspaper O Globo, in addition to projects related to publications of digital magazines on mobile devices.
InfoGlobo was the largest printed newspaper company in Brazil, being the brand of Editora Globo and Valor Econômico, Jornal O Globo, Extra and Expresso.
- Estudio Touch
- Rio de Janeiro
- 2012 - 2014
UX/UI Designer Senior
I worked as an interface designer, information architect and graphic design at the digital agency Touch, developing digital interfaces, information architecture, usability and user experience. In addition to supporting and creating visual identity, editorial and advertising illustrations, campaigns, etc. for large clients in the Brazilian and Rio de Janeiro markets, such as Ampla, EBX, CNPq, Government of Rio de Janeiro, Rio Criativo, The School of life, among others.
- Estudio Rothier
- Rio de janeiro
- 2011 - 2012
UX/UI Designer Senior
I worked as an experience, interface and brand designer in the private studio of Daniel Rothier, a design reference in Rio de Janeiro, creating and developing websites, portals, mobile applications, logos, etc., applying knowledge of information architecture, wireframing, responsive interfaces and visual identity for companies in different countries such as the United States, England, China, France, Canada and Brazil.
Sharing and teaching beyond design
Teaching mission
I have been teaching design, business and innovation, in large and recognized educational institutions, to more than 12 companies (in internal training) and 1400 professionals (academy and free courses) who are interested in creating products or services with an impact on business and experiences WOW through design.
- Sao Paulo
- 2019 - 2022
Faculdade Impacta Tecnologia
AIUX – Fundamentals of UX – 120 students
ENGSOFT – UX and Design Thinking – 24 students
NICU – User-centered Business and Innovation – 80 students
AIUX – Usability and Findability (Information Architecture) – 80 students
AIUX – Leadership and facilitation – 40 students
DTDCU – Design Thinking – 120 students
AIUX – Knowledge Integrating Workshop – 120 students
- Sao Paulo
- 2019 - 2021
Digital House > Coding School
MSD-DIP – In Company – Discovery and UX – 7 classes, 6 companies and 200 students
MSD-DIP – In Company – User Experience – 7 classes, 6 companies and 200 students
MSD-DIP – In Company – Discovery – 2 classes, 2 companies and 24 students
DPM – Design Thinking (Concept and practice) – 2 classes and 24 students
GPD – Design Thinking – 2 classes and 45 students
GPD – Design Patterns – 2 classes and 45 students
GPD – Ideation process – 2 classes and 45 students
TCC-2017 – On Line – Discovery – 4 hours and 1500 students
TCC-2017 – On Line – User Experience – 4 hours and 1500 students
UX Design TN02 – 0321CDUXDCN02BRED – User Experience – 576 hours and 50 students
- Remoto
- 2021 - Presente
Tera
DPDBC_REM_2022_1 – Digital Product Design: Closing the Module – Information Architecture – 33 students
DPDBC_REM_2022_2 – Digital Product Design: Closing the Module – Information Architecture – 27 students
DPDBC_REM_2022_3 – Digital Product Design: Closing the Module – Information Architecture – 40 students
DPDBC_REM_2022_4 – Digital Product Design: Closing the Module – Information Architecture – 12 students
- Remoto
- 2021 - Presente
Escola Design Thinking: Echos
UXSD > Module 6: UX & Service Design – 24 students – 22 students
DESIGN LEADERSHIP: (Regional Workshop) Discovering your strengths and weaknesses as a leader – 45 students
- São Paulo
- 2019 - 2020
ESPM Tech
UX Design Course – 24 hours and 30 students
UX Design Course (Online) – 24 hours and 45 students
- São Paulo
- 2019
Miami Ad School
UX Strategy – 25 students
A restless looking for movement
Side Projects
I routinely embark on new side projects to explore opportunities to apply my knowledge and new studies, and to be able to apply my efforts to things that I truly believe have the power to create change. I consider myself restless.
Bom dia UX
2020
A live chat program about design and experience where, together with Rodrigo Lemes, I reflect, and look for provocations, about the market. This is #BDUX, performed live every Wednesday at 7 am on youtube. Watch while having a delicious coffee, or an iced mate with lemon! We have over 120 episodes and soon it will be a book.
CursoCast
2020
The First User Experience (UX) Basic "Course" in a podcast, in Portuguese, with educational, consistent and solid content, in more than 64 hours, totally free. There is an e-book in production.
Riojob
2007 - 2016
A professional outplacement blog in the areas of design, web, communication and marketing, active from 2007 to 2016. More than 1400 vacancies were published, making it the biggest reference in the state of Rio de Janeiro for jobs in this field. segment. He was elected 7th place in the Blog category by popular vote in the Peixe Grande contest organized by the former and renowned magazine Webdesign.
DNA Rubro Negro
2010 - 2014
The DNA RUBRO NEGRO portal became, in a short time, one of the most influential channels for fans of Clube de Regatas do Flamengo, active between 2010 and 2013, with prominence even in important vehicles such as Carta Capital and Revista do Flamengo, article on ESPN Brasil and sites like GloboEsporte.com.