Product &
Growth Designer
for SaaS B2B
Sábio Lopez
Product Designer
São Paulo — Brasil
With 20 years of experience, I architect end-to-end B2B journeys. Specialized in acquisition, activation, and onboarding strategies for SLG/PLG products, bridging AI into the design workflow.
Selected Projects
B2B Buying Journey Personalization
Mapping the nurturing journey and personalizing the experience to increase conversion within the B2B buyer persona context.
CMA Brasil Website
Website for the first CMA group in Brazil — also the first in Portuguese — balancing international guidelines with a simple and accessible experience.
Website Redesign Across 10 Markets
Structuring digital acquisition across 10 countries simultaneously, managing global stakeholders, complex roadmaps, and language barriers for the first time.
7-day trial journey redesign
Redesign of the 7-day trial experience to transform a limited period into an activation engine — even in the face of technical and cognitive barriers.
Geolocation feature and impact on B2B and B2C sales
Creation of a geolocation feature to make network capillarity visible, supporting purchase decisions, sales arguments, and value perception in different markets.
Portfolio: AI-driven end-to-end development
End-to-end use of generative AI to develop this portfolio, from architecture and code to content creation and CMS structure for dynamic management.
Technical Mastery & Practice
SaaS B2B Strategy
Deep understanding of complex ecosystems. From mapping non-linear buyer journeys and Job-to-be-Done (JTBD) to granular segmentation and persona-based personalization.
Processes & Applications
Processes &
End-to-End Vision
Research on B2B Journeys & Personas
Building a base for understanding the problem from real-world B2B journeys. Work involves identifying jobs to be done, decision-making and operational personas, segmentation, and existing flows before any product or design decisions.
Product Strategy & Discovery
Active in hypothesis-driven discovery, combining quantitative and qualitative data to structure product decisions. Focus is on triangulating evidence to validate assumptions, prioritize opportunities, and evolve hypotheses throughout the journey.
Design Systems & Experience Architecture
Understanding experience as a consequence of product architecture. Working on design systems, tokens, components, and screen structures, considering technical limitations, legacy systems, and the need for scale to sustain continuous ideation and evolution.
Agile Processes & Product Operations
Integrating design into real-world product and engineering contexts. Hands-on experience with agile processes, documentation (PRDs), backlog management, and continuous alignment between design, product, and operations, focusing on key objectives and metrics.
Growth, Experimentation & Metrics
Experimentation-driven mindset, with clarity between structural initiatives and rapid tests. Working on validation cycles, MVPs, and metric analysis across the growth journey, considering acquisition, activation, and monetization.
Artificial Intelligence in the Design Process
Transversal use of AI across the entire design and product process, from discovery and ideation to prototyping, documentation, and artifact generation. Focus on integrating AI into existing processes, connecting design, product, and engineering.
Working in Complex Environments
Experience in high-complexity B2B products involving legacy systems, ERPs, data models, and multiple integrations. Constant consideration of these structures as part of the design and product management decision-making process.
Get in
Touch
If you are dealing with a complex problem that needs more than just "prettier buttons," let’s talk.
