Pedro Sant'Anna

Responsibilities

Led the development of the company’s five-year product vision in partnership with the CEO and leaders across Finance, Marketing, Business Intelligence, Engineering, and Product.

Defined the evolution from the legacy lead-generation marketplace toward an AI-native platform, connecting new business models, fixed-price services, conversational experiences, and the existing ecosystem.

Led the hands-on design of the platform’s experience architecture, interaction models, prototypes, and end-to-end customer journeys, including an AI agent for request creation through WhatsApp and MCP.

Redesigned the Product Operating Model, defining how squads frame problems, prioritise opportunities, plan initiatives, and deliver product outcomes.

Led a lean product structure across the platform, managing a Senior Product Manager while working directly with Engineering as an individual contributor.

Results & impact

Established the strategic, experience, and architectural foundations for GetNinjas’ AI-native platform and its long-term product transformation.

Evolved the fixed-price model into a scalable product direction with validated product-market fit and stronger revenue efficiency than the traditional lead-generation model.

Created a new revenue stream positioned to become a strategic growth pillar for the business.

Defined the transition between the legacy marketplace and the new platform, aligning product strategy, customer experience, business priorities, and engineering execution.

Responsibilities

Led a multidisciplinary team across Product Design, UX Research, and Creative Design, restructuring the function to reduce process overhead and increase autonomy, strategic maturity, and craft quality.

Introduced daily Design Critiques, competency mapping, and individual development practices to strengthen product thinking, visual craft, and decision-making across the team.

Partnered with Product, Data, and Engineering to map and measure the end-to-end customer and professional journeys, introducing a more evidence-based approach to product decisions.

Led hands-on design work across core product experiences and new business initiatives, including the professional order store and the fixed-price service model.

Established the foundations for translating brand positioning into product value proposition, Design System principles, and visual craft across the customer experience.

Results & impact

Redesigned the professional order store to make previously implicit platform mechanics easier to understand through the product experience, contributing to stronger activation and retention.

Designed and launched the fixed-price service model, validating product-market fit and demonstrating stronger revenue efficiency than the legacy lead-generation model.

Shifted the design practice from primarily execution-driven work toward more strategic, data-informed product decisions.

Increased alignment between Product Design, Creative, Marketing, Data, Product, and Engineering, creating a stronger connection between brand, business strategy, and customer experience.

Selected engagements

meutudo — Head of Product Design

Developed a scalable framework connecting experience quality metrics with Growth and business outcomes, increasing the team’s ability to evaluate product impact.

Footbao — Senior Product Manager

Led product discovery and experimentation for a gamified social platform, helping stakeholders focus on product-market fit through structured experimentation and customer-centric metrics.

Responsibilities

Designed the organisational structure and hired six senior professionals, later leading a seven-person multidisciplinary team across Product Design, Service Design, Content Design, Communication Design, and Technical Writing.

Established a high-performance design practice through competency-based hiring, coaching, career frameworks, Design Critiques, and collaborative design rituals.

Led the evolution of the product ecosystem across CCBaaS, Risk Analysis, Lend FIDC Sandbox, API documentation, brand positioning, and the company website.

Partnered closely with Product, Engineering, and the Co-CEO to shape product strategy, experience architecture, and organisational design.

Results & impact

Built a senior multidisciplinary design team in four months, enabling the company to scale a complex B2B financial ecosystem.

Established scalable information architecture principles and product patterns adopted across the platform.

Led the product response to a major market pivot, integrating an acquired solution into the platform and defining a modular architecture for future products.

Delivered a prototype in two weeks and launched the new product with its first commercial contract within one month, helping secure additional runway for the business.

Responsibilities

Co-defined the company’s product vision and long-term platform direction, translating a complex credit ecosystem into a clear product strategy and shared narrative for the organisation.

Led end-to-end discovery across the B2B credit ecosystem, mapping fund administrators, fund managers, platform operators, developers, business leaders, and potential partners to identify product opportunities and operational constraints.

Designed the platform’s initial experience architecture and core products from the ground up, including CCBaaS, Contract Builder, KYC, KYP, background checks, and related credit infrastructure capabilities.

Led product and design decision-making alongside the Co-CEO, Engineering, Legal, and Operations, combining facilitation, systems thinking, and hands-on craft across flows, interfaces, and service interactions.

Established the foundations of the brand positioning, product experience, and developer experience, treating technical documentation as a core part of the product.

Results & impact

Designed and launched the company’s first product, a CCBaaS platform with Contract Builder and product-led documentation for implementation partners.

Helped transform the company’s ambition to democratise access to credit into a tangible platform vision capable of supporting multiple credit products and business models.

Created the experience and architectural foundations that enabled the company to move from zero product to its first signed partners and active credit operations.

Built the product vision and design foundations that supported the company’s rapid growth and led to an expanded leadership scope as Head of Design.

Responsibilities

Defined the product vision, business model, roadmap, and end-to-end user experience for a multi-sided streaming platform serving music fans, artists, and content partners.

Designed the platform architecture, multiple user journeys, and core product experience, while contributing to front-end implementation and product delivery.

Results & impact

Validated the core value proposition through discovery research and Smoke MVP experiments, achieving up to 17% conversion in early demand-validation campaigns.

Defined an innovative royalty model based on viewing time, aligning user engagement with fairer compensation for artists and producers.

Responsibilities

Led a multidisciplinary UX organisation across Product Design, UX Research, UX Writing, and Art Direction, supporting multiple digital products and squads.

Established collaborative ways of working between Design, Product, and Marketing, replacing siloed decision-making with customer-centred discovery and co-creation.

Drove the convergence between Brand and Design System, creating greater consistency across SKY’s growing digital ecosystem.

Results & impact

Introduced research-driven strategic initiatives that influenced future product direction, including household experiences, content discovery, and new consumption models.

Responsibilities

Managed Product Design and UX Research work within SKY’s Innovation Lab, helping teams frame ambiguous opportunities and evaluate product concepts before large-scale investment.

Explored emerging behaviours among younger audiences, including binge watching, second-screen experiences, content aggregation, and conversational discovery.

Results & impact

Defined and tested new content discovery concepts, including curated playlists and continuous niche-content experiences across SKY’s digital channels.

Responsibilities

Led the end-to-end design of SKY Play across mobile and web, translating complex content, business, and technology requirements into a scalable streaming experience.

Established the product’s foundational design language, including reusable components, navigation patterns, and interaction principles, creating the basis for a scalable Design System.

Provided technical leadership to three product designers, ensuring a cohesive experience across multiple channels and customer journeys while personally leading the design of the platform’s most strategic experiences.

Results & impact

Launched SKY Play as part of SKY’s digital ecosystem, contributing to a 15% increase in app users.

Designed the streaming experience that drove the app to account for 64% of all SKY Play streams.

Responsibilities

Led the design of strategic initiatives including TV Guide, Agente K (IBM Watson-powered conversational assistant), and Marathonator, encouraging content discovery and expanding how customers interacted with the platform.

Results & impact

Contributed to transforming Minha SKY into one of SKY’s primary digital engagement channels, surpassing 10 million downloads and more than 1 million monthly active users.