Human-centred design for AI-powered products.
I'm Flavia, a product designer with 15+ years shaping end-to-end digital experiences. I unite user needs with business goals through research, scalable systems, and thoughtful craft.
SELECTED WORK
A few projects, up close.
The strategy, the trade-offs, and what actually shipped.
Protected work
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ABOUT
I turn ambiguous problems into products people can actually use.
Over 15 years, across Brazilian, American and Canadian companies, I've taken products from ambiguous problems to shipped experience across fintech, e-commerce, adtech, and AI. I care about the whole arc: the research that reveals the real problem, the systems that make solutions scale, and the details that make them feel effortless.
Lately I'm focused on AI and voice interfaces, where there's no screen to hide a confusing flow behind, so the underlying logic has to be right. I also mentor designers and run workshops to get teams aligned on the problem before we jump to solutions.
Evidence first
Decisions grounded in research and data, not opinion.
Systems that scale
Design systems that keep teams fast and consistent.
Craft in the details
Empty states, error copy, the edge cases: the parts people only notice when they break.
HOW I WORK
Design thinking, minus the dogma.
Five stages I lean on, reordered, compressed, or expanded to fit the project, not the other way around.
Define
Frame the actual problem in one sentence the whole team agrees on. Half the work is not solving the wrong thing.
Ideate
Lots of rough options, fast, and I pull the team in early so the idea belongs to everyone.
Prototype
Build it just real enough to answer the question I have. Fidelity follows the risk.
Test
Put it in front of real users, watch where they trip, and change my mind when the evidence does.
CAPABILITIES
Skills & tools
From discovery through delivery: the craft, the strategy, and the leadership to bring teams along.
UX & UI Design
User Research
Leadership
Tools
EXPERIENCE
Where I've made an impact.
Lead Product Designer · ELAV8
2025 — NowStrategic guidance for an AI- and voice-powered mobile app for task and smart-agenda management.
Senior UX Designer · Charitable Impact
2023–252019–22
Led the full redesign of web and mobile for this charitable-giving fintech. Grew donor conversions +35%, launched the Charitable Allowance program, and mentored the design team.
Product Designer · Shopify
2022Improved the merchant order-fulfillment experience and shipped a promised delivery-date feature that raised transparency and buyer confidence.
UX Designer · ProVantageX
2018–19Led UX strategy for a platform letting agencies buy and manage TV advertising spots. Designed an app-wide design system and established design processes that raised team efficiency.
UX Designer · Sky Global
2017–18Sole designer on the sales-management platform behind a secure messaging product, owning research through UI and a reusable design system end-to-end.
UX/UI Designer · CI&T
2014–17Designed end-to-end mobile experiences for clients including Honda and Visa, driven by usability testing and research.
Earlier career · Criah Propaganda & Princi Web
2010–13Started in visual and web design across agency work, the foundation for the UX/UI practice that followed.
EDUCATION
Postgraduate Certificate in Visual Arts & Multimedia
UNICAMP · University of Campinas · 2012–13
Bachelor's in Graphic, Web & Industrial Design
FACAMP · School of Economics · 2007–11
CERTIFICATIONS
NN/g CertifiedUX Certified Professional
Nielsen Norman Group · 2024 · ID 1049263
TESTIMONIALS
Trusted by the teams I work with.
Flavia is one of the most creative UX designers I've had the pleasure of working with, with a real talent for taking an idea from zero to one and bringing clarity to early concepts. What sets her apart is how she asks insightful questions and digs for the underlying “why” rather than just making things look good. Innovative, collaborative, and endlessly curious, she pairs creativity with strategic thinking. Any team would be fortunate to have her.
Branka NikolicProduct Manager, Charitable Impact
I had the opportunity and privilege of working with Flavia at two different companies, and the experience was incredible both times. She's a skilled, focused designer with a wide range of strengths, and the projects she touched consistently drew great feedback and stood out. She's the kind of professional who inspires anyone who loves great interfaces and excellent UX.
Lucas FerreiraSenior UX/UI Designer, CI&T
I've had the pleasure of working with Flavia Scudeler at ELAV8. She's sharp, resilient, and always pushing for the best user experience, bringing ideas that add value across product, business, and team. She's easy to work with, endlessly adaptable, and fearless about learning: when I introduced her to our AI workflow, she built and shipped a feature to production herself. Any team would be lucky to have her.
Evandro MacielSoftware Developer, ELAV8