I build real digital products and help them evolve. From problem to users, data to revenue.
Product engineering, UX, analytics and growth for digital products that need to work in the real world.
A financial operations app for drivers and couriers.
I designed, built and launched uControl to help app drivers understand real profit, track vehicle costs, compare platforms and manage their work as a business. The product is evolving through real acquisition, analytics, retention data and monetization experiments — including a Benefits Program designed to connect drivers with relevant brands.
- +360 users in the first month
- +900 saved financial records
- v5.0 with Express Mode
- iOS and Android in production
- Firebase, analytics and paid acquisition
- Benefits Program for partner brands
What I do / How I create value
Four connected capabilities behind every product I build, from first hypothesis to sustainable growth.
Product strategy & discovery
I turn vague product ideas into hypotheses, scope, flows and measurable product decisions.
UX and product design
I design interfaces, journeys and systems that reduce friction and help users complete meaningful actions.
Product engineering
I build and ship real products, connecting frontend, backend, data, app stores and production constraints.
Growth, analytics and monetization
I structure acquisition, events, dashboards and monetization models to understand whether a product can grow and sustain itself.
Product Lab — shipped apps and experiments
These are not mockups. They are shipped products used to test real product, UX, engineering and distribution decisions.
LexSentinel
Automatic real-time monitoring of court hearing schedules. Tracks multiple courts (STF, STJ, TJRJ, CNJ) and sends email alerts as soon as new items are detected — no manual lookups, no risk of missing deadlines. See the product.
Signals
A proprietary system that ranks IBrX-100 stocks using quality, valuation, momentum, and risk. Updated daily to structure the market objectively and reduce bias in decision-making. See the product.
Cortex
Cognitive infrastructure for strategic intelligence. Ingests high-signal sources, accumulates context over time, and generates decision-oriented insights for product, business, and strategy — directly feeding the AllRox ecosystem.
The LProject (open source)
An open source framework for building web interfaces and products, focused on structural clarity, reuse, and development efficiency. Used as the technical foundation for real projects. View repository.
RunBit
Running tracker focused on performance clarity and real training data.
GetHex
Real-time color capture tool using the device camera.
Appollo Shape Forge
Structured training system with execution history and focus on consistency.
Meu Conversor de Taxas
Convert interest rates and simulate the real cost of your debts with precision.
uControl
A free app created to help drivers understand their earnings, costs, and results.
EzWeather
Objective weather forecast without information overload. Only what matters to decide.
Intentionality
A behavior game for those who want to stop running on autopilot.
QuitAI
A debt payoff planner. Real clarity on when and how to get out of the red.
The background behind the work
My work combines UX, marketing, business, data and software engineering — not as separate disciplines, but as one operating system for building real products.
I started in technology, moved through marketing, business, finance, digital media, AI, data and software engineering. That path shaped the way I build products today: not as isolated screens or codebases, but as systems that need to be useful, measurable, sustainable and commercially viable.
This multidisciplinary background allows me to move across strategy, user experience, architecture, execution, analytics and growth — with enough depth to connect decisions that usually stay fragmented across different teams.
IESI
1999, Technical course.
Data Processing Technician
Estácio
2010, Bachelor's.
Marketing
Estácio
2019, MBA.
Communications & Digital Media Marketing
PucRS
2020, MBA.
Business Administration, Finance & Value Creation
PucRS
2022, MBA.
Technology for Business: AI, Data Science & Big Data
Estácio
9th term, Bachelor's.
Software Engineering
The order behind every product that works
I do not treat product work as isolated screens or isolated code. A useful digital product needs a clear problem, a usable interface, a working system, measurable behavior and a path to sustainability.
My way of working is oriented toward building production-ready software. The principles below guide how I turn real problems into clear, viable, and sustainable technical solutions — from initial understanding to delivery.
1. Understand the problem
Before writing code or modeling flows, I understand the technical context, constraints, goals, and risks involved.
2. Model the solution
I structure the solution considering architecture, data, flows, states, and viable technical decisions.
3. Validate and iterate
I test hypotheses in practice, validate with real use, and adjust the solution based on feedback and behavior.
4. Deliver and sustain
I deliver solutions with technical responsibility, ongoing support, and continuous evolution.
In practice: uControl and each of the shipped apps went through this process — from identified problem to solution in real use, measured and iterated with real data.
@AllRox on YouTube
Product development, business and strategy, technology, software engineering, and apps building.
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Real client feedback
Need to turn a product idea into something real?
I help teams and founders design, build, measure and evolve digital products — from first version to real users.
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