Ownership
As the sole UX Designer, I led the evolution of Uma Penca’s experience from discovery to delivery.
Working closely with founders, marketing, engineering and QA teams, I helped shape product direction, align priorities and ensure implementation quality.
Focus areas
Research
Product Design
Flows
UX Strategy
UI
Stakeholder Alignment
Image: Homepage redesign introducing a clearer visual hierarchy, stronger product positioning and improved communication of platform capabilities.
The challenge
Uma Penca no longer reflected the ambitions of the platform.
The experience lacked maturity, flexibility and the level of trust expected from a modern creator platform.
The challenge was to reposition the product while preparing it for growth.
Understanding the problem
To guide decisions, I combined research, stakeholder alignment and platform analysis.
Benchmark
Understanding global creator-commerce patterns.
Stakeholders
Balancing business, marketing and technology needs.
Heuristic analysis
Mapping friction points and usability gaps.
Diagnostics
Identifying growth opportunities.
Image: UX artifacts including stakeholder interviews, benchmark analysis, heuristic evaluation and platform diagnostics used to uncover friction points and guide product decisions.
Key findings
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Fragmented onboarding;
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Limited customization;
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Increasing product complexity;
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Low perception of product maturity;
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Opportunity for scalability.
Outcome
The homepage redesign helped reposition Uma Penca into a more modern and technology-oriented platform, supporting a successful R$6M investment round.
One journey, more creator autonomy
Rather than redesigning isolated screens, the goal was to evolve the creator journey into a more scalable and flexible platform experience.
As Uma Penca expanded, creators needed more control over how they launched stores, customized storefronts, managed products and transformed ideas into sellable items.
The challenge was to increase platform flexibility without increasing complexity.
The user journey
Discover Uma Penca
Modern positioning for creators.
Create your store
Guided onboarding.
Customize your storefront
More brand control.
Create & manage products
Scalable product setup.
Design prints
Turn ideas into products.
Sell
Creator independence.
Key solutions
To guide decisions, I combined research, stakeholder alignment and platform analysis.
Create your store
Image: Desktop and mobile layout. A guided store setup experience created to reduce onboarding friction and give creators more control over their storefront identity.
The challenge
The onboarding experience felt fragmented and lacked guidance.
Key decisions
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Simplified setup flow
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Improved hierarchy
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Reduced onboarding friction
Outcome
A clearer onboarding experience that helped creators launch stores faster.
Store Editor
Image: Desktop and mobile Store Editor UI layouts designed to help creators customize storefront sections, content and branding through a more flexible yet approachable experience.
The challenge
Creators needed more storefront flexibility without increasing complexity.
Key decisions
Reduce cognitive overload
Grouped customization into clearer editing structures.
Flexibility without complexity
Expanded creative control while preserving usability.
Design for scale
Built foundations for future platform growth.
Outcome
A more flexible storefront experience with stronger creator differentiation.
Product Registration
Image: Desktop and mobile Product Registration experience designed to support scalable product management, including filtering, bulk editing and growing catalog complexity.
The challenge
Product setup became increasingly complex as the platform expanded.
Key decisions
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Reorganized product information;
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Improved hierarchy;
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Supported new product types.
Outcome
A more scalable product setup experience.
Print Editor
Image: Desktop and mobile Print Editor experience designed to help creators turn ideas into products through a more flexible and intuitive customization workflow.
The challenge
Creators needed more freedom to turn ideas into products.
Key decisions
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Simplified advanced actions;
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Improved visual feedback;
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Balanced power with usability.
Outcome
Greater creative flexibility with less friction.
Impact
The redesign delivered meaningful results across business perception, platform growth and creator experience, helping Uma Penca evolve into a more scalable and trustworthy product.
Creator acquisition
Higher store creation rates and a smoother onboarding experience helped more creators launch and manage their stores.
Platform growth
Increased traffic and stronger engagement across key journeys contributed to broader platform visibility and creator acquisition.
Business milestone
Supported a successful R$6M investment round, reinforcing confidence in the product vision and platform potential.
Product maturity
A more flexible, robust and consistent experience strengthened trust and helped establish a stronger perception of product maturity.
Learnings
Balancing perspectives
Strong product decisions rarely satisfy one stakeholder only.
Strong foundations matter
Scaling requires systems designed for growth, not only validation.
Process reduces rework
Validation checkpoints dramatically improved alignment.
Validate earlier
More user validation would have improved confidence in key decisions.
“To scale a product, strong foundations matter as much as speed.”
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