Hi! I'm a Brazilian Product Designer, born, raised, and based in Recife, currently working at Alloy.

Currently designing the future of e-commerce automation with a super talented team at Alloy.

In my spare time, I use to mentor young designers in our local design community teaching them the importance of alternating from a holistic to a detailed-oriented vision when crafting digital products.


Felipe Pires, Product Designer



Designing professionally since 2013, my relationship with Design began during my teens when I started to combine my childhood drawing skills with my curiosity about technology, leading me to learn graphic tools and web technologies by myself. For that reason, I always focused my Design studies on computational design.

In my 7 years of working experience, I have faced different work environments: agency, startup, and in-house design teams. Working in these different environments has taught me to deeply understand the project’s context before taking any design decision. The context is the only rule that will guide the project’s design decisions.

My approach involves finding the right balance between aesthetic delight, product value, and business outcomes when designing digital products. This approach is achievable by understanding the thinking of design (science), the making of design (craft), and the business of design (design thinking).

Through my 5 years working at Liferay I had the opportunity to work with other leaders to move the design team from a sub-team within the engineering department to a department itself (and recently with a VP of design). I helped the company to move from an engineering-driven culture to a user-centric one (especially with the creation of the research team and with a strong partnership with the product management team).

We have improved the quality and efficiency of our product teams through different offices to deliver faster and better products with the support of our design system (lexicondesign.io).

Since then I have learned that designing world-class digital products is not just a matter of mastering design disciplines such as interaction design, information architecture, visual design, or usability engineering, it requires close collaboration with other departments.


Senior Product Designer at Alloy

2021 – current • In-house

I joined Alloy as their first senior product designer to design on top of the work that was initially designed by their engineers. My initial mission was to create a better design foundation for the product and the brand to scale on top of, considering and creating a more solid connection between the design initiatives and the business goals, helping them to build a design culture from the ground up.

Since then I have led the design initiatives for the product, the brand, and the researcher, helping the company to define the future of ecommerce automation.

Know more about my work at Alloy

Product Design Manager at Liferay

2018 – 2021 • In-house

Managing the Brazilian team and leading the design for our Business Operation Suite (Forms, Workflow, App Builder, and Data Engine). Responsible for partnering with the product management and engineering teams to define processes, methods, and tools to leverage the quality of our suite of products. My main responsibilities include: