Felipe Coletti. Head of UX and Value Architecture with 15 years building design organizations as economic infrastructure. Governance models, shared systems, and research capability that reduce delivery cost, scale across organizational complexity, and connect directly to P&L outcomes. Led UX at Midway (Grupo Riachuelo) across fintech and retail operations serving 30M+ customers.
Design functions as an operating discipline when it is governed, measured, and structurally connected to business outcomes. Governance is the mechanism that allows design to scale without proportional headcount growth. Economic accountability is what earns design a permanent role in strategic planning rather than a reactive position in the delivery chain.
Design decisions with the highest organizational leverage are rarely visible in the interface. They live in the governance model that prevents scope fragmentation, the component system that eliminates rework across fifteen squads, and the research infrastructure that routes evidence to product decisions before a sprint begins.
A governed design system is a capital asset. Fifteen squads shipping from shared infrastructure means each incremental feature costs less to build and maintain than the last.
Friction in a financial flow is a conversion problem with a calculable cost. Design that models this earns a seat in strategic planning, not just product reviews.
The quality of a design organization is measured by decisions made without escalation. That capability is built through frameworks, role clarity, and operating rituals.
Building the invisible infrastructure that makes great design repeatable. from component libraries to governance frameworks.
Translating experience decisions into business outcomes. quantifying UX impact so design earns its seat at every strategic conversation.
Growing designers and building cultures where quality is ambient. not policed. Creating conditions for autonomous excellence.
Integrating machine intelligence into product thinking. from AI-assisted research to autonomous UX flows where the model becomes a co-designer.
Designing research operations that route user evidence continuously into product and business decisions. not isolated studies, but a living intelligence function embedded in delivery cycles.
Mapping and improving end-to-end experience across touchpoints. aligning back-stage operations with front-stage moments that matter.
UX-Brasil was built to discuss the moment when design stops being decoration and starts being the architecture of how companies make decisions. The future is invisible. and that's why it needs to be intentional.
How AI shifts the designer's role from pixel crafter to intent architect. and what that means for how we hire, evaluate, and grow design teams.
From NPS to revenue elasticity. how to model and communicate the economic impact of experience improvements to stakeholders who think in spreadsheets.
The skills that make great individual contributors often become liabilities in leadership. A diagnostic framework for navigating organizational complexity.
How to structure a design system that produces consistent learning and continuous improvement across a team operating at scale.
I'm Felipe Coletti, Head of UX and Value Architecture. Over 15 years I've worked at the intersection of organizational design, experience strategy, and P&L accountability across fintech, e-commerce, and physical retail at scale. Most recently led the UX organization at Midway (Grupo Riachuelo), one of Brazil's largest retail and financial services conglomerates, serving 30 million customers across multiple channels.
My focus is the infrastructure layer of design: governance models, shared systems, and research capability that make quality repeatable, reduce marginal delivery cost, and position design as a measurable lever in business performance. Founder of UX-Brasil, a platform on design leadership and organizational infrastructure.