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.
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.