Head of Design& AI.

Felipe Coletti. 15 years building governance models that scale design across complex products. Led UX at Midway (Grupo Riachuelo): fintech and retail, 30M+ customers.

Felipe Coletti
15+Years in Leadership
7figAnnualized Efficiency Gain
−50%Development Time
30M+End Customers Served
SP·BRSão Paulo · Brasil
Design SystemRevenue ArchitectureGovernanceP&L ImpactFintech at ScaleTeam ScalingAI & Product Strategyaiux-brasil.com Design SystemRevenue ArchitectureGovernanceP&L ImpactFintech at ScaleTeam ScalingAI & Product Strategyaiux-brasil.com
Selected Work

Projects

Index 01→05
#
Project
Impact
Midway Revenue Architecture
01
Midway · Grupo Riachuelo · 2023 to 2026
UX Design Operating Model
I inherited seven designers answering briefs, with no research and no P&L visibility. I scaled to eleven and tied every design decision to the outcome: 109% of annual revenue budget delivered in the core business.
109%
revenue budget
→
Midway Design System
02
Midway · Grupo Riachuelo · 2023 to 2026
Design System and Governance at Scale
Fifteen squads maintained fifteen versions of the same button. I built the design system and the governance that unified two brands: −50% in development time.
7fig
efficiency
→
My FIAT
03
FIAT Automóveis · Before 2023
My FIAT · Connected Vehicle Platform
Buying a car in Brazil meant weeks of waiting and a dealership visit. I orchestrated API, inventory, credit, and logistics into a single flow: the country's first 100% digital purchase.
First
in market
→
SKY Audience Intelligence
04
SKY Brasil · Before 2023
Audience Strategy and Experience Architecture
SKY had the data and nobody had translated it into decisions. I read the behavioral signals and wrote the taxonomy: three audiences, three different homepages served by the DMP.
3
audience clusters
→
Samsung Infinite Island
05
Samsung Electronics · Before 2023
Infinite Island · Interactive Product Experience
One week, no script. I mapped the Galaxy Note features as puzzle mechanics before the story existed. The script came after: 96% engagement, the highest in Brazil.
96%
engagement
→
About

15 years
building design
as operating
infrastructure.

Felipe Coletti at UX Brasil
Background

I'm Felipe Coletti. I've spent 15 years across organizational design, experience strategy, and P&L accountability in fintech, e-commerce, and physical retail at scale.

For the last three years I led UX at Midway (Grupo Riachuelo): 30 million customers, 15 squads across 11 channels.

I haven't designed only screens in years. I build the conditions for them to come out right without me: who decides, what's standard, what requires justification.

Founder of AIUX Brasil, a consultancy where I prepare complex digital products to operate with AI: journeys, governance, and data.

Experience
2026
Founder
AIUX Brasil
AI, technology, and design consultancy for complex products: AI prototyping, agent-ready journeys, design governance, and product analytics.
2023 → 2026
Head of Design & AI
Midway · Grupo Riachuelo
I scaled the team from 7 to 11 designers across 15 squads and created Research and Content Design from scratch. I established the governance and design system behind 300+ deliveries and seven figures of annualized efficiency.
Before 2023
Senior UX · Experience Architecture
Consultancy: FIAT, Samsung, SKY, Brastemp
I led UX strategy and delivery across automotive, consumer electronics, and media. Complex stakeholders and first-in-market launches in Brazil.
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