Let's design a
Let's design a
better
better
better
future
future
future
Hi, I'm Thalita. I'm a Lead UX Designer with over 8 years of experience working across mobile apps and SaaS.
Featured
work
Product designer working for global brands including Adidas, BT, 8x8, 3M and China Mobile. Built my career at Adidas to a Lead UX Designer position in the mission to change people's lives through sports.
Growing membership in Adidas Running & Training
UX strategy
End-to-end design
Mentoring
Crafting the UX strategy and vision for AdiClub, the first loyalty program rewarding physical activity. Scaling it to 60+ countries, growing to 300M+ members, and increasing customer lifetime value by 2.4×.
Growing membership in Adidas Running & Training
Growing membership in Adidas Running & Training
UX strategy
End-to-end design
Mentoring
Crafting the UX strategy and vision for AdiClub, the first loyalty program rewarding physical activity. Scaling it to 60+ countries, growing to 300M+ members, and increasing customer lifetime value by 2.4×.
Championing generative research in Adidas Running
UX insights
ResearchOps
Project management
Creating the first user segmentation and personas for the Adidas Running app by analyzing behavior of 8M+ users, collecting 20K+ survey responses, and interviewing 30 users, giving teams a shared understanding of users.
Championing generative research in Adidas Running
Championing generative research in Adidas Running
UX insights
ResearchOps
Project management
Creating the first user segmentation and personas for the Adidas Running app by analyzing behavior of 8M+ users, collecting 20K+ survey responses, and interviewing 30 users, giving teams a shared understanding of users.
Building a team charter to boost team engagement
Team leadership
Workshop facilitation
Content design
Keeping the 12-person Adidas Running & Training UX Design teams aligned and rowing in the same direction, fostering clarity and collaboration, and driving improvements in eNPS.
Building a team charter to boost team engagement
Building a team charter to boost team engagement
Team leadership
Workshop facilitation
Content design
Keeping the 12-person Adidas Running & Training UX Design teams aligned and rowing in the same direction, fostering clarity and collaboration, and driving improvements in eNPS.
About me
About me
About me
Hi, I'm Thalita.
Hi, I'm Thalita.
Hi, I'm Thalita.
I'm a strong believer that products can get better results if they are designed with people and the planet at heart and if the ones behind creating them can be their best selves at work.
What motivates me most is creating outcomes, not outputs. Whether that’s improving the fitness journey of +180 million runners, mentoring designers to grow in their careers, or shaping processes that help teams do their best work. I'm driven by curiosity, eager to get things done, and motivated by the chance to make the world a little better. After a planned sabbatical dedicated to travel, studying, and volunteering, I'm energized and ready to focus my skills on work that matters.
Work
experience
Lead UX Designer, Membership
Adidas • Austria
May 2022 - July 2023
Led UX strategy for the Adidas Running & Training apps (+180M users), scaling the membership program and exceeding targets. Built the Membership area with 4 cross-functional teams, defined OKRs and KPIs, and managed 4 designers. Ran experiments on gamification, community and subscriptions, and shifted culture from feature-driven to user journey–driven.
Lead UX Designer, Membership
Adidas • Austria
May 2022 - July 2023
Led UX strategy for the Adidas Running & Training apps (+180M users), scaling the membership program and exceeding targets. Built the Membership area with 4 cross-functional teams, defined OKRs and KPIs, and managed 4 designers. Ran experiments on gamification, community and subscriptions, and shifted culture from feature-driven to user journey–driven.
Lead UX Designer, Membership
Adidas • Austria
May 2022 - July 2023
Led UX strategy for the Adidas Running & Training apps (+180M users), scaling the membership program and exceeding targets. Built the Membership area with 4 cross-functional teams, defined OKRs and KPIs, and managed 4 designers. Ran experiments on gamification, community and subscriptions, and shifted culture from feature-driven to user journey–driven.
Principal Product Designer, Adidas Running
Adidas • Austria
Jan 2020 - May 2022
Owned the end-to-end design process (including research, prototyping, validation, and iteration) while mentoring 4 designers, redesigning app navigation for better findability, and introducing research methods that established the app’s first user segmentation and personas.
Principal Product Designer, Adidas Running
Adidas • Austria
Jan 2020 - May 2022
Owned the end-to-end design process (including research, prototyping, validation, and iteration) while mentoring 4 designers, redesigning app navigation for better findability, and introducing research methods that established the app’s first user segmentation and personas.
Principal Product Designer, Adidas Running
Adidas • Austria
Jan 2020 - May 2022
Owned the end-to-end design process (including research, prototyping, validation, and iteration) while mentoring 4 designers, redesigning app navigation for better findability, and introducing research methods that established the app’s first user segmentation and personas.
UI/UX Designer, Adidas Running
Adidas • Austria
Oct 2017 - Jan 2020
Delivered iterative improvements to core app features (such as Onboarding, Goals, and Training Plans) across iOS, Android, and wearables, contributing to the design system in collaboration with developers, and leading usability tests and interviews to inform product decisions.
UI/UX Designer, Adidas Running
Adidas • Austria
Oct 2017 - Jan 2020
Delivered iterative improvements to core app features (such as Onboarding, Goals, and Training Plans) across iOS, Android, and wearables, contributing to the design system in collaboration with developers, and leading usability tests and interviews to inform product decisions.
UI/UX Designer, Adidas Running
Adidas • Austria
Oct 2017 - Jan 2020
Delivered iterative improvements to core app features (such as Onboarding, Goals, and Training Plans) across iOS, Android, and wearables, contributing to the design system in collaboration with developers, and leading usability tests and interviews to inform product decisions.
UX Design Specialist
Encora • Brazil
Jan 2016 - Sep 2017
Provided UX design services to global clients, advocating for user-centered design on projects including a responsive managed security services hub for BT, a contact center platform for 8x8, and passport issuance software for 3M.
UX Design Specialist
Encora • Brazil
Jan 2016 - Sep 2017
Provided UX design services to global clients, advocating for user-centered design on projects including a responsive managed security services hub for BT, a contact center platform for 8x8, and passport issuance software for 3M.
UX Design Specialist
Encora • Brazil
Jan 2016 - Sep 2017
Provided UX design services to global clients, advocating for user-centered design on projects including a responsive managed security services hub for BT, a contact center platform for 8x8, and passport issuance software for 3M.
UX Design Intern
Encora • Brazil
May 2015 - Dec 2015
Designed a web and mobile videoconferencing tool in a R&D team, showcasing WebRTC technology to clients such as China Mobile.
UX Design Intern
Encora • Brazil
May 2015 - Dec 2015
Designed a web and mobile videoconferencing tool in a R&D team, showcasing WebRTC technology to clients such as China Mobile.
UX Design Intern
Encora • Brazil
May 2015 - Dec 2015
Designed a web and mobile videoconferencing tool in a R&D team, showcasing WebRTC technology to clients such as China Mobile.
Testimonials
Testimonials
Testimonials
Some kind words from colleagues
Some kind words from colleagues
”
Thalita is an exceptional designer who has led design and, at times, product for our Member Experience tribe. Her standout skills in experience design, product strategy, and communication have been critical to our team's success.
Daniel Slowacek
Director of UX Design at Adidas
”
Something I strive to carry forward in my own role as a design lead today, was Thalita's ability to put people first. She took the time to understand the dreams, goals, and challenges of each individual, and then empowered us to grow into our best selves.
Vivek Arun
Senior UX Designer at Adidas
”
I was impressed with Thalita's patience and persistence as she learned, tested and translated my complex technical ideas when iterating through UX features. Always with a cheery and proactive demeanor, she made our remote working relationship easy.
Mike Davidson
Security Lead at BT
”
I was impressed by the passion and dedication Thalita exhibits for her work. She demonstrated initiative and was key to our project enhancing its visual appeal and usability.
Eduardo Ruiz Azofra
Senior Security Consultant at BT
”
Thalita learns fast, produces high quality work, and is not one to back down from a challenge. She possesses maturity beyond her years, finishes what she starts, and never lets adversity get her down.
Flavia Negrão
UX Manager at Encora
”
Thalita is an exceptional designer who has led design and, at times, product for our Member Experience tribe. Her standout skills in experience design, product strategy, and communication have been critical to our team's success.
Daniel Slowacek
Director of UX Design at Adidas
”
Something I strive to carry forward in my own role as a design lead today, was Thalita's ability to put people first. She took the time to understand the dreams, goals, and challenges of each individual, and then empowered us to grow into our best selves.
Vivek Arun
Senior UX Designer at Adidas
”
I was impressed with Thalita's patience and persistence as she learned, tested and translated my complex technical ideas when iterating through UX features. Always with a cheery and proactive demeanor, she made our remote working relationship easy.
Mike Davidson
Security Lead at BT
”
I was impressed by the passion and dedication Thalita exhibits for her work. She demonstrated initiative and was key to our project enhancing its visual appeal and usability.
Eduardo Ruiz Azofra
Senior Security Consultant at BT
”
Thalita learns fast, produces high quality work, and is not one to back down from a challenge. She possesses maturity beyond her years, finishes what she starts, and never lets adversity get her down.
Flavia Negrão
UX Manager at Encora
Let's work together
Let's work together
Let's work together
Want to turn complex problems into simple, human experiences? Feel free to hit me up and let's make it happen.
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