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Lápis HB
Studio

Lápis HB is designer Caio Colin’s studio, where the tactile meets the digital. We believe in the strength of the sketch and the precision of the finish.

  • Rio de Janeiro, Brazil
  • Drawing since 2009
  • Booking new projects
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Portrait of Caio Colin

Summary

From paper to interface, always for the person who will use it.

Senior product and UX designer with more than 7 years of UX experience and a background in visual design. I specialize in turning complex business rules and legacy systems into intuitive, accessible digital products, with end-to-end design, platform refactoring and design systems built from scratch. I have worked in financial services, aviation, agribusiness, travel, e-commerce, education and events, on B2B and B2C products.

I live in Rio de Janeiro, after five years in São Paulo, and have worked 100% remotely since March 2020. I aim for measurable impact, from app store ratings to B2B conversion, working with cross-functional teams and using DesignOps and AI tools day to day.

Brands I have worked with

Trajectory

A journey between tactile design and digital precision.

  1. Jan 2025 — now

    Senior Product Designer

    Globant

    UX consultant on interface, information architecture and user journey projects for large clients, working closely with developers and stakeholders.

    • Fiserv · Terminals

      Jun — Jul 2026
      • UX writing and documentation for error codes, with clear messages, resolution steps and device type to help explain failures.
      • Integration of the Preço Justo platform into the client’s ecosystem.
      • Information architecture audit of the receipts printed by the terminals, with a standardization proposal and logistics impact analysis.

    • Nutrien · Credit

      Jan — Mar 2026
      • UX/UI improvements to the credit engine, with more efficient client validation tools.
      • Credit analysis built into the platform’s back office.
      • Redesigned internal data entry forms, improving accuracy and efficiency in credit analysis.
      • Accessible, user-centered flows within complex operational rules.

    • Embraer · Jets

      Jun 2025 — Jan 2026
      • Structural rebuild of the companion app from broken legacy files, with the Figma component architecture rebuilt from scratch.
      • Redesigned navigation and journeys to align the legacy interface with the brand’s new identity.
      • Worked with branding and engineering to ensure visual consistency and technical feasibility.
      • An organized, scalable project with a robust design system for a smooth developer handoff.

    • Compass · ECOS team

      Nov 2024 — Jun 2025
      • UX/UI for the energy diagnostic dashboards, with clearer visualization of efficiency data.
      • Architectural pivot away from a legacy framework (Genexus), with interfaces and flows rebuilt from scratch.
      • A scalable white label design system built on design tokens, replacing rigid legacy libraries.
      • Cross-squad alignment to unify the new design system.
  2. Dec 2023 — Jan 2025

    Senior Product Designer

    Iteris Consultoria e Software

    • Eve Air Mobility

      Aug — Nov 2024
      • Foundational UX/UI for a B2B eVTOL management platform covering flight planning, maintenance and energy efficiency.
      • Prioritized the scope with Service Design, focusing on core architecture, dashboards and proposal workflows.
      • Specialized technical journeys, including mechanical repair and parts replacement flows.
      • Moved from a constrained legacy design system to Fluent UI for technical feasibility and a smooth developer handoff.

    • Nutrien · Pricing team

      Jan — Aug 2024
      • Optimized B2B product catalog and shopping cart for crop protection products.
      • End-to-end digital negotiation flow connecting sales representatives and back-office review.
      • Profit margin analysis module within the flow, to prevent revenue loss on client discounts.
      • Usability testing and post-launch research to measure impact and refine the platform.
  3. Sep 2021 — Mar 2023

    Senior Product Designer

    Môre · Talent Tech for Digital Design

    UX consultant embedded in client teams. In January 2023 I presented Unpacking Figma at Môre Bastidores.

    • Banco Carrefour · Account team

      Jan — Feb 2023
      • Redesigned the app’s end-to-end Pix journey, turning complex financial processes into clear mobile interfaces and high-fidelity Figma prototypes.

    • CVC Corp · Checkout team

      Jan 2022 — Jan 2023
      • B2C and B2B checkout for the sales platform, for customers, stores and franchisees, with a cart of up to 12 different travel services.
      • Side-by-side comparisons, promotional pricing, dynamic combos and itemized cost breakdowns.
      • Optimized Figma components for lighter files and faster prototypes, iterating on user testing in Maze.
      • Mapped the business rules of each product vertical and reviewed implementation with developers.

    • CVC Corp · Back office team

      Sep — Dec 2021
      • Discovery for a new enterprise back-office platform: user research, in-depth interviews and cross-functional workshops to map operational needs.
      • Flows in Miro, wireframes and mid-fidelity prototypes in Figma.
  4. Jun — Sep 2021

    UX/UI Designer

    myCapital

    Redesign of the myCapital platform, focused on improving the user experience.

    • Moved the design tools from Adobe XD to Figma.
    • Organized the components and design system for the new tool.
    • Desktop interfaces in Figma.
    • User journey flows.
    • High-fidelity prototypes in Figma.
  5. Aug 2019 — Jun 2021

    Senior Product Designer

    Jeitto

    The fintech’s sole product designer, in charge of design for the app’s V1 to V2 refactor, focused on improving the user experience.

    • Created and improved journey flows to solve the pain points users raised, such as personal loans, Pix transfers and promotional coupons.
    • App interfaces in Figma, with high-fidelity prototypes in Figma and Marvel.
    • Built and managed the design system from scratch, along with the visual identity, UX writing and tone of voice.
    • After Effects and Lottie animations for the app.
    • Mapped needs and business rules to define the best solutions for users.
    • Worked with managers and developers to implement the new experience correctly.

    The full refactor took the app’s Google Play rating from about 3.0 to over 4.5 within a few months, and active users grew more than 100% in under a year.

  6. May — Jul 2019

    Visual Designer and Art Director

    Agência People · B3

    Art direction and team management for client B3’s communication and events unit.

    • Managed the team’s requests in Trello.
    • The client’s newsletter, created in Photoshop.
    • Aligned needs and requests with the client’s designer.
    • Key visuals for the client’s events, created in Photoshop and Illustrator.
    • Site visits to the event venues to develop the pieces.
    • Rolled the key visual out into installation pieces for the events.
    • Mockups of the applied pieces for presentations.
  7. Apr 2018 — May 2019

    UX Designer

    Mutant

    Voice interfaces for large brands’ IVRs, their automated phone service lines.

    • VUI, journey flows and information architecture for IVRs.
    • IVR UX writing, including tone of voice and vocabulary guidelines.
    • Directed and reviewed recordings with voice actors for the IVR messages.
    • User testing to inform design decisions.

    Clients: Gol, Smiles, Vivo, Serasa, Movida and Cielo.

  8. Jun 2015 — Aug 2016

    Visual Designer and Art Director

    Valéria London Branding e Design

    • Rio 2016 Olympics

      Dec 2015 — Aug 2016
      • Wayfinding over 1,250 km² connecting public transport to the Games venues, for 80,000 people a day: 5,000 signs installed in 5 months.
      • ExtendScript automation for InDesign, a spreadsheet with controlled vocabulary and templates adapted to the identity.
      • Client meetings, site visits and installation guides. For Tátil Design and Riotur.

    • Rio a Pé

      Jun — Nov 2015
      • Production and final artwork for 500 signs across 75 km² of the city.
      • Automated InDesign layout, maps finished in Illustrator and the graphic identity of the city route.
      • For CSM ICON, Applied and Riotur.
  9. Sep 2011 — Nov 2013

    Graphic Designer

    Afferolab

    E-learning materials for the corporate market.

    • Took part in shaping each course’s format.
    • Course graphic identities, in Photoshop and Illustrator.
    • Built and applied the courses’ interfaces and content in Flash.
    • Storyboards for corporate videos.
    • Illustrations, animations and motion assets in Illustrator and After Effects.
    • Video editing in After Effects and Premiere.

    Clients: Weber Saint-Gobain, Brookfield, Usiminas, Vale and Coca-Cola.

  10. Jun — Oct 2010

    Web designer

    Election campaign · Freelance

    Website and digital outreach materials for a federal congressional candidate.

    • The campaign website’s interface.
    • Banners and promotional materials for social media.
    • Layout of the website’s posts.
    • Edited the campaign video for digital channels and public screenings.

Education

Where ruler and compass became method.

  1. 2011 — 2012

    Postgraduate degree in Interface Ergodesign

    User-centered design and UX · PUC-Rio

  2. 2006 — 2009

    Bachelor’s in Industrial Design

    Visual Communication · Centro Universitário da Cidade

Courses and languages

What else is in the pencil case.

Courses

  • Motion

    Motion graphics with After Effects

    PUC-Rio

    In practiceAfter Effects and Lottie animations in the Jeitto app redesign.

  • Vector

    Illustrator CS4

    PUC-Rio

    In practiceWalk Rio sign maps finished in Illustrator.

  • Digital publishing

    InDesign CS6 for tablet and iPhone

    Adobe Digital Publishing Suite, with Felipe Santos

    In practiceArtwork for 5,000 signs generated in InDesign with ExtendScript.

  • Audiovisual

    Scriptwriting and video basics

    In practiceStoryboards and e-learning video lessons at Afferolab, including Vale’s.

Languages

  • Portuguese Native
  • English Advanced

Expertise

Tools and disciplines that shape our work.

Disciplines

  • Product design
  • Discovery
  • Design thinking
  • Research
  • User testing
  • Journeys
  • Flows
  • Information architecture
  • Interaction design
  • UX writing
  • Prototyping
  • Design system
  • Design tokens
  • DesignOps
  • Developer handoff
  • Workshop facilitation
  • Accessibility
  • UI design
  • Brand
  • Wayfinding
  • Motion
  • HTML/CSS

Tools

  • Figma
  • Illustrator
  • Photoshop
  • After Effects
  • Lottie
  • Maze
  • Miro
  • Marvel
  • Notion
  • Storybook
  • Zeroheight
  • Jira
  • Confluence
  • Microsoft Teams
  • Slack
  • Azure
  • VS Code
  • Genexus

AI

  • Claude
  • ChatGPT
  • Gemini
  • Midjourney
  • Figma Make

Recommendations

What colleagues and leads say, on LinkedIn.

  • A complete professional, with a 360 systemic view and deep understanding of UX, pixel perfection, design system and motion. We ran discoveries together with business teams, which he helped lead masterfully, understanding the company’s processes in depth and drawing out the pain points that needed solving.

    Raphael TrajanoSupervised Caio at CVC

  • He stands out for his prototyping work in Figma. Besides building highly complex and efficient components and clickable prototypes, he also mentored other designers so they could build more flexible and efficient deliverables.

    Mayara PillegiSupervised Caio at CVC

  • Caio was the best UX designer I have worked with. Always very practical, objective and above all pragmatic. He brought a lot of expertise and knew how to handle the many kinds of stakeholders agribusiness brings.

    Luís MarquesSupervised Caio at Nutrien

  • Caio stands out for his organization and attention to detail, and he masters his tools. He is extremely collaborative, always sharing his knowledge and helping everyone around him grow.

    Gustavo PimentelWorked side by side with Caio at Nutrien

  • One of the great product designers I have worked with. Beyond his design talent, Caio motivates his colleagues to achieve exceptional results. Clear, effective communication is one of his strengths.

    Wellen NogueiraWorked side by side with Caio at CVC

  • Caio was an intern on projects I coordinated at university. He always showed a strong sense of commitment and responsibility in his work. As a teaching assistant in courses I taught, he helped classmates clear up their questions and shared his knowledge.

    Robson SantosProfessor and Caio’s internship supervisor

  • Caio Colin is a great professional, skilled and ready to take on challenges. I recommend Caio Colin, with whom I worked directly on a very wide-ranging job.

    Valéria LondonSupervised Caio directly on Rio 2016

Translated from Portuguese.