Weego | Felipe Dutra

Roles

Product Design, UI Front-end, Product Strategy, Research, Prototyping, User Flows, Design System, Branding, Website, Dashboard.

Acted as founding designer and product strategist for a B2B SaaS that helps managers become more effective leaders; defined the product direction and design approach from day one.
Led user research and discovery to map needs and translate them into microlearning flows, team tools, and leadership diagnostics—so the product solved real problems, not assumed ones .
Designed intuitive, mobile-friendly UIs for climate surveys, daily reflections, feedback, and 360° assessments; kept patterns consistent so we could ship new features quickly .
Built and maintained the front-end in Vue.js for web and mobile, keeping UX consistent and reducing design–dev handoff so we could iterate without bottlenecks.
Co-created Weego's methodology for leadership development and aligned product and content so the experience was coherent across industries and maturity levels.

Goals

Help leaders—any sector or experience level—reflect, develop, and act more intentionally with their teams.
Design a scalable platform for daily development habits: nudges, content, and data-driven insights.
Deliver clear feedback and 360° evaluations tailored to the user's stage and actionable for improvement.
Build a growth-oriented culture where leaders understand their impact and can improve it over time.

Process

Research & Ideation
Interviewed leaders across industries to identify pain points in team management and development; used findings to shape the product strategy and first features.
Flow Mapping
Mapped user journeys for new and experienced leaders: onboarding, self-reflection, feedback cycles, and action planning—so flows were predictable and easy to extend.
Wireframes & Specs
Created wireframes for dashboards, surveys, and learning modules; aligned stakeholders early to avoid rework and ensure usability across segments.
Final Design
Shipped a UI that balanced clarity with motivation—microcopy, illustrations, and interactions tuned for engagement without clutter.
Front-end Development
Implemented the front-end in Vue.js and SCSS with reusable components and logic for personalized experiences; kept the codebase maintainable for fast iteration.
Validation & Iteration
Ran usability tests and A/B experiments with leaders from different sectors; used insights to refine features, copy, and flows.

Impact & Results

Achieved 3x higher engagement than market benchmarks for leadership training platforms.
Validated the methodology with HR leaders from top companies; contributed to strategic HR programs nationwide.
Participation in climate surveys and daily reflections increased by more than 40% .
85% of users reported meaningful improvement in leadership capabilities; built trust in the journey and outcomes.
Recognized by HR leaders for actionable insights on team engagement, retention, and innovation potential.