I'm Fernando Pereira.
Senior Product Designer, and I design shippable, measurable products for complex operations.
Senior Product Designer, and I design shippable, measurable products for complex operations.
Data-heavy UX, AI-enabled workflows, and design systems for scale.
0→200+ customers (CarrierTMS) • 150%+ carrier adoption lift (Loads App) • Multi-brand DS for enterprise
staff product designer & martin's dad &
Work
Founding Designer
Building from zero
Founded and led design for CarrierTMS, turning carrier workflows into a scalable B2B platform that grew from 0 to 200+ customers.
Founding Designer (IC + team lead)
2021 - 2023
Research • UX/UI Design • Design System • Leadership
Case study deep dive
Challenge
Being the first Product Designer in a sales-driven company, addressing the unique needs of carrier companies by establishing a user-centered design approach and introducing a scalable research process to inform product decisions while balancing business priorities.
Solution
By quickly identifying key pain points for carriers in the freight industry through hands-on user research and rapid prototype
experimentation, I influenced strategy by designing an efficient SaaS platform that not only streamlined user workflows but also delivered measurable
value to the business.
Outcomes
• Led design efforts that helped grow the product from 0 to 200+ customers.
• Built the company’s first product design team.
• Created and maintained a scalable design system.
Enterprise adoption
Revenue expansion
Led design of scalable User Access & Location Management for ShipperGuide, unlocking enterprise adoption and revenue opportunities
Senior Product Designer
2024
Research • UX/UI Design • Design System
Case study deep dive
Challenge
Enterprise shippers like RedGold struggled to manage complex freight operations across multiple locations.
Supervisors lacked flexible role-based access, and competitors already offered these capabilities, putting ShipperGuide at risk of losing large enterprise accounts.
Solution
I initiated and led a cross-functional discovery with strategic customers to uncover pain points, validate needs, and frame opportunities.
Based on research and iterative testing, I designed a role-based and location-based access system that scaled across multiple personas (Supervisors, Finance, Shipment Planners, Suppliers).
Outcomes
• Validated research revealed the same pain point across multiple strategic customers, not just RedGold.
• Influenced Sales to identify new revenue opportunities tied to enterprise access control.
• Positioned ShipperGuide to win profitable enterprise accounts by matching and improving on competitor offerings.
• Customers praised the intuitive location switch and clearer role-based permissions, reinforcing adoption in pilot phases.
Mobile UX
Carrier adoption
Led design enhancements for the Loadsmart Loads App, driving a 150%+ increase in truck carrier adoption.
Senior Product Designer
2021 - 2022
Research • UX/UI Design • Design System • Interaction Design
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Challenge
Reducing workflow complexity, manual effort, and operational inefficiencies while delivering a seamless mobile experience for both dispatchers and drivers.
Solution
Conducted ongoing user research and iterative testing to identify pain points and brought insights to guide a more intuitive design and new features for the Loadsmart Loads app.
Outcomes
• Drove design initiatives that contributed to a significant growth in active truck carriers, increasing from 24K to 61K.
• Designed features that boosted the Google Play rating from 4.7 to a 5-star rating.
• Improved real-time communication and document exchange between dispatchers and drivers, streamlining operations and increasing user satisfaction.
About
Senior Product Designer exploring AI-assisted workflows and governing design systems, turning complex operations into shipped, measurable outcomes.
AI & automation · Data UX · Multi-brand design systems
01
Product strategy and discovery
Frame ambiguous problems, set success metrics, de-risk with experiments.
02
UX for data-heavy operations
Turn dense planning/reporting into clear, explainable flows.
03
Design systems governance
Multi-brand tokens, contribution rules, Figma to code bridge; ship faster with fewer defects.
04
Prototyping and validation
Prototype risky moments, and learn fast.
Experience
Product Design Manager
Scope
> Hands on design and management for Opendock (Loadsmart's Dock & Yard platform).
> Accountable for Scheduling, Appointments, Yard, and AI-based computer vision cameras.
Wins
> Led the designs for capacity controls services.
> Designed the unified notifications Hub.
> Set Design System governance.
Loadsmart
Chicago-USA
Present
Lead Product Designer
Scope
> Hands on design and management for Carrier 1XP and ShipperGuide (Loadsmart's carrier and shipper platforms).
> Accountable for Marketplace, Contracts, RFPs and Payments.
Impact
> Designed and shipped Loadsmart's Carrier 1XP composed by Marketplace and Payments.
> Led the designs for User Location and Access Managemen - estimated profitability 4.6M
Loadsmart
Chicago-USA
2022-23
Senior Product Designer
Scope
> Founding designer of CarrierTMS (0→200+ customers), UX/UI, research, design system, built first design team.
Impact
> Designed and shipped a 0 to 200 customers carrier platform from scratch
> Creation and governance of CarrierTMS Design System.
> Built the first design team.
Loadsmart
Chicago-USA
2022-23
Senior Product Designer
Scope
> End-to-end design for content creation solutions (articles, chat messages, and feed)
Impact
> Designed from scratch the Doutrinas Search tool experience and payments flow.
< Designed from scratch the Legis Mobile App.
< Designed from scratch the Legis Mobile App.
Jusbrasil
S. Paulo-BR
2019-21
Lead Designer
Scope
> Hands on design for multiple brands.
> Led a team of 08 designers (motion, writers and visual).
Impact
> Led the designs and collaborated on the go-to-market strategy for RB Investimentos (financial institution).
> Led the designs for lauching the Patriani platform (real state institution).
> Led the designs for lauching the Patriani platform (real state institution).
Today.Ag
S. Paulo-BR
2018-19
