Hi, I'm Fernando Pereira.

Product Designer crafting interfaces and shaping strategy for complex, human-centered operational systems.

I specialize in data-heavy UX, AI-enabled workflows, and scalable design systems.

Work

CarrierTMS

A mission-critical B2B platform for carrier operations in high-volume logistics.

Role

Founding Designer (IC + team lead)

Year

2021 - 2023

Contribution

Product strategy · End-to-end UX · Design systems · Team leadership

Impact

0 → 200+ customers • First design team • Scalable design system

See case study

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

Get to know the Loadsmart App ➚

Book a call for the full case study ➚

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.

CarrierTMS

A mission-critical B2B platform for carrier operations in high-volume logistics.

Enterprise adoption

Revenue expansion

Led design of scalable User Access & Location Management for ShipperGuide, unlocking enterprise adoption and revenue opportunities

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

Outcomes

Mobile UX

Carrier adoption

Led design enhancements for the Loadsmart Loads App, driving a 150%+ increase in truck carrier adoption.

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

Contact

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.