Fernanda Mujica
UX Research Leader | Service Design Strategist | 10+ Years
Over 10 years of experience turning conversations into insights and insights into impact.
UX Researcher for two Unicorn Startups, led an award-winning Service Design agency, and now Senior Researcher at Brazil's most valuable brand, Nubank.
My approach is deeply human-centered yet strategy-driven: understanding what people need and making it measurable.
BrazilianDog loverMystery readerFortnite player
"I speak the language of customers, product, and design"
Professional Journey
2022–Present
Nubank
Senior UX Researcher & Design Hub Lead
2020–2022
Take Blip
Senior UX Researcher
2019–2021
Wiz.Co
Senior Service Designer
2013–2018
Avocado Design
Founder & Service Designer
Brazil — Available for remote work and relocation
Skills and Competencies
Research & Methods
Mixed-MethodsGenerative ResearchEvaluative ResearchResearch RoadmappingFocus GroupsUsability TestingA/B TestingMarket Research
Quantitative & Strategy
MaxDiff ScalingConjoint AnalysisSurvey DesignCustomer SegmentationMarket SizingNPS / CSAT / CESStatistical ModelingSean Ellis Score
Leadership & Operations
Research OpsTeam LeadershipStakeholder ManagementTraining & MentorshipAgile MethodologiesScrum / KanbanService DesignProduct Management
AI & Technology
AI/ML Data AnalysisPrompt EngineeringFigmaDovetailQualtricsQuestionProMiro / MuralCursor / Make
Education
AI for Designers - Long Course
Interaction Design Foundation
Master of Strategic Design Labs and Service Design
Instituto Europeu de Design Madrid, Spain
Technology & Smart Cities
FGV - Fundação Getúlio Vargas
Bachelor in Social Communication, Advertising
Universidade de Brasília (UnB)
Impact in Numbers
Research-driven results that transformed user experiences
$2B
Revenue generated in 3 months after One-Click launch
MY ROLE Mixed-methods research, competitive benchmarking and UX guidelines to reduce funnel abandonment
Over 1.2 million users transferred funds with a single tap, simplifying their financial operations
75%+
CSAT in products with 7M+ monthly active users
MY ROLE Sizing and segmentation research for three key products and metrics definition
Millions of customers experienced improved satisfaction through research-optimized features
CES 3→5
Customer Effort Score improvement through friction research
MY ROLE Usability and friction reduction research to increase ease of use
500,000+ B2B users experienced easier platform navigation and reduced operational friction
+23% SUS
98/112 improvements executed in PPW platform
MY ROLE Friction mapping, backlog prioritization and complete journey analysis
5 major banks successfully adopted the platform after usability enhancements
−20%
Churn reduction at authorization funnel with bank suggestions
MY ROLE Behavioral research and A/B testing to optimize authorization funnel
Millions of authorization attempts succeeded, preventing frustration at critical moment
+10%
CSAT in Open Finance after action plan implementation
MY ROLE Mixed-methods research on behavior, pain points and opportunities
24 million consent connections established, leading Brazil's Open Finance adoption
In Action
Facilitating workshops, presenting insights, and collaborating with teams
How I Think
My Research Process
1
UNDERSTAND
Problem, team needs, specific questions, business objectives, context and constraints.
2
EVALUATE
Previous issues with product/service, research history, existing data to avoid duplication.
3
DEFINE
Who to consult (segments, personas), ideal groups, recruitment, timeline and budget.
4
COMBINE METHODS
Quantitative or qualitative, sizing, behavioral, mixed-methods as needed.
5
PLAN STRATEGY
Detailed research plan, tools, timelines, deliverable formats, presentation structure.
6
CREATE ANALYSIS MAP
What to cross-reference, framework to answer questions, success metrics.
7
VALIDATE WITH TEAM
Sessions with PM, Designer, Engineering. Validate technical feasibility, align product strategy, ensure design conception.
Case Studies
Research methodologies that drove measurable business outcomes
Open Finance Adoption & Multi-Banking Strategy
24M Open Finance consents | 99% confidence | 3% margin of error
Challenge:
Why do customers use multiple banks, and how can Open Finance help Nubank become their primary account?
2,801
Respondents
99% confidence
68%
Open Finance awareness
Market leadership
23.5pp
Opportunity gap
Conversion potential
AI Design
I leverage AI throughout my research process to enhance efficiency and depth. I use AI to connect stakeholders before research, and to Design and create tools.
Leadership Experience
Building and guiding high-performing design and research teams
Team Collaboration
Mentorship & Testimonials
Empowering teams through knowledge sharing and guidance
"Fernanda's mentorship helped me reduce research time drastically by teaching me to choose only the necessary methodologies. Now our team applies research with realistic timelines and gets actionable insights faster."
Lucas Borges
Product Designer
"I'm entering the UX Research world, and Fernanda provided invaluable guidance on evaluating what's feasible and interesting for clients. She helped me focus on what would truly impact the product and delight users."
Fernanda Ribeiro
UX Researcher
Leadership Journey
Avocado Design
Service Designer & Founder
2013–2018
- •Led team of 11 designers
- •Managed career development and professional growth pathways
- •Allocated projects based on skills and development goals
- •Established quality delivery standards for 150+ clients
- •Founded and built agency from ground up to success
Take Blip
Senior UX Researcher
2020–2022
- •Supported 7 product squads
- •Created comprehensive Research Ops structure and methodology
- •Mentored Product Designers on research integration
- •Optimized participant recruitment across company
- •Led internal training programs on research methods
Nubank
Design Hub Lead & Senior UX Researcher
2022–Present
- •Leading 7 platform designers
- •Manage cross-platform research projects with strategic focus
- •Track and improve design satisfaction metrics
- •Promote research and design excellence across initiatives
- •Drive executive-level product strategy decisions
Thank You
I appreciate your time and consideration. I'm passionate about research that drives meaningful product decisions and excited about potential collaboration.
Available For
Relocation
Full-time
Part-time
Consulting
Leadership Roles
Contact Information
fernanda.mujica@gmail.com+55 61 99137-9908linkedin.com/in/fernanda-mujica-61228a14a
Brazil — Available for remote work and relocation