Hi! I'm Felipe Baptista, a Product Designer based in Rio, New York, Amsterdam.

Born in Rio, my passion for design and innovation has shaped my life in many ways, from living in New York while leading UX Design at Shredz to moving to Amsterdam over 10 years ago to join Booking.com.

Twenty years across design and engineering means I've shipped through every era of this discipline, from the days when 'Web Designer' was the closest name for the job, back when we implemented our own code.

Fast forward to today, after many years fully focused on design, the rise of AI feels like a reconnection with my original foundation, now amplified. What once required deep focus on implementation can now be accelerated through the right workflows and tools, creating more space to invest in strategy, business impact, experimentation, research and product thinking.

My background across design and development allows me to bridge user experience, business, and technology while setting up efficient workflows that maintain, and often improve, quality at scale.

My motto is to inform decisions with data and validate them with empathy. My work is always visible and open to feedback. The best results come from collaboration and shared knowledge.

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