Research that turns complex problems into simple design.

Senior UX Researcher and Service Designer in Limerick. Twelve years designing things, eight in UX research, almost two solo-building AI products in public.

Selected Work (03)

2020 → 2026

Mediservice, Provider Portal Redesign

'20, '21
B2B Healthcare Service Design Research

End-to-end research and service design for a corporate health-plan provider portal serving ~500,000 lives across 50 enterprise clients. The redesign wasn't a UI problem, it was a service problem.

Form time
8→5 min
Support calls
−20%
First-pass approvals
+12%
Lives served
500K
Read case

Atomic Research, From Spreadsheet to AI-Augmented Dashboard

'23 → '26
Method AI-Augmented Through-line

Same qualitative method (atomic research), two systems, ten years apart. 195+ atoms by hand in Sheets (2023-24, healthcare) → Notion + LLM agent (2026). The method's design is what made it AI-compatible.

Quotes
195+
Speed
30× faster
Method since
'23
Status
In production
Read case

Piná, AI for Urban-Code Compliance

'25 → live
Product AI Live

A solo-built product that reads a building project, cross-references it against municipal urban code, and tells the architect whether the design will pass, before the city hall says no. Every claim source-tagged.

Status
LIVE
Reports
14+
Pricing
R$99–649
Built
Solo '25-'26
Read case

Currently Building (03)

Live · in motion
Live
Urban Tech AI

Piná 🍍

AI for urban-code compliance. Reads a building project, cross-references it against municipal code, tells the architect if the design will pass, before city hall says no.

  • 4-level extraction pipeline (PDF-first, vision on gaps)
  • Source-tagged claims, every value points back to PDF / CALC / LEI
pina.mygoll.com Visit →
Live
Real Estate AI Analysis

Limo 🍋

Pre-investment terrain viability. Multi-scenario reports for investors deciding whether to buy or develop a plot, investor language, minutes not weeks.

  • NPV / IRR / RLV / VGV per scenario, comparable side-by-side
  • City rules parameterized via JSON, new municipalities onboard fast
limo.mygoll.com Visit →
Early Design
Consumer Music WIP

Qualfita

AI music-taste mapper for people whose Spotify algorithm has flattened them. Reads your library, reveals the shape of your taste.

  • "Side A to begin. Side B to discover.", two modes
  • Visual identity in active iteration (cassette/VHS language)
qualfita.mygoll.com Visit →

Approach (04)

What holds across projects
P / 01

Trust-centric by default

Source tags over confidence theater. It says "I don't know" out loud instead of guessing, and shows where every answer came from. The expert stays in charge. The machine just runs the triage.

P / 02

Atomic Research as practice

Qualitative findings as atomic, queryable units. Same logic from Sheets-by-hand to LLM agents. Adapted from Pidcock, sharpened in healthcare. Method is what compounds, tools are throughput.

P / 03

Methods over tools

Tools change every year. Methods compound for decades. I bet on the practices I'll still be using in five.

P / 04

Constraints as signal

What a project leaves on the table tells you more than what it ships. The messy middle is a senior move, not a junior risk.

Past Work (04)

2014 → 2025
  • Senior UX Designer
    Banco do Brasil (via Globalweb)
    2025
  • UX Researcher / Service Designer
    Bradesco Mediservice (via MJV)
    2023
  • UX Designer
    BNE
    2021
  • Founder & Designer
    123D
    2019

Background (05)

Education · Certs · Languages
  • Education
    PUC-PR, Industrial and Product Design
    2017
  • PUC-PR, Design Thinking & Strategic Design (Postgraduate)
    2019
  • PUC-RJ, UX Strategy
    2021
  • Certifications
    Google Analytics & A/B (UX Change) · Design Sprint Facilitation (Sprint XP) · Agile/Scrum (Sistema Fiep)
    2018-2022
  • Languages
    Portuguese · English · Spanish
    PT EN ES
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