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- geer is a bike maintenance tracker for high-performance and long-distance cyclists. It allows them to keep track of wear & tear of each component on their bikes.
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- The Map
- Cycling is a game of marginal gains. Every watt saved matters. Both amateur and pro cyclists are fixated on finding new ways to having a more energy-efficient ride.
- There is one ubiquitous factor to it: proper maintenance. The chain needs to be cleaned and lubed every 300km. The brakes need to be checked every 1,000. The cassette needs to be replaced every 8,000.
- Doing that for the 30 components on up to 3 bikes can be maddening. Especially when cyclists were managing maintenance schedules with phone reminders, fridge notes, and a bit of hope.
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The Ride
- geer emerged as a high-speed, low-drag solution. By connecting to GPS-powered sports trackers (like Strava), it automatically monitors component wear across all your bikes. No more guesswork, one step closer to the podium.
- ✸ We saw 8.5% free-to-paid conversion rate on its first iteration, increasing with every release.
- As co-founder and strategy-oriented product designer, I bridge the gap between user data and interface decisions. I bring usage insights from the bike shops & community to the design & development room, ensuring our brand communication resonates with cyclists who understand that proper maintenance isn't just about longevity —it's about speed.
- /qua'rt:zo/ is our belief in a calmer, more graceful web. In this studio that I founded alongside Mateus Dal Bianco, we design and develop websites and webapps that breathe slower.
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- An interface is a membrane between humans and machines. Creating systems that regulate their symbiosis is a physiological matter.
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Question
- Our challenge was to communicate these values in a timeless manner, without resorting to nostalgia or absolute answers. Our admiration for the simplicity of the early web needed to be at the core. Yet, we wanted a hint at the tactile, the real.
- How can we make websites that are calmer and lower on dopamine spikes, and yet feel fresh, pique the curiosity?
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Answer
- Touch some paper. We saw in print media the promisse of a web experience that feels grounded, integral. The book was a response to the scroll(ing). It added margins, pages, indexes, empty space. It was designed and refined over the centuries for focus.
- ✸ By applying those same principles, we enabled people to stay on our catalog-like website for an average of 1m 46s —more than 3x the average for tech websites.
No overstimulation, no attention traps. - Our bet: these visual references cue people to a state of calm and focused attention. When we get a book or catalog to go through it, we go into this state of deeper information absorption.
- Printed media got to that over centuries of experimentation.
We can lean onto that for the web too. Screens can learn from paper.
- An open invitation for an open-ended journey. Feeld is a dating app for the curious.
- It was the first dating app to allow couples to connect their accounts while exploring together with thirds, fourths, and more.
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- Show up as yourself. Share what you’re into, in and out of the bedroom. Connect with yourself and others on a journey of discovery, and let the people looking for you find you.
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- Landscape
- Overnight, Feeld created space for relationships to grow in unexpected configurations. Most dating apps were suburban lawns—neat, predictable, slightly boring. Feeld was the untamed garden where wildflowers bloomed in patterns no algorithm could predict.
- Now the challenge was to was to turn the garden into a biome. Growth was eminent, but it demanded proficient gardeners.
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Cultivation
- My work with this beautiful team came in five streams:
- (1) Leading the Design System and being the user-advocate Product Designer through two complete redesign processes.
- (2) Collaborating closely with UX Researchers and Product Managers to uncover insights on dating behaviours & economics. All while being mesmerised by the subtle ecology of human relationships (and amused by very unusual user interviews).
- (3) Infusing data analytics with Persona mapping, which rendered unprecedented insights into how people connect through dating apps.
- (4) Launching Uplift, an honest boost-my-profile feature that generated £500,000 within 3 months. Proof that when you create genuine habitat for authentic connection, abundance follows.
- (5) Directing art for Joey Yu's stunning illustrations, part of the first redesign.
- Buildoptima is a real estate analysis tool. It consolidates property information from multiple sources, providing a one-stop report for any address in the LA area.
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- The Lot
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The Building
- In a simple and intuitive interface, realtors, architects, buyers, and land developers can explore:
- (1) Land and building size, legal status, amenities, zoning info
- (2) Local municipality and school information
- (3) Neighborhood demographics
- (4) Property valuation and price trends
- (5) Permit and violation records
- (6) Hazards: geotechnical, seismic, flood, and fire
- (7) Air and highway noise levels
- (8) Building regulations and development potential
- (9) ADU / SB9 analysis
- My role was to consult on product strategy, craft the visual identity, reframe product design and user experience, and redesign the app's UI.
- Tochak is a lightweight wooden balancing bicycle carefully designed for children between the ages of 2-5.
- It is excellent practice to balance and to learn at the kid's own pace.
- The core of this project was communication: how to talk about the beauty of learning through wiggly lines?
- We needed to go beyond mere visuals and dive into a feeling of playful safety inherent to riding a bike.
- Managing thousands of leasing contracts can be challenging by itself. When it comes to car leasing, Brazilian banks have to do so in conjunction with the department of traffic—double the trouble.
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- Technical Complexity
- Early in our research, we quickly found that the Department of Traffic’s database structure and regulations would be our North Star. Knowing these were immutable, we understood they would define the boundaries for performance and user flow flexibility.
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User Research
- With the data structure established as requirements, we turned our attention to understanding the users: back-office staff, managers, their workflows, expectations, and goals. We observed six individuals from three companies using their existing software, conducting interviews (three before and three after observation) to identify potential improvements.
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Compiling Insights
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We began to merge insights from user interviews with the data structure, transforming complex logic (e.g., Infinite Hierarchy between organizations) into more human-centric concepts. This informed our feature naming conventions and helped us map jobs-to-be-done to one another.
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One example: contract input was followed by contract tracking on the Dept. of Traffic database.These tasks might be performed by the same user or different users, depending on their organizational structure, making epistemology and consistency paramount.
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Learnings
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Data and technical constraints show the way. Initially, I felt that technical requirements were a nuisance that blocked my creativity. I started to realise that these logic and data structure quirks actually required me to be more inventive to work around (and with) them.
- A barebones design system starter. It is the starting point for scalable collaboration, inspired by industry-standard libraries such as Material io and Carbon design system.
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- We built it with one thing in mind: how can we keep Figma files and the codebase always in sync?
- The result was a tidy, code-minded design system file that features amazing code exporting capabilities, using a proprietary plugin. One click and your Figma design system becomes a JSON file that you can import into any Tailwind-powered project.
- We've decided to ditch flashy visuals and build a file structure that boosts the workflow of real, world-class designers and developers.