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Felipe Amorim
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How I got here.

From playing ball on dirt roads to TopSend's design system. A story told in photos: scroll slowly.

Felipe Amorim in glasses and a white shirt, photographed from below against a blue sky

  1. Childhood

    Curious from the start

    A ball at my feet, dirt roads and lots of questions. In the Scouts I learned to work as a team, plan before heading out and look after the person next to me. That is still how I approach a project.

    Felipe as a child, smiling and holding a red ball in the street
    A group of Scouts sitting on the ground during a parade, with Felipe among them

  2. Teens

    Games and computers

    I spent hours in front of the PC and the video game console. Without knowing it, I was studying design: feedback, pacing, reward and the exact moment someone gets lost in an interface.

    Setup with a TV showing Skyrim, a computer and speakers

  3. 2013

    Information Systems

    I went to college to learn how to build software and found out I liked understanding the people who would use it even more. Many late nights of study, extra courses and tech groups.

    Selfie of Felipe in a packed classroom at the start of college
    Classroom with students taking an exam
    Felipe with classmates at a tech course
    Study desk with a laptop, notebook and notes

  4. 2017

    Bachelor's degree

    Graduated in Information Systems, with an undergraduate thesis on digital accessibility. I left with the technical foundation that still helps me talk to developers as an equal.

    Graduating class in caps and gowns on a staircase

  5. 2017

    First company

    I started a tech company with friends, Instance Digital. Product, sales and support, all at the same time.

    Screen showing the Our team page of Instance Digital
    Customer sign-up screen of Waitless, a system built by Instance Digital

  6. First job

    Hands-on

    My first job taught me the basics no class teaches: deadlines, clients and owning what goes live.

    Felipe smiling at the office of his first job

  7. 2020

    English

    I went back to studying English so I could read, learn and work without a language barrier.

    Waiting room of the British and American English school in Juazeiro do Norte

  8. 2020

    Deep dive into UX

    UX Unicórnio, by Leandro Rezende, and Design Circuit, by Apparicio Jr. The foundation for becoming a designer for good.

    UX process class from the UX Unicórnio course, with Leandro Rezende
    Apparicio Jr class being watched on a computer

  9. 2020

    UX/UI Designer

    First day at Paguru, a software house. Learning in-house and lots of teamwork on apps, management systems and websites.

    Paguru's storefront on Felipe's first day at the office
    Laptop and the book UX Design on a desk at Paguru
    The Paguru team working together at the office
    Selfie of Felipe with a coworker at his first job as a UX/UI designer
    Photo of the Paguru team gathered at Paguru Fest

  10. 2023

    Always learning

    Product discovery, research, UI, services. Road trips, courses and lots of reading to go from someone who designs screens to someone who designs products.

    Felipe's feet and backpack on a trip to take courses

  11. 2025 to present

    At TopSend

    Product Designer at TopSend. I built the design system from scratch and design the platform end to end. Every now and then I catch a plane to be close to the team.

    Selfie of Felipe on a plane, traveling to visit the company
    View of the plane's wing above the clouds

Experience

  1. TopSend, Product Designer

    End-to-end platform design: flows, interface and design system tied to business goals.

    2025 to present

  2. Paguru Soluções Digitais, Product Designer and UI Designer

    Discovery, research and testing for apps, web systems and websites across many clients.

    2020 to 2024

  3. Azulou Gestão Empresarial, Product Designer and UI Designer

    Documented the flows of an inherited ERP and led its pet shop edition.

    2021 to 2024

Everyday tools

  • Figma
  • FigJam
  • Claude Design
  • Claude Code
  • Framer
  • Maze
  • Notion
  • Jira
  • Confluence
  • ClickUp
  • Miro
  • Git
  • Vercel
  • Netlify
  • Supabase
  • Neon

Skills

Product strategy

  • Discovery
  • CSD matrix
  • User story mapping
  • Effort × impact prioritization
  • Product metrics

UX

  • User research
  • Journey mapping
  • Information architecture
  • Usability testing

UI

  • Responsive interfaces
  • Accessibility (WCAG AA/AAA)
  • Microinteractions

Design Systems

  • Tokens
  • Components
  • Documentation
  • Changelog

Prototyping

  • High fidelity
  • Clickable prototype
  • AI-assisted prototyping

Soft skills, in the words of people I've worked with

  • Commitment

    Mentioned in 6 recommendations.

  • Dedication

    Mentioned in 7 recommendations.

  • Working with devs

    “There’s nothing better than working with someone who challenges the team.” (Carlos Yan)

  • Business sense

    “A strong business sense that keeps his solutions well aligned.” (Joyce Sousa)

  • Mentoring

    “Everything he taught me.” (Maria Eduarda Carvalho)

  • Adaptability

    “Adapts to any context.” (Izabelly Macêdo)

See my full journey on LinkedIn.

20 recommendations from managers, POs, designers and devs.

Connect on LinkedIn (opens in a new tab)

My thesis was about accessibility.

Accessibility evaluation of a Crato government website, focused on people with visual and motor disabilities. Information Systems, FJN · 2016

Problem

A government website has to serve every citizen, but many are not ready for people with disabilities. Without accessibility, public information does not reach those who need it most.

Method

  1. I evaluated the websites of Crato, Juazeiro and Barbalha with ASES, the government tool based on e-MAG, Brazil's government accessibility model.
  2. I picked Crato: up-to-date content and many accessibility errors.
  3. Four people with visual and motor disabilities, aged 19 to 25, browsed the site and rated it from 1 to 5 on a checklist.
  4. I compared what the tool flagged with what people actually experienced.

Key findings

  • 3

    city websites compared

    The three largest cities in the Cariri region, in ASES.

  • 62.45%

    accessibility in Crato

    32.55 points below the adequate minimum (95%).

  • 4

    people testing for real

    Visual and motor disabilities, mild and advanced.

ASES score vs. the adequate minimum

  • Juazeiro do Norte77.43%
  • Crato (evaluated)62.45%
  • Barbalha56.39%

Adequate: above 95%· none of the three got there

ASES ranges: green above 95%, yellow from 85% to 95%, orange from 70% to 85% and red below 70%. Source

Main issues found

  • Images with no description for screen readers
  • No shortcut to skip straight to content
  • Invisible keyboard focus
  • Forms with unlabeled fields
  • Links opening windows the user did not ask for
  • No help option or site map

Conclusion

The site was not ready for people with advanced visual disabilities, and those with mild motor disabilities also struggled.

The tool finds the error in the code. Only testing with people shows where the experience breaks. The recommendation: a development team with accessibility specialists and testing with real users.

Off Figma

This is Yumi.

I rescued Yumi from the street as a kitten. She's 3 now, lives with my wife and me, and has been well looked after since day one.

She's mischievous, smart and loves two things: startling people and climbing into any box she finds. She inspired the mascot that walks around this site.

Yumi sitting in a palm tree print outfit, tongue out
Tongue out, as always.
Yumi sitting on an armchair, wearing her collar and gold crown tag
The pose before mischief.