João Pedro
Silva Terra
Product Designer | Software Engineer | Performance Marketing
UX Designer with
a Business Mindset
I'm a UX Designer with a Bachelor's degree in Software Engineering from UNIFIO and 2.5 years of experience at TOTVS, where I worked on modernizing complex systems, researching with users with special needs, and building component libraries. I develop in JavaScript, Java, and Flutter, and use applied AI with Claude Code and N8N, which lets me go from concept to implementation without depending on another team.
Beyond product and design, I've also worked as a performance marketing professional: I managed over US$280K in paid media for third-party clients and my own ventures, and sold over US$19K in physical products and digital products worldwide. I ran all of it independently: product development, marketing, copywriting, and support, which gives me a rare perspective. I design thinking about conversion, retention, and real impact, not just pretty interfaces.
Qualifications &
Experience
UX Designer
TOTVS · 2 yrs 5 mos
Oct 2023 – Feb 2026 · Assis, SP, Brazil
- Prototyping for core, mobile, legacy, and client-server software (Figma and Miro)
- Modernized legacy interfaces with a focus on usability and accessibility
- Conducted heuristic analyses and user research with users with special needs (color blindness)
- Built a component library for legacy products
- UX Strategy and UX Research: user validation and testing
- Created and improved materials for strategic presentations
Mid-Level Digital Performance Analyst
Webby Internet (Alares)
Sep 2022 – Oct 2023 · Ourinhos, SP, Brazil
- Managed paid media (Meta, Google, LinkedIn, and TikTok Ads)
- Researched and analyzed audiences, funnels, and customer flow
- SEO, basic web development, and landing pages
- Analyzed KPIs using RD Station CRM & Marketing
- Coordinated and negotiated with outsourced agencies
- Actively participated in the company's sale audit
Digital Performance & Growth Specialist · Freelance
Various Clients · Marca Protegida, Empire Odontologia, and others
Jan 2017 – Present · Remote
- US$19K+ in digital products sold across Brazil, Europe, the US, and LATAM, running the entire operation independently: product, copy, traffic, and support
- Global e-commerce operation with 3,000+ orders managed end-to-end across Europe, the US, LATAM, and Brazil: product, ads, support, and logistics
- US$280K+ in paid media managed for clients across multiple industries using Meta Ads, Google Ads, and Taboola Ads
- Ran campaigns for Marca Protegida (franchise network) covering 22+ cities across every state in Brazil, managing Google Ads and landing pages per location
- Managed paid traffic for Empire Odontologia focused on reducing CPA and increasing qualified bookings
- Built conversion-optimized websites and landing pages with full tracking (GTM, Pixel, GA4)
- Edited professional video and images for high-performing ad creatives
- Automated processes and marketing workflows with AI (Claude, N8N, OpenAI) to scale digital operations
Projects
Full-Cycle · Website + Traffic
Marca Protegida
Corporate website for a trademark and patent registration company. Strategy, advanced tracking (GTM, Pixel, GA4, Hotjar), and paid traffic management built 100% by me, end-to-end.
MS Construtora
Corporate website built for MS Construtora, with advanced tracking (GTM, Pixel, GA4, Hotjar) and paid traffic management created end-to-end for the client.
UX/UI Design
AgroTech
Redesign of a corporate website for an agtech company, with a modern visual identity focused on lead conversion.
Wild Rift Landing Page
Immersive landing page for League of Legends: Wild Rift, with high-impact gaming visuals and a cinematic experience.
Marca Protegida
Landing page for a franchise network focused on qualified lead capture, part of the paid traffic operation spanning 22+ cities.
Code
Indewatt Parking Sensor
IoT parking sensor system with a web interface for real-time monitoring.
What I Deliver
From research to delivery, focused on usability, business, and results.
UX Design & Prototyping
Research, wireframes, and high-fidelity prototypes in Figma. From concept to handoff, with a focus on usability and accessibility.
UX Research
Qualitative and quantitative research, usability testing, heuristic analysis, and accessibility evaluation with real users.
Design Systems
Building scalable component libraries and design systems that ensure consistency across complex and legacy products.
Digital Performance
Meta Ads, Google Ads, Taboola Ads, and US$280K+ managed in paid media. Website and landing page creation, tracking (GTM, Pixel, GA4), video and image editing for high-converting creatives across dozens of client campaigns.
Web Development
Building websites, landing pages, and web applications with HTML, CSS, JavaScript, and React. Focused on performance, responsiveness, and best practices.
Software Engineering
Architecture and development of robust solutions with Java, JavaScript, and Flutter. Software Engineering background applied to real-world products.
AI Automation
Building automation flows and agents with N8N, Claude, OpenAI, and Make.com. Marketing, support, and operations processes scaled with applied AI.
Skills
UX Design
Development
Digital Performance
AI & Automation
Languages
Let's talk?
If you're looking for a UX Designer who combines user-centered design with business acumen and technical skill, let's talk.