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Cristiano Valim

Getting a UX/UI design experience right—clean, intuitive, and actually moving the needle on conversions—is harder than it looks. Most users won’t tell you what’s broken; they just leave. I’ve spent over 14 years figuring out exactly why they leave, and how to fix it before they do.

I’m a Senior UX/UI Designer at Black & White Zebra, where I work across editorial platforms, membership experiences, and vendor platforms. I design interfaces and conversion flows that improve both usability and business performance through continuous A/B testing and data-informed iteration. I enjoy designing an experience that’s genuinely clean and usable, then seeing it move a real metric, making something better for the user and better for the business at the same time.

Since joining Black & White Zebra in April 2021, I’ve focused on optimizing registration flows, ad placements, and CTA design to reduce friction and improve conversion rates across multiple digital platforms. Before that, at Iteris Consultoria e Software, I led digital project discovery and prototyping for mobile and desktop interfaces, working within Scrum and Lean Inception frameworks to deliver designs from concept to engineering handoff. Earlier, while working as Head of Design at OffStation, I led brand identity creation, including logos and visual identities, while also handling digital product discovery and UI prototyping for mobile and desktop platforms.

I hold a Technologist degree in Graphic Design from the Federal University of Technology at Paraná and a postgraduate degree in Interaction Design from Positivo University. I additionally completed a postgraduate degree in UX Design & Beyond at PUC-RS in 2026.

My Areas of Expertise:

  • Conversion-focused UX/UI design, including acquisition, registration, and content-to-conversion flows
  • Design operations, including pipelines, documentation, handoff standards, and team rituals
  • Experimentation and A/B testing for web experiences
  • Design system & interfaces craft and prototyping

More About Me:

When I’m not designing, you’ll find me running, watching football, or deep in a video game. I play the bass, and I’m the proud source of an endless supply of terrible dad jokes—my daughter being the main (captive) audience.

What’s in My Tech Stack:

  • Design & prototyping: Figma. This is a core tool for UI design, prototyping, and shared component libraries; the collaboration and handoff features keep design and engineering in sync.
  • AI-assisted design: Claude Design. This tool is great for moving from a prompt to a working visual concept quickly—generating and iterating on UI layouts and ideas through chat on a canvas, which speeds up early exploration.
  • Whiteboarding & research synthesis: Miro. This tool is for mapping flows, synthesizing research, and running collaborative sessions with cross-functional partners.
Cristiano Valim

80+ published articles on The CPO Club