Designing products that balance user needs with business outcomes
Designing products that balance user needs with business outcomes

I grew up in Brazil, where I trained as a graphic designer. But I was always drawn to the digital side, how things behaved, not just how they looked. My first real job was converting print magazines into digital publications. It was in one of the biggest published in the world very exciting times. That's where I first started thinking about users.

I grew up in Brazil, where I trained as a graphic designer. But I was always drawn to the digital side, how things behaved, not just how they looked. My first real job was converting print magazines into digital publications. It was in one of the biggest published in the world very exciting times. That's where I first started thinking about users.

Beyond work I am a beach wanderer and Brazilian Jiu-Jitsu practitioner. You will also find me sketching in notebooks, exploring graffiti inspired art, or chasing new creative projects with my daughter.

After moving to Australia, it took a while to find my footing. I explored a few different paths before committing fully to UX and product design. Nearly a decade later, I've worked in fintech, legal tech and healthtech. Building products used by millions, from early-stage 0 to 1 launches to regulated and government.

Along the way I developed a PM streak I've never quite shaken. I care about the problem before the solution, the metric after the launch, and whether the thing we shipped actually changed anything. Most of the work I'm most proud of sits at the edge of design and product strategy, prioritisation, and all the messy conversations that happen before anyone opens Figma.

These days I also use AI as part of how I work. Not to replace the thinking, but to get closer to the real thing faster. I can go from a rough concept to a working, testable prototype in the time it used to take to polish a static screen. That shift has changed what I can explore, what I can validate, and what I bring to a team.

After moving to Australia, it took a while to find my footing. I explored a few different paths before committing fully to UX and product design. Nearly a decade later, I've worked in fintech, legal tech and healthtech. Building products used by millions, from early-stage 0 to 1 launches to regulated and government.

Along the way I developed a PM streak I've never quite shaken. I care about the problem before the solution, the metric after the launch, and whether the thing we shipped actually changed anything. Most of the work I'm most proud of sits at the edge of design and product strategy, prioritisation, and all the messy conversations that happen before anyone opens Figma.

These days I also use AI as part of how I work. Not to replace the thinking, but to get closer to the real thing faster. I can go from a rough concept to a working, testable prototype in the time it used to take to polish a static screen. That shift has changed what I can explore, what I can validate, and what I bring to a team.

What I believe
What I believe

01

The best design decision is often a product decision.

I've never been comfortable staying in my lane. If I believe that direction is wrong, I'd rather say so than design beautifully against it. Design that ignores the business problem doesn't actually solve anything.

02

Shipping is a design skill.

Perfect is the enemy of useful. I've learned more from things that launched imperfectly and improved than things that stayed in Figma forever. Speed and craft aren't opposites, you just have to know which one matters more right now.

03

Raise the bar, then help others reach it.

I mentor designers and care a lot about what a design team can become, not just what it currently is. The best thing I can do in a team is make everyone around me a bit better at what they do.

What I can help with
What I can help with

01 Product Strategy & Design

I partner with startups and scale-ups to shape the first iteration of products, bringing structure to messy ideas and helping teams launch with confidence.

Compliance & Stakeholder Alignment

I bridge compliance, product, and engineering, turning regulatory complexity into clear design solutions. This builds trust across stakeholders while keeping the customer experience seamless.

Design Systems & Scalability

I create and evolve design systems that keep products consistent, accessible, and fast to ship helping teams scale without reinventing the wheel.

Mentorship & Design Culture

I coach designers and uplift cross-functional teams, embedding product thinking and design practices that raise the quality of outcomes and strengthen culture.

My Experience
My Experience

UX Lead

QBCC

Oct 2025 - Present

UX Lead

QBCC

Oct 2025 - Present

Senior Product Designer

InDebted

Dec 2021 - Aug 2025

Senior Product Designer

InDebted

Dec 2021 - Aug 2025

Senior Product Designer

Alcidion

Apr 2021 - Dec 2021

Senior Product Designer

Alcidion

Apr 2021 - Dec 2021

UX/UI Designer

People's Cnoice

Apr 2019 - Mar 2021

UX/UI Designer

People's Cnoice

Apr 2019 - Mar 2021

Global Designer

Leap Legal Software

Sep 2017 - Apr 2019

Global Designer

Leap Legal Software

Sep 2017 - Apr 2019

Jon Filho

Interested in collaborating?

Send me an email reach out on Linkedin

The work presented on this website is intended solely to demonstrate professional experience and design capability. All case studies have been prepared with care to avoid disclosure of confidential or proprietary information. This portfolio should not be used to gain competitive advantage against any organisation featured or referenced.

©2026 All Rights Reserved. Designed with 🤍

Jon Filho

Interested in collaborating?

Send me an email reach out on Linkedin

The work presented on this website is intended solely to demonstrate professional experience and design capability. All case studies have been prepared with care to avoid disclosure of confidential or proprietary information. This portfolio should not be used to gain competitive advantage against any organisation featured or referenced.

©2026 All Rights Reserved. Designed with 🤍

Jon Filho

Interested in collaborating?

Send me an email reach out on Linkedin

The work presented on this website is intended solely to demonstrate professional experience and design capability. All case studies have been prepared with care to avoid disclosure of confidential or proprietary information. This portfolio should not be used to gain competitive advantage against any organisation featured or referenced.

©2026 All Rights Reserved. Designed with 🤍

Jon Filho

Interested in collaborating?

Send me an email reach out on Linkedin

The work presented on this website is intended solely to demonstrate professional experience and design capability. All case studies have been prepared with care to avoid disclosure of confidential or proprietary information. This portfolio should not be used to gain competitive advantage against any organisation featured or referenced.

©2026 All Rights Reserved.
Designed with 🤍

Designing products that balance user needs with business outcomes

I grew up in Brazil, where I trained as a graphic designer. But I was always drawn to the digital side, how things behaved, not just how they looked. My first real job was converting print magazines into digital publications. It was in one of the biggest published in the world very exciting times. That's where I first started thinking about users.

I grew up in Brazil, where I trained as a graphic designer. But I was always drawn to the digital side, how things behaved, not just how they looked. My first real job was converting print magazines into digital publications. It was in one of the biggest published in the world very exciting times. That's where I first started thinking about users.

After moving to Australia, it took a while to find my footing. I explored a few different paths before committing fully to UX and product design. Nearly a decade later, I've worked in fintech, legal tech and healthtech. Building products used by millions, from early-stage 0 to 1 launches to regulated and government.

Along the way I developed a PM streak I've never quite shaken. I care about the problem before the solution, the metric after the launch, and whether the thing we shipped actually changed anything. Most of the work I'm most proud of sits at the edge of design and product strategy, prioritisation, and all the messy conversations that happen before anyone opens Figma.

These days I also use AI as part of how I work. Not to replace the thinking, but to get closer to the real thing faster. I can go from a rough concept to a working, testable prototype in the time it used to take to polish a static screen. That shift has changed what I can explore, what I can validate, and what I bring to a team.

After moving to Australia, it took a while to find my footing. I explored a few different paths before committing fully to UX and product design. Nearly a decade later, I've worked in fintech, legal tech and healthtech. Building products used by millions, from early-stage 0 to 1 launches to regulated and government.

Along the way I developed a PM streak I've never quite shaken. I care about the problem before the solution, the metric after the launch, and whether the thing we shipped actually changed anything. Most of the work I'm most proud of sits at the edge of design and product strategy, prioritisation, and all the messy conversations that happen before anyone opens Figma.

These days I also use AI as part of how I work. Not to replace the thinking, but to get closer to the real thing faster. I can go from a rough concept to a working, testable prototype in the time it used to take to polish a static screen. That shift has changed what I can explore, what I can validate, and what I bring to a team.

Beyond work I am a beach wanderer and Brazilian Jiu-Jitsu practitioner. You will also find me sketching in notebooks, exploring graffiti inspired art, or chasing new creative projects with my daughter.