WHAT IF
WE DIDN'T?
WHAT IF
WE DIDN'T?
PRODUCT DESIGNER · PARIS, FRANCE
PRODUCT DESIGNER · PARIS, FRANCE
I make complicated things feel natural.
I make complicated things feel natural.
I dig into the rules, question the assumptions, and figure out what needs to be there.
I dig into the rules, question the assumptions, and figure out what needs to be there.
WHAT IF
WE DIDN'T?
PRODUCT DESIGNER
I make complicated things feel natural.
I dig into the rules, question the assumptions, and figure out what needs to be there.
SELECTED WORK
SELECTED WORK
SELECTED WORK
01/ BNP PARIBAS · ENTERPRISE BANKING
01/ BNP PARIBAS · ENTERPRISE BANKING
01/ BNP PARIBAS · ENTERPRISE BANKING
ONE CHANGE.
MULTIPLE CONSEQUENCES.
ONE CHANGE.
MULTIPLE CONSEQUENCES.
Systems thinking
Systems thinking
Systems thinking
Complex workflows
Complex workflows
Complex workflows
Progressive disclosure
Progressive disclosure
Progressive disclosure
ROLE
ROLE
ROLE
Product Designer
Product Designer
Product Designer
SCOPE
SCOPE
SCOPE
Information architecture · Interaction design
Information architecture · Interaction design
Information architecture · Interaction design
How do you make configuration manageable when every decision depends on what happens elsewhere?
How do you make configuration manageable when every decision depends on what happens elsewhere?
How do you make configuration manageable when every decision depends on what happens elsewhere?
Administrators manage payment methods across entities, sites and countries. Enabling a method in one place affects whats available elsewhere. The challenge was to give them control without making them navigate the full complexity of the system.
Administrators manage payment methods across entities, sites and countries. Enabling a method in one place affects whats available elsewhere. The challenge was to give them control without making them navigate the full complexity of the system.
Administrators manage payment methods across entities, sites and countries. Enabling a method in one place affects whats available elsewhere. The challenge was to give them control without making them navigate the full complexity of the system.
Countries
Countries
Countries
Sites
Sites
Sites
Payment methods
Payment methods
Payment methods
Entity
Entity
Entity
THE SYSTEM
THE SYSTEM
A payment method isn't just a checkbox.
A payment method isn't just a checkbox.
A payment method isn't just a checkbox.
What's available depends on the entity, the eligible sites and the country. Each layer has its own rules, and one change can impact what users see and do elsewhere.
What's available depends on the entity, the eligible sites and the country. Each layer has its own rules, and one change can impact what users see and do elsewhere.
What's available depends on the entity, the eligible sites and the country. Each layer has its own rules, and one change can impact what users see and do elsewhere.
Which methods are enabled?
Which methods are enabled?
Where can they be used?
Where can they be used?
Entity
Entity
Payment methods
Payment methods
Eligible sites
Eligible sites
Countries
Countries
What's already configured?
What's already configured?
What's available in each country?
What's available in each country?
Which methods are enabled?
Entity
Payment methods
Where can they be used? What's available there?
Eligible sites
Countries
THE DESIGN DECISION
THE DESIGN DECISION
THE DESIGN DECISION
One decision at a time.
One decision at a time.
One decision at a time.
Rather than expose every configuration option at once, we organized the flow into three decisions, revealing site-level settings only when relevant.
Rather than expose every configuration option at once, we organized the flow into three decisions, revealing site-level settings only when relevant.
Rather than expose every configuration option at once, we organized the flow into three decisions, revealing site-level settings only when relevant.
1
1
Select payment methods
Select payment methods
Select payment methods
Payment methods
Payment methods
Payment methods
Select the methods to enable for this entity.
Select the methods to enable for this entity.
Select the methods to enable for this entity.
Search methods…
Search methods…
Search methods…
SEPA Credit Transfer
SEPA Credit Transfer
SEPA Credit Transfer
SEPA Direct Debit
SEPA Direct Debit
SEPA Direct Debit
SWIFT
SWIFT
SWIFT
2
2
Configure eligible sites
Configure eligible sites
Configure eligible sites
Configure SEPA Direct Debit
Configure SEPA Direct Debit
Configure SEPA Direct Debit
Select the sites where this method will be available.
Select the sites where this method will be available.
Select the sites where this method will be available.
Search sites…
Search sites…
Search sites…
France - Paris HQ
France - Paris HQ
France - Paris HQ
France - Lyon
France - Lyon
France - Lyon
Belgium - Brussels
Belgium - Brussels
Belgium - Brussels
3
3
Review changes
Review changes
Review changes
Review changes
You're enabling 1 payment method for 1 site.
You're enabling 1 payment method for 1 site.
SEPA Direct Debit
SEPA Direct Debit
Paris HQ, France
Paris HQ, France
Other site configurations will remain unchanged.
Other site configurations will remain unchanged.
3
Review changes
Review changes
You're enabling 1 payment method for 1 site.
SEPA Direct Debit
Paris HQ, France
Other site configurations will remain unchanged.
DESIGN FOR REAL WORLD SCENARIOS
DESIGN FOR REAL WORLD SCENARIOS
DESIGN FOR REAL WORLD SCENARIOS
It's rarely all or nothing.
It's rarely all or nothing.
It's rarely all or nothing.
A payment method can be enabled for some sites, unavailable in others, or constrained by country rules. The interface communicates these states clearly, so users always know what they're changing.
A payment method can be enabled for some sites, unavailable in others, or constrained by country rules. The interface communicates these states clearly, so users always know what they're changing.
A payment method can be enabled for some sites, unavailable in others, or constrained by country rules. The interface communicates these states clearly, so users always know what they're changing.
Partially enabled
Partially enabled
Partially enabled
The method is active for some eligible sites, but not all.
The method is active for some eligible sites, but not all.
The method is active for some eligible sites, but not all.
SEPA Direct Debit
SEPA Direct Debit
SEPA Direct Debit
2 of 4 eligible sites
2 of 4 eligible sites
2 of 4 eligible sites
Paris HQ, France
Paris HQ, France
Paris HQ, France
Lyon, France
Lyon, France
Lyon, France
Brussels, Belgium
Brussels, Belgium
Brussels, Belgium
Madrid, Spain
Madrid, Spain
Madrid, Spain
Removing a method
Removing a method
Removing a method
We clearly show what will be affected before confirmation.
We clearly show what will be affected before confirmation.
We clearly show what will be affected before confirmation.
You're about to disable SEPA Direct Debit.
You're about to disable SEPA Direct Debit.
You're about to disable SEPA Direct Debit.
It will no longer be available at these 2 sites.
It will no longer be available at these 2 sites.
It will no longer be available at these 2 sites.
Paris HQ, France
Paris HQ, France
Paris HQ, France
Will be removed
Will be removed
Will be removed
Lyon, France
Lyon, France
Lyon, France
Will be removed
Will be removed
Will be removed
THE TAKEAWAY
THE TAKEAWAY
THE TAKEAWAY
THE GOAL WASN'T TO SIMPLIFY THE RULES.
IT WAS TO MAKE THEM MANAGEABLE.
THE GOAL WASN'T TO SIMPLIFY THE RULES.
IT WAS TO MAKE THEM MANAGEABLE.
THE GOAL WASN'T TO SIMPLIFY THE RULES. IT WAS TO MAKE THEM MANAGEABLE.
We couldn’t change the business rules, but we could change how users encountered them. One decision at a time, with the consequences visible before confirmation.
We couldn’t change the business rules, but we could change how users encountered them. One decision at a time, with the consequences visible before confirmation.
We couldn’t change the business rules, but we could change how users encountered them. One decision at a time, with the consequences visible before confirmation.
Conceptual illustrations. No proprietary interfaces or client data shown.
Conceptual illustrations. No proprietary interfaces or client data shown.
02/ FLEX ACADEMY
02/ FLEX ACADEMY
02/ FLEX ACADEMY
SAME PRODUCT.
DIFFERENT STARTING POINTS.
SAME PRODUCT.
DIFFERENT STARTING POINTS.
Product Strategy
Product Strategy
User journeys
User journeys
Conversion design
Conversion design
ROLE
ROLE
ROLE
Product Designer
Product Designer
Product Designer
SCOPE
SCOPE
SCOPE
Homepage architecture · Forms & scheduling
Homepage architecture · Forms & scheduling
Homepage architecture · Forms & scheduling
How do you design one experience for people who aren't looking for the same thing?
How do you design one experience for people who aren't looking for the same thing?
How do you design one experience for people who aren't looking for the same thing?
Flex Academy helps people launch and grow short-term rental businesses through education and mentorship. With newcomers and experienced operators looking for different things, the challenge was to create two clear paths while giving priority to those just getting started.
Flex Academy helps people launch and grow short-term rental businesses through education and mentorship. With newcomers and experienced operators looking for different things, the challenge was to create two clear paths while giving priority to those just getting started.
Flex Academy helps people launch and grow short-term rental businesses through education and mentorship. With newcomers and experienced operators looking for different things, the challenge was to create two clear paths while giving priority to those just getting started.
Product strategy
User journeys
Conversion design
TWO AUDIENCES, ONE PRIORITY
TWO AUDIENCES, ONE PRIORITY
TWO AUDIENCES, ONE PRIORITY
Different goals = Different questions
Different goals = Different questions
Different goals = Different questions
Launch represented the larger target market, so I gave it priority on the homepage while keeping Scale accessible through a secondary entry point. Each audience then followed a different conversion journey, reflecting their goals and level of commitment.
Launch represented the larger target market, so I gave it priority on the homepage while keeping Scale accessible through a secondary entry point. Each audience then followed a different conversion journey, reflecting their goals and level of commitment.
Launch represented the larger target market, so I gave it priority on the homepage while keeping Scale accessible through a secondary entry point. Each audience then followed a different conversion journey, reflecting their goals and level of commitment.
Primary focus
Primary focus
Primary focus
LAUNCH
LAUNCH
LAUNCH
Preparing to start a business
Preparing to start a business
Preparing to start a business
Needs orientation and confidence
Explores what's possible
Looks for practical guidance
-> Next step: free webinar
-> Next step: free webinar
-> Next step: free webinar
Secondary path
Secondary path
Secondary path
SCALE
SCALE
Growing an existing business
Growing an existing business
Growing an existing business
Needs advanced, relevant content
Looks for strategic support
Wants expert guidance
-> Next step: strategy call
-> Next step: strategy call
-> Next step: strategy call
DIFFERENT JOURNEYS
DIFFERENT JOURNEYS
DIFFERENT JOURNEYS
Tailored paths from first visit to meaningful action.
Tailored paths from first visit to meaningful action.
Tailored paths from first visit to meaningful action.
For Launch, I kept registration short: the essentials needed to attend a free webinar. For Scale, I designed a qualification step before scheduling a strategy call, so the conversation could start with relevant context.
For Launch, I kept registration short: the essentials needed to attend a free webinar. For Scale, I designed a qualification step before scheduling a strategy call, so the conversation could start with relevant context.
For Launch, I kept registration short: the essentials needed to attend a free webinar. For Scale, I designed a qualification step before scheduling a strategy call, so the conversation could start with relevant context.
LAUNCH JOURNEY
LAUNCH JOURNEY
LAUNCH JOURNEY
Landing page
Landing page
Landing page
Value and orientation
Value and orientation
Value and orientation
Webinar registration
Webinar registration
Webinar registration
Simple form
Simple form
Simple form
Confirmation
Confirmation
Confirmation
Details + add to calendar
Details + add to calendar
Details + add to calendar
SCALE JOURNEY
SCALE JOURNEY
SCALE JOURNEY
Landing page
Landing page
Landing page
Relevant messaging
Relevant messaging
Relevant messaging
Qualification
Qualification
Qualification
A few key questions
A few key questions
A few key questions
Calendar
Calendar
Calendar
Choose a time
Choose a time
Choose a time
Confirmation
Confirmation
Confirmation
Details + next steps
Details + next steps
Details + next steps
THE TAKEAWAY
THE TAKEAWAY
THE TAKEAWAY
THE GOAL WASN'T TO GIVE EVERYONE THE SAME EXPERIENCE.
IT WAS TO GIVE EACH AUDIENCE THE RIGHT NEXT STEP.
THE GOAL WASN'T TO GIVE EVERYONE THE SAME EXPERIENCE. IT WAS TO GIVE EACH AUDIENCE THE RIGHT NEXT STEP.
THE GOAL WASN'T TO GIVE EVERYONE THE SAME EXPERIENCE. IT WAS TO GIVE EACH AUDIENCE THE RIGHT NEXT STEP.
The homepage established the priority. The journeys carried that decision through to conversion, with different levels of information and commitment.
The homepage established the priority. The journeys carried that decision through to conversion, with different levels of information and commitment.
The homepage established the priority. The journeys carried that decision through to conversion, with different levels of information and commitment.
03/ MORE WORK
03/ MORE WORK
I HAD MORE QUESTIONS.
OBVIOUSLY.
I HAD MORE QUESTIONS.
OBVIOUSLY.
Different projects, different problems. Here’s what else I’ve been working on.
Different projects, different problems. Here’s what else I’ve been working on.
Different projects, different problems. Here’s what else I’ve been working on.
03/ MORE WORK
PRODUCT DESIGN · UX RESEARCH
PRODUCT DESIGN · UX RESEARCH
PRODUCT DESIGN · UX RESEARCH
Cloud storage
Cloud storage
Cloud storage
Usability testing
Usability testing
Accessibility
Accessibility
Redesigning a cloud storage experience around usability findings, clearer actions and accessibility.
Redesigning a cloud storage experience around usability findings, clearer actions and accessibility.
Redesigning a cloud storage experience around usability findings, clearer actions and accessibility.
Usability testing
Accessibility
1 of 6 participants found the "Upload more" action.
This finding informed a redesigned flow with a more visible upload action.
Read the case study
1 of 6 participants found the "Upload more" action.
1 of 6 participants found the "Upload more" action.
This finding informed a redesigned flow with a more visible upload action.
This finding informed a redesigned flow with a more visible upload action.
AI · PRIVACY · HACKATHON
AI · PRIVACY · HACKATHON
Animal Impact
Animal Impact
An AI-powered adoption experience designed to connect shelters and adopters while protecting sensitive information.
An AI-powered adoption experience designed to connect shelters and adopters while protecting sensitive information.
ETHGlobal 2025
ETHGlobal 2025
Nillion & Coinbase prize winner
Nillion & Coinbase prize winner
Read the case study
WEB3 · DESIGN SYSTEMS
WEB3 · DESIGN SYSTEMS
Selected explorations
Selected explorations
From Web3 experiments to tourism platforms, explore more projects and the decisions behind them.
From Web3 experiments to tourism platforms, explore more projects and the decisions behind them.
Explore more case studies
AI · PRIVACY · HACKATHON
Animal Impact
An AI-powered adoption experience designed to connect shelters and adopters while protecting sensitive information.
ETHGlobal 2025
Nillion & Coinbase prize winner
WEB3 · DESIGN SYSTEMS
Selected explorations
From Web3 experiments to tourism platforms, explore more projects and the decisions behind them.
ABOUT
ABOUT
ABOUT
I DIDN'T START WITH SCREENS.
I DIDN'T START WITH SCREENS.
My background is in Psychology and Art Direction. One taught me to question how people think and behave; the other taught me how to communicate visually. Product Design brought both together, and gave me a place to challenge the systems people interact with everyday.
Today, I design digital products where user needs, business rules and technical constraints don't always agree. I work with researchers, product teams and developers to figure out what should happen, why, and how to make it work.
My background is in Psychology and Art Direction. One taught me to question how people think and behave; the other taught me how to communicate visually. Product Design brought both together, and gave me a place to challenge the systems people interact with everyday.
Today, I design digital products where user needs, business rules and technical constraints don't always agree. I work with researchers, product teams and developers to figure out what should happen, why, and how to make it work.
My background is in Psychology and Art Direction. One taught me to question how people think and behave; the other taught me how to communicate visually. Product Design brought both together, and gave me a place to challenge the systems people interact with everyday.
Today, I design digital products where user needs, business rules and technical constraints don't always agree. I work with researchers, product teams and developers to figure out what should happen, why, and how to make it work.
A LITTLE PERSPECTIVE FROM THE OTHER SIDE
A LITTLE PERSPECTIVE FROM THE OTHER SIDE
A LITTLE PERSPECTIVE FROM THE OTHER SIDE
Bringing her screens to life was easy because she truly understands how to work as a team, and she always cares about how her designs translate into code.
Bringing her screens to life was easy because she truly understands how to work as a team, and she always cares about how her designs translate into code.
Bringing her screens to life was easy because she truly understands how to work as a team, and she always cares about how her designs translate into code.
Caick Andrade
Caick Andrade
Caick Andrade
Software Engineer, CROMG
Software Engineer, CROMG
Software Engineer, CROMG
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CONTACT
CONTACT
CONTACT
GOT SOMETHING WORTH QUESTIONING?
GOT SOMETHING WORTH QUESTIONING?
I'm always interested in complex problems and the people trying to solve them.
I'm always interested in complex problems and the people trying to solve them.
I'm always interested in complex problems and the people trying to solve them.
nathalia.andrade.rocha@gmail.com
nathalia.andrade.rocha@gmail.com
nathalia.andrade.rocha@gmail.com
© 2026 Nathalia Andrade · Designed with intention. Questioned along the way.
© 2026 Nathalia Andrade · Designed with intention. Questioned along the way.
© 2026 Nathalia Andrade · Designed with intention. Questioned along the way.
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