Juliana

Azevedo

I design complex B2B
and ship it in code

[Senior Product Designer @ Pencil. Former lawyer]

[Cases]

Rewards Program: de-risking a paid subscription

Concept test (n=1,514) + qualitative validation showed low differentiation (39% flat interest; 58% competitive overlap), supporting a no-go decision before launch.

Read case

Rewards Program: de-risking a paid subscription

Concept test (n=1,514) + qualitative validation showed low differentiation (39% flat interest; 58% competitive overlap), supporting a no-go decision before launch.

Read case

Fixing the payments checkout cliff

Replaced an external payment link with a reusable Card and Pix checkout across web, portal, and app. Made the payment funnel measurable for the first time, with ~30% payment intent (5,819 users).

Read case

Fervo: a digital guide to Brazil's street Carnival

Solo passion project, end-to-end from zero: research, strategy, brand, design system, and MVP.

Read case

Designing AI-powered discovery

Reorganized a data-dense B2B experience to surface the right information at the right time.

Read case

Designing AI-powered discovery

Reorganized a data-dense B2B experience to surface the right information at the right time.

Read case

From ~6 hours to minutes: Incident communication for Credit

Reusable incident UX system across mobile + web - activated via SDUI + flags (engineering metric).

Read case

From ~6 hours to minutes: Incident communication for Credit

Reusable incident UX system across mobile + web - activated via SDUI + flags (engineering metric).

Read case

From ~6 hours to minutes: Incident communication for Credit

Reusable incident UX system across mobile + web - activated via SDUI + flags (engineering metric).

Read case

Fixing the payments checkout cliff

Replaced an external payment link with a reusable Card and Pix checkout across web, portal, and app. Made the payment funnel measurable for the first time, with ~30% payment intent (5,819 users).

Read case

Fervo: a digital guide to Brazil's street Carnival

Solo passion project, end-to-end from zero: research, strategy, brand, design system, and MVP.

Read Case

Fervo: a digital guide to Brazil's street Carnival

Solo passion project, end-to-end from zero: research, strategy, brand, design system, and MVP.

Read Case

[Selected experience]

Pencil

AI ad creation

Pencil

AI ad creation

CRED

AI B2B workflows

Stone

fintech payments

CRED

AI B2B workflows

Stone

fintech payments

Deloitte

risk & advisory

Deloitte

risk & advisory

[About Me]

Juliana Azevedo

Product Designer @ Pencil

Hi, I'm Juliana Azevedo - a Product Designer working globally on complex, data-heavy B2B systems across payments, risk, compliance, and beyond. Ex-lawyer by background.

I design products end-to-end across internal tools and customer-facing web/mobile - from pricing, scoring, enrichment, and auditability to risk & compliance workflows, dashboards, and traceable operations. Lately, I’ve been shipping AI-powered experiences and design system work, partnering closely with Product + Engineering to move fast without losing craft.

More About Me

More About Me

Select this text to see the highlight effect