Eduardo Malheiros

I'm a Senior Product Designer with 18+ years specializing in 0→1 product design, behavioral design, and design systems. I work on problems without obvious answers — restructuring them around human behavior until the architecture becomes clear and the solution starts feeling inevitable. With product thinking and engineering fluency that spans design, product, and engineering perspectives, I'm most effective in early-stage environments where design shapes product direction from the start.

At Wolven, I was the sole designer for Couchsurfing (14M+ users), hired for feature execution and expanded into strategic product leadership. Before a screen was drawn, I identified a failure mode in the proposed product direction and established a new architectural direction — from top-down editorial content to a community-authored behavioral architecture rooted in community rituals, participation habits, and the onboarding patterns that make a marketplace feel like a community. I also created a design system where two previous internal attempts had failed.

At Segware, I co-designed MySecurity — taking a mobile app concept and transforming it into a modular, white-label B2B2C platform built on token-based customization. It became Segware's most profitable product and competitive moat across Latin America for 10+ consecutive years, with 100+ white-label apps built on top of it and a decade of partner retention across the ecosystem. I also expanded into marketing leadership, building an inbound system anchored in customer interviews, prototype-driven validation, and systematized messaging.

Also at Wolven, I led end-to-end UX research for WEG's global quotation platform — unifying three competing internal tools into a single system for ~40,000 employees across 135+ countries. I validated the solution through three successive prototype iterations and produced work compelling enough that WEG's headquarters established UX as an independent function, separate from frontend development.

Earlier, I repositioned Winker's brand through a persuasion-driven narrative grounded in behavioral science, anchoring their entry into São Paulo's market. At Credisfera, I transformed ad hoc design requests into a modular white-label product — later acquired by LocaWeb, one of Brazil's largest web-services companies.