Bassul - Product Designer

Bassul

Specialist Product Designer at Neoage.us

Hi, my name is Marcelo Bassul — but you can just call me Bassul. I'm a Brazilian product designer, I live in Brasília, Brazil, and I currently work creating digital products focused on engagement at Neoage.us.

Dribbble

Gol

About

GOL needed a price tracking feature to increase booking intent. When I joined, the prototype was already built — but the experience was broken: a long, friction-heavy flow, a naming that confused users, and no clear value proposition.

Users could technically complete the task. They just didn't understand why they should. My job wasn't just to fix the UI — it was to fix the purpose.

Role

I led the full redesign — from flow to concept to high-fidelity prototype — alongside PMs, developers, and business stakeholders.

The original name "Radar de Tarifas" was already approved by the client. I challenged it with data: users thought they'd be charged to use it. I made the case for "Alerta de Preços." The tests validated it. The client reversed the decision.

5 → 1

Flow reduced by 5 steps — critical friction eliminated.

Renaming

From Radar de Tarifas to Alerta de Preços — validated by users

Real users

Validated through usability testing — not assumptions

BRB Bank

About

BRB is one of Brazil's major regional banks, serving millions of users — mostly public sector employees. In 2019–2020, an unstable app, low conversions, and weak feature adoption were threatening its digital growth — and its competitive position against rising digital banks.

Role

I led the redesign end-to-end: 200+ user interviews (phone and in-person), competitive benchmarking, data analysis, user flows, wireframing, high-fidelity prototyping, and usability testing — working closely with PMs, developers, and business stakeholders from discovery to delivery.

291.5%

Growth in the account holder base within 6 months of launch.

27%

Increase in financial product conversions.

65%

App Store rating: 2.7 → 4.1 — a 65% improvement.

63%

Reduction in support tickets related to app issues.

Reachy

About

A multichannel engagement platform — email, SMS, push, and WhatsApp — built for publishers and businesses that need to scale customer engagement without scaling costs.

Case under NDA.

Role

I'm currently leading product design at Neoage, the company behind Reachy — shaping the product experience from the ground up.

For 20+ years, I've worked where design meets strategy — transforming complex business and user challenges into experiences that are clear, intuitive, and built to scale.

I've led design across airlines, financial institutions, government, and SaaS products. I work alongside product, tech, and business stakeholders — I don't wait for briefs, I help shape them.

I use AI as part of my daily workflow — not as a shortcut, but as a tool to think faster, research smarter, and deliver with more precision.

Off the screen: gym sessions, motorcycle rides, and travel keep me sharp.

For 20+ years, I've worked where design meets strategy — transforming complex business and user challenges into experiences that are clear, intuitive, and built to scale.

I've led design across airlines, financial institutions, government, and SaaS products. I work alongside product, tech, and business stakeholders — I don't wait for briefs, I help shape them.

I use AI as part of my daily workflow — not as a shortcut, but as a tool to think faster, research smarter, and deliver with more precision.

Off the screen: gym sessions, motorcycle rides, and travel keep me sharp.

Experience

Neoage

Senior Product Designer

Sep 2025 - Present

Gol Airlines

Senior Product Designer

Apr 2024 - Out 2024

Poupex

Senior Product Designer

Sep 2021 - Sep 2025

Zello Tech

Product & Lead Designer

Dec 2015 - Jan 2021

Isobar

Visual Designer

Mar 2013 - Apr 2015

Baião de Dois Design

Visual Designer

Mar 2012 - Mar 2013

Education

Bachelor's degree, Design

Faculdade Fortium

2007 - 2011

Contacts

Dribbble

Thank you.