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.

Results

Flow reduced by 4–5 steps — critical friction eliminated.
Client-approved naming reversed based on user data
"Alerta de Preços" outperformed original in comprehension and adoption intent.
Feature validated with real users before launch, reducing adoption risk.

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.