Rodrigo Fernando
I'm a Product Designer with 5+ years building enterprise B2B SaaS products and the design systems behind them, from greenfield 0→1 launches at Deloitte to embedded consulting across healthcare, dental SaaS, and AI-powered products.
At Deloitte I led design for an M&A platform that achieved 50× user engagement growth and co-created a cross-product design system that cut design-to-development time by 70%.
Since 2023 I've been working independently, most recently leading a full design system overhaul and shipping new products and redesigning existing features, designing the end-to-end experience.
I specialise in complex data-driven interfaces, multi-role product workflows, and AI-powered experiences, and I care as much about the system holding a product together as the screen in front of the user.
I'm a Product Designer with 5+ years building enterprise B2B SaaS products and the design systems behind them, from greenfield 0→1 launches at Deloitte to embedded consulting across healthcare, dental SaaS, and AI-powered products.
At Deloitte I led design for an M&A platform that achieved 50× user engagement growth and co-created a cross-product design system that cut design-to-development time by 70%.
Since 2023 I've been working independently, most recently leading a full design system overhaul and shipping new products and redesigning existing features, designing the end-to-end experience.
I specialise in complex data-driven interfaces, multi-role product workflows, and AI-powered experiences, and I care as much about the system holding a product together as the screen in front of the user.
How I work
I run a full design loop, from early discovery through to post-launch optimisation. The process adapts to each product's context, but the goal is always the same: decisions grounded in evidence, designs that hold up under real use.
I run a full design loop, from early discovery through to post-launch optimisation. The process adapts to each product's context, but the goal is always the same: decisions grounded in evidence, designs that hold up under real use.
Discovery
I map the problem space using user interviews, surveys, stakeholder workshops, and market analysis. I also use AI tools to accelerate brainstorming hypotheses, identifying patterns across research, and testing assumptions before committing to a direction.
I map the problem space using user interviews, surveys, stakeholder workshops, and market analysis. I also use AI tools to accelerate brainstorming hypotheses, identifying patterns across research, and testing assumptions before committing to a direction.
Define
Research insights are synthesised into UX artefacts such as problem statements, personas, journey maps, that frame the design direction. I could also use AI to help me iterate on framing quickly, exploring multiple ways to articulate a problem until the sharpest version emerges.
Research insights are synthesised into UX artefacts such as problem statements, personas, journey maps, that frame the design direction. I could also use AI to help me iterate on framing quickly, exploring multiple ways to articulate a problem until the sharpest version emerges.
Prototype
I move quickly from sketches to low- and high-fidelity prototypes, using AI tools to generate interaction variations and explore concepts faster. Prototypes are tools for thinking, not just presenting, the goal is learning cheaply before builds get expensive.
Prototype
Prototype
In the prototyping phase, I explore and validate solutions through low- and high-fidelity prototypes to quickly visualise and test ideas.
Whether produced independently or in collaboration with UX and UI designers, these prototypes enable rapid experimentation and help bring the strongest concepts to life.
I move quickly from sketches to low- and high-fidelity prototypes, using AI tools to generate interaction variations and explore concepts faster. Prototypes are tools for thinking, not just presenting, the goal is learning cheaply before builds get expensive.
I move quickly from sketches to low- and high-fidelity prototypes, using AI tools to generate interaction variations and explore concepts faster. Prototypes are tools for thinking, not just presenting, the goal is learning cheaply before builds get expensive.
Testing
Testing
In the validation phase, prototypes are tested with real users through usability testing and feedback sessions to assess usability and overall effectiveness.
Whether I run these sessions independently or alongside UX researchers, the goal is to gather actionable insights and iterate on the design until it meets user expectations.
Prototypes are tested with real users through moderated sessions and feedback reviews. Findings feed directly back into the design, I iterate until the experience holds up under genuine use conditions.
Prototypes are tested with real users through moderated sessions and feedback reviews. Findings feed directly back into the design, I iterate until the experience holds up under genuine use conditions.
Testing
Prototypes are tested with real users through moderated sessions and feedback reviews. Findings feed directly back into the design, I iterate until the experience holds up under genuine use conditions.
Launching
I work closely with engineering through handoff and implementation, reviewing builds against design intent and resolving edge cases before they reach users.
I work closely with engineering through handoff and implementation, reviewing builds against design intent and resolving edge cases before they reach users.
Evaluate & Evolve
Products don't ship and stop. Post-launch I track performance through analytics and usability studies, looking for where the product succeeds, where it falls short, and what to prioritise next closing the loop back into discovery.
Products don't ship and stop. Post-launch I track performance through analytics and usability studies, looking for where the product succeeds, where it falls short, and what to prioritise next closing the loop back into discovery.
Recommendations
“Dedicated and detail-oriented designer with a strong growth mindset, always striving to improve and enhance user experiences.”
“Dedicated and detail-oriented designer with a strong growth mindset, always striving to improve and enhance user experiences.”
Ivana D.
Senior Product Designer at Deloitte UK
“Highly creative, hard-working designer with strong project management and communication skills. He excels at meeting deadlines, presenting ideas, and solving design challenges.”
“Highly creative, hard-working designer with strong project management and communication skills. He excels at meeting deadlines, presenting ideas, and solving design challenges.”
Katherine M.
Marketing Manager at South Bank Colleges
“Proactive and insightful designer who quickly delivers quality work. At Helsa, his clickable prototype played a key role in securing VC-backed accelerator funding.”
“Proactive and insightful designer who quickly delivers quality work. At Helsa, his clickable prototype played a key role in securing VC-backed accelerator funding.”
Rob C.
Entrepreneur & Fintech Leader
Let's talk
drigofernando@gmail.com
© Rodrigo Fernando — 2026
© Rodrigo Fernando — 2026