Roger Sborchia · Product Designer Specialist

Product Designer Specialist and UX/UI Designer.

Today: design systems at TK Elevator and founder of Colbe.

I build products and design systems in large organizations where design is not yet a system. Looking good is not enough: it has to be measured.

Product Designer Specialist moving into leadership. I want a product design team that needs method, systems and a voice in the business. Remote, Brazil or global.

A few cases I led.

Testimonials

I worked with Roger on Casas Bahia's Digital CDC, on two important challenges: mapping 96 opportunities to evolve the product and conceiving the CDC 4 Clicks project.

On the first, Roger led an in-depth investigation into the points where people abandoned the journey, turning data into a structured map of opportunities that became an important source for backlog prioritization and for steering results.

On the second, he played a leading role in building and defending a very ambitious proposal: taking a credit application journey from 13 clicks down to just 4. Besides backing the hypothesis with data, he was essential in aligning the business areas and in winning sponsorship for the initiative.

Roger combines analytical thinking, investigative depth and a strong focus on results. He is a professional who questions the obvious, spots opportunities where few can see them and, above all, turns good hypotheses into concrete initiatives.

But there is something beyond technical competence: Roger is an extremely human, optimistic and collaborative person, the kind who makes work lighter and partnerships stronger.

Even working in different disciplines and often with different perspectives, me in Product and him in Design, we were always very complementary. And I am convinced that if my work as a Product Manager earned recognition within the company, our partnership played a fundamental part in that.

Great deliveries are also the result of great partnerships.

About me.

• 20 years designing digital products. Since 2006, across courts, agribusiness, consulting, retail and credit. I specialized in digital journeys, financial services and e-commerce conversion.
• 3 awards and recognitions. CSS Design Awards for a concept site (2013), the PJe design system with the CNJ (2019), which modernized and standardized the electronic case system used by courts across Brazil, and 1st place at the Desenvolve AI Hackathon (2026), plus the best ideation and prototyping award from the Figma team.
• 6 years at Grupo Casas Bahia. Countless challenges and new experiences under one roof: I started on the co-branded card, moved to financial services (Pix, 3DS and back office) and took the Digital Installment Card from day 0 to launch. Today I lead co-branded, insurance and services again, plus the AI front.
• 1 SaaS founded and live. Colbe, a SaaS I conceived, designed and built solo, from Figma to code, with AI at every step. Live and growing without paid media.
• 14 certifications. Among them Design System Specialist (Meiuca) and UX Unicorn 2.0. Studying is part of the method.
• 1 AI postgraduate. Applied AI Engineering, in progress since 2026. AI as product strategy, not just production.

• Product design: Flow before screen, screen inside the design system, prototype at the level the question needs.
• Design systems: Tokens, governance and adoption. Installed across three stacks and courts nationwide.
• Research and discovery: Research and funnel on the table before the screen. The team decides with criteria, not opinion.
• Data and funnels: Credit mix, Core Web Vitals, rework. Design earns a seat when it talks results.
• Design leadership: I document the process so any designer can replicate it. Evidence-based decisions, team-wide.
• Code and AI: Shipped, measured and accessible. AI as the team method, not my shortcut.

Where I have been.

• Product Designer Specialist, Grupo Casas Bahia (Feb 2021 – present)
• Product Builder, Colbe (Aug 2025 – present)
• Senior Product Designer, Nuvem Tecnologia (Oct 2019 – Feb 2021)
• Front-end Team Lead, Mato Grosso State Court (Jun 2014 – Oct 2019)
• Senior Web Designer, WEBCOMTEXTO (Sep 2011 – Jun 2014)
• Web Design Manager, InovaBit (Aug 2007 – Sep 2011)
• Junior Web Designer, Webgenium (Jan 2006 – Jun 2007)

What I leave in teams.

Leading is the next step. The practice is already there: five ways I make a team better, each with a lens proving it.

• Evidence before opinion: I bring research and funnel data to the table before the screen. The team decides on criteria, not with me in the room.
• Design systems as infrastructure: Tokens, governance and adoption. I installed this across three stacks and in courts nationwide.
• Done means live: Shipped, measured and accessible. I follow the metric with the team after launch.
• AI as the team's method: I document the process so any designer can repeat it. Not my shortcut.
• Speak business and engineering: Credit mix, Core Web Vitals, rework. Design earns its seat when it talks about outcomes.

Six steps that bend to the problem.

The same path for a credit app, a design system or this site. The scale changes, and the order bends to what the problem needs.

1. Observe Before opening Figma, I look at what people do: funnel, session recordings, a conversation. An assumption becomes a hypothesis, never a decision.
2. Understand I cross the number with the words. Data says where people stop; the interview says what they think there.
3. Decide Impact, effort and confidence on the table. The metric the team chases and the one it protects, agreed before the first screen.
4. Design Flow before screen, screen inside the design system, prototype at the level the doubt requires.
5. Ship Tokens and code move together. I review what goes in and fix what the dev finds along the way.
6. Measure Before and after, with a criterion. The learning goes back to the team and the system, not into a deck.

Let's talk?

Product Designer Specialist, ready for the next step: leading product design and design systems. Remote, Brazil or global.