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Diego Ghiggi · About and background

Background and perspective.

From designing interfaces to leading teams and businesses. The experiences that shaped how I work.

Diego Ghiggi

I have always been someone driven by curiosity and building. I have drawn since childhood, grew up surrounded by creative people and spent much of my life trying to understand how ideas become concrete things, images, interfaces, products, teams or systems. Technology entered that story early, not as an end in itself, but as a tool to create, experiment and expand possibilities.

I began building digital experiences when the web was still learning to become a medium. Over more than two decades, I expanded my practice to product strategy, research, interaction, visual design and team building. This background allows me to connect big-picture decisions with the details of the experience.

2004–2026

Experience and background

Recent experience first, with the full journey back to my early work on the web.

01

Pulsian · Product strategy, Design and AI

At Pulsian, I lead strategy and development for a platform that helps professionals and companies discover AI resources and evaluate applications for their context. I structured market research and benchmarking, audience profiles and Jobs to Be Done, the value proposition, business scenarios and the validation plan. I work directly on information architecture, flows, content, UX/UI and AI-assisted implementation.

Pulsian is an initiative I founded and am developing. It also brings together my work with agents, automation and generative workflows, connecting business and product decisions to technical execution.

02

Softplan/Sienge · Product Design leadership

As Softplan/Sienge's principal Product Design leader, I grew the team from five to 15 designers working across 18 squads. I structured DesignOps, Design System and UX Research while evolving our operating model and relationship with Product and Engineering.

I also founded the AI Committee, which grew from five to 12 members, and led experiments such as an agent for documentation.

03

Keycash · Product Design

At Keycash, a real estate credit fintech, I was the principal designer for three initiatives: the redesign of the website, the B2C credit acquisition journey and the SuperApp. I was directly responsible for Design execution on these projects, collaborating with stakeholders and Engineering.

In parallel, I guided other designers on separate initiatives. On the projects I owned, my work combined product decisions with hands-on execution.

04

Happy Code · Management and Design strategy

At Happy Code, I served as Managing Director and Design Strategy Lead. I led a team of up to seven and a unit that reached 120 simultaneous students, connecting brand, digital experience and Service Design.

This was when designing the operation became as important as designing the experience.

05

Segundo Andar · Co-founder and Head of Design

As co-founder and Head of Design at Segundo Andar, I shared responsibility for an operation of up to 17 people and directly led 12. Design now lived alongside finance, hiring, team structure and the responsibilities of running a business.

The work included a legal ERP and web, mobile and app ecosystems for clients across different markets.

06

Divex, Elastacloud and S7 Study

At Divex, Elastacloud Brazil and later as Design Lead at S7 Study, I moved into experiences with greater scale and international reach. At S7, I helped create and evolve more than ten destination portals.

Design, WordPress, PHP and JavaScript were part of the same skill set, connecting design and implementation.

07

Independent Web Design

I started as a freelance and independent web designer. Designing for digital meant bringing visual craft, interface and implementation close together, a practical education that erased the distance between idea and delivery early on.

Visual craft and the ability to build became the first two layers of my professional identity.

Beyond work

Curiosity and making.

Outside organizational charts, I write, take photographs and explore emerging tools. Understanding what is changing and building within that change continues to give me the energy I bring to products, teams and conversations.

Get in touch

Your next challenge.
Let’s build.

Let’s talk about Design leadership, product and building teams.

diegoghiggi@gmail.comGet in touch