About me
Design leadership that shapes strategy, elevates craft, and fuels measurable progress.
I'm a Design leader with 10+ years of experience building digital products and the teams behind them — end-to-end, from discovery to measurable impact. I have a hands-on style when the situation calls for it, but my main focus as a leader is creating the conditions for teams to execute consistently and deliver at a high standard.
My approach runs on three pillars: Direction — giving teams clarity on the problem and the strategic vision. Process — building rituals and systems that enable consistent, high-quality delivery. People — developing individuals with autonomy and ownership so the team executes with or without me in the room.
At Onfly, I defined and implemented the Harness Design vision — repositioning the Design System not as a component library, but as context infrastructure for AI agents. In practice: intent-based documentation per component, semantic tokens, and decision guides that allow LLMs to generate consistent interfaces at scale. I also structured the team's AI-first workflow, introducing Claude Code, Figma Make, and Lovable as core tools — reducing rework, compressing validation cycles, and elevating the quality of what reaches the user.
Before Onfly, I was Design Manager at Hotmart (Club & App, growth-focused, metrics-driven — including a Netflix-inspired redesign with 85% creator adoption in 90 days) and the first designer at Sympla, where I scaled the team from scratch and built the design culture from zero.
I believe design is a business strategy, not a delivery function. And in 2026, leading a design team means knowing how to harness AI — not just use it.
You can reach me by email or LinkedIn.
At Onfly, I defined and implemented the Harness Design vision — repositioning the Design System not as a component library, but as context infrastructure for AI agents. In practice: intent-based documentation per component, semantic tokens, and decision guides that allow LLMs to generate consistent interfaces at scale. I also structured the team's AI-first workflow, introducing Claude Code, Figma Make, and Lovable as core tools — reducing rework, compressing validation cycles, and elevating the quality of what reaches the user.
Before Onfly, I was Design Manager at Hotmart (Club & App, growth-focused, metrics-driven — including a Netflix-inspired redesign with 85% creator adoption in 90 days) and the first designer at Sympla, where I scaled the team from scratch and built the design culture from zero.
I believe design is a business strategy, not a delivery function. And in 2026, leading a design team means knowing how to harness AI — not just use it.
You can reach me by email or LinkedIn.
At Onfly, I defined and implemented the Harness Design vision — repositioning the Design System not as a component library, but as context infrastructure for AI agents. In practice: intent-based documentation per component, semantic tokens, and decision guides that allow LLMs to generate consistent interfaces at scale. I also structured the team's AI-first workflow, introducing Claude Code, Figma Make, and Lovable as core tools — reducing rework, compressing validation cycles, and elevating the quality of what reaches the user.
Before Onfly, I was Design Manager at Hotmart (Club & App, growth-focused, metrics-driven — including a Netflix-inspired redesign with 85% creator adoption in 90 days) and the first designer at Sympla, where I scaled the team from scratch and built the design culture from zero.
I believe design is a business strategy, not a delivery function. And in 2026, leading a design team means knowing how to harness AI — not just use it.
You can reach me by email or LinkedIn.
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Get in touch lucas@lucasmoreira.com
Get in touch lucas@lucasmoreira.com