AI–Human Interaction, Systems Thinking & UX at Scale
I've been building digital experiences for nearly two decades — helping shape the foundations of Brazil's internet economy along the way. With a background in systems computing and cognitive science, I operate where ambiguity is high and stakes are real.
I move fluently between infrastructure and interaction, behavior and architecture — translating complexity into clarity, and turning frontier technologies into scalable, human-centered systems. I lead quietly, ship consistently, and design what hasn't been done yet.
As a Forbes LGBTQIA+ Innovator, I'm committed to building not just better products, but more equitable futures — where design is both a craft and a form of responsibility.
Barbara Wolff
Experience
Jusbrasil
October 2023 - PresentProduct Design & User Experience, VP
At Jusbrasil, I lead design work across complex product surfaces — from AI-native tools to platform-wide systems — in one of the most demanding domains for trust, precision, and clarity: the legal industry. I've helped reshape how design operates across the company, evolving both structure and craft to support scale.
Aprender Design
July 2022 - PresentLecturer
Teaching at Aprender Design about evolving design inside organizations and other initiatives regarding design and technology at an executive level.
Origin
October 2022 - October 2023Product Design & User Experience, Director
Led the pivotal transition of Origin's product experience from a B2B desktop-centric platform to a B2C mobile-first direct-to-customer interface. Spearheaded a comprehensive rebranding initiative and strategically restructured the design team to better align with the new B2C focus.
Loggi
April 2020 - September 2022Design Director
During a hyperscale phase at Loggi, I took on the mantle of Design Director, steering the company through a series of transformative initiatives that reshaped our customer experience and design processes. Led the design and launch of "Loggi Facil" and pioneered the development of a holistic design system.
ThoughtWorks
September 2014 - March 2020Head of Design, Global | Lead Designer, Brazil
As Global Head of Design I was responsible for the overall Design direction, setting the Design standards and strategic focus of all offices and accountable for building and managing Design teams capable of achieving market leadership for its clients, office profitability and brand differentiation.
Education
Pontifícia Universidade Católica de São Paulo
Master's degree, Cognitive Science and Digital Design (2022 - 2024)
Istituto Europeo di Design - IED São Paulo
Graduate Studies, Strategic Design & Innovation (2019 - 2021)
Universidade do Sul de Santa Catarina
Associate's degree, Computer Technology/Computer Systems Technology (2014 - 2018)
Universidade Federal do Rio Grande do Sul
Bachelor's degree, Portuguese Language and Literature (2005 - 2008)
Skills
Languages
English
Spanish
Portuguese