that's me
I'm Sofia. I started in Big 4 doing audit: reviewing numbers, processes, and business models. That's where I learned to think in systems.
My career moved into competitive analysis, understanding what actually makes a business work. That led me to marketing. And to realizing that the best strategy is worthless if nobody turns it into product.
I've always been driven by entrepreneurship. I've given talks, mentored other founders, and built my own projects. I even created a coffee brand during a trip to Peru. But that's another story.
it was called Sibarista. Write me if you want the storyOne day I decided I didn't want to just understand what a business needs. I wanted to design it myself. Today, Brewed in Pixels is the product strategy studio where it all comes together.
I don't open Figma until I understand your business model, your numbers, and your market. A beautiful product that doesn't fit the market is just expensive art. Every design decision I make is connected to a real metric.
I don't measure my work in screens delivered. I measure it in retention, conversion, and revenue. If the product doesn't move the numbers that matter, the design hasn't worked. No matter how good it looks.
that's why I work with products the market has already validatedAn app isn't a collection of screens. It's a system that connects your brand, your customers, and your data. I design the entire flow: what happens before, during, and after every interaction.
Design decisions aren't made by taste. They're made with real data from real users. I observe behavior, measure results, and adjust. No politics, no ego.
She doesn't treat projects like transactions. She treats them like missions she believes in.
Working with Sofia has been nothing short of transformational. She's not just a designer, she's a strategic product thinker, a creative partner, and someone who brings depth, clarity, and care to every interaction and deliverable. If you're looking for someone to simply "make things look nice," Sofia will exceed that expectation. But if you're looking for someone who can genuinely help shape your product, connect the dots between your vision and what users need, and distill chaos into simplicity, she's in a league of her own.
From day one, Sofia immersed herself in our app, VaultIt, and took the time to understand the emotional core of what we were building. She asked smart questions, challenged assumptions with grace, and brought a product design mindset that went far beyond UI. She was constantly thinking about the why behind every screen, every flow, every interaction.
One of Sofia's greatest strengths is her ability to research deeply and then distill her findings into clear, focused insights. She's incredibly sharp at taking in a broad, sometimes overwhelming set of ideas and user needs and then teasing out the real value underneath. Time and again, she would take unstructured input, half-baked concepts, or scattered notes and return with a polished, thoughtful direction that felt like a leap forward, always grounded in what would serve our users best.
She also has a rare ability to blend emotional storytelling with functional product design. The work she produced didn't just look good, it felt right. She brought warmth, humanity, and clarity into a space that could've easily been overly technical or sterile. Whether it was refining our welcome screen, crafting a clean capture flow, or exploring onboarding experiences, she balanced aesthetics and usability beautifully.
Her communication is just as strong as her design. She's responsive, transparent, proactive, and a real joy to collaborate with. Every conversation with her left me more energized and more confident in our direction. She made it easy to trust her judgment and to feel like we were in good hands.
Most importantly, Sofia cares. She doesn't treat projects like transactions. She treats them like missions she believes in. It's rare to find someone who combines such talent with such heart.
Closing this contract only marks the end of phase one. I'm incredibly excited to continue our work together and build even more alongside her.
If you have the chance to work with Sofia, don't hesitate. She's the kind of teammate who raises the bar for everyone around her.
Our A/B test showed a 17% increase in initial conversion rate, which translated to a huge uplift in our MRR.
Hired Sofia to help improve our mobile app conversion, and the results exceeded initial expectations. Her work wasn't just aesthetically strong; it was grounded in strategic thinking and a deep understanding of user psychology and behaviour.
From day 1 she asked the right questions, challenged assumptions when needed, and took ownership of the project. After implementing her proposal, our A/B test showed a 17% increase in initial conversion rate, which translated to a huge uplift in our MRR.
I really recommend Sofia if you're looking for someone who contributes as a true product designer and not just someone who paints screens on Figma.
She didn't just redesign screens. She fundamentally changed how we think about when and why users pay.
When Sofia joined us, only about 10% of our users were converting to paid and our printed book orders were declining. The root issue was something we hadn't seen ourselves: we were asking users to subscribe before they'd experienced any real value from the app.
Sofia redesigned our entire onboarding around a personalized questionnaire that connected users to their travel goals from the first interaction. She introduced an "aha moment" where users could preview their journal covers before hitting the paywall. Then she restructured the paywall itself with a trial-first approach, fewer plan options, and clearer benefits.
What stood out was that this wasn't just a visual redesign. It was a strategic shift in how we approach monetization. With a small team, she made decisions that a much larger product org would take months to reach.
I wish I could find more professionals like Sofia. We will definitely work with her again.
Working with Sofia has been a total success. She gets involved in projects and doesn't hesitate to give her very best to bring them to a good outcome. She does everything she can to make things as easy as possible for the client so the project can move forward with minimal friction. I wish I could find more professionals like Sofia. We will definitely work with her again. Thank you.
Her work on the onboarding flow and paywall directly contributed to us reaching a 15% Initial CR on our first release.
Sofia was key in taking our AI Decorator app from idea to a polished, high-performing product. She handled everything end to end: market research, competitive analysis, feature prioritization, UX and UI design. Even supported QA during development even though she didn't have to.
What impressed me most was her ability to combine clear product thinking with fast, high-quality execution. She made decisions always with business outcomes in mind, and pushed us to go a step further in term of experience. Her work on the onboarding flow and paywall directly contributed to us reaching a 15% Initial CR on our first release.
I highly recommend working with her.
