Karuan Bertoluci
This portfolio was not created to showcase screens.
It exists to show how I think, lead, and connect design to business.
My career spans AdTech, games, mobile, enterprise, fintech, and B2B SaaS. Each context added a layer to how I operate: speed, craft, systems, culture, governance, and strategy.
That is why the structure here does not follow a timeline.
It is organized around axes of evolution that reveal how my work has transformed over the years.
Each chapter presents a piece of that journey, only what is essential to understand my method, my decisions, and my impact.
Let’s move forward.
Solving Problems Before Scaling Solutions
My foundation was built in environments where speed and improvisation were the norm. Little process, constant pressure, and decisions happening all the time. It was in this context that I learned design is not about aesthetics, it is about clarity. Before any kind of scale, I learned how to observe, simplify, and decide fast. This phase shaped my technical thinking long before it shaped any title or leadership role.
Game UI/UX Designer
Best Cool & Fun GamesProduct Designer (Ads / UI/UX)
RevMob Ad NetworkProduct Designer (UI/UX)
VeducaProduct Designer (UI/UX) - Mid-Level
CI&TSenior Product Designer
SprinklrWhen Individual Quality Is No Longer Enough
At a certain point, it became clear that being strong at craft alone would not sustain growth. Complexity increased, and isolated decisions started to create inconsistency. That is when my focus shifted. Fewer screens, more structures. Less repeated effort, more patterns. Design became a system of reusable decisions.
Scaling design is about scaling decisions, not people.
The Designer and the Challenge of Designing with Scale in Mind
What truly separates continuous evolution from chaos in the design process.
How to build product when nothing is structured
The chaos that revealed what process, alignment, and leadership truly mean in practice.
Behavior Before Process
Processes do not work without trust. Governance does not hold without accountability. This is where I learned that culture does not live in documents, but in hard decisions. This was the transition point from the technical to the human. My role shifted from simply organizing work to organizing meaning.
Building a Design team that envolves with the company
What we learned while turning design into a discipline that organizes chaos, creates clarity and supports Arquivei’s growth.
Design Harvest: Shaping Designers Across Different Ecosystems
How agencies, startups, and mature companies shape designer profiles, expectations, and hiring strategies.
How culture defines the role of Design inside a company
Immediate clarity, strategic breadth and a direct connection to the central thesis of the text.
When Design Needs to Work Every Day
With culture in place, the need for predictability became clear. Design could no longer depend on specific individuals to work well. This is where design became an operation. With clear rituals, meaningful metrics, solid governance, and real integration with R&D. Less noise. More consistency.
Design is only strategic when it is reliable.
RACI Matrix: Clarifying Responsibilities Across Design, Product, and Engineering
How design helped structure a RACI matrix to reduce noise, overlap, and rework.
From Problem to Delivery: The Qive Design Process
How we structured discovery, decision-making, and delivery to bring predictability to design at scale.
The future demands a new Designer
Why the profession must break from its agency heritage and claim its strategic role.
Design as a Decision-Making Tool
After structure and operation were in place, design stopped being just a discipline and started to influence business decisions. The focus was no longer on components or flows, but on roadmap risk, opportunity cost, and long-term impact. Design, product, and business began to overlap.
Design shapes the future when it takes part in the decision.
Arquivei of the Future: Product and Design Vision for the Next Five Years
A strategic acceleration exercise to guide long-term decisions at Qive.
Building a Self-Service Entry Experience
How we redesigned account creation to scale support, service, and customer autonomy.
Why companies still don’t know how to work with Designers
What is missing for design to become a strategic discipline instead of an operational function.
Reducing Waste to Expand Impact
AI does not eliminate designers. It eliminates waste. I started integrating intelligent systems for interface audits, consistency, and validation. The result was less operational effort and more focus on strategic decisions. Design became leaner, more precise, and more relevant.
Product Research Powered by Artificial Intelligence
Techniques to analyze large data sets and accelerate insight generation in research.
AI-Assisted Interface Audits
Tools and workflows to compare design and front-end, speed up fixes, and increase visual consistency.
Sustaining All of This Through People
I reached a point where craft, strategy, and leadership no longer compete. They complement each other. My work today is about building systems where good designers perform better, make stronger decisions, and deliver consistent impact, without relying on heroics.
Design Leadership
Via AcademyLiderança & Gestão de pessoas
a.kartaGestão de Cultura Organizacional
TeamHubDesign Leadership
Panamericana - Escola de Arte e DesignLíderes do Futuro Executivo
CrescimentumIn essence
Throughout these chapters, the story is not about roles, tools, or deliverables. It is about how decisions are made when context shifts, scale increases, and risk is real. My work has evolved from solving visible problems to structuring decisions that hold over time. Less improvisation. More clarity. Less dependence on individuals. More reliable systems. For me, design is this: an instrument to reduce noise, align choices, and amplify impact. I hope this journey has made clear how I think, decide, and operate day to day. If it makes sense to continue the conversation, I am available via LinkedIn or by email: karu.bertoluci@gmail.com
Clarity
1-5, how clear was this portfolio regarding my role?