Product Design · Systems · Leadership

Olá! I'm Francisco.
Currently living in Rio, London, Porto.

I help complex B2B systems feel obvious — and the teams behind them ship better.
Currently at Kuehne+Nagel.

About me Get in touch
Selected Projects
Trade
Control
Automation
Kuehne+Nagel · SALOG
Enterprise B2B UX/UI Information Architecture
Kuehne+Nagel
Trade Control Automation

A new control interface for air freight operators — redesigned from a legacy desktop tool into a structured, data-dense web screen. Fitting 40+ data fields into an interface operators can scan in seconds.

View case study →
Comms
Templates
Farfetch · STORM
Enterprise Software UX/UI Case study
Farfetch
Comms Templates

Redesigned the campaign creation tool used by CRM teams to build and send communications across 30+ markets. Reduced template duplication from 40% to 4%.

View case study →
Scaling Design with AI

AI as leverage, not a shortcut. I build workflows that turn one designer's judgment into the team's defaults — faster research, sharper specs, fewer one-off decisions.

From research synthesis to design systems, decision logs, and rapid prototyping.

My setup
Engine
Claude
MCPs
Figma Atlassian
Libraries
GitLab Storybook
Brain
Obsidian
Product Design
Active
Second Brain
AI-managed knowledge system that never goes stale

Obsidian vault + AI agents that process meeting notes, extract decisions, and keep project context always current. Every session starts with full context.

Obsidian Claude Atlassian
Product Design
Active
Spec Generation
From meeting notes to dev-ready specs in one pipeline

Agent pipeline processes tickets, transcripts, and Figma annotations into structured HLS specs. I edit and decide — not write from scratch.

Claude Obsidian Atlassian
UX Design
Active
Design Sparring
AI as a thinking partner, not a yes-machine

Discuss patterns in plain language. Ask for the case against. Force a recommendation. Decisions and discarded alternatives end up in the decisions log.

Claude Obsidian
UI Design
Active
Rapid Prototyping
Interactive HTML prototypes in hours, not days

Using Claude to generate interactive prototypes for stakeholder validation — including this portfolio — before committing to full Figma builds.

Claude
Design System
In Progress
DS as Constraint
Design system as guardrail, not just a library

Encoding tokens, hierarchy rules, and component patterns into a DESIGN.md file the agents read before generating anything. DS compliance from prompt zero.

Claude Storybook
UI Design
In Progress
AI → Figma Canvas
Bringing AI-generated UI into the design file

Generate UI fragments, write them to Figma via the official Figma MCP (write-to-canvas, beta), refine against design-system tokens, ship to dev.

Claude Figma
Design System
On the Radar
DS from Production Code
Auto-generate the Figma library from what actually ships

Scan production codebase for tokens, styles, and component APIs; auto-generate a Figma library that mirrors the live product. No more drift.

Claude Figma GitLab
Product Design
On the Radar
Analytics Feedback Loops
Continuous agent-driven insight from product data

Agents ingest product analytics, identify friction patterns, and surface actionable feedback into the design vault automatically — without waiting for a research sprint.

Claude Obsidian
Other Work
Foursource — Churn in Pro Members
B2B Marketplace
Case StudyB2BUX Research
Labrador
E-Commerce
UI/UXCRMERP
Edulog
Education Portal
UI/UXCRMPortal
Cantê Lisboa
E-Commerce
UI/UXCRMERP
LATITID
E-Commerce
UI/UXCRMERP
Porseg — Sounds Good
Video
🏆 Award WinningDirector
CM Porto — Desafios Porto
Video
CommercialDirector
Francisco Pacheco
Francisco Pacheco
Product Designer
LinkedIn CV / Résumé
About Me

A loud introvert. Husband. Father of three boys. Product Designer who takes the work seriously but not himself.

I started in cinema and advertising in Rio de Janeiro, found my way into London's tech scene — launching one of the world's first online TV channels at CBS Interactive — and eventually landed in Porto, where I've been building digital products ever since.

I co-founded Junta, a design studio, then moved into product — first at Foursource, where I built the design system from scratch, then at Farfetch, where I designed internal tooling for CRM teams operating across 30+ markets.

Today I'm at Kuehne+Nagel, leading design on the migration of a legacy air logistics platform to the web. The challenge I keep coming back to: making complex, high-stakes systems feel obvious to the people who depend on them every day.

Beyond pixels, I invest in the systems that make a team faster — design systems, AI workflows, and decision logs that turn one designer's judgment into the team's defaults.

Currently Senior Product Designer @ Kuehne+Nagel, Porto
Previously Farfetch · Foursource · Junta · LivingSocial · CBS Interactive
Looking for Design Leadership roles
Kind Words
A true asset to any team.
Francisco possesses a blend of skills that sets him apart. His ability to navigate complex projects that demand a deep understanding of both business operations and user experiences is truly commendable. He stands out in his mentorship skills, thrives under tight timelines, and his holistic understanding of the product development lifecycle makes him an exceptional Product Designer.
TR
Tiago Rodrigues
Senior Product Design Manager @ Farfetch
Direct manager @ Farfetch
Technical expertise and interpersonal skills.
Francisco's empathetic nature, coupled with his wealth of life experience, proved to be invaluable assets that consistently propelled our projects. One project where Francisco truly shone was the Messaging Tool initiative — he spearheaded the integration of marketing messages across various touchpoints and demonstrated a remarkable and seamless execution.
HV
Hugo Oliveira Vicente
Head of Experience Design @ Santander
Senior colleague @ Farfetch
Do only hire him if you're ready for an amazing designer.
Since day one, Francisco supported me by transferring product knowledge and making it easier to get started. Quickly, we became a strong product duo — mutual respect, each owning their role. Always bringing smart new ideas that add value to the user and addressing the why behind them.
JN
Javier Navero
Founder @ The Product Buildcamp
Same team @ Foursource
Couldn't ask for a better peer.
I worked really closely with Francisco for 2 years. He knows what he is doing in tooling UX product design and is an amazing person — easy going and a great asset for a team. I couldn't ask for a better peer.
TC
Thiago Casarotto
Product Designer @ Farfetch
Same team @ Farfetch
Always ahead of the curve.
Francisco is a super bright and forward-thinking person. Always creative and experimental in every project — deadline-orientated, multi-skilled, and passionate. I learnt so much from Francisco and am ever grateful to him for introducing me to new and emerging technologies.
KG
Kelly Greaves
Trust & Safety @ Google
Same team @ Flixmedia
He will always go the extra mile.
Francisco is not only extremely talented at what he does — producing work of outstanding quality, consistently — he is a really likeable guy who will always go the extra mile. He will always be my first choice when it comes to hiring.
DP
Dan Price
Founder @ PassQ
Same team @ LivingSocial