strategic_decision()
Building on solid ground with the client at the center. Clear priorities, explicit trade-offs, and results mapped from start to finish.
// product manager · leadership & strategy
Diego Belini
20+ years in technology, from support and maintenance to systems analysis, development and interface design, all the way to product management. That path shapes how I work: I lead from inside the process, not at a distance from it, and I talk to the engineering team without needing a translator.
squad_leadership()
Experience uniting multidisciplinary teams around a shared direction and translating strategy into an executable roadmap.
technical_background()
Support & infrastructure · Systems analysis · Front-end (HTML, CSS, JavaScript) · Figma & Design Systems · Jira, Confluence & Scrum
// 01 about
From hardware to digital product
My career started solving hardware problems and handling customer service, moved through systems and user support in the public sector, and evolved into developing and managing B2B and SaaS products in the private sector. I work at the intersection of understanding the problem, designing the solution and making sure it ships.
Degree in Computer Networks from Faculdade Gennari & Peartree. Based in Bauru, Brazil, working remotely.
HEAD → current
Product Owner — Cotefácil (2026 – present)
Product Owner at Cotefácil, a B2B platform for pharmacies to quote and purchase medication. I own the full product cycle across three development teams, from discovery to delivery, balancing the maintenance of a business-critical legacy system with the evolution of the new platform, which is growing into a full buy-and-sell suite for pharmaceutical retail. I structured the Jira workflow into upstream and downstream stages and track cycle time and sprint predictability to guide planning.
before
Product Manager — DataCake (2021 – 2026)
I led a B2B SaaS product that started as an online store for internet plans and evolved into a platform that automates, standardizes and measures the entire sales cycle: sales automation, reseller management, commission tracking and a self-service portal for post-sales. From discovery to delivery, with direct client relationships and hands-on work on screens and prototypes whenever the project called for it. I built the team's way of working from scratch: discovery, documentation, implementation flow and automation of manual routines.
before that
Web Developer — DataCake (2020 – 2021)
I started out coding front-end (HTML, CSS, Bootstrap) and building WordPress pages — the technical foundation that still helps me design realistic interfaces from the first draft.
origin
Systems Analyst — Softplan/Poligraph (2010 – 2017)
I led the rollout of PGE.net (an electronic document management system) for the São Paulo State Attorney General's Office (Procuradoria do Estado de SP) across every regional office, plus the Electronic Tax Enforcement system, mapping workflows and training more than 800 attorneys and new staff.
product
Squad leadership · Discovery · Strategic prioritization · Roadmapping · Agile/Scrum · Jira · Confluence
design
Figma · Design Systems · Prototyping · Usability testing (Maze, Hotjar)
dev
React Native · Node.js · HTML/CSS · AWS · WordPress
data
Analytics · NPS · User testing
// 02 projects
Selected case studies
Each case below shows the before and after — not just of the interface, but of the business outcome.
Strategic redesign of the subscriber hub app
the challenge
- Legacy app rated 3.0★ (Google Play) and 2.4★ (App Store) in 2024
- Rigid architecture: updates took 7+ days to reach users
- Outdated interface and complex flows hurting retention
my contribution · product leadership
- Strategic technical decision: I chose feature flags and API-driven dynamic components to remove the dependency on store deploys. Development time dropped from 15 to 3 days, with a 30-component design system in Figma and a React Native + Gluestack stack.
- Discovery and product decisions: I led the redesign of 18 key flows, from login to WiFi management, and validated the direction with tests on 104 users — 92% approval for the new Dark Mode and an 80% drop in PIX payment errors confirmed the prioritization calls.
- Agile management: Jira EPICs organized by feature (not by task), with a monthly "Journey Journal" to keep the team aligned across areas.
results after 6 months
− 3.0★ Google Play (2024)
+ 4.7★ Google Play (+1.7★)
− 2.4★ App Store (2024)
+ 4.0★ App Store (+1.6★)
- Zero dependency on store updates to manage plans, activate value-added services, or make visual adjustments
"Months of hard work led to the launch of the new Desktop app: simple, well-built, and fast — the values that guided every decision the team made." Chief Technology Officer at Desktop (telecom provider, DataCake client)
“The app has the potential to become our flagship product.” — Gustavo Moretto, Director at DataCake
| Stack | React Native, Gluestack, Feature Flags |
|---|---|
| Design | Figma (30 components), Lottie |
| Management | Jira (functional EPICs), Confluence |
| Testing | Maze (104 users), Hotjar |
Referral system with commission tracking
the challenge
- Build a solution inside a legacy system, without refactoring it
- Let both sales reps and customers generate qualified leads
- Referrals needed personalized links with a pre-configured cart
- Automatic tracking to calculate commissions
my approach · discovery and end-to-end leadership
- Strategic discovery: I interviewed 15 stakeholders (sales reps, customers, finance) to map real needs vs. expectations and the technical limits of the existing system, documenting as-is/to-be flows and reusable existing APIs.
- Non-invasive solution: a new front-end layer with React components via microfrontends and screens adapted to context (rep/customer); an independent back-end with a Node.js + AWS SNS notification service and tracking via signed cookies.
- Agile management focused on the essentials: a 3-sprint roadmap, with a working MVP in 45 days and incremental delivery of commission features.
results
- Working MVP delivered in 45 days, without refactoring the legacy system
- Now active across multiple clients, generating hundreds of referrals per month and recurring commissions in the thousands of Brazilian reais (R$)
Document management for sales teams
the challenge
- Segmented distribution of documents (statements, notices) by sales rep
- Legal proof that a document had been accessed
- Centralized management of sends and status, integrated with the existing sales panel
my contribution · product and ux
- Smart upload: I defined a drag & drop flow with format/size validation and automatic assignment to sales-rep groups via tags
- Full tracking: I designed tracking for first access, download, and viewing time, with a digital certificate per document as legal proof
- Dual interface: I prioritized a calendar view and status filters for admins, plus urgency badges and semantic search for sales reps
results
− 2h to distribute documents
+ 5min per send
- Significant reduction in labor disputes related to proof of delivery
- Access confirmed within a few hours, for nearly all sends
“We used to lose weeks proving deliveries. Now it's a matter of clicks.” — Ana Paula Bolonha de Campos, HR Manager — DataCake
lessons learned
- Designing for compliance helped avoid labor disputes
- Performance is UX: pre-rendering thumbnails significantly reduced the bounce rate
- Security doesn't need complexity: two-factor authentication without hurting usability
Universal survey module (NPS+)
the challenge
- Build a multi-platform survey module: embeddable in apps, kiosks, and landing pages
- Flexible enough for both standard NPS and fully custom surveys
- A benchmark of 12 tools (Typeform, SurveyMonkey) revealed a lack of fit for complex B2B scenarios
my contribution · product and ux
- Control panel: I prioritized varied survey types, conditional logic, and trigger rules by event or controlled sampling
- Embeddable module: I defined the solution as a web component with one-line integration, a native SDK for Android/iOS, and brand-adaptable themes
- Streaming analytics: I specified Kafka-based processing, a cross-channel comparison dashboard, and sentiment analysis for open-ended answers
results
− 2 weeks to roll out
+ 15 minutes
- +220% response rate vs. third-party solutions
- 83% reduction in annual costs
“We finally have comparable data across every channel.” — Thiago Favaro Padilha, Service Designer Specialist — Desktop
↳ branch: other projects
Visual and flow improvements for a kiosk
Visual and flow adjustments for kiosk applications, focused on reducing friction in the self-service journey.
Development — Kawasaki Bauru website
Development of the Kawasaki Bauru dealership website, from scratch to launch.
// 03 contact
Let's talk?
Open to new opportunities and projects where product, design, and technology meet.