Carla Paes

Head of Content at N2B Brasil, Nutrition startup, part of Smart Fit Group
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Contact Information
us****@****om
(386) 825-5501
Location
Piracicaba, São Paulo, Brazil, BR
Languages
  • English Full professional proficiency
  • Espanhol Professional working proficiency

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Credentials

  • Método Comunica Simples
    Comunica Simples
    Nov, 2022
    - Sep, 2024
  • Cursos da RD Station: Fundamentos do Copywriting: os segredos dos textos que convertem | Introdução ao Inbound Marketing
    RD University
    Apr, 2022
    - Sep, 2024
  • UX Design
    Design Circuit
    Mar, 2022
    - Sep, 2024
  • UX Writing
    Mergo User Experience
    Feb, 2022
    - Sep, 2024
  • Google UX Design Professional Certificate: Foundations of user experience (UX) design | Start the UX design process: emphatize, define, ideate | Build wireframes and low-fidelity prototypes | Create high-fidelity designs and prototypes in Figma
    Google
    Jan, 2022
    - Sep, 2024
  • Combo UX Writing: UX Writing: fluxos e cenários | UX Writing: taxonomia e arquitetura | UX Writing: da experiência ao conteúdo
    ESPM Escola Superior de Propaganda e Marketing
    Dec, 2021
    - Sep, 2024
  • Copywriting
    Rock Content
    Nov, 2021
    - Sep, 2024
  • Cursos de Amyris Fernandez: Modelos mentais para UX | Psicologia cognitiva aplicada a UX | Análise heurística em UX | Desk research para UX | Pesquisa etnográfica e análise de contexto para UX | UX Research: um guia prático de trabalho
    Udemy
    Nov, 2021
    - Sep, 2024
  • UX Writing
    Product Arena
    Nov, 2021
    - Sep, 2024
  • Cursos com Águino Oliveira: Dosando tom e voz | A semântica, a semiótica e os emojis
    Collis Educacional
    Oct, 2021
    - Sep, 2024
  • Primeiros passos para uso de Linguagem Simples
    Escola Nacional de Administração Pública ENAP
    Oct, 2021
    - Sep, 2024
  • Design conversacional
    trampos ACADEMY
    Sep, 2021
    - Sep, 2024
  • UX Design para chatbots
    How Bootcamps
    Aug, 2021
    - Sep, 2024
  • UX Writing hands-on para iniciantes
    UXCOPY.SCHOOL
    May, 2021
    - Sep, 2024
  • EF SET English Certificate 82/100 (C2 Proficient)
    EF Standard English Test (EF SET)
    Mar, 2021
    - Sep, 2024

Experience

  • N2B Brasil, Nutrition startup, part of Smart Fit Group
    • Head of Content
      • Apr 2022 - Present

      Structuring the first content team at N2B.- Selecting, hiring, training, developing and coordinating UX Writers.- Developing documentation to make the work of UXW more efficient and consistent.- Participating in strategy and content production of the Marketing department.

    • UX Writer
      • Oct 2021 - Mar 2022

      Working to enhance the user experience for Smart Fit Nutri app, with over 70,000 paying users.Writing for UX in screens, buttons, FAQs, error messages, pushes, SMS and transactional emails, always considering tone and voice and best writing practices such as concision, clarity, plain language and inclusive language.Collaborating with Product Designers, Interface Designers and UX Researchers during discovery, participating in ideation, wireframing, prototyping and user testing.

  • Grupo GPS
    • Brazil
    • Facilities Services
    • 700 & Above Employee
    • UX Designer
      • Jul 2021 - Oct 2021

      Development of GPS Lean system and GPS Vista app, used by employees to manage processes and tasks across 2,700+ clients. - Conducted a diagnosis of the previous systems: heuristic analysis and report with recommendations for usability, accessibility, information architecture, and navigation flows. - Created user flows and navigation maps. - Designed wireframes and clickable prototypes. - Validated UI and flows. Development of GPS Lean system and GPS Vista app, used by employees to manage processes and tasks across 2,700+ clients. - Conducted a diagnosis of the previous systems: heuristic analysis and report with recommendations for usability, accessibility, information architecture, and navigation flows. - Created user flows and navigation maps. - Designed wireframes and clickable prototypes. - Validated UI and flows.

  • PwC Brasil
    • Brazil
    • Business Consulting and Services
    • 700 & Above Employee
    • Conversational designer
      • Jun 2021 - Aug 2021

      Development of a new chatbot for the Procurement department. - Planned, applied, documented, and organized usability test insights to diagnose the existing chatbot. - Mapped user experience and journey. - Created the personality framework and voice and tone guidelines for the chatbot. - Conversational redesign: rewrote all chatbot dialogue flows, created training phrases and handoff to the development team. Development of a new chatbot for the Procurement department. - Planned, applied, documented, and organized usability test insights to diagnose the existing chatbot. - Mapped user experience and journey. - Created the personality framework and voice and tone guidelines for the chatbot. - Conversational redesign: rewrote all chatbot dialogue flows, created training phrases and handoff to the development team.

  • Freelance
    • Egypt
    • Human Resources
    • 1 - 100 Employee
    • Designer
      • Jan 2019 - Jun 2021

      Graphic and web design for small businesses.- Designed logos, color palettes, typography guidelines, brand manuals, general stationery, social media templates, and style tiles.- Organized content, created navigation maps, wireframes, and low-fidelity prototypes.- Installed and configured WordPress.- Designed pages, menus, image galleries, and other necessary elements for websites.- Trained and onboarded WordPress administrative users.

    • Editorial Producer
      • Sep 2011 - Dec 2018

      Editorial production services to publishing companies such as Martin Claret, Novo Século, Leya, Blücher, and SM.- Prepared and revised texts according to internal or international style guides, such as those set by ABNT and APA.- Reviewed printed and digital proofs.- Created content plans and conducted iconographic research based on guidelines provided by the publishing companies or international style guides.

  • Editora Moderna (one of Brazil's largest educational publishers, part of Santillana Group)
    • Editorial Assistant
      • Apr 2010 - Dec 2011

      Production of digital educational materials (animations, interactive maps, presentations, and games). - Researched, developed, and revised scripts. - Prepared iconographic guidelines, researched and selected images. - Validated, tested, and prepared correction reports for developed materials. Production of digital educational materials (animations, interactive maps, presentations, and games). - Researched, developed, and revised scripts. - Prepared iconographic guidelines, researched and selected images. - Validated, tested, and prepared correction reports for developed materials.

  • Editora Manole (Brazilian publisher of fiction and non-fiction books)
    • Editorial Production Intern
      • Oct 2009 - Mar 2010

      Editorial production of fiction and non-fiction books, with a focus on the Amarilys imprint. - Evaluated and recommended national and foreign manuscripts, performing reading, analysis, and critique. - Wrote engaging and informative copy for book flaps, covers, back covers, and releases. - Conducted meticulous checks of translations and originals in English, ensuring accuracy and coherence of text. - Prepared manuscript files for typesetting, applying guidelines for formatting and typography. - Reviewed printed and digital proofs for errors and inconsistencies, providing constructive feedback for corrections and improvements. Show less

  • Impacta Tecnologia
    • Brazil
    • E-Learning Providers
    • 200 - 300 Employee
    • Technical writer
      • May 2007 - Sep 2009

      Production of educational materials for IT courses. - Conducted research, gathered content scope requirements, and defined course syllabi. - Wrote tutorials and instructional technical texts for IT, Design, and specific software training didactic materials, applying internal style guides and simple and didactic language. - Monitored junior and intern writers in the team, including revising and editing produced texts, providing feedback, and proposing action plans for improvement. Production of educational materials for IT courses. - Conducted research, gathered content scope requirements, and defined course syllabi. - Wrote tutorials and instructional technical texts for IT, Design, and specific software training didactic materials, applying internal style guides and simple and didactic language. - Monitored junior and intern writers in the team, including revising and editing produced texts, providing feedback, and proposing action plans for improvement.

Education

  • Universidade Anhembi Morumbi
    Technical Degree, Graphic Design
    2019 - 2021
  • Universidade de São Paulo
    Bachelor's Degree, Social Communication with emphasis in Publishing
    2009 - 2014
  • Universidade Cruzeiro do Sul
    Bachelor's Degree, Portuguese and English Language and Literature
    2005 - 2007

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