Hi, I'm Fabiano Pessoa.
I design experiences where craftsmanship meets innovation.
For over two decades I've helped iconic global brands and ambitious startups solve real user, customer, and business problems, and turn them into experiences people love.
At a glance
- 20+
- years of practice
- 250+
- projects delivered
- 5
- industries: luxury, F&B, healthcare, fintech & more
- LVMH
- Dom Pérignon
- Moët & Chandon
- Moët Hennessy
- Ruinart
- Chandon
- Coca-Cola
- Pepsi
- Sir Davis
- clos19
- PlatinumLED
- MatchHR
I work where strategy, craft and human behaviour meet. After two decades inside global luxury houses and for ambitious startups, I've learned that the best experiences are quiet: they remove friction and leave only the feeling you wanted to create.
More about me →Recent case studies
Moët Hennessy / LVMH · Luxury / F&B
Multi-Year UX Strategy · Moët Hennessy (LVMH)
A multi-year strategy to embed user-centric culture across a global luxury group.
Moët Hennessy / LVMH · Luxury e-commerce
UX Audit · Clos19, Moët Hennessy (LVMH) eD2C Platform
200+ improvement opportunities; A/B validated uplift potential of 30–200%.
Confidential (high-end wellness, 3 locations) · Wellness
Website Redesign · High-End Wellness Service
+30% contact solicitations and deeper site visits from a new information architecture.
Platinum LED · Wellness e-commerce
Product Experience Redesign · Platinum LED
Closing the information gap that drove drop-off on complex product pages.
Recent work as Global User Experience Architect, eBusiness at Moët Hennessy (LVMH Group), Paris.
Strategic
- Delivered the global UX Strategy 2024–2030 for eBusiness teams.
- Wrote the global Product Detail Page UX Guidelines for consistency and quality.
- Defined UX Archetypes to guide product design.
- Built a UX Research Matrix to scope research needs.
- Kicked off the core-model Design System project (handed off to UI).
- Built on the global UX team budgeting process with the higher management
- Completed a full UX Journey Audit on Clos19.com (eD2C).
- Defined A/B tests with CRO; potential conversion uplift of 30%+.
- Helped define the UX Metrics Dashboard.
Tactical
- Delivered a UX Competitive Analysis framework.
- Designed a new Checkout Architecture for Clos19.
- Designed Header & Navigation UX Architecture for Clos19.
- Coordinated the Chandon USA Gifting Journey.
- Coordinated the Chandon USA Club Registration Journey.
- Built Salesforce template pages strategy for fast prototyping.
Operational
- Led Figma division-level contract negotiations.
- Set up legal documentation to enable internal user research.
- Negotiated Hotjar implementation on Clos19.
- Kicked off the Clos19 Design System.
- Supported horizontally UX improvements on loyalty / VIP program / other internal product initiatives.