I'm AJ

Principal Product Designer at BT Group

Design leader with over a decade of experience actively building, managing, and evolving dynamic design teams. Expert at delivering scalable products through collaboration with data, engineers, and stakeholders to enhance user experiences. Previously worked with global brands, including Rolls-Royce, Harvey Nichols, Cazoo, and British Petroleum.

Currently driving innovation at BT Group, enhancing global design practices and leading teams to ensure consistency and scalability, including collaborating in the most significant telco rebrand in Europe to elevate their app DCSAT and set new standards in the industry.

Design should be a fun journey
Limitations makes us more creative
Usability + Delight = User Happiness
Building design teams to scale products
Don't be the problem. Be the solution

Transforming the car buying experience to IPO


Turning one-time shoppers into lifetime customers


Creating a scalable and consistent design system

british petroleum

Interrogate data with the BP World Energy tool

Apparicio Bueno "AJ", Product Design Lead, currently based in London. 🇧🇷 🇬🇧

With over a decade of experience across Product Design - successfully leading and guiding teams to create unique and innovative digital products that exceed business and customer expectations.

Apparicio Bueno "AJ", born in Brazil and moved to London seven years ago. 🇧🇷 🇬🇧

Working with companies that have UX as part of their process, belief in collaborative working between teams.


- Managing design teams

- Stakeholder management

- Excellence framework

- Discovery research

- Usability testing sessions

- Market research

- UX reports and audits

- Evangelizing UX

- Coach designers to deliver quality

- Design thinking

- Prototyping

- Collaborative handoff with devs


UXC (UX Certified) by the Nielsen Norman Group and Second Wave Dive (Strategic Business Thinking).

Spoke at numerous events about design, user experience, design systems and team management.

Background working with design agencies, startups and corporate companies to deliver websites and native apps.

Founder and Instructor @ Design Circuit, an immersive User Experience training with 4500+ alumni in Brazil.

Let's talk about design, business, or one of my hobbies like tennis or cars?