Product Designer  ·  Design Systems  ·  iGaming

Gus Carneiro

I build paths for others to follow.
Strategic designer at the intersection of systems thinking, product craft, and design operations.

5+
Years designing
6
Design systems built
14
Teams served
400+
Components shipped
View case studies → About me

Selected work

Case
Studies

Each project is a system, not a screen.
A curated set of problems I've untangled, from design system foundations to full product overhauls.

01ACE Design System

The system that made 3 brands speak the same language

A token-first, multi-brand design system built from scratch for KTO's iGaming platform. Four-layer token architecture, dark/light switching, and brand-neutral components serving 6 teams.

Scope

Designing the infrastructure layer that separates brand identity from component logic Enabling one system to serve multiple brands without duplication
6
Teams using the system
Tokens StudioStyle DictionaryReactJira

02KTO Logged Out Area

A logged-out state rebuilt into an acquisition product

The logged-out area isn't a landing page. It's the entire product surface that exists before a user has any reason to trust you. Rebuilt as a fully decoupled static product to fix SEO, restore marketing autonomy, and create an actual acquisition funnel.

Scope

Research & Discovery Information Architecture Component Design Development Support
2×
Organic traffic within 8 weeks
GrowthProduct DecouplingContent ManagementWordPress

03Product Gears

The tool that made product decisions visible to the people they affect most

A two-sided SaaS product designed from scratch — a public roadmap tool that lets companies collect customer suggestions, set statuses, and close the feedback loop when something gets built.

Scope

Product Design Two-sided architecture Usability testing
✓
Shipped and launched
SaaSProduct DesignSide Project

04OddsPortal Redesign

A complete product redesign with no analytics, no user research, and an open brief

A full product redesign for a sports odds comparison platform — visual identity, IA, and a growth strategy built entirely on secondary research and an opportunity tree when no first-party data existed.

Scope

UX Strategy Visual identity Growth mapping
12+
Growth hypotheses scoped
Product RedesignSports BettingUX Strategy

Not only visualsEvery case study includes process documentation, decision rationale, and measurable outcomes.

Good design is a conversation, not deliverables.

My work process

The
Path

Strategy before pixels.
I don't start with screens. I start with the terrain, mapping what the business needs, what users expect, and what the team can sustain. The system comes after the thinking.

01 Discover

Read the terrain

Before any decision, I understand the context.
Business, users, team, product debt. The map before the path.

Project planning

02 Define

Frame the problem

I prioritize what's worth solving. And what isn't.
Strategic alignment, prioritization, scope. The clarity that prevents rework and keeps expectations realistic.

Well defined problem Hypotheses & experiments

03 Develop

Build the path

I design the solution and the structure that sustains it.
Product, flow, system. I use Claude and Figma Maker to quickly test hypothesis viability and edge cases.

Fast hypothesis testing Problem reframing Deliverables

04 Listen

Follow the trail

I track what was built in the real world.
Adoption, impact, iteration. The work doesn't end at handoff.

Metrics monitoring Support devs

I don't design screens. I design the strategy and the system that designs screens.

Inside the system

The
Sandbox

6 systems built. This one you can touch.
Switch themes and interact with real components backed by a live token system. Hover any component to see the full token chain resolving in real time.

Theme
Brand
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Gustavo Carneiro

About me

Carneiro / kɐɾˈnejɾu /  ·  n.  ·  Portuguese for ram which originated as an occupational name for a shepherd, the one that guides the flock.

I'm a product designer based in Fortaleza, Brazil, working at the intersection of design systems, product strategy, and iGaming. At KTO, I lead the design of Atlas, a multi-brand system serving 6 products across multiple markets. Before design systems became my primary focus, I spent years doing end-to-end product design: research, flows, interfaces, the whole path. That breadth is what makes the systems work. I build them knowing how they'll be used in the field.

I use Claude and Figma Maker not just as tools but as thinking partners. Testing hypotheses quickly, exploring edge cases, staying strategic while moving fast. This portfolio was built that way.

LinkedIn Resume

Got a project? Open to senior IC roles, design system leads, and strategic consulting.

If you're building something that needs to scale, reach out.

Get in contact