Joao Costa

About Me

I'm a product development specialist with more than 15 years of experience gained in innovation institutes, big data companies and as a consultant. For the past 6 years I have been focused primarily in the area of big data product development.

I'm fascinated by the way data, customer insights, design, psychology and personalization all converge within this discipline. In this period, I had the privilege to work in a role that allows me to formulate ideas based on data insights, translating a lot of information in features and rapidly test those features with a massive number of customers to increase e-commerce conversion.

I believe that testing is a great scientific method of understanding the online visitor's behaviour, that shapes a company's understanding of their customers and allows companies to improve its user's experience.

Download Resume



Head of Product, CX and UX June 2017 - Present

99 it's one of the most prominent brazilian e-healing startup, changing the way people think about transportation. Not that long ago we were just an app to request taxi cars in a few metropolitan areas. Now we’re a part of the ecosystem of more than 500 cities around Brazil. Using technology to help people to move across cities.

For the people who drive with 99, our app represents a flexible new way to earn money. For cities, we help strengthen local economies, improve access to transportation and make streets safer.

At 99 I have two hats, one of them is Head of Product, on this position I am a responsible for leading the product strategy and development across the user's journey (acquisition, activation, engagement and retention).

The second one it's Head of UX & CX, leading a team of world class CX and UX specialists company wide to develop the best experience to both our Drivers and Passengers.

Beleza na Web

VP of Product June 2016 - May 2017

Beleza na Web is one of the largest e-commerces in Latin America, founded in 2008 and grew 51% Year over Year in gross sales in 2016, meanwhile online market grew only 5%.

As VP of Product I was responsible for leading 25 people and five of them report direct to me, one Director of Catalog and one product manager. I have five different areas under my supervision: Product, Catalog, Storefront, Mobile and SEO.

In this period my team worked to increase our conversion rate in 34% on Desktop devices and 26% on Mobile devices, improving the user experience though the conversion funnel.

Passei Direto

Product Manager October 2015 – May 2016

My responsabilities at Passei Direto is managing the entire product line life cycle from strategic planning to tactical activities, specifying market requirements for a new educational product by conducting market research supported by on-going visits to customers and non-customers, driving a solution set across development teams (primarily Engineering, Data Science, Operations and Marketing) through market requirements, developing and implementing a company-wide go-to-market plan, working with all departments to execute and analyze potential partner relationships for the product.


Product Manager & Partner November 2013 - September 2015

As a Product Manager at Chaordic was to managing the entire company products line life cycle from strategic planning to tactical activities, ship enterprise/SaaS-based products to market and and driving a solution set across development teams (Engineering, Data Science and Marketing) through market requirements, product contract and positioning, developing and implementing a company-wide go-to-market plan, working with all departments to execute and manage a team of UXs/POs to develop new features to Chaordic products.

In this period, I led a development of Chaordic Search, the first personalized Ecommerce Search of the market.

Product Owner - Innovation/New Offers March 2013 - November 2013

As Product Owner of Innovation/New Offers at Chaordic, I was resposible to ideation and design for new enterprise/SaaS-based products for e-commerce (B2B / B2C) using product personalization/recommendation technology through big data analysis.

In this period, I led a market research, development of functional prototypes for ecommerce platforms and mobile (Android and iOS), UX/UI Design, usability testing and user engagement evaluation. One of the best results of this phase was Chaordic Search tracktion validation in the market.

Product Owner - Email Marketing Platform March 2013 - November 2013

As Product Owner of Email Marketing Platform at Chaordic, I was responsible lead the development, pricing and go-to-market strategy of a personalized, enterprise/SaaS-based product, real time, email marketing platform for brazilian online retailers.


Co-Founder & CPO May 2010 - June 2011

Rudra is an startup that aims to develop software for new business models, within the design of a natural capitalism.

We have developed at Rudra a solid waste management system for companies that need to be prepared to a new Brazilian law. Unfortunately, the period in which the company operated, the legislation did not come into reality when we're ready and we lost the time to market.

CERTI Foundation

Senior UX/UI Designer August 2008 - May 2011

At CERTI Foundation, I worked with Digital Television technologies and developing the User Interface for some iDTV products like HD-One, one of the bests set-top box developed for the Brazilian Digital Television market – ISDB-Tb, used by Philips and AOC.

In this period, I led one of the first evaluations of usability for Brazilian Digital Television applications, creating a checklist for the development of these applications and used by other researchers in the country.