Aboutme.

I'm Jacinto, a Senior Product Designer who turns complex problems into simple, useful and human digital experiences.

Jacinto De Matos, Senior Product Designer

My work focuses on simplifying complex systems into intuitive, scalable and measurable experiences. I enjoy working at the intersection of behavioural design, product strategy, systems thinking and emerging technologies, particularly where AI and data can improve customer decision making.

Over the years, I've designed large-scale ecommerce experiences at Waitrose, regulated investment journeys at PrimaryBid, and AI-powered learning products at Kaizen Languages. I work across the full product lifecycle, from discovery and research through to prototyping, testing and engineer collaboration, with a strong focus on turning ambiguity into clarity.

How I work.

Behavioural and systems thinking

I design around how people naturally think and behave, translating complex systems, personalisation logic and large-scale journeys into experiences that feel simple and trustworthy.

AI-assisted prototyping

I use AI-powered workflows and data-driven prototypes to test product logic, reduce ambiguity and validate ideas earlier in the design process.

Collaboration and mentorship

At PrimaryBid, I helped build and scale the IPO pitching design system, working closely with other designers and engineers to ensure consistency, scalability and long-term adoption.

Accessibility and inclusive design

I built a Figma accessibility plugin to help designers apply WCAG principles more confidently, treating accessibility as a core part of product quality rather than a final-stage check.

Designing for measurable outcomes

My work is grounded in data, behavioural insight and measurable impact, with a focus on improving engagement, conversion, confidence and long-term product value.

I care about thoughtful design, meaningful impact and making complex things feel effortless.