Other notable archived & upcoming projects
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Collaborated with June, Chris & their talented crew on the next TED.com.
Work & Co's founding client.
Mobile Wallet UI design for the new ISIS. Watch out Google Wallet!
Top secret TV project. Something I would love to have in my home.
The next big thing in Europe. Stay tuned.
Worked directly with Tim Armstrong and his most senior staff on a secret project.
Concepts for what could change the game for Diageo: selling spirits direct to consumers.
Mobile strategy and design. Visit Lowe's on your phone please.
Worked with senior staff and presented product concepts to Josh Silverman
Best Intranet of 2012 according to Jakob Nielsen's N/N Group.
The next big thing in Brazil after Itaú. Be afraid.
My first project in the US was in Los Angeles for Disney. I lived there for three months.
My baby for 2,5 years. The team navigation I designed became a pattern in Brazil.
Big Brother 5 was 2005's most visited entertainment site in Brazil. I designed it for four intense seasons.
I created usability tests for participants with disabilities to create the ultimate accessible site.

Felipe Memoria

Bio

Hello. I'm a Founding Partner at Work & Company, a Product Design and Strategy firm in Brooklyn, New York. Previously I was Partner, User Experience at Huge, where I headed the UX discipline across seven offices worldwide. I'm a designer.

Get in touch

Long bio: I started my career in Brazil where I led design in a team at Globo.com - the largest media company in Latin America. We did good work at the time, including the creation of the most popular sports site in the country. (note: the current version is not my original design).

While at Globo, I wrote a book about User Experience that ended up becoming very popular with the local design community. It sells pretty well to this day, even though it was written in 2005. The publishers constantly ask me to write another version, but it's unlikely I'll ever do it. I find no joy in writting and I have much more responsibilities now than I used to - I was only 26 when I did it.

I moved to the United States to work at Huge as an interaction designer in 2007 - recruited by Gene, when the company was only 60 people. I worked my way up and in three years I was made partner. I led the design of some of Huge's most successful projects - including HBO GO, Pepsi Refresh, CNN.com, and Itaú. I also founded the Rio de Janeiro office, helped Huge expand to Brasília and Portland, and helped grow the offices on the west coast and in Europe.

When I left, Huge was 550 people strong. I had hired over 70 employees, and won 75% of the new business pitches I worked on.

In 2013 I founded Work & Company with some of the most talented people I know: Joe Stewart, Gene Liebel, Marcelo Eduardo and Mohan Ramwasamy. Our first client was Google.

I have a MS in Usability and Human-Computer Interaction and a BS in Visual Design, both from PUC-Rio, where I also taught for two years before moving to the US.

I'm a member of the International Academy of Digital Arts and Sciences and served as judge in several industry competitions including the One Show Interactive.

Personal: I was born and raised in Rio de Janeiro. The Memoria family has a tradition in architecture. My great-grandfather, Archimedes Memoria, was the first of them. Everyone else followed in his path. Turns out my mom is an architect too - a great one, though her side of the family is composed mostly of engineers and artists. So I grew up surrounded by great references: furniture, objects, art work and books.

One day I saw an announcement that Fluminense's games were going to be broadcast internationally and realized it would suddenly be feasible to live abroad. That was in 2006. Nobody in NYC knows what Fluminense is, but I'm possibly the most die hard fan living in the city. I deeply care about them - in the most unhealthy way possible.

Today I live in the same DUMBO apartment in Water Street where Huge was born with my wife and child.

Family, work and soccer play a large role in my life. Other things I like to do include building bikes and playing Call of Duty with no guns - knife only.

As a designer, I'm interested in purity. I believe we should design for people and make the user interface transparent, yet elegant, for the content the shine. I'm an enthusiast of modernism. The type of work I like is usually achieved by high performance individuals collaborating towards the same goal.

For more about me ask around.

Personal projects

Elsewhere

Work

HBO GO is probably the most beloved product I've ever worked on. And it's likely to be the most successful product ever launched by Huge.

Our first project was the iPad app - the tablet version of their streaming service. In parallel, we designed the iPhone and Android versions, and later a prototype for HBO GO on smart TVs.

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For 23 years, Pepsi invested millions of dollars on a 30 second Super Bowl spot. In 2010 and 2011, the company decided to use that money for a different purpose - it would give it away to people with ideas to make the world a better place. It was like a Kickstarter funded by Pepsi, where the most popular ideas win.

The Pepsi Refresh Project was not only a voting platform, but arguably the most successful social media campaign of all time, one that challenged traditional ideas of marketing by becoming a campaign that sustained itself for over 2 years.

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We were lucky enough to be chosen by CNN to redesign their site. For me, it was an honor and a career defining project - it's the greatest news site in the world. And millions of people use the site every day.

We had a lot of fun and worked very closely with CNN's senior leadership. We created all the most important templates you still see today on CNN, most notably the article page and the video player. We also introduced the iconic red bar with the logo centralized, killing the ".com". So it's not CNN.com. It's CNN.

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Itaú is the largest bank in the southern hemisphere and, needless to say, a really big deal in Brazil. It was our founding client for the office, and we couldn't have asked for a better opportunity and partnership.

I was personally excited not only as a n Itaú client for more than 10 years, but for the impact that we could cause in people's lives. If we did this right, we could actually help 20% of Brazil's population organize their finances better and have more prosperous lives.

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Publications

MY BOOK: Design para a Internet: Projetando a Experiência Perfeita (Design for the Internet: Designing the Perfect Experience) — published by Elsevier in 2005.

Design for the Internet is basically about UX and was published in Portuguese only. It's likely that it was the first book in the world to talk about Web 2.0. Remember that term? It ended up becoming very popular and it somehow influenced a generation of designers in Brazil. Considering that one of my goals in life is to push the industry forward and train other designers, this is the closest I got in my career to achieving it - at least so far. It's the best thing I've ever made. I wrote it in one month almost without sleeping.

I also published some academic white papers - that I'm not quite as proud of - while I was getting my Masters in Usability and HCI - and contributed several times to newspapers and magazines in Brazil.

Sobre o livro: Se alguém perguntar "Felipe, sobre o que é o seu livro?", a resposta será: sobre pontos importantes que devemos pensar ao projetar produtos digitais. O livro fala sobre processo de projeto, design de interfaces, testes de usabilidade e questões que vão além do desenho do produto. São aquelas capazes de proporcionar uma experiência agradável, hipnotizante. A idéia é mostrar que não basta projetar um site bonito e funcional para criar um produto de sucesso. Isso não é suficiente. A experiência que ele proporciona é decisiva. E, para que isso aconteça, é preciso explorar a característica que mais diferencia a internet das outras mídias: a enorme quantidade de pessoas conectadas.

Talks

I try to focus most of my time making things. But sometimes I do give talks - once or twice a year. I enjoy when the conferences are in places I've never been before. Send me an email if you want me to speak at your event. Past experience:

  • WOB, Wide Open Business, Rio de Janeiro
  • NYC UXPA, Brooklyn
  • 3° EBAI, São Paulo
  • World Usability Day, Rio de Janeiro
  • II Encart, Londrina
  • 11° Encontro de Web Design, Rio de Janeiro
  • III Fórum de Design, Manaus
  • iMasters InterCon, São Paulo
  • ECCE-12, York
  • 3° USIHC, Rio de Janeiro
  • 2° USIHC, Rio de Janeiro

PRESS ARCHIVE

Masters Dissertation

I sometimes joke I'm the world's greatest specialist in Breadcrumbs. That was the theme of my thesis. Do they work or not? The answer: only if people are really lost. But if people find their way via other methods, breadcrumbs are completely useless. The thesis is in Portuguese only.

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