Felipe Memoria

I'm a digital designer and Founding Partner at Work & Co, a product design and development firm with offices in Brooklyn, Portland and Rio de Janeiro. Previously I was Partner, User Experience at Huge, where I headed the UX discipline across seven offices worldwide.

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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.

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.

I moved to the US to work at Huge in 2007 when the company was only 60 people. In three years I was made partner. I led the design of some of Huge's most successful projects - including HBO GO, TED Talks, Pepsi Refresh and CNN.com. I also founded the Rio de Janeiro office, helped Huge expand to Portland, and helped grow the offices on the West Coast and in Europe.

In 2013 I left to found Work & Co. My partners are some of the most talented people I know: Joe Stewart, Gene Liebel, Marcelo Eduardo, Mohan Ramwasamy, Diego Zambrano, Jon Jackson, Thadeu Morgado, Casey Sheehan, Tiago Luchini and Rachel Bogan.

I have a MS in Usability and HCI 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 IADAS and served as judge in several industry competitions including the One Show Interactive.

Personal: I'm Brazilian, American and Portuguese. 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. I was fortunate to grow up surrounded by great references: from Joaquim Tenreiro furniture to living in an award winning building designed by my mom and later in a house designed by Archimedes.

Today I live and work in DUMBO, Brooklyn with my wife Mariana, who owns a Brazilian Bakery in Soho, and my son, Pedro, who owns all my free time. I often go to Paris and Rio for business.

For more about me ask around.

Personal projects

• Flu FC project
• Flu FC Twitter
• Bike design 1
• Bike design 2

Elsewhere

• Twitter
• LinkedIn
• Instagram

New York Office

• 231 Front St, 5th Floor
  Brooklyn, NY 11201
• ★★

VirginAmerica.com was the project that launched Work & Co. It got a lot of attention from the industry and has been widely studied, copied and referenced. Here's our case study page. Read the Forrester Research report and the UX Pin case study. Watch Joe Stewart and I presenting the project at the UX Awards, where we won the Grand Prize. We've also won a Cannes Lion, two Webby Awards, a CLIO, the London Awards and the Pixel Awards.

Oi was the founding client from our Rio de Janeiro office. They're sort of a Brazilian Verizon. I've been working with them on and off since 2011. We've worked from their offices from 2014 to 2016 to design and build the new oi.com.br, which I believe is the best telecommunications website in the world today. It's designed to last—try it on a really large screen.

I've been working with Eurosport in Paris on and off since 2012. I've designed Eurosport.com, their global design system across apps and the Eurosport Player for the web, iOS, Android, Windows, Xbox and PlayStation. The Player's unique, consistent UI accross platforms is printed on top of the full screen video no matter the page. For that design we've won a One Show Pencil, a Pixel Award and were also a finalist for the IxDA Awards. Check out the Eurosport Player case study.

My last project at Huge was the responsive redesign of TED. I created the video page mini player that later was copied by several sites. The project won seven Webby Awards in 2015.

HBO GO is likely to be the most successful product ever launched by Huge. Our first project was the iPad app. In parallel, we designed the iPhone and Android versions, and later a prototype for smart TVs. Then we designed for Roku, Xbox, Kindle and PlayStation. One of the main ideas was the continuity concept—users could start watching in one device and resume from where they left in another one. It was the first time this was ever done. HBO GO won more than 10 industry awards.

Design para a Internet was published in 2005.

The book is basically about UX and was published in Portuguese only by Elsevier. It ended up becoming very popular and it somehow influenced a generation of designers in Brazil. I wrote it in one month almost without sleeping. I was 26 at the time.

• Como comprar
• Forbes interview on influential books
• Full list of recommended books

Talks

I try to focus most of my time in making things. But sometimes I do give talks—once or twice a year. Send me an email if you want me to speak at your event. Past experience:

• Design Thinkers, Toronto
• Future of Storytelling, Brooklyn
• UX Awards, San Francisco
• 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

• AIGA Eye on Design
• Campaign
• UX Pin
• Forbes
• The 8 Qualities of a Great Design Leader
• Jornal Hoje — Rede Globo
• National Geographic
• National Geographic — raw
• Digiday
• Webby Awards
• Revista Wide
• Ad Age
• TheFWA
• The New York Times
• Dinheiro Não é Tudo
• Um Traço Brasileiro no Design da Web
• The New Rules for Designing for the iPad
• Desconstruindo Interfaces
• Planeje o Site Perfeito
• Bola da Vez 2
• Bola da Vez 1
• Capes.gov.br
• Sinfonia das Cores
• O que é que esse site tem?
• Ícones: quando usar
• Você já tem seu ciberfolio?
• Usabilidade made in Brazil
• Sobe ou desce?
• Você confia em segurança na internet?
• Redação iMasters

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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