Kept: designing and building an AI-powered app for saving links
In short
One-click paste, AI fills in the rest, and you find things again by just asking.
View project ↗helloi am rui
From learning apps to enterprise platforms, AI systems and multi-brand design systems, I design products built to scale & adapt
What I do
I design systems, experiences and environments that help brands grow with strategy and intention.
Who it's for
From building new brands from the ground up to improving products used daily by thousands of users.
Selected projects
Rain's AI agent: from alert to action
In short
A skill for Rain's AI financial health agent that turns an alert into a next step.
View project ↗
Rain Employer Dashboard: a strategic EWA partner for organizations
In short
Research across 15 employers flipped the hierarchy: employee impact first, org ROI second.
View project ↗
Malty DS: scaling a multi-brand design system at Carlsberg Group
In short
A multi-brand design system live across four markets and three products.
View project ↗
Skillable: solving onboarding at scale in hospitality
In short
Two discoveries, two fixes: a standard lesson path, then an evaluation layer.
View project ↗
DraughtMaster: making beer quality visible
In short
Device interface and Hopfolio integration, validated through an early pilot.
View project ↗Kind words
“With Rui, ‘perfect’ didn't mean pixel-perfect; it meant the right user experience.”
Rui is a true thought leader. We were colleagues at Carlsberg Group for about two years, me as a UI/UX designer and him as a senior UI/UX designer. He led the building of the group's design system from scratch and kept driving it after the beta launch. He also worked on an e-learning app from scratch, then owned another product. When he spotted a problem nobody was solving, he brought the right people together and drove it forward. He raised the quality of the whole team's work. With Rui, "perfect" didn't mean pixel-perfect; it meant the right user experience. I can only recommend working with him.
“He has a way to get people working together, and take care of the people around him that I have not seen before or after.”
I had the pleasure to work with Rui in my time in Carlsberg. He was part of building the product teams for Carlsberg Group global innovation hub, where he was an essential pillar in the success that we achieved. Rui is not only an extremely skilled designer, but also an extremely unique person that you want on your team. For me Rui was the obvious choice for us as a team lead. Not only is he a master of his craft, he is also very good at communicating the value that the team was trying to achieve.
“An excellent ability to translate complex requirements into intuitive, user-oriented designs.”
Rui consistently demonstrated an excellent ability to translate complex requirements into intuitive, user-oriented designs while collaborating seamlessly with the development team. Rui combines strong design skills with a practical, solution-oriented mindset. He is a collaborative team player, and always focused on finding the right balance between user experience, business goals, and technical constraints.
“A genuine ability to turn complex subjects into clear, practical guidance.”
Rui is a highly experienced UX designer, mentor and educator. He has a genuine ability to turn complex subjects into clear, practical guidance, helping people question their assumptions and develop their own thinking. He has always been generous in sharing his knowledge and perspective with me, and his support has had a meaningful impact on my own development as a professional and educator.