Gui Bayara
ENPT

Gui Bayara

Portrait of Guilherme Bayara

Senior Product Designer at Localiza&Co
Belo Horizonte, Brazil

Design is how I make sense of the world.

At work, that means untangling complex systems and proving the result in numbers.

Request full case studies

Photo by Estêvão Andrade

About

For more than eight years I have worked on products where the hard part is the system behind the screen: pricing rules and fleet operations at Localiza&Co, and before that a design system used by Lenovo teams in several countries. I start from research and settle disagreements with evidence. Outside work I co-run @bsurda, a queer cultural platform in Belo Horizonte.

More about me

Companies I have worked with

Work (4)

Request the full case studies
  1. Request the full case study

    Inside the full case

    1. 01Overview
    2. 02Inside the Problem
    3. 03Design Decisions
    4. 04Impact & Learnings

    Problem

    Parameters feeding an automated fleet-blocking engine lived in spreadsheets with no validation. Mistakes weren’t caught until they had already shaped a decision.

    Solution

    One platform replacing several fragmented tools, where invalid configurations can’t be saved.

    Internal tool. The public site shows the outcome, not the screens.

  2. Request the full case study

    Inside the full case

    1. 01Overview
    2. 02Problem Space
    3. 03Decisions Under Pressure
    4. 04Impact & Learnings

    Problem

    Booking confusion around protections eroded user confidence, and without bundling the company was missing significant revenue.

    Solution

    Reframed the challenge from “how do we sell grouped protections” to “how do we make coverage choices easier to understand, compare, and trust”.

  3. Request the full case study

    Inside the full case

    1. 01Overview & Outcomes
    2. 02Problem & Research
    3. 03Solution & Decisions
    4. 04Impact & Learnings

    Problem

    Progressive discounts for longer rentals existed only in person or over the phone. Online customers had no visibility into these savings.

    Solution

    An in-flow re-quotation calculator that updates the live quote as customers extend rental months.

    Comparison of two car rental screens showing discounts for renting 2 and 3 months with prices reducing and total rental days increasing from 60 to 90.
  4. Request the full case study

    Inside the full case

    1. 01Overview
    2. 02Project
    3. 03Process
    4. 04Results

    Problem

    Lenovo’s cloud platforms grew and diversified independently, with individual teams editing the same codebase. The result was an inconsistent experience and mismatched components.

    Solution

    A design system from both design and code perspectives, allowing teams to work independently without compromising consistency.

These are summaries. The full case studies cover research, decisions and results in detail.

Request the full case studies

What colleagues say

His ability to grasp complex concepts swiftly and apply them in a practical manner was invaluable. Gui consistently demonstrated his proficiency in problem-solving and critical thinking, often taking lead on complex projects assigned to him.
Mike DeMarLead UX Designer @ LenovoLed the Vantage design team I worked on
His communication is great, offering detailed vision of the work in addition to his good articulation of the objectives.
Manuella NejaimDesign Specialist @ Governo do Estado de PernambucoDesign principal @ Thoughtworks when we worked together
Presents very fluently and objectively, which makes it very easy to capture their ideas and arguments.
Laura AgostiniGraduate Researcher & Teaching Assistant @ HEC MontréalSenior UX researcher @ Thoughtworks when we worked together
Simplicity - By simplicity here, I mean clarity. It is easy to follow the work you share with us and the way the contents are organised.
Ashish AcharyaSenior experience designer @ Thoughtworks

Experience

Personal project

@bsurda

Partner, Designer and Event Producer, Apr 2013 to present

Led operational and creative direction for a large-scale queer cultural platform, producing events with up to 3,000 attendees and coordinating a cross-functional team of up to 400. Responsible for budget oversight, vendor management, and brand creative including a full identity rebrand in 2024.

3,000
attendees at the largest events
400
people in the cross-functional team
See the design work

Brand and graphic design (6)