Hi!
My name is
Pedro Novais
A Brazilian UX designer with a background in psychology, computer science, and HCI from The University of British Columbia
Past Works
Work Experience
About Me
The philosophy that guides my design
"The most advanced technologies should be so seamlessly embedded in daily life that we barely notice them." - Mark Weiser.
That idea is the synthesis of how I see design in practice. What I care about isn’t what stands out; it’s what quietly disappears. Trust forms early when branding sets the right expectations. When business goals and user needs move in sync, friction never has a chance to form. When psychology guides decisions, the next step feels natural rather than forced. And when an experience is truly engaging, people don’t think about leaving because nothing pushes them away.
I still see design as a puzzle shaped by all these perspectives, but the best solutions are the ones that fade into the background and simply let people do what they came to do.
How This Came To Be
From my dad, a branding designer, I learned that user trust starts before interaction. Visuals are not decoration; they set the tone, define expectations, and shape a user's initial perception.
Watching my mom lead projects as a consultant and business owner taught me that design has to serve something much bigger. It needs to align with business goals, balance competing perspectives, and make tradeoffs to deliver real-world impact.
At UBC, studying Cognitive Systems gave me the tools to understand how people think, learn, and make decisions. That perspective helps me uncover the reasons behind user behaviour, whether in digital spaces or beyond, and design around real motivations instead of assumptions.
That same program gave me the foundation to understand how complex systems are built and maintained. It showed me that design choices are never isolated; every decision ripples through code, architecture, and scalability, shaping how a product can evolve over time.
Years of making games showed me UX at its most honest. Players only stay when the experience itself is intrinsically motivating, and from that I learned to design for satisfaction, engagement, and clarity. These lessons go far beyond games and continue to shape how I approach every project.



