I turn complex information into things people can actually use. UX/UI & Visual Designer in Dublin, working across digital products, brand identity and illustration.

I’m Ana Paula Umbelino.

Webpage of a cupcake store featuring a hand holding a cupcake topped with berries, with promotional text encouraging exploring cupcake delights and a shop now button.

The Cupcake Store

A bakery site with no clear path to checkout: restructuring the navigation without losing its playful personality

Two smartphones displaying a TikTok video of a woman with red neon lighting, one with the video playing and the other showing the save options.

TikTok - Feature Redesign

Users kept confusing 'like' with 'save'. Redesigning Favourites with search and collections.

How many people fit in?

A 3-day challenge: redesigning a landing page for event planners

Cupcake Store Rebranding

From a literal cupcake icon to a hand-lettered logotype

Great Potential

Graphic Design Project