Evaldo “Junior” Marques joined Funnel as a Product Designer three years ago and has been shaping user experiences that drive Funnel’s growth. In this blog post, we explore Junior’s journey from Brazil to Sweden, his role within the Product-Led Growth (PLG) team, and his reflections on living abroad.

Can you share a bit about yourself?

My name is Evaldo, but everyone calls me Junior. I’m from a small city called Pedreira in São Paulo, Brazil, and I’ve been living in Sweden for five years. The move happened when my partner got a job in Sweden, and we decided to give life in Sweden a try. At the time, I had a successful career in Brazil, working with marketing for the country’s largest loyalty program. Instead of moving immediately, I visited Sweden first, and the trip completely won me over.

Stockholm in September was stunning. The autumn colors, clean streets, and charm of the city made it feel like a whole new world to me. A year later, I made the move. It was a big adjustment with the winter, the darkness, and a pandemic shortly after, but it set me on the path to where I am today.

Design has always been part of my life. Growing up, I was surrounded by creativity. My siblings painted figurines and souvenirs for tourist towns, and I often joined in. Later, my studies in Advertising and Marketing introduced me to design, which became my true passion. For me, design is about storytelling, blending creativity and strategy to craft meaningful experiences. This mindset has shaped my career and remains at the heart of everything I do.

You’re part of the PLG (Product Lead Growth) team at Funnel. Can you share a bit about what the team focuses on?

The Product-Led Growth (PLG) team focuses on using the product to drive user engagement and growth. Our goal is to create an experience where users quickly see the value Funnel offers, how it simplifies their work with data and provides immediate, tangible results. The aim is to ensure new users have a smooth start, understand the platform’s potential, and ultimately decide to stick with us, whether as free users or by upgrading to a paid plan.

Right now, we are prioritizing the onboarding experience, helping users connect their data effortlessly and guiding them to see meaningful results immediately. For example, we have introduced onboarding paths tailored to different use cases to minimize friction and maximize the value they experience in their first session.

What I love about working in PLG is the collaboration. We work closely with teams across Funnel, combining diverse expertise to enhance the user experience. It is an exciting space where you can see the direct impact of your work on users while learning and growing professionally.

How does your team prioritize and choose what to work on?

Our development teams work cross-functionally and have a lot of independence when it comes to prioritizing and organizing work. While we take input from leaders and stakeholders and follow the company and product strategy, this flexibility gives us the freedom to approach challenges creatively and find the best solutions.

In the PLG team, we focus on experimentation and collaboration. We often hold workshops to brainstorm ideas, explore potential solutions, and decide what to prioritize next. These workshops are tailored to the specific challenges or goals we are working on, and the process is dynamic and engaging. It is a collaborative way of working that keeps things exciting and ensures we are always aligned with our mission to improve the user experience.

Have there been any key “aha” moments that significantly improved the PLG experience?

One of the biggest “aha” moments for me was realizing there is no single solution to the challenges we face. Funnel is a mature product that was originally designed to be guided by our incredible customer-facing teams. Now, our goal is to reimagine the experience so users can explore it independently and have their own moments of clarity where they think, “Oh, I get it.”

What stands out is how different each user is. Talking to users and customers shows how varied their needs and approaches to the product can be. This pushes us to think creatively and design experiences that resonate with a wide range of people, making the product accessible and meaningful for everyone.

As for measuring success, it is all about the small, incremental improvements that make the product clearer, more enjoyable, and more valuable. Every improvement, no matter how small, contributes to helping users see Funnel’s value more easily. If we are achieving that, we know we are on the right path.

After several years in Sweden, what do you consider the best and most challenging aspects of living here?

Having lived in Sweden for five years, I’ve come to appreciate this country so much. The best thing for me is the sense of organization and calmness. Everything feels reliable, structured, and well-maintained, which gives me a lot of peace of mind. I also love the seasons. Even though the winters can be tough, they bring a rhythm to life that I’ve grown to enjoy. You learn to take the best out of each season, whether it is embracing the beauty of autumn or soaking up the long summer days.

What I miss the most from Brazil, though, is the food. Growing up with fresh produce from a backyard vegetable garden, everything was simple yet full of flavor. Here, the ingredients are different, and the abundance of fusion dishes can sometimes feel overwhelming. While I’ve learned to cook more at home, it is just not the same as the freshness and simplicity I grew up with.

Interested in working in our Development, Product & Design department? Read more here.