About
A consultancy built on heuristics, not on taste
Heuristik was born out of a specific frustration: product decisions made on opinion, defended by hierarchy and measured by nothing. The name is a direct reference to usability heuristics, because they are the working method, not decoration for a presentation.
- Founded
- 2026
- Base
- Fortaleza, Brazil
- Service area
- Remote, worldwide
- Model
- Boutique consultancy
Founder
Jonathan Teixeira
Product Designer with a degree in Information Technology, more than 10 years in the IT industry and 6 years of experience in interface design, product strategy and design systems.
A background in Information Technology explains one trait of the consultancy: design here doesn't end in Figma. Understanding how the system is built changes what gets designed, because technical constraints stop being discovered at handoff and become an input to the decision. It's the difference between a prototype that impresses and one that becomes a product.
In the technology industry since 2015, and working specifically in interface design, product strategy and design systems since 2019.
Specialties
- Product Design
- UX Research
- Design Systems
- Figma
- Product Strategy
- Usability
Hierarchy of values
- Clarity>Complexity
- Strategy>Empty aesthetics
- System>Improvisation
- Consistency>Trends
- Precision>Excess
Positioning
Defined as much by what it is as by what it isn't
Positioning is a choice, and every choice means saying no to something. Making explicit what Heuristik doesn't do saves time on both sides.
What it is
- Strategic digital product consulting
- Analytical, technical and structured
- Focused on measurable results
What it isn't
- A creative agency or visual studio
- A premium freelancer with a company name
- Experimentation with no business purpose
Purpose
To turn strategic vision into clear, functional and scalable digital products through method, analysis and results-driven design.
Mission
To design business-driven digital experiences, combining heuristics, product design and continuous validation.
Vision
To become a benchmark for boutique digital product consulting in Brazil.
How we work
Six pillars behind every project
- 01
Business results, not just aesthetics
The success criterion is conversion, retention and measurable growth. Design that pleases but doesn't move the numbers is a cost disguised as an investment.
- 02
Transparent, predictable process
You know what you'll get, why and when. No creative black box and no surprise delivery in the final week.
- 03
Grounded in behavioral science
Usability heuristics and analysis of real behavior back our decisions. A market trend is not a design argument.
- 04
Validation before development
Testing a prototype costs a fraction of redoing what has already been built. Reducing risk before spending is the cheapest part of the process.
- 05
Design system in our DNA
Every delivery includes a documented visual system, ready to grow. It's what keeps the product consistent after we leave.
- 06
Focus on impact metrics
Conversion, retention and NPS. Metrics that show up in the results meeting, not in a vanity report.
Next step
Your product is losing users somewhere. The question is where.
Describe the context and we get back to you within 2 business days with an initial read of the problem. If Heuristik is not the right fit for your case, we tell you on the first call.