I build real digital products, from sketch to production.
My journey so far
I'm Alexandre Rocha, a software engineer grounded in UX, marketing, and product.
My background connects disciplines that usually stay siloed: design, business, and engineering. That combination allows me to make more efficient technical decisions across the full development cycle, from understanding the problem to shipping in production.
IESI
1999, Technical course.
Data Processing Technician
Estácio
2010, Bachelor's.
Marketing
Estácio
2019, MBA.
Communications & Digital Media Marketing
PucRS
2020, MBA.
Business Administration, Finance & Value Creation
PucRS
2022, MBA.
Technology for Business: AI, Data Science & Big Data
Estácio
9th term, Bachelor's.
Software Engineering
What I do today
I work as a product-oriented software engineer, connecting engineering, UX and business to build real applications in production, taking technical decisions and end-to-end responsibility for delivery.
Software development
Building web and mobile applications in production, focused on architecture, state management, business rules, and responsible delivery. End-to-end ownership, from problem to solution in real use.
Product & growth
Impact-oriented practice connecting technical decisions, user experience, and business goals. Hands-on experience with landing pages and growth experiments.
LexSentinel
Automatic real-time monitoring of court hearing schedules. Tracks multiple courts (STF, STJ, TJRJ, CNJ) and sends email alerts as soon as new items are detected — no manual lookups, no risk of missing deadlines. See the product.
UX applied to engineering
Applying UX principles within software development, ensuring clear, consistent, and usable interfaces without compromising architecture, performance, or maintainability.
Technical support for products or teams
Targeted support on technical decisions, code structure, and alignment between engineering, product, and UX in specific contexts.
Apple native development
Building native apps for iOS and macOS using Swift and SwiftUI, focused on seamless design-to-code integration within the Apple ecosystem.
The LProject (open source)
An open source framework for building web interfaces and products, focused on structural clarity, reuse, and development efficiency. Used as the technical foundation for real projects. View repository.
Signals
A proprietary system that ranks IBrX-100 stocks using quality, valuation, momentum, and risk. Updated daily to structure the market objectively and reduce bias in decision-making. See the product.
Cortex
Cognitive infrastructure for strategic intelligence. Ingests high-signal sources, accumulates context over time, and generates decision-oriented insights for product, business, and strategy — directly feeding the AllRox ecosystem.
Available on the App Store
RunBit
Running tracker focused on performance clarity and real training data.
GetHex
Real-time color capture tool using the device camera.
Appollo Shape Forge
Structured training system with execution history and focus on consistency.
Meu Conversor de Taxas
Convert interest rates and simulate the real cost of your debts with precision.
EzWeather
Objective weather forecast without information overload. Only what matters to decide.
Intentionality
A behavior game for those who want to stop running on autopilot.
QuitAI
A debt payoff planner. Real clarity on when and how to get out of the red.
The order behind every product that works
My way of working is oriented toward building production-ready software. The principles below guide how I turn real problems into clear, viable, and sustainable technical solutions — from initial understanding to delivery.
1. Understand the problem
Before writing code or modeling flows, I understand the technical context, constraints, goals, and risks involved.
2. Model the solution
I structure the solution considering architecture, data, flows, states, and viable technical decisions.
3. Validate and iterate
I test hypotheses in practice, validate with real use, and adjust the solution based on feedback and behavior.
4. Deliver and sustain
I deliver solutions with technical responsibility, ongoing support, and continuous evolution.
In practice: every one of the 7 published apps went through this process — from identified problem to solution in real use on the App Store.
@AllRox on YouTube
Product development, business and strategy, technology, software engineering, and apps building.
Seu produto de IA já está ficando obsoleto
O problema não é técnico
Todo mundo implementou IA. Mas ela está funcionando?
Real client feedback
Technical efficiency & sustainability
My work is structured to reduce operational noise and allow genuine focus on building software. I work remotely, with clear processes, objective technical decisions, and well-defined delivery cycles.
Principles that guide my operational efficiency:
- Faster deliveries with well-defined scope and no rework
- Objective technical decisions, reducing unnecessary validation cycles
- Execution-oriented communication, without intermediaries or noise
- Simple processes that preserve focus and reduce operational cost
A project's sustainability starts with the technical decisions that underpin it. Architecture, stack, and delivery method directly impact cost, performance, and product longevity.
Projects built with The LProject prioritize:
- Real performance: fast loading = more conversion and less abandonment
- Scalability without growing costs: static architectures via CDN
- Infrastructure reduction: fewer servers, less processing per request
- Longevity: lean, maintainable code reduces evolution cost
Direct product impact:
- Lower operational and infrastructure cost per visit
- Significant reduction in emissions compared to heavier stacks
Have a product to build or evolve?
Get in touch
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