Diogo
Serino
Builder & generalist. I work end to end, across product, data and strategy.
I'm Diogo. I build products from one end to the other: the idea, the data underneath, the interface, the version that actually ships. The part I like most is when a fuzzy problem finally turns into something you can click.
My path hasn't been a straight line. I've been a freelance designer, a financial analyst, and now I build my own product. For years I read that as a problem, too many directions and no clean title to write on a form. I've come round to the opposite view.
I don't think in departments. A product decision is usually a data question and a strategy question at the same time, and I'd rather hold all of it at once than hand each one off and hope they line up at the end.
The long way round
I spent about seven years as a freelance designer before I called myself anything to do with product. Brand identities, websites, 3D interior renders, whatever the client in front of me needed. Somewhere in there I built a clothing brand of my own, Dimser, from the logo to the online store. That was the first time I owned a whole thing end to end, and I got a taste for it.
Then I went into finance. As a Financial & Data Analyst at a multi-company real-estate group, I didn't just read the dashboards. I built them. Power BI, Python, SQL, KPI frameworks: the reports I made replaced the manual ones and became what people actually used to decide where the money went.
Different rooms, same job. Design taught me to build things people use. Finance taught me to build things people trust with a real decision. Product is where those two meet, so that's where I ended up, building instead of waiting for someone to hand me the brief.
Things I've built
A free, no-signup career-discovery app I built solo, full-stack. It maps 125+ skills to 85+ roles across 10 sectors, names the hybrid archetype your profile points to, and ranks real roles by fit. The scoring is rule-based and runs on the server. The matching and ranking never touch an LLM, and that was deliberate: I wanted logic I could explain, not a black box that sounds clever. On top of the free report, a paid tier adds a deeper, Claude-written report, and coaching above that. The scoring underneath stays rule-based.
trycareermatch.com25+ articles on product, analytics, growth and strategy, all here on this site. I write them partly to explain things clearly to other people and partly to find the gaps in my own understanding. You learn a topic properly the day you have to write it down.
Freelance work for SMEs around Braga and Porto: business plans, financial analysis, viability studies. Smaller in scale than a product, but it keeps me close to real numbers and the decisions that ride on them.
A generalist, on purpose
That's the label I've made peace with. I like learning across subjects, I get restless without a new problem to chew on, and I'm at my best when a job needs a bit of everything. A non-linear career used to feel like a liability. Now it's just how I'm built, and it happens to be the kind of range early-stage teams actually need.
I'm an active member of Generalist World, a community for people wired to do a lot of things rather than one. It runs a newsletter and a Slack, and I'm in there most weeks: joining the discussions, writing, and trying to be useful to people working through the same question I did. What do you do when "pick one thing" was never good advice for you?