Field notes on software architecture, code quality, data, and the craft of pragmatic engineering — illustrated with diagrams we build by hand, in the open, right here on the page.
A POS stops working at a store 300 km from the capital. Three vendors service a chain of over a thousand stores, each owning part of the equipment in part of the stores, under three distance-based SLAs. How a spreadsheet became a custom object and started routing thousands of tickets a day, with a triage queue for the ones that fit no rule.
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In 2003 my band crossed São Paulo with a Guia 4 Rodas on my lap and we never made it to the store. From the paper map to Waze, from shipping in the dark to CI/CD, and now AI: what changed in how we get the way wrong.
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The company switched CRMs, the old system goes dark in two weeks, and four years of history need to cross to the other side. Breathe: data migration has a method. The three types of migration, the staging area, the sample test, the load, the cut-off date and the final checks, from someone who has migrated Zendesk, Freshdesk, Salesforce, Movidesk and Zenvia.
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I visited a friend who runs a shop and watched his support run: two people, a wall of open tabs, notifications firing all day. That is multichannel, and it is not omnichannel. The difference, the channels that matter in Brazil, and three technical questions to ask any vendor before you connect a single one.
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It is the most visible part of the whole CRM project, and the one that gets underestimated the most. It goes into the proposal as a courtesy and ends up the busiest channel in the operation. The five layers that turn a support portal into a machine for deflecting tickets, the UX that makes it feel like yours, and a QA checklist to run before you launch.
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A late project, a contract that paid for features but not for bug fixes, and a Friday deploy that blew up over the weekend. A one-line bug took an integration down and nearly cost us the contract. The story of building a QA area, and why QA turned out to be revenue, not cost.
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A customer opens a ticket to check an order, and your agent needs their purchase history from VTEX, Magento, or Wake. Three ways to wire it: the bad, the good, and the ideal. Here is when a middleware earns its place, with rate limits, error handling, and an Azure hosting lesson.
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A childhood science show, Henry Ford's assembly line, and a habit that still shapes how I ship software: break the work down, deliver end to end, and validate early instead of planning forever. The lesson holds for API integrations, CRM migrations, and building with AI.
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A hand-picked shelf of nine books that marked my path, from naval engineering into software and data: the Pragmatic Programmer, testing, Python, Git, SQL, UX, dashboards, data warehousing, and CSS. Don't get attached to one technology, build a library instead.
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For decades I said no to programming. Then one real problem, in Manaus, with a spreadsheet that couldn't keep up, finally made it click. A story about why success in tech needs a genuine spark, not just a bootcamp.
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From a rock band in the Napster era to leading engineering teams, the instruments changed but the lessons carried over: the danger of over-specializing, versatility as an advantage, and why people are greater than tools.
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