Leapfone
Design as a key driver of startup success
Design leadership, product design, vision, strategy and branding
I took charge of all design initiatives from day one, shaping the user experience, interface, and visual identity while maintaining a focus on user research and data-driven decision-making. My role extended beyond design execution—I actively contributed to the company’s business vision, influencing strategic decisions, and ensuring alignment between design, product growth, and overall business objectives.
Roles
- End-to-end design leadership: led every design aspect, including UX/UI, user research, and graphic design, to ensure cohesive and impactful solutions
- Business impact: played a pivotal role in defining the company’s strategic direction and identifying the next steps for growth, both at a product and organizational level
- Design system creation: established the company’s design standards and built a scalable design system to ensure consistency and efficiency
- KPI-driven roadmapping: monitored key performance indicators, aligning design objectives with measurable outcomes and creating roadmaps to deliver on business goals
- Partnership development: supported the acquisition of critical partnerships, such as the collaboration with Banco do Brasil, by aligning design deliverables with strategic opportunities
- User research and analytics: conducted extensive user research, implemented systems to evaluate CES and NPS, and utilized data analytics tools—ranging from sales funnel analysis to heatmaps—to inform design decisions and uncover optimization opportunities
Key projects
I spearheaded the design and execution of several impactful projects that enhanced both the user experience and operational workflows:
- User-facing features: Login and registration flows, order checkout, document submission processes, product pages, user dashboards and payment menu interfaces
- Growth-oriented features: annual upgrade, member-get-member iniciative, BYOD program and trade-in processes
- B2B solutions: B2B landing pages, dashboards, and a comprehensive B2B2C platform
- Marketing and conversion: created a variety of high-performing landing pages to evaluate the feasibility of new ideas and to drive key marketing initiatives
Results
By marrying design and data, I contributed to the successful launch of features that enhanced user satisfaction, increased platform adoption, and drove growth. Through consistent alignment with company KPIs, I ensured that design was a core driver of strategic success, reinforcing the company’s position as the leader in the phone rental market.
Live subscription process: landing page, product page, sign-up, cart, checkout, document validation, user dashboard, order tracking, payment history and payment method
Design system
Document validation process
Payment history and change method
Upgrade process
The user is allowed to annually upgrade their phonesScaling the product from B2C to B2B, BYOD and B2B2C
Integrating Leapfone with Banco do Brasil’s app
User research
One of our cart abandonment user researches