Leo Caparelli

Designer

Toronto, ON, Canada

Member since January 25, 2018

Leo believes that design can change cultures and make the world a better place. His objective is to produce quality products through which values are conveyed and influence society. In his decade-long career, Leo's come a long way from print advertising to web design to finding his true passion in creating digital experiences. In his mind, design is not just art but the most elegant and accurate way to find solutions.

Leo is now available for hire

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Portfolio

District 28
- User Experience (UX)
- User Interface (UI)
- User Interviews
- Branding
- Redesign
- Websites
- Marketing
- User Testing
- Protoyping
- Wireframing
- Research
- Visual Design
- Responsive Web Design (RWD)
- Restaurants & Dining
- Events
- Coworking
- Entertainment & Leisure
- Photoshoot Production
- Wedding & Bridal
Daily Quotes
- Mobile App UX
- Mobile App UI
- Research
- User Interface (UI)
- User Experience (UX)
- Social Media Campaigns
- Usability Testing
- User Testing
- Wireframing
- Protoyping
- Lean UX
- Minimum Viable Product
- Mobile App Design
- Design Leadership
- Inspiration
- Entertainment & Leisure
ClickOn
- eCommerce Design
- eCommerce UI
- eCommerce UX
- Web Design
- User Experience (UX)
- Visual Design
- Wireframe to Product
- Wireframing
- Usability Testing
- Surveys
- User Surveys
- Social Media
- Travel & Leisure
- Marketplace
Daily Mobile Apps
- Mobile App UI
- Mobile App Testing
- Mobile App UX
- User Interface (UI)
- User Experience (UX)
- Wireframing
- Protoyping
- Branding
- User Testing
- Graphic Design
- Social Media
- Entertainment & Leisure
- Film & Television
- Inspiration
- Horoscopes
Social Media and Digital Design at O Boticario
- Social Media
- Social Media Campaigns
- Icon Design
- Visual Design
- User Surveys
- Store Design
- Collateral
- Newsletter Design
- Email Marketing
- Graphic Design
- Cosmetics
- Beauty Products
- Photography
- Photography Direction
- Fashion
Raceflux
- Web Design
- Web Development
- Responsive
- Infographics
- Collateral Design
- Social Media
- Illustration
- eCommerce UI
- Visual Design
- Styleguides
- Branding
- Marine Ports & Infrastructure
- Automotive
- Aerospace & Defense

Employment

Product Designer
2016 - PRESENT
Distric 28
- Designed and developed user-centered websites with a strong and intuitive navigation—maximizing user engagement and increasing the number of visits by almost 200%;
- Injected the concept of a minimum viable product (MVP), delivering products with just enough features to satisfy early customers and get feedback from real users;
- Led the design team and established a more consistent user experience both online and offline by redesigning the brands and adding a humanized concept, and introducing the users to the brand—therefore creating a more user-friendly culture within the company;
- Contributed to the completion of the marketing team's goals—the company is now listed as one of the best-ranked services on search engines as well as recurring organic press mentions (blogs and magazines).
Technologies: Gulp, Bootstrap, Sass, HTML, Adobe Photoshop, Sketch, Adobe XD, InVision, Adobe Illustrator
Product Designer
2017 - 2018
Daily
- Led UX design on more than 30 mobile apps launched on AppStore;
- Established MVP and Lean UX methodologies to the company by quickly delivering content in small batches while creating shared knowledge among team members;
- Researched, strategized and launched UX improvements that catapulted users reviews and feedback leading to 1000+ downloads on AppStore;
- Produced style guides and interaction specification sheets for developers.
Technologies: InVision, Sketch, Adobe Illustrator, Adobe XD, Balsamiq
Product Designer
2016 - 2017
Publicista
- Designed the main web app, connecting online and offline marketing agencies to customers looking for marketing services;
- Conducted stakeholder and user interviews, and usability testings gathering requirements and rapidly improving the overall experience of the users with the app;
- Injected Lean UX into Agile development, improving the overall collaboration;
- Successfully integrated social media and other content.
Technologies: Adobe Photoshop, Adobe Illustrator, Sketch, Axure, Balsamiq
Senior Web Designer
2016 - 2017
Improved Racing
- Pioneered the concept of Design Thinking to Improved Racing;
- Introduced UX design as the first stage of all the websites designed, instituting a user-centered design approach;
- Created and developed all websites launched, making use of competitors research, sitemaps, process flows, sketches, wireframes and high-fidelity prototypes.
- Led the design team on social media campaigns and acted as an Art Director on all print material designs;
- Took charge of front-end development using tools including HTML, CSS, Less, Bootstrap.
Technologies: Gulp, Bootstrap, Less, HTML, Adobe Photoshop, Adobe Illustrator, Sketch, InVision
Senior Visual Designer
2014 - 2015
O Boticario
- Led the design team of the biggest cosmetic franchise in the world;
- Worked on the design of the visual of campaigns that were vehiculated on the almost 4,000 stores spread in several countries;
- Intensively collaborated with copy, development, marketing and product team members to create delightful user experiences;
- Introduced Design Thinking at the first stage of every process regarding communication;
- Increased the engagement on social media by 20% by previously conducting a user research to better understand the needs of the target;
- Acted on the optimization on the engagement of users with the newsletters, increasing by 70% the numbers of opened emails and shortening the process of engagement of those users from 5 to 8 emails to an average of 2 to 3.
Technologies: Adobe Photoshop, Adobe Illustrator
Visual Designer
2011 - 2014
Clickon
- Redesigned the branding of the company by delivering a full documentation of the process and the best practices when working with the brand.
- Collaborated with copy, development, marketing and UX team members on the redesign of the e-commerce website;
- Introduced the Atomic Design methodology leading to a consistent growth and improvements during the whole process; guaranteeing a smooth transition between all stages of the design;
- Conducted user interviews and usability testings;
- Acted mostly on the checkout process, being able to decrease the cart abandonment by 20%.
Technologies: Adobe Photoshop, Adobe Illustrator
Graphic Designer
2008 - 2010
OJ Publicity
- Worked on the design of print materials and websites for a wide range of industries, such as health, automotive, and travel.
Technologies: Adobe Photoshop, Adobe Illustrator

Education

Certificate in UX and Product Design
2017 - 2017
Bitmaker - Toronto, Canada
Bachelor of Arts degree in Digital Design
2007 - 2010
Anhembi Morumbi University - São Paulo, Brazil

Experience

User Experience (UX)10 years
Wireframing10 years
Adobe Illustrator10 years
Adobe Photoshop10 years
HTML510 years
CSS38 years
User Interface (UI)6 years
Mobile App UI4 years

Tools

Adobe Photoshop
Adobe Illustrator

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