I believe in design as a result-driven perspective for businesses and as a tool for positive social impact.

For 19 years, I have been working with Fortune 500 companies as well as with startups, translating human behavior into new businesses, brands, products, and services.
I’ve worked on global and Brazil-based challenges for companies like Ford, Natura, Samsung, LG, Energisa, ABInbev, and PepsiCo.

My creative vision arose upon this array of experiences and a firm conviction of generalistic knowledge — a great ability to connect non-obvious dots and push what I call Creative Pollination.

Over time, I have developed innovation methodologies and this experience has enabled me to help different companies in their innovation executive training efforts and the creation of innovation culture. 

I shared my knowledge as a teacher/mentor in the Master of Strategic Design of IED (European Design Institute).

As recognition, I’ve received multiple awards, including the Red Dot, Good Design Award and more recently IF design award for the LG portable speaker.

Through my design consultancy, I was selected as one of the 100 young global talents of design, portrayed in the Book - & Fork edited by Jannuzzi Smith and published by Phaidon Publishing.

I participated directly in the creation of the design sector policies through the participation in the entities ADP (Association of Product Designers) as well as ABEDESIGN (Brazilian Association of Design Agencies). Still promoting innovation, I’ve curated events, written articles, given public lectures and served as a jury member of different design awards, among them the Cannes Innovation Award.

With offices in SP, RJ and NY I split my time between complex business challenges that involve systemic approach and different skills of our more than 40 employees and lead the expansion of Questtonó with new offerings and business models as the Venture Design program focused on startups.

I believe in more humane futures!


Leo Massarelli

Avivatec

Innovation & New Business

Sensorama Design

I contributed to the design strategy and product ideation to companies  from different economic sectors (such as banking, consumer goods and alcoholic beverages) 

- Conduct qualitative and quantitative research to answer business and product questions.
- Develop the research processes as well its documentation
- Product documentation: Strategy and Roadmaps
- Project Management
- Structure user flows, service blueprints and user journey maps
- Competitive analysis
- Trend analysis

UX Strategist & Researcher

EON 

Cheif Creative Officer (CCO)

Appe+

Responsible for building and structuring a real estate buying and selling web platform, as well its mobile version prototype. 

- Create navigation flows and user journey maps
- Create low fidelity prototypes
- Design documentation
- Competitive Analysis
- Quantitative and qualitative research
- Trend analysis

Product Designer

MAAC - Group

Worked as a Service Designer and UX Researcher, I was responsible for examining how a particular project management tool was employed by staff members. The primary objective was to discover possible avenues for enhancing work efficiency across different departments by refining internal processes.

UX Researcher & Service Designer

Pixter

Led in-depth qualitative studies for Porto Seguro's Carro Fácil to scrutinize customer retention challenges. Simultaneously, undertook parallel research with key stakeholders to gather their perspective on potential product enhancements. Leveraged all research insights to propose a market-friendly upgrade roadmap for the product's app.

Activities

- Structure and conduct qualitative and quantitative research (data triangulation) to answer business and product questions.
- Stakeholder interviews
- Develop the research process, documents, requirements and communication formats of the information collected through the different methods use
- Structure user flows, service blueprints and user journey maps

UX Researcher

Loy Legal

Responsible for redesigning an online petitioning web platform.

- Development and application of quantitative and qualitative research in order to collect data from platform users 
- Research documentation
- Competitive Analysis
- Design documentation
- Project Management
- Structure navigation flows and user journey maps
- Create low fidelity prototype
- Conduct usability tests
- Trend analysis

UX Designer & Strategist

by Kamy

Elaboration of flowcharts, blue print journeys as well as the conduction of several research fronts, whose purpose was to identify possible improvements in the company's CRM, by applying service design techniques.

Service & Strategist Designer

As a Strategic Designer, I use my understanding of Service Design and UX Research to actively contribute to the process of crafting and enhancing products. There's a unique joy in applying strategic thought and research skills as core elements of my creativity, especially in terms of product strategy. Also, I ensure to stay in tune with the latest trends in behavioral design and futurism. This commitment helps me stay adaptable and prepared for the dynamic shifts within the broader technology and innovation landscape. In essence, it's a captivating blend of professional pursuits and personal curiosity that propels my work.

taplio

The Battle

Leo Massarelli

Pedro Mattatia von Gal

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