Joelson Leal

Led comprehensive product design initiatives within a cross-functional squad, collaborating daily with engineers and product managers to define problems, test solutions, and ship features to production.

Redesigned critical onboarding flow, increasing user progression past a previous barrier that blocked 99.67% of visitors by strategically separating authentication from verification and moving authentication ahead of the domain claim step.

Designed and launched Job Finder 2.0 end-to-end, reframing the feature from configuration to delegation and establishing email as the primary output to deliver results without requiring user return visits.

Defined the comprehensive Feed/Inbox information architecture and permissions model, streamlining autonomous system operations while clearly demarcating user input requirements for enhanced efficiency.

Built and meticulously documented a robust component library and interaction patterns, standardizing design across the platform and facilitating efficient development for the team.

Designed and launched the company's first paid product end-to-end, from strategic positioning through every screen, acquiring paying customers in 12 countries within six months of the February 2026 launch.

Translated a new brand identity into a functional design system, including tokens, type scale, and components, deployed across 30+ web and mobile screens, enabling template production without dedicated design resources.

Achieved 4x audience growth, expanding from 1,000 to 4,000 users, directly following a strategic rebrand and comprehensive design system rollout.

Provided detailed component redlines and annotated flow specifications to engineering, streamlining implementation and ensuring design integrity through a structured design review process.

Designed and implemented robust support and self-serve workflows for a dense operational product, reducing response time by 70% and significantly decreasing registration funnel drop-off.

Developed and deployed multilingual knowledge bases and automated communication channels in three languages, enhancing support for registrars and end customers.

Contributed to ID.CV, the national decentralized identity layer, by integrating findings from the CHI 2026 research to enhance its design and functionality.

Designed and delivered national digital entrepreneurship programs, successfully aligning competing requirements across diverse public and private sector stakeholders.

Introduced and embedded design processes and research practices into teams lacking prior experience, coaching non-designers to independently conduct discovery phases.

Directed design and successfully shipped four key products (Muska, MyUnitel, RTC App, Passafree), reaching over 100,000 users and managing complex telecom data flows for billing and account management.

Established and enforced shared UI standards, ensuring consistency across a four-product portfolio, and collaborated with engineers to deliver cross-platform features on schedule.

Designed the web application for the WHO Africa Innovation Challenge, contributing to a high-impact global health initiative.