Leo’s my name.

Prior to design, I focus on the collection and analysis of Key Performance Indicators (KPIs) and Log Data. I utilize tools like R and Python to analyze user behavior patterns and establish an objective data foundation for design goals. This involves selecting statistically significant metrics and clearly defining the data required to achieve business objectives.

My approach moves beyond mere observation by integrating Quantitative Data Analysis to understand what users do, with Qualitative Research to understand why they do it. I analyze user journey and drop-off metrics using analytical tools, which informs the design of focused in-depth interviews and usability tests. I derive statistical and qualitative insights to ensure every design decision is supported by objective evidence.

I conduct UX/UI design based solely on validated data insights. I architect the Information Architecture (IA) and User Journey Maps considering user flow, and utilize Figma to create logical wireframes and high-fidelity, interactive prototypes. Every UI decision is grounded in analysis. Furthermore, I leverage my strengths in Data Visualization (Dataviz) to implement visual designs that communicate complex information efficiently.