Artifacts

My toolbox

AI Assistant

Ask ChatGPT about me

Try this: Does this guy know Figma? Can Leonel help with my AI SaaS?

Leonel Silva Product Designer
Solving complex [Product/UX/UI/Accessibility] problems is my specialty passion

10+ years of experience in Product, UX/UI & Accessibility Design.

My expertise lies in finding solutions to complex UX, Product & Accessibility problems within SaaS or Apps through collaboration with distributed cross-functional teams.

Featured Projects

Esta es una imagen descriptiva.

Complex Processes

CSR3 game user and rewards management system

Goal achieved:  Process simplification resulting in a 20% boost in campaign conversion rates.

Esta es una imagen descriptiva.

Complicated Flows

Gamma: Horizon cloud phone system

Goal achieved:  50% reduction in time, difficulty, and learning curve for creating call handling flows.

Esta es una imagen descriptiva.

Accessibility Audit

TASB: Texas statewide educational association

Goal achieved:  Ensured compliance with W3C's WCAG 2.1 Level A-AA guidelines using automated tools and manual review of HTML / CSS / JS code.

Cute Lyon by:Karim Maaloul

I have extensive experience working as the sole designer, primarily in startup environments.

Sometimes working with small teams, sometimes with large teams, and recruiting & supervising small teams of designers.

Myfields ofspecialization

Product Design

Mid-Long Term Strategy | Qualitative and quantitative methods | Competitive Analisys

I use UX and product research to design user-centered products that achieve business goals, driving product success through data-driven decisions.

UX/UI Design

Design Thinking | UX/UI Patterns | Design System | Branding

I use design thinking and UX artifacts to improve system usability. I stay current with trends and focus on creating usable and accessible design systems that emphasize branding, aesthetics, and visual impact.

Accessibility

WCAG | WAI-ARIA | W3C | Internationalization | Inclusion

I ensure accessibility and inclusivity for global users of SaaS platforms and websites by conducting thorough analyses and implementing WCAG, ATAG, UAAG , WAI-ARIA, WAI-Adapt, and all W3C standards.

My skills also include:

HTML, CSS, JS, Rive, Lottie, After Effects & Digital Marketing

Front-End

HTML / CSS / JavaScript / Responsive Design

I enjoy designing websites from scratch, especially without frameworks, WordPress, or Elementor, just pure HTML + CSS + JS to maximize creative freedom, build unique sites, and pushing technological boundaries in commercial and personal projects.

That being said, I also know how to build websites and landing pages with Bootstrap, Tailwind, templates, WordPress & Elementor.

Motion, Visual & Print Design

Microinteractions / Transitions / Visual Feedback / Storytelling

I design engaging motion graphics, SVG, CSS, and JS animations, microinteractions, seamless transitions, impactful visual feedback, and compelling storytelling that enhances both usability and visual appeal using Rive, After Effects, SVGator, and Lottie.

Entrepreneurship

Personal Projects

I co-founded a couple of small web development companies with developer friends. While my primary focus was on design, as is common in small businesses, I also took on roles in recruiting, sales, administration, and marketing. I love everything related to startups and entrepreneurship.

I built this website from scratch using just with vanilla HTML + CSS + JS and 100% accessible

But I also know and use WordPress, Tailwind, Bootstrap, and Elementor.

Recentexperience

Product Designer

Freelance

Spain | Dec 2023 - Present

  • Evaluate the user and business value of current and future features, analyze the market and conduct competitor research.
  • Define UX strategies and roadmaps depending on the system's characteristics and situation.
  • Create design systems and HTML+CSS components for implementation in React or Angular by developers.
  • Develop prototypes in HTML+CSS+JS.
  • Create animations with CSS, JS, Lottie, Rive or Anime.js for apps, websites, and SaaS.

Product Design Lead

Workia

Argentina (Remote from Spain) | Mar 2022 - Dec 2023

  • Led the UX and product strategy for HCWork, a B2B HR SaaS used by over 50,000 users across 6 countries.
  • Created an UX roadmap to improve usability, standardize components (reducing the number of custom components by 80%, improving development efficiency), and optimize task flows and UI design.
  • Supported development squads in analyzing and preparing documentation for new features and enhancing existing ones. Developed a strategy that aligned business goals with user needs and established UX OKRs/KPIs, which improved conversion rates by 35% and increased user satisfaction scores by 60% as measured by SUS and NPS surveys.

Product Design Lead

Rollio AI

USA (Remote from Spain) | Dec 2021 - Mar 2022

  • Headed the entire design process for Rollio, a cloud-based CRM system used by more that 150 businesses to manage their sales, customer service, and business processes.
  • Led the design of a new user interface that improved conversion rates by 15% through the redesign of the lead qualification funnel.
  • Developed a dashboard that provided key performance indicators (KPIs) in a clear and concise format, enabling sales managers to make data-driven decisions more effectively.
  • Validated all designs through task flows, wireframes, A-B Testing, and low-fidelity prototypes with users. Developed the design system, component library, and screens, ensuring React compatibility for seamless implementation.

Product Designer

Gamma Communications

UK (Remote from Spain) | Aug 2021 - Dec 2021

  • Streamlined user and task flows for Gamma's Horizon, a cloud-based B2B telephony system used by 60,000 UK companies, reducing the most complex task flow by 50%. This significantly decreased cognitive load and shortened the new user learning curve.
  • New users were able to complete key tasks 20% faster after the redesign.
  • Enhanced usability and functionality through flows that automate actions for sales calls, improving productivity for sales teams.
  • Restructured the information architecture for intuitive navigation, improving user satisfaction and overall system efficiency.
See my full experience on:
UX
LeonelAtWork
@leonelatwork
1k+ Followers

About me

My Story

I am a holistic designer. I studied graphic design but later specialized in UX design, user research, and UI design. Along the way, I learned about accessibility, front-end development, and motion design. I have co-founded a couple of small companies, and I love everything related to user experience.

In my spare time, I enjoy reading, curating my music collection, drawing, painting, taking long walks with my partner’s dog, dancing, and seeking adventure through trekking, paragliding, and skydiving.

Let’s connect! Grab a virtual coffee with me or feel free to reach out via social media or email:

Some of my favorite books

UX Strategy
UX Research
Information Architecture
Don't Make Me Think
The Design of Everyday Things
About Face

I'm currently reading

The Coming Wave
Design Lab
Go to CodepenMy playground

Lovely cube by:Boris Šehovac