Joelson Leal

Joelson Leal

head of design at hello.cv • product designer & UX engineer
London, United Kingdom.

About

I’m a Product Designer and UX engineer working on shaping a smarter, more intuitive job-search and professional identity experience in the AI era. With almost a decade of professional experience in tech and design, I’ve held leadership roles such as VP of Product Operations at .CV Domains and Design & Innovation Manager at Cabo Verde Digital, where I designed government digital entrepreneurship programs. Alongside these roles, I’ve led and delivered design projects across web, mobile ecosystems, always grounded in usability and business impact. I also contribute as the Senior Product Designer at Kriolish, a startup where we are working on an infrastructure that promotes and supports the growth of Cabo Verdean Creole. This work reflects my belief that design can preserve culture while creating modern, inclusive user experiences.

Education

Goldsmiths, University of London
London, England, UK

MSc

User Experience Engineering

Grade: Distinction

Arizona State University
Phoenix, Arizona, United States of America

Certificate

Public Management

University of Cabo Verde
Praia, Cabo Verde

BSc

Multimedia Design and Communication

Grade: Upper Second-Class Honours (2:1)

Work

hello.cv, Inc.
|

Head of Design

Austin, Texas, United Sates

Full-time (Remote)

Kriolish, Inc.
|

Senior Product Designer

Boston (Remote), MA, United States

Part-time

Summary

Led the redesign of a crowdsourced language learning platform, significantly enhancing usability and visual consistency across diverse devices.

Highlights

Increased user engagement by 40% through iterative prototyping, comprehensive usability testing, and strategic design optimizations.

ola.cv, Inc
|

VP of Product Operations

Praia, Cabo Verde

Full-time (Remote)

Summary

Directed product operations to enhance service delivery for the .CV top-level domain through strategic design and implementation of support infrastructure.

Highlights

Designed and implemented automated support channels and comprehensive multilingual knowledge bases for the .CV top-level domain.

Improved support response time by 70% and reduced user drop-off through the implementation of user-centered support workflows.

Cabo Verde Digital (Government Program)
|

Design and Innovation Manager

Praia, Cabo Verde

Full-time

Summary

Managed design and innovation strategies for digital transformation initiatives, driving growth across public and private sectors.

Ministry of Culture and Creative Industries
|

Advisor for Branding and Marketing

Praia, Cabo Verde

Full-time

Summary

Developed and executed impactful cultural campaigns that significantly boosted public engagement and promoted national identity through strategic branding.

Highlights

Created and successfully launched cultural campaigns that boosted public engagement by 20% through targeted digital outreach and strategic branding initiatives.

Provided expert advisory on national initiatives, leveraging strategic design thinking and public messaging to effectively promote local identity.

Bonako
|

Lead Product Designer

Cabo Verde, Cabo Verde

Summary

Directed design and shipped four digital products (Muska, MyUnitel, RTC App, Passafree), focusing on UI consistency and UX coherence. Collaborated with engineers to ship cross-platform features on time. Translated product requirements into interfaces, resulting in over 100K user adoption across platforms.

Awards

Mandela Washington Fellow

Awarded By

Young African Leaders Initiative (YALI)

Recognized as a Young African Leader, participating in a flagship program designed to empower young African leaders through academic coursework, leadership training, and networking.

UX Awards (IDZ) Autumn 2025 Nominated for New Talent

Awarded By

IDZ International Design Center Berlin

#IDC2025 research and design challenge, Design Concepts

Awarded By

ACM Interaction Design and Children (IDC)

Chevening Scholarship

Awarded By

UK FCDO

Prestigious, fully funded merit-based award by the UK Government, recognizing outstanding leaders with vision and potential to drive positive global change.

Languages

English

Fluent

Portuguese

Native

Caboverdean Creole

Native

French (Learning)

Basic

Certificates

Foundations of User Experience (UX) Design

Issued By

Google

Skills

Leadership & Strategy

Product Strategy, Design Operations, Cross-functional Collaboration, Stakeholder Management, Digital Transformation, Innovation Management.

Product Design

Figma, Design Systems, Wireframing, UI Design, Interaction Design, UX Design, Claude Code, Lovable, Claude Design.

UX Research

Usability Testing (Moderated), Survey Design, User Personas, Journey Mapping, Co-Design Workshop, Interviews, Cognitive Walkthrough, Problem Framing.

Frontend Collaboration

HTML, CSS, JavaScript, Storybook, Developer Handoff, Vibe Coding.