LeoFlorianópolis
Pátio website on a tablet on an orange armchair

I build brands, websites, and digital products.

Let’s talk

A few brands and products I’ve worked with

View work

Introduction

I connect art direction, product design, and development to shape brands and digital experiences.

From the first idea to launch, I take care of projects end to end, with attention to visual craft and every interaction.

In detail

Selected work

Have a project in mind? Let’s talk

Visual explorations

Ten views of BRANNI shirts alternate gray and black pieces, showing graphics on the front and back

Services

From people I’ve worked with

“They understood the business before designing a single screen. The brand, website and advertising started speaking the same language — and the outcome changed.”

“We went from an improvised presence to an operation that finally reflects the size of our company. We talk, they understand the business and come back with clarity.”

“Tripnator turned an operation full of manual steps into a clear platform for selling, running and scaling trips.”

Testimonials from projects delivered through Serotiva. English translations.

How I can help

Every project has its own scope. Let’s define yours

BESPOKE

Brand

Visual identity and art direction that bring your brand’s presence together, from concept to applications.

Let’s talkDiscuss your project
  • Visual identity
  • Art direction
  • Color system
  • Typography
  • Applications
  • Motion design
BESPOKE

Website

Websites that communicate the business clearly, connecting content, experience, and implementation.

Let’s talkDiscuss your project
  • Information architecture
  • Responsive UX/UI
  • Design and front-end
  • Digital catalogs
  • Technical SEO
  • Launch
BESPOKE

Digital product

Interfaces and experiences for web and iOS products, from organizing flows to a working product.

Let’s talkDiscuss your project
  • Product Design
  • Flows and prototypes
  • Design Systems
  • Front-end
  • iOS interfaces
  • AI integrations

Leonardo Izaguirres — Product Designer and Web Designer

Hi, I’m Leonardo Izaguirres, a Product Designer who ships.

For the past 7 years, I have designed and shipped digital products from brief to production: research, information architecture, UX/UI, prototyping, front-end, and launch.

I work directly with clients in Brazil and abroad, taking each project end to end through product thinking, visual craft, and AI-assisted development.

I started in design as a self-taught learner and deepened that foundation through courses, professional practice, and real projects. Today, I bring product, interface, web, and technical execution together in one end-to-end practice.

Get in touch

selected work

experience

  1. Freelance

    Product & Web Designer

    Aug 2023 – Present

  2. Aplic Gráfica

    General Manager

    Dec 2022 – Jun 2025

  3. Independent projects

    Brand & Digital Designer

    Sep 2016 – Jul 2023

what I do

  • Product Design
  • UX/UI & Design Systems
  • Web Design & Front-end
  • iOS Interface Design
  • AI-native Product Experiences

stack

  • DesignFigmaIllustrator
  • WebTypeScriptJavaScriptReactNext.js
  • iOSSwiftUIXcode
  • Data / InfraSupabaseRailway
  • AICodexClaude Code
  • AI VideoHiggsfieldVeo
  • MotionRemotion
  • DeliveryVercelLinear

contact

Available for Product Design and Web Design projects, and collaborations with product teams.

DonnaAI

iOS product · 2025—2026

iOS product · 2025—2026

Logs become context. Context becomes conversation.

I turned a routine tracker into a published iOS product: quick logging, a clear view of each baby’s history, and a conversation that uses that context to support better-informed decisions.

Role
Product Design, UX/UI, and iOS
Deliverable
Native app and website
Status
Live on the App Store
DonnaAI insights in use on an iPhone

01 · Challenge

Tracking the routine was not enough. It needed to become understandable.

Sleep, feeding, and diaper changes generate data every day. The product’s value was in turning that history into clarity without increasing the caregiver’s mental load.

I designed an experience fast enough to follow real life and structured enough to connect events, reveal patterns, and support contextual conversations.

DonnaAI home screen in dark mode
DonnaAI routine history in dark mode
DonnaAI insights view in dark mode
Swipe to explore

02 · Routine

A few seconds to log what changes throughout the day.

Sleep, breastfeeding, and bottle feeding follow their own logic while sharing the same interaction language. The current state comes first; starting, pausing, or completing an event takes minimal navigation.

DonnaAI sleep timer in the original device bezel
DonnaAI bottle log in the original device bezel
DonnaAI breastfeeding timer in the original device bezel
Swipe to explore

03 · Insights

Individual events begin to form a clear view of the day.

Sleep, feeding, diapers, and rhythm are presented from the available history. The interface brings trends and evidence closer without turning patterns into medical certainty.

Transparency about data and limitations was a central decision in building trust in the product.

DonnaAI insights in use on an iPhone

04 · Donna

A conversation that begins with history, not a generic answer.

Questions about sleep and feeding receive answers connected to what has already been logged. The voice stays direct, calm, and responsible while the technology remains in the background.

Contextual conversation with Donna on an iPhone

05 · Public presence

The product gained a home that explains its value before the download.

The app and website were built as surfaces of the same system. The website presents the problem, demonstrates how the product works, and establishes the proposal’s boundaries with the same clarity as the native experience.

DonnaAI website open on a laptop

What I delivered

From logging to conversation, a native experience and a public presence.

I connected routine logging, history, insights, and contextual conversation in an iOS app published on the App Store, with a website that explains the product before the download.

The interpretation of data supports understanding of the routine; it does not turn patterns into diagnoses or replace medical guidance.