Leopoldo Engroff

I’m a Design Leader passionate about creating digital products that connect business strategy with real human needs. Over the past years, I’ve built my career leading design operations and multidisciplinary teams, helping large-scale companies across telecommunications, fintech, SaaS, marketplaces, real estate, and especially e-commerce evolve their design maturity and customer experience. My focus has always been on structuring teams, establishing design governance, and ensuring UX truly drives business outcomes. I believe in design as a strategic layer that brings clarity, efficiency, and empathy to every decision, from discovery to delivery. Throughout my journey, I’ve led initiatives that impacted over 10 million active users, driving measurable results such as revenue growth, reduced churn, and higher satisfaction metrics (CSAT, CES, tNPS). I’ve also contributed to executive-level discussions, influencing product, technology, and CX strategies to align design impact with company goals. Some highlights from my career: • Founded and led the Claro Brasil Design Chapter, growing the team from 2 to 24 professionals across UX, Research, Writing, and CX. • Integrated Design and CX functions, leveraging metrics (CES, CSAT, tNPS) to shape more customer-centric decisions. • Replicated Claro’s design maturity model across 18 countries in Latin America. • Implemented a design career pathway at Itaú, from internship to leadership, integrated with HR structures. • Raised design maturity by up to 3 levels, linking design performance to business KPIs. • Achieved +44 points in tNPS (Claro) and +30 points in CSAT (Atlas) through design-led improvements. • Expanded research initiatives by over 100%, reaching 800,000+ data collections per semester to guide decisions. • Redesign of the purchase journey, resulting in a direct +27% impact on conversion rates. What drives me is the opportunity to create scalable, human-centered design ecosystems, where designers, researchers, and writers collaborate strategically to deliver experiences that truly matter.