Role: Creative Director  / Head of Design  

Location: Remote


Strategy &

User experience






About Leandro Puca

I'm an experienced Creative Director and Director of UX with a demonstrated history of working in the technology, financial services, healthcare, sport and fashion industries.

I help companies kick-start concepts, accelerate design tracks focused on innovation and create design systems millions of people can use.

Skilled in both, UX and UI design (mobile and web), rapid prototyping, wireframes, and design leadership/mentoring. Creative Problem Solver and Design Thinking centered. In the past I've worked for both consulting companies and creative agencies. Mentor of a couple of Startups, I have also been a jury member at since January 2013.


Consultant for:

Design Thinking & Strategic Design / Digital Product & Service Design / Startup Advisor / Experience Design / IXD, UX & UI Design.


Created a better User Experience for:

Apple / Phoenix Suns / Chevrolet / Sysco Food / Pacific Life / Banner Health / APS / SkyMall / Pulte Homes / T-Mobile / Gucci / Dolce & Gabbana / Fiat / People"s choice / Marriott / Chevron / Wolters Kluwer.


Experience in the following industries:

Automotive / Fitness / Healthcare / Financial / Fashion / eCommerce / Messaging Platform / Advertising / Wearable / Design / Team Design / Business Design / Data Visualizations / Sport / Aeronautics.



- Director Positions: 3
- Teams Built: 3 (from 3 to 20+ people)
- Digital Products designed: 50+
- Startups Helped: 3 Startup - Founded: 1
- Books wirtten: 1

Few of my

Latest Projects

Project #1

Pacific Life

Transforming the new

Corporate Website


I helped Pacific Life transform their corporate website leveraging Adobe Experience Manager and focusing on establishing their unique brand voice and building a meaningful connection with their audience.


  • Discovery phase including stake holder interviews, KPI snd competitors analysis
  • Experience Design including wireframes and prototypes
  • Messaging & Content Strategy
  • Mockups Design
  • Delivery Leadership

Project #2


UX for

Maps Ticket System



I've work at Apple for 6 months in their office in Sunnyvale, California. When you think about Apple you imagine great and beautiful products, and it's true. But when they are developping something for an internal use that is different. I arrived on the project after they spent a year developing the application between USA and India, no UX Design at all, just tables and a lot of data for tickets opened by Maps from all around the world.

As I usually do, I interviewed all the stakeholder understanding what was important and relevant for them. I then tried to reset everything done at the moment and I cleaned up as much as I could, thinking about better solutions and a better user experience. I've worked side by side with developers and project managers to be always aware of the limits and critic scenarios.

Then I started to design wireframes and few mockups and showed them to the product owner. Thanks to these solutions they were able to plan sprints and apply my UX on the product.


  • Discovery phase including stake holder interviews
  • Experience Design including wireframes and prototypes
  • Data & Content Strategy
  • Mockups Design
  • Delivery Leadership

Project #3

Phoenix Suns

Make the


Great Again



Phoenix Suns needed to redesign the intranet. What they had was so stuck and nobody was using it. There were a mess with the documentation and the User Experience was not existing at all, very messy and very difficult to navigate and find what you were looking for.

My idea was to create platform able to being used everyday, an organized place where to EASILY find what you are looking for. To do that I've created a very simple menu, always on top even if the user scrolls. For incentivate the users to go back and access everyday I studied few elements of gamification, points if he/she is sharing content and, just because we are talking about a sport company, points if the employees were living a healthy life full of good food and excercise. Also, I've organized the content and create new sections for the feeds, customizable by the user, choosing the arguments that the employee can see everyday.

You can see the simple html prototype here


  • Discovery phase including stake holder interviews
  • Experience Design including wireframes and prototypes
  • Data & Content Strategy
  • Mockups Design
  • Delivery Leadership