Ronaldo Andrade

• • Joined as sole designer to build and scale the design organization from the ground up; defined product vision, design strategy, and roadmap alongside founders and engineering leadership — growing the platform from 9K to 120K+ downloads and 63K active users.

• • Architected a code-aligned design system in Figma with tokens, component libraries, and multi-platform support (iOS, Android, Web) including WCAG accessibility standards, reducing engineering rework by ~70% and accelerating delivery cycles despite team reduction.

• • Designed self-service features and automated workflows that allowed leagues to operate with 3 staff members instead of 10–20, drastically cutting client overhead and enabling platform expansion to 20+ sports across 10+ countries.

• • Built a new registration and onboarding architecture that unlocked six-figure revenue for a single client competition and reduced login-related support tickets by ~90%.

• • Advocated for and helped design a 4-tier subscription model (Free, Pro, Ultimate, Enterprise white-label), evolving the platform from free/ad-supported to scalable SaaS monetization.

• • Integrated analytics (NPS surveys with 2,500+ respondents, heatmaps, Firebase) to eliminate assumption-driven decisions, increasing App Store rating from 2.0 → 3.7 stars (+85%) and driving 10K+ daily messages in the in-app team chat.

• • Applied AI-assisted workflows (ChatGPT, Claude) for UX writing, microcopy guides, design system structuring and validation, metrics analysis, and large-scale user feedback synthesis — surfacing actionable insights to inform product strategy and roadmap prioritization.

• • Led end-to-end product design for Digital Arena, evolving the platform from early wireframes to a multi-franchise real-time engagement product serving 1 M+ total fan visits across 4 MLSE franchises (Leafs, Raptors, TFC, Argonauts), later licensed to 2 NBA organizations.

• • Drove +315% growth in live game visits for Toronto Maple Leafs season-over-season and increased average session dwell time by +50%, reaching 14–16 minutes per game.

• • Rebuilt UX metrics infrastructure across 6 apps using Power BI automation, standardized NPS tracking, and sentiment analysis — reducing reporting time 8x and shifting roadmap decisions from intuition to measurable data.

• • Led adaptation of native design system to a modular responsive web architecture, enabling rapid game-time updates across multi-brand franchises with distinct brand systems and regulatory constraints (NBA play-by-play timing, streaming restrictions).

• • Platform nominated for Leaders in Sport Awards and World Football Summit.

• • Defined recruitment frameworks and led technical interviews; mentored mid-level designers to ensure design consistency and high-fidelity execution at scale.

• • Joined as first UX hire to lead the 'ZeroGlosa 2.0' redesign — a legacy financial audit platform processing billions in transactions for 500+ healthcare institutions, where interface complexity had driven users to abandon the tool entirely.

• • Designed end-to-end the flagship audit platform, reducing task completion time by 80% (from ~30 min to ~5 min per workflow), enabling analysts to process 6x more disputes per day and preventing R$4–5B in losses for healthcare clients.

• • Reduced interface complexity from 91 to 14 actions by facilitating prioritization workshops with C-levels, engineering, and support — eliminating 50 non-essential actions with 93% cross-group agreement.

• • Validated redesign via A/B testing with 24-user Maze cohort; Variant B scored usability 75 vs. legacy ~30, achieving 85% improvement in user satisfaction.

• • Grew the design team from 1 to 4 designers embedded in product squads; established Design Chapter structure, critique sessions, and the organization's first formal UX research practice.