Hi, my name is Leo Berlin, and I’m all about diving in, deconstructing and reconstructing ideas to keep learning, improving, and satisfying customers.
With over seventeen years of experience in the User Experience field, I’ve worked with a wide variety of clients—companies both large and small—in many different countries. My experience across a broad range of cultures has allowed me to understand the diverse requirements of different businesses and the importance of creating solutions tailored to their needs.
Finding the right balance between the business and customer expectations is a complex process that requires both dedication and sensitivity. My passion for solving complex problems drives me to research subjects from all angles to assist the client from early concept visualization through ideation to post-delivery.
McMaster University Contemporary Medical Acupuncture Program
Ludwig Mies van der Rohe a German architect who designed the Toronto-Dominion Centre – Office Tower Complex made popular the quote “less is more”. In this project this concept was fundamental.
The old website was just a billboard of overwhelming information (Check the old design here). It was a complicated website where the information architecture was poorly organized. Also, the bad use of design principles made the final result a digital product where users were not able to achieve their goals. Analytics was showing that the bounce rate was below 20%.
The challenge was to merge all that information into a compelling and easy to navigate website. I was lucky enough to work along with some of the Health Professionals that are part of the website database that it has been built over the last 20 years. This was a key piece for me because it allowed me to conduct user research analysis, A/B testing, user journeys, review sketches and high-fidelity prototypes. All the feedback collected was essential to understand more about users’ needs and goals (I’m really grateful to have the opportunity to work along with many of them).
The final result it is a digital product where users are able to find the information they need easily. this was achieved by completely redesigning the navigation system and making it usable on touch screens (the old version wasn’t responsive). The outcome of this new redesign was an immediate lift in engagement. Various usability tests show that the process of finding information has been significantly simplified. In the first three months, analytics shows already a 20% increase in page views.
Alla Breve – Music & Arts School
Alla Breve Music Academy is a professional music school for the community. The Alla Breve Music Academy was founded in 1995 with only 15 students and a faculty of 2 emerging in North York, then later in Markham and Maple and now has over 700 students.
The Children’s Montessori Academy
Established in 1997, this intentionally small preschool provides children with a traditional Montessori education pursuant to Maria Montessori’s lifetime work. As someone with a lifelong thirst for knowledge, I was particularly gratified to be involved with this CCMA accredited Montessori school.
National Job Agency
For more than 10 years, the National Job Agency has helped meet the staffing demands of employers seeking qualified candidates for full-time jobs throughout Canada. Their employment services encompass all levels of professional experience and span a broad range of industries and companies.
The Embroidery Institute of Alagoas (Brazil)
A non-profit organization that was founded in 2012, Alagoas was created as an initiative to increase public awareness of the difference between traditional Filé embroidery and lower-quality imitations found throughout Brazil. Having lived in Brazil and as an artist myself, I was keenly aware of the need to preserve and promote this artisanal heritage and its practitioners.
Everything you can imagine is real. ~Pablo Picasso