léo ruas

I’m a UX Researcher and Strategic Designer working at the intersection of product research, service strategy, and AI-enabled knowledge systems. I help teams understand complex user journeys, clarify security and trust trade-offs, and turn fragmented evidence into product decisions.

My strongest cases combine fintech authentication research, research operations, stakeholder alignment, and reusable knowledge systems. For Nubank, I led strategic research across authentication journeys in Brazil, Mexico, Colombia, and the US, building a Security x Convenience framework to make trust, friction, user effort, and product maturity visible to product and engineering stakeholders.

I also translate research into sequencing logic—helping teams decide what to build now, what to defer, and what foundations need stronger risk coverage. In service strategy work, I co-developed a research governance framework for L’Oreal across seven global hubs, and designed “Alfred,” a prompt-based organizational memory layer over fragmented Google Drive material adopted by ~30 people.

I’m especially motivated by improving how teams learn: I apply AI to enhance research synthesis, knowledge retrieval, and co-creation, not just to accelerate delivery. Earlier, I delivered institutional design and editorial systems in a public-sector education context, reinforcing my focus on turning complexity into clarity.