Leonard Botezatu
Service and product design for digital products people actually use.
I'm Leonard Botezatu, a designer based in Dublin with 20 years in digital products. I work with teams at the point where customer experience, commercial goals and technology have to agree — usually identity, payments and complex services.
What I do
Service design
Map the whole journey, not just the screen. I connect touchpoints, back-office processes and handoffs so customers stop hitting dead ends and teams stop optimising the wrong step.
Product design
From first sketch to shipped interface. Flows, interaction design, prototypes and the detailed UI work that makes a product feel obvious to use.
UX research and testing
Interviews, usability tests and measurable experiments. I use research to reduce the number of opinions in the room and to validate decisions before they ship.
Design systems
Components, tokens and documentation that keep a multi-product service consistent as it grows — built with the engineers who will maintain them.
AI-assisted delivery
Practical use of AI in the design process: research synthesis, prototyping, content and analysis. Faster iteration without handing judgement to a model.
Design leadership
Embedded leadership for teams that need direction: setting the bar for craft, running critique and connecting design work to business outcomes.
How I work
Discover
Understand the customer, the constraint and the commercial goal. Talk to the people who use the thing and the people who run it.
Frame
Turn what we learned into a clear problem statement, success measures and a short list of assumptions worth testing.
Design
Sketch, prototype and test in increasing fidelity. Involve engineering early so the design is buildable, not aspirational.
Deliver
Ship, measure, and iterate. A design is finished when it works for real people, not when the file is signed off.