About Leandro Incetta
How these years shaped my experience

I am a graphic designer graduated from the University of Buenos Aires in 2009, specialized in combining business analysis and information architecture to understand the user experience of my clients and their end users.

It is my passion to talk about my customers’ stories, but they have to be real stories. I believe that exceptional human experiences help to build strong insights and to bring teams together to clarify the big picture. All these years I’ve been learning how to bring all of those elements together to create beautiful things that work hard, with a vision for how to solve problems, and passion for the process.

My collaborations with cross-functional teams dispersed around the globe have given me the opportunity of not only learn from them but to establish great work relationships.

Our lives are a beautiful mess woven from an elaborate series of interconnected yet separate moments… a tapestry containing our entire existence. Within this fabric is hidden a pattern of startling beauty which can guide us towards a life of love, creativity, and connection – but only if we listen.

So much can occur in a moment, and sometimes, what happens in the space between heartbeats, can change everything.

About my guiding principles

Since I first begun designing, many designers, clients, and people I could have never imagined I would cross paths in life with taught me many lessons.

After connecting all the dots and adding my personal experiences on top of it, there are surely four principles that keep manifesting even in the present day:

Learn from experience

Many people already failed and succeeded through time. They share their experiences with us to take what we need and avoid trying to reinvent the wheel.

Both clients and end customers have so much feedback to provide, and before even coming up with a solution it’s best to spend time listening to them. Most of the times they already know what is the correct path to solve their problems. As a designer, my role is to help them verbalize those thoughts and turn them into an actionable plan.

Needs before wants

Do people need my product? Before you start developing your idea, you need to make sure it solves a real problem or meets a real need for people. As I learned from Tomer Sharon, it’s worth exploring the idea of obsessing about a problem to solve.

Build for inclusion

Good design must be accessible. Products need to be as inclusive, legible and readable as possible. We shouldn’t be afraid of the obvious, shouldn’t try to reinvent web design conventions and should set expectations clearly.

Design with data

We should understand the desire paths of how we are designing with data and use them in our designs. Living in this digital era brings this great advantage — we can watch and learn from user behavior, shaping the system to fit what people naturally choose to do.

Sharing is caring

Much of what I’m doing is only possible because of the generosity of the web design community. I should pay that back, mostly because more openness makes for better services — better understood and better scrutinized.