Isabella Joao
Isabella Joao
Learner - She / Her
(1)
32
Location
Toronto, Ontario, Canada
Bio

Hello! My name is Isabella Joao. I am currently a Master of Information student at the University of Toronto, specializing in User Experience (UX) Design. I hold a Bachelor's degree in Cognitive Science, where I developed a strong foundation in human-computer interaction, computation, and research methodologies. My academic background is complemented by practical experience in user-centred design, UX research, and product design across both government and private sector projects.

I have applied these skills in a variety of roles, including UX design for small businesses and federal agencies, as well as creating accessible visual content for student services and equity-focused programs. I am especially passionate about designing inclusive, intuitive, and impactful digital experiences that reflect the users' needs and values. My multidisciplinary skill set also includes visual and graphic design, qualitative and quantitative research, service design, content strategy, and program coordination.

As someone with experience at the intersection of design, advocacy, and community engagement, I will bring an equitable and inclusive design-thinking approach to any project at your company. I am always looking for opportunities to expand my skills and contribute meaningfully to innovative design challenges.

Please feel free to explore my portfolio at www.isabellajoao.ca and review my work experience below. Thank you for taking the time to learn more about me. I look forward to connecting with you!

Portals
Categories
UI design UX design Graphic design Branding & style guides Market research

Skills

Figma (design software) 2 Milestones (project management) 2 Mock ups 2 Persona development 2 Project planning 2 Research 2 User experience (ux) design 2 User interface (ui) design 2 User research 2 Wireframing 2

Socials

Achievements

Latest feedback

Recent projects

Infogenetica Solutions Ltd.
Infogenetica Solutions Ltd.
Coquitlam, British Columbia, Canada

UI/UX Redesign Project

At Infogenetica Solutions Ltd., we are dedicated to empowering individuals with 100% natural, science-backed health supplements and skincare products designed to enhance mental and cardiovascular health, as well as healthy aging. As a growing B2C company, our website serves as the primary touchpoint for our customers—but we know there’s room for improvement to make it more engaging, intuitive, and user-friendly. We are seeking a talented student team to help us redesign and enhance the UI/UX of our website, ensuring an exceptional user experience that aligns with our brand, improves customer engagement, and optimizes the online shopping journey. 💡 Project Goals: • Conduct a UI/UX audit to identify areas for improvement • Optimize website navigation, usability, and visual appeal • Enhance the mobile experience to ensure seamless browsing and purchasing • Improve product discovery and customer journey flow • Incorporate persuasive design elements that drive conversions and build customer trust • Develop wireframes, prototypes, and design recommendations for implementation 🛍 Our Primary Users: 🔹 Adults focused on healthy aging: Seniors and individuals looking to prevent or manage cardiovascular conditions, dementia, anxiety, Alzheimer’s, sleep difficulties, focus issues, and low energy. 🔹 Parents of children with neurodivergencies like Autism, ADHD, and Anxiety (and adults who experience these too!): Families seeking science-backed nutritional support for cognitive and emotional well-being. ✨ What We Offer: ✅ Full access to our current website and analytics for research purposes ✅ Branding guidelines and marketing assets to maintain consistency ✅ Regular mentorship and feedback meetings to guide the project ✅ Potential opportunity for implementation of selected designs This is more than just a project—it’s a chance to make a real impact by improving accessibility, usability, and the overall digital experience for our customers. If you’re passionate about user-centric design and want to build a portfolio with meaningful, real-world work, we’d love to collaborate with you!

Matches 1
Category UI design + 1
Closed
Easy Vegan Foods
Easy Vegan Foods
Victoria, British Columbia, Canada

Targeted Landing Page & Customer Journeys Design for Easy Vegan Foods Customer Archetypes

Easy Vegan Foods aims to enhance its market presence by increasing awareness of its plant-based meal prep service. The project involves designing and developing 4–5 engaging landing pages tailored to unique customer archetypes. The currently and roughly defined archetypes include the eco-conscious, the plant-curious, the vegans, and the loves-it-local folks. The goal is to create a personalized experience that resonates with each archetype. By doing so, the company hopes to attract new customers and strengthen its brand identity. Students will apply their classroom knowledge in digital marketing and web design to create visually appealing and strategically sound landing pages. Additionally, they will propose a strategic email journey and social media acquisition strategy for each archetype, ensuring a comprehensive approach to customer engagement.

Matches 1
Category Digital marketing + 4
Open

Work experience

Graduate Library Assistant and UX Researcher
University of Toronto – Archives and Records Management Services
Toronto, Ontario, Canada
June 2025 - Current

- Collaborating with University Archives staff to design and conduct a user experience study on archival reference services and accessibility, including developing research instruments (surveys, diary studies, interviews) and analyzing qualitative/quantitative user data.

TCard Assistant
University of Toronto
Toronto, Ontario, Canada
June 2025 - Current

- Providing in-person, phone, and email support to students, staff, and faculty by verifying identification, issuing TCards, and troubleshooting UTORid activation inquiries across multiple campus service locations.

African Black Caribbean, Latin American, Southeast Asian & First Generation Programs Assistant
University of Toronto – Mentorship & Peer Programs
Toronto, Ontario, Canada
May 2025 - Current

- Assisting with outreach initiatives, event planning, and administrative tasks for African, Black, Caribbean, Latin American, Southeast Asian, and First Generation student engagement programs, fostering a sense of belonging and community.

- Creating and maintaining program materials, updating databases, and analyzing content that supports the program’s development.

Graduate Research Assistant
University of Toronto – Department of Arts, Culture, and Media
March 2025 - June 2025

- Conducted qualitative research for a university-led project titled “Digital Misogynoir: Navigating Racism and Sexism in Online Spaces,” analyzing algorithmic bias on social platforms (YouTube, TikTok) to identify patterns of anti-Black women sentiment, utilizing Black feminist media studies frameworks and ethical considerations.

- Mentored undergraduate researchers in research methodologies, data collection methods and research findings that contribute to the design of counter-content initiatives against oppressive media practices.

Campus Events Ambassador
University of Toronto
Toronto, Ontario, Canada
February 2025 - June 2025

- Supported the University of Toronto’s events and ceremonies by assisting with registration, coat check, seating, wayfinding, and guest inquiries to ensure a seamless attendee experience.

Visual Designer
University of Toronto – Innovation Hub
Toronto, Ontario, Canada
September 2024 - Current

- Designing user-friendly infographics, icons and user personas to communicate user research insights, making complex data accessible and actionable for project stakeholders.

- Developing digital materials for special projects, including website design and content creation, ensuring consistency with Innovation Hub’s design standards and enhancing user experience across platforms.

Graphic Designer (Club)
The University of Toronto – The iJournal
Toronto, Ontario, Canada
September 2024 - Current

- Designing visually engaging layouts, covers, and social media posts for Master of Information students’ journal issues and promotional events, focusing on readability and user engagement across digital and print platforms.

Web and Graphic Design Consultant (Freelance)
Inclusivity
July 2024 - Current

- Providing graphic and website design updates to enhance Inclusivity’s digital presence, aligning visuals with brand standards and accessibility guidelines to improve usability and engagement.

Specialist
Apple
Mississauga, Ontario, Canada
October 2023 - April 2024

- Delivered personalized customer support and expert product guidance, enhancing the in-store experience by aligning product displays with Apple’s visual merchandising standards.

User Experience Researcher
Health Canada
Ottawa, Ontario, Canada
February 2021 - February 2023

- Conducted user research, developed personas, and performed usability testing to optimize a cybersecurity training program, enhancing cybersecurity awareness and engagement among Health Canada staff.

- Analyzed user behaviour data on Terranova Security’s platform, generating actionable insights that informed improvements in training completion and effectiveness.

Website and Graphic Designer
Health Canada
Ottawa, Ontario, Canada
January 2021 - February 2023

- Conducted a comprehensive IT Security web content audit, identifying user pain points and optimizing content layout to improve usability and clarity, aligning with user-centred design principles.

- Coordinated and managed regular updates to the IT Security website, implementing iterative changes based on user feedback to enhance accessibility and engagement.

- Designed digital marketing and communication assets, such as infographics and promotional materials to support IT Security Education initiatives, using visual storytelling to simplify complex information and promote best practices in cybersecurity.

Current Issues Coordinator
Carleton University – Black Student Alliance
Ottawa, Ontario, Canada
September 2020 - April 2021

- Curated discussions and planned events surrounding topics that affect African, Caribbean and Black communities.

- Presented evidence that highlighted instances of racism on campus to the President and Equity Services and participated in the implementation of policies aimed at combatting anti-Black racism as a part of Carleton’s EDI Action Plan.

Seasonal Sales Associate
The Body Shop
Ottawa, Ontario, Canada
November 2019 - December 2019

- Provided consultation for skin, body, fragrance and hair products; operated cash transactions; stocked and managed inventory.

Cashier / Print & Marketing Services Associate
Staples
Oakville, Ontario, Canada
July 2017 - July 2019

- Operated cash transactions, opened and closed registers, stocked front-end products and helped customers with returns and exchanges.

- Printed and scanned documents for clients, produced customer orders, handled print-production machines, photographed customers for passport and visa applications, and shipped customers’ items using Fedex, Purolator, and Xpresspost.

Education

Master of Information, Information, User Experience (UX) Design Concentration
University of Toronto
September 2024 - June 2026
Bachelor of Cognitive Science Honours, Cognitive Science Major, Cognition and Computation Concentration
Carleton University
September 2019 - November 2023

Personal projects

Isabella Joao's Portfolio
https://www.isabellajoao.ca

My portfolio website showcases my expertise as a UX designer and researcher dedicated to crafting solution-oriented, human-centred, and creative experiences. My work encompasses a range of projects, including:

• MeetNeighbours: A platform that connects individuals within their local communities based on shared interests and events.

• Testing the Waters: A research study about a phishing simulation campaign designed to enhance cybersecurity awareness among Health Canada employees.

• Designs: A collection of UI prototypes and visual designs spanning digital marketing, branding, and government projects.

• Echoes of Liberation: A website curating archival materials highlighting the history of Black liberation movements in Canada.

Through these projects, I have demonstrated my commitment to user-centred design and my versatility across various domains.