Lars Dorneles
About Lars Dorneles
Lars Dorneles is a Product Designer specializing in gamification and behavior at Delivery Hero in Berlin, Germany, with a diverse background in web design, user experience, and digital marketing.
Current Position at Delivery Hero
Lars Dorneles is currently a Product Designer specializing in Gamification and Behavior at Delivery Hero in Berlin, Germany. He focuses on rider app experience for APAC, LATAM, MENA, and EU markets. His responsibilities include developing behavior and data-based rider earnings incentives and freelancer engagement strategies. This role leverages his expertise in behavior science and analytics to enhance user engagement and satisfaction.
Previous Roles at HomeLight
Lars Dorneles worked at HomeLight as a Product Consultant for two months in 2022 and as a Product Designer from 2021 to 2022 in San Francisco, California. His tenure at HomeLight involved using his design skills to improve digital products in real estate. His role contributed to enhancing user experience and product effectiveness, leveraging his background in user experience and digital marketing.
Experience at Kenoby
From 2020 to 2021, Lars Dorneles served as Product Specialist focusing on data, research, and AI at Kenoby in São Paulo, Brazil. His work involved developing AI decision-making models and conducting quantitative research to optimize product performance. This role allowed him to apply his specialization in data products and responsible AI in the HR recruitment sector.
Education Background
Lars Dorneles obtained a Bachelor of Business Administration (BBA) in Digital and Global Businesses from the University of the People, where he studied from 2020 to 2025. He also earned a specialization in User Experience Research and Design from the University of Michigan - School of Information between 2019 and 2020. Additionally, he holds a Bachelor of Science (BS) in Information Science/Studies from Universidade Federal de Santa Catarina, achieved between 2017 and 2020. Moreover, he has an Associate's degree in International Executive Assistant/Executive Secretary from CTP Fortuna de Bagaces, Costa Rica, obtained in 2016.
Specializations and Expertise
Lars Dorneles specializes in gamification, behavior science, data products, AI decision-making models, and growth strategies. He advocates for Product Discovery, Quantitative Research, and Responsible AI. His expertise spans multiple industries, including Food Delivery, HR Recruitment, Real Estate, Scientific Communication, and Logistics. He is comfortable conducting user research in English, Spanish, and Portuguese, effectively engaging users across different demographics and cultural backgrounds.