About Me
Principal User Experience Designer
Design Strategy, User Experience, Visual Design, Usability, Design Systems.
Analytical and innovative designer. Over 14 years crafting user-centered and scalable solutions, from concept to implementation, leveraging design tools and methodologies under agile frameworks.
Expert in Enterprise Cloud Applications for B2B/B2C Commerce, Content Management, Financial Industry, and Design Consultancy.
Based in Mexico City, Mexico
How is my design process?
Empathize
Understand the problem through interviews, data analysis, and research. Identify key insights to guide the design.
Define
Create user personas, goals, journeys, and stories. Organize information to shape the user experience.
Ideate
Design user flows and wireframes. Run ideation workshops to identify hero moments and refine solutions. Collaboration with stakeholders for input and alignment.
Prototype
Develop prototypes to explore solutions. Involve development teams early to review technical feasibility and address constraints.
Test
Conduct usability tests with real users. Gather feedback, identify issues, and iterate to improve alignment with user needs.
Implement
Deliver high-fidelity designs using the design system. Provide specs and regular check-ins with developers to ensure proper execution.
Learn
Test in production. Collect behavioral data and user feedback to uncover opportunities for improvement and drive business outcomes.
Iterate
Refine the product based on insights, ensuring it evolves with user needs and business objectives.
Skills
Design Tools
Design: Figma, Adobe CS, Chat GPT.
Data Collection: Google Analytics, Web Master tools, Hot Jar, Medallia.
Project Management: Jira, Confluence, Monday.
Other skills
Fluid English (B2 Certificate).
Accountable, team collaboration, problem solving.
Junior mentorship.
Resume
Professional Experience
Principal User Experience Designer
June 2022 - September 2024
Oracle Corporation, Mexico City
- Oracle Customer Experience (CX) -. In charge of developing Next Gen experiences for B2B Commerce Cloud. Working in my daily basis with Design, Product Managers and Development teams researching, planning and delivering user's problem-solving experiences that also contributes to the business goals
- Oracle Content Management -. Leading the development of new experiences for Oracle's cloud-based content management platform, third party integrations, invoice processing, augmented reality, site plans, design system adoption.
June - November 2022
Senior Product Designer
Sept 2016 - May 2022
Scotia Digital, Scotiabank, Mexico City
- ScotiaWeb - (React, BaaS). Enrollment, login, access recovery, transfers, payments, investments, antifraud.
- ScotiaMóvil MX - (iOS/Android). Marketplace, cardless withdrawal, CoDi, payroll portability, clarifications, geolocation.
- Scotia Tarjetas - (iOS/Android). App redesign, visual design, Dynamic CVV.
- ATMs (Windows). Branding, monthly campaigns, cardless withdrawal, pre approved credits, services payment.
- Credit card application (Angular) - Online Sales. As part of the Banks Digital Transformation, this was one of the pioneer projects as it revolutioned the way of selling credit cards using traditional hand fill-in forms into digital end to end digital experience.
- Omichannel sales manager - WEB - APP - ATM - Email - SMS
In charge of digital transformation, design strategy, UX and tactics for scotiabank's digital channels:
Web design consultant
Jan 2015 - Aug 2016 - (1 year 9 months),
Digital Marketing, Scotiabank. Mexico City
- In charge of Scotiabank's website
- Developed master templates and components for product pages, lead generators, simulators, regulatory & press releases
- Optimizations for SEO, accesibility and speed performance
- Planning, design and execution of social media campaigns (Fb, In)
- Media design and coding for Google AdWords
Systems Engineer
Sep 2010 - Dec 2014 (4 years, 4 months)
Information Technology, Scotiabank. Mexico City
- Responsible for the day-to-day operation of Scotiabank’s website
- Web design for corporate intranet, online banking channels, internal communications and other internal systems
- Users management, server configurations and production support
Front end specialist
March - Sept 2010 (6 months)
NSTrantor. Mexico City
- Lead in the redesign, development, and implementation of Scotiabank's Online Banking web app
- Information Architecture
- User interface
- Microcopies
- HTML templates and stylesheets coding
Web Master
Sept 2006 – Today
Freelance Design. Mexico City
- Web Design
- Style guidelines
- HTML templates and stylesheets
- Search engine positioning
- Usability and performance
- Corporate design & branding
Custom designs from scratch, design consultancy.
Education
AI for designers
Currently on-going
Interaction Design Foundation
User Research Methods and Best Practices
Currently on-going
Interaction Design Foundation
UX Writing
Sept, 2021
Multiplica Academy
Mobile user experience design
May, 2021
Interaction Design Foundation
UX Management: Strategy and tactics
Jun, 2020
Interaction Design Foundation
Fintech & Financial Disruption
Sept, 2017
ITAM
Advanced web design and programming
Oct, 2008
EDUMAC
BA Graphic Design
Aug, 2004 - Sep 2008
Universidad del Valle de México
