About Me
User Experience Designer
Design Strategy | User Experience | Visual Design | Usability | Design Systems
A strategic and innovative designer with over 14 years of experience creating user-centered, scalable solutions across various industries. From initial concept to final implementation, I leverage design thinking and agile methodologies to deliver impactful results.
Specialized in designing Enterprise Cloud Applications for B2B/B2C commerce, content management systems, and solutions for the financial industry. Additionally, I provide design consultancy for digital transformation, ensuring that businesses effectively align their digital products with user needs and business goals.
Based in Mexico City, Mexico
My UX Design Process
Empathize
The design process begins by understanding project requirements and the problem to solve. This is done through user interviews, data analysis, and competitive research, helping to identify key insights that inform design decisions and ensure the solution addresses real user needs.
Define
User personas, goals, and customer journeys are defined through real-world user stories. This stage helps shape a clear and actionable roadmap for the user experience, ensuring all stakeholders are aligned on the user’s needs and the business objectives.
Ideate
This phase centers around generating ideas through user flows and low-fidelity wireframes, running collaborative ideation workshops with cross-functional teams. The goal is to identify key moments and refine solutions. Design, product, and development teams work closely to assess feasibility, align on priorities, and challenge each other’s assumptions. Industry trends and emerging technologies are considered to ensure the solution remains innovative and future-proof. This phase includes setting clear expectations for timelines and deliverables to ensure progress is made efficiently and within the project scope.
Prototype
Prototypes are created to explore potential solutions. Early collaboration with development teams ensures technical feasibility is addressed, while the user experience remains the priority. This step helps validate design concepts and uncover any technical constraints that may impact the final product.
Test
Usability testing is conducted with real users to gather actionable feedback. The goal is to identify patterns, pain points, and areas for improvement, ensuring that the design aligns with user needs and expectations while refining it based on real-world interaction.
Implement
High-fidelity designs are delivered in accordance with the product’s branding guidelines and design system. Detailed specifications are provided, and regular check-ins with development teams ensure proper execution and alignment with the vision and requirements.
Learn
Once launched, behavioral data and user feedback are collected to evaluate the product’s effectiveness. This helps uncover areas of success as well as opportunities for future improvements, with a focus on achieving business goals and meeting key performance indicators (KPIs).
Iterate
The product is refined continuously based on user insights, evolving to better align with user needs and business objectives. This iterative process ensures that the design remains relevant and effective, responding to both user feedback and market trends.
Skills
Design Tools
Design & Prototyping: Figma, Adobe Creative Suite, Sketch, InVision.
Research & Testing: UserTesting, Optimal Workshop, Hotjar, Crazy Egg.
Analytics & Data Insights: Google Analytics, Google Optimize, Web Master Tools.
Project Management: Jira, Confluence, Monday, Trello, Asana, Slack.
Other Skills
Languages: Native in Spanish, Fluent in English (B2 Certificate).
Soft Skills: Team collaboration, cross-functional leadership, problem-solving, mentoring, strategic thinking, time management.
Mentorship: Experienced in guiding junior designers and cross-disciplinary teams to deliver outstanding results.
Resume
Professional Experience
Principal User Experience Designer
December 2022 - September 2024
Oracle Design, Mexico City
- Oracle Customer Experience (CX) - Led a major product revamp for Oracle’s B2B Commerce Cloud, focusing on adopting a new design system. Overhauled the commerce storefront, optimizing information architecture, defining user journeys, and redesigning profile navigation. Also revamped the commerce admin interface, streamlining management of accounts and contacts to improve user efficiency. These improvements contributed to better usability and enhanced user engagement across industries in an industry-agnostic platform.
- Oracle Content Management - Led design and system adoption for Oracle’s cloud-based content management platform features, integrating document capture and procesing, augmented reality features, app settings and integrations with third-party services. These changes helped improve OCM's workflows efficiency and navigation, as well as customer adoption and a smooth cloud migration of existing on-premise users to Oracle Cloud (Document Capture).
December 2022 - September 2024
May - November 2022
Senior UX Designer
Sept 2016 - May 2022
Scotia Digital, Scotiabank, Mexico City
- ScotiaWeb - (React, BaaS). Redesigned key features such as enrollment, login, and access recovery, boosting sales conversion rates by 20% through improved user flow and enhanced usability.
- ScotiaMóvil MX - (iOS/Android). Led the development of the cardless withdrawal feature, enabling users to perform transactions across app and ATM interfaces. This cross-functional solution improved customer experience and contributed to a 15% increase in ATM transactions, +20% digital adoption, and -50% transaction migration (in-branch operation to app) during the first quarter post-launch
- Scotia Tarjetas - (iOS/Android). Redesign of the mobile app and implementation of Dynamic CVV for improved security and user experience, leading to a 10% reduction in fraud cases.
- ATMs (Windows). Led branding and monthly campaigns across the ATM network, including cardless withdrawal and pre-approved credit features, increasing ATM usage by 10% and improving brand awareness among customers.
- Credit Card Application (Angular) - Spearheaded the bank’s first end-to-end digital application for credit cards, boosting online conversion rates by 25% and modernizing the user journey from traditional paper forms to fully digital processes.
- Omnichannel Sales Manager - WEB, APP, ATM, Email, SMS - Managed omnichannel strategies to ensure consistency across platforms, increasing customer retention and streamlining the sales funnel for more effective lead generation and improved +30% in product sales in digital channels.
Led UX design and cross-functional collaboration for Scotiabank’s digital transformation, focusing on enhancing user experiences across multiple platforms. Key achievements:
Web Design Consultant
Jan 2015 - Aug 2016 (1 year 9 months)
Digital Marketing, Scotiabank, Mexico City
- Collaborated closely with SEO specialists, graphic designers, campaign strategists, social media consultants, and marketing agencies to optimize and maintain Scotiabank's official website for engagement, conversion, and awareness. Improved usability and increased site traffic.
- Designed and coded for Google Ads using Google Web Designer, optimizing ad creatives for better engagement and conversion rates. These optimizations contributed to a 15% increase in paid search traffic.
- Enhanced SEO, accessibility, and site performance, resulting in a 20% improvement in organic search rankings and site load times.
- Led social media campaigns, driving a 30% increase in engagement and raising brand awareness on platforms like Facebook and LinkedIn.
- Created targeted Google AdWords campaigns that boosted conversion rates by 12% through optimized creative and targeting.
Systems Engineer
Sep 2010 - Dec 2014 (4 years 4 months)
Information Technology, Scotiabank, Mexico City
- Managed the day-to-day operations of Scotiabank’s website, ensuring uptime and smooth user experience.
- Led web design for corporate intranet and online banking systems, optimizing for speed, usability, and responsiveness.
- Supported the team with server configurations, user management, and production support for internal systems.
Front-End Specialist
March - Sept 2010 (6 months)
NSTrantor, Mexico City
- Led the redesign and development of Scotiabank’s online banking app, improving user interface and overall design.
- Worked on information architecture and microcopy to improve navigation and user understanding.
- Developed HTML templates and stylesheets, improving usability across devices.
UX Consultant | Web and Graphic Designer
Sept 2006 – Present
Freelance Design, Mexico City
- Developed custom designs and HTML templates from scratch, aligning with client needs and industry best practices.
- Optimized websites for SEO, performance, and usability, resulting in measurable improvements in traffic and engagement.
- Implemented corporate branding and style guidelines, ensuring consistency across digital platforms.
Custom web designs and consulting for various clients:
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
