Overview

Versatile, bilingual senior product designer experienced in solving customer problems and tackling complex business challenges, resulting in successful outcomes throughout the entire customer journey.

User Experience 

Researching and implementing UX best practices, heuristic evaluation processes, A/B test experimentation, and usability studies to inform customer-centric design. Developing information architecture, creating UX personas, and designing UX sitemaps and user flows.

User Interface Design

Crafting and refining UI components, aligning with brand identity, implementing iconography, font styles, and UI libraries. Designing visual patterns and providing art direction for cohesive and engaging user experiences.

User Interaction Design

Creating intuitive and engaging user interactions, including micro-interactions and motion, to solve various interaction scenarios and minimize friction while increasing engagement and conversion. Employing user-centered methodologies, data, and research to inform proposed solutions, expressed through interactive presentations and prototypes.

Education

2021     UX Certification

Nielsen Norman Group UX Certification

2005     J.S. Knight Fellowship Affiliate

Stanford University, Palo Alto, California

1999     BFA – Graphic Design

National University of Colombia, Bogota, Colombia

Experience

Chewy - Pet Supplies Online Retailer

2022  Now    Senior Product Designer at Chewy

• UX lead designer for Navigation in all digital platforms including desktop, mobile web and native apps.  
  
• Collaborates with product managers, technology partners and stakeholders on a wide array of projects from information architecture optimization to UX redesign projects. 
  
• Creatively leads and executes projects from end to end: Discovery and concept ideation, flows and wireframes, and full-fidelity prototype designs.
• Assess existing designs and functionality in the Chewy Navigation space. Lead customer-centered solutions, gather and evaluate user requirements, and develop designs to ensure that the voice of the customer is considered and integrated throughout the customer journey and user flows
  

• Collaborates with UX researches developing and running usability studies.

• Collaborates with Data Analytics teams ensuring the right set of metrics are presented to informs design decisions.

Bluegreen Vacations

2021 2022    UX / UI Design Manager

• Reporting to VP of Marketing Operations
  
• Leads designers dedicated to user-centered strategies and solutions for web properties, digital marketing campaigns, future apps and any other form of digital communication that is part of the customer journey
• Collaborates with stakeholders, project managers and technology partners
• Creative and artisitc direction for marketing campaigns.
• Assess existing designs and functionality of the company’s digital properties. Propose user-centered solutions, gather and evaluate user requirements, and develop designs to ensure that the voice of the customer is considered and integrated throughout the customer journey and user flows

• Creatively leads and executes projects from concept to wireframes to finished designs

• Helps establish and improve internal workflows and systems of communication to ensure projects are completed within scope

• Researches, creates, and manages UX personas, user flows, UX sitemaps and information architecture solutions based on quantitative and qualitative data research available

Bluegreen Vacations

2017 2021    Senior Customer Experience Designer

• Reporting to VP of Customer Experience
  
• Leading the creation of compelling user experiences for customers in collaboration with cross-functional teams and stakeholders
• Research and implementation of UX best practices Supporting marketing and development teams finding solutions to pain points and friction areas to improve guests and owners digital experiences
• Information architecture, sitemaps, user flows and wireframes development
  
• UI library and components management and development.
  
• UI design for mobile and desktop environments
  
• Interactive prototypes showcasing micro interactions, animations and functionality
  
• Advising and defining objectives for UX timeframes based in business goals and roadmaps
  
• Creating and conducting UX research in-house and in research facilities
  

2014 2017     Bluegreen Vacations 

Senior Digital Designer

• Reporting to Creative Director, leading efforts to articulate brand alignment, improve workflow and implement best UX practices

• Information Architecture

• UI assets management

• UI Redesign of corporate and marketing websites and apps

• Motion Graphics for web and digital signage

2013 2014     Bluegreen Vacations 

Web Designer

• Reporting to Art Director, leading design of new mobile-first UI marketing and corporate sites that helped increase revenue online

• Marketing and corporate landing pages design, front-end HTML and CSS

• Photography, image retouch and art direction

2011 2013     Levenger

Web Designer / Senior Designer

2010 2011     Whale & Star

Web and Graphic Designer

• Web design

• Book and art catalog designer

• Art direction for photography and interactive project
  

2006 2010    Chavez and Deleon Law Office, P.A

Web and Graphic Designer – Communications consultant

• Consulting for numerous projects that help the office win important cases and settlements by creating compelling presentations

• Motion graphics using plaintiff video interviews and local and national news clips to support claims and influence lawyers and defendants

• Website strategy and design

• Graphic Design for magazines sponsored by the law firm

• Software training and communications liaison with the Guatemala government consulates and embassy for legal projects and services

Languages

Spanish and English

Skills

• Story-mapping, UX personas and customer journey design
• User research and usability testing
• Information architecture, sitemaps, wireframes and user flows
• UI and interactive design, micro-interactions, motion graphics, animations
  and prototypes
  
• HTML and CSS development experience
  

Software

Figma

UserTesting

Google Analytics 

Lucid chart

Adobe XD

In Vision

Sketch

Photoshop

After effects

Animate

In design

Illustrator

Jira

Microsoft Office Suite

Special skills

Motion Graphics

Digital Art

Stop Motion animations

200 hours Yoga Teacher certification

100 hour Mindfulness Teacher Certification