About me

I am a Usability and User Experience (artist) with more than 10 years of experience. I based my design practice in the observation of reality (nature) from where I target patterns to turn them into forms. Trying to fill up the gaps.

Contact Information

About my work

For every project I begin with observation -of a tool, end user or system. I like to think about this as an audit that helps to detect flaws versus potential. The bonus part is that this helps define the goals of a project.

To collect new ideas, I observe users, either through a cold webcam or siting by their side in a User Testing session; yet, research methods are endless. For example, I preffered surveys or A/B when emotional components are part of the challenge; quantitive testing is better for esthetic matters.

After all the research is done, I turn into my drawing pad. There's nothing better than some old school sketches to create a good intuitive Information Architecture. This part of the process is always better when the main project goal is defined.

Those sketches are my storyboard, the essence of a good prototype. I try to avoid prototyping without a plan - is like try to find a hidden treasure without a map. Those keyframes are the abracadabra of the show. Color, Hierarchy and Animation will complete the UI metaphor.

And then, when everything is ready, it's about time to repeat the whole process once more.

Work Experience

March 2015 – Present

I am currently working for an ecommerce of one of the most relevant brands in the country, Office Depot. My goal is to create an intuitive Browse and Search experience, as well as improve usability patterns in order to increase conversion.

As part of my daily tasks, I wireframe and prototype new features to help the business in addition I also run constact heuristic audits to detect possible opportunities in the purchasing experience. I also write functional agil requirements, design and assist user tests and present my findings to stakeholders, product owners and developers on a regular basis.

Highlights

  • Design new features and improve the current platform
  • Create wireframes, mockups and responsive prototypes
  • Enhace and grooming of Oracle Endeca Enterprise Solution
  • Assist and design User Tests for Usability, UI patterns surveys and Tree testing

November 2013 - February 2015

As a senior consultant I performed as a UX lead for a wide variety of projects from Non-profit Organizations, Intranets, LMS and Data Dashboards. Through reasearch, user testing and survyes I created new sitemaps, User Flows, User Journey maps, Competitor’s Analysis, Engagement plans and Conversion flows. I also designed and held client interviews, documented UX findings and developed click-through wireframes in specialized software, such as Axure.

In this position I matured my IA skills through remote user testing, card sorting, surveys and BI data analysis.

In personal level, living abroad challenged my adaptability, improved my English and help me developed new professional skills: I become more efficient, budget conscious and client focused becoming a more profitable team member.

Highlights

  • Redesign of preexisting websites and software applications
  • Client interviews and UX discovery process
  • Persona creation using marketing research including user surveys
  • Design user flows, low fidelity sketches and wireframes
  • Usability Heuristic analysis and discovery presentation
  • Creating a UCD marketing strategy. Conversion flows and KPI deployment
  • Unmoderated/Moderated Card Sort and User Testing

April 2010 - August 2013

I held two leadership positions in Liverpool, the biggest retail chain in Mexico and high profitable e-commerce.

I was responsible for optimizing the front-end and UX-UI of the platform. I was granted with a team and as a new area we faced great challenges: orchestrating the first user-testing to improve the UX-UI, evangelize about the relevance measuring performance through BI tools like Google Analytics and Crazy Egg. Build trust over the heuristic analysis, follow and create digital guidelines. This leadership position required articulating the business side with technical teams, either from internal Liverpool teams or external consultancies such as Deloitte, Oracle, and McKinsey.

As a team leader, I encouraged optimization and performance culture, I promoted the usage of web standards. The results delivered by my team where relevant for the business: noticeable decrease on load time, increase 31% the organic traffic indexing more than 900,000 using microschema, 60% increase conversions after 2 UX-UI iterations, implementation of GTM to enable Double Click technologies.

Highlights

  • Redesign of preexisting websites and software applications
  • Persona creation using marketing research including user surveys
  • Design user flows, low fidelity sketches and wireframes
  • Usability Heuristic analysis and discovery presentation
  • Creating a UCD marketing strategy
  • Unmoderated/Moderated Card Sort and User Testing

Skills

%

Information Architecture

Advanced, 3 years

Sitemap, User Flow, Content Audit, Traffic Audit, Card Sorting, Taxonomy design, Mind Mapping

%

Web Analytics

Expert, 8 years

Web performance audit, Balanced Score Cards, KPI strategy, Conversion Funnel, Google Analytics technical implementation, Sitecore DMS, Coremetrics

%

Wireframing

Expert, 4 years

From low fidelity sketches
to click-through wireframes

%

User Testing

Beginer, 2 years

Design and support for Moderated and Unmoderated User Testing.

Portfolio

Competitor Analysis

Detect website/application opportunities against their current competitors.

Inspirational Analysis

Broad research to gather inspiration from a wide variety of websites. Each selected ‘muse’ could help design features, media type or audience with our client.

Personas

Creation of user archetypes that will keep focus over user goals, desires, and limitations. Help guide decisions about an application, website or service.

Taxonomy and Card Sorting

Content organization based on user-centered taxonomy which should result in a better navigation structure for a website and in some cases increase conversion rates.

Sitemap & Application Flow

Content organization based on user-centered taxonomy which should result in a better navigation structure for a website and in some cases increase conversion rates.

Use Cases

List of steps that represent interactions between roles, actors and systems to achieve goals.

Ideation Sketching

Part of early Wireframe Developing helping visualize a variety of solutions for a need in a rapid and lean approach.

Click-through Wireframes

One of the many UX crown jewels. Is an effective way to represent dynamic elements, animations and interactions.

HTML Rapid prototyping

It is a simulation of a final product. Very similar to an interactive mockup that can have any degree of fidelity.

iOS and Android Mobile App

Wireframe, art direction and digital illustration for a branding strategy

Responsive Redesign

Mobile first method, sketching and wireframing