Abe Serrano
Verified Expert in Design
Designer
Los Angeles, CA, United States
Toptal member since May 27, 2016
Abe, a lead UX strategist and designer, operates at the convergence of business, design, and technology to partner with enterprise, B2B, and B2C companies. He specializes in aligning business objectives to user needs and defining a clear pathway to achieve desired outcomes. Abe is a creative leader with a human-centered, lean UX methodology that results in thoughtful design systems that scale across user archetypes and devices.
Experience
- UX Design - 15 years
- Product Design - 15 years
- UI Design - 15 years
- Human-centered Design (HCD) - 15 years
- UI Prototyping - 15 years
- UX Prototyping - 15 years
- User Research - 10 years
- Figma - 6 years
Portfolio
Work Experience
Product Manager and Senior Product Designer
Self-employed
- Operated at the convergence of business, design, and technology to lead digital transformation initiatives for enterprise, B2B, and B2C companies.
- Facilitated a human-centered design process with stakeholders to align business objectives with user needs and define a clear pathway to desired outcomes.
- Defined UX strategies and led UX research and discovery initiatives.
- Implemented the Lean UX methodology to rapidly prototype UX solutions and scale atomic design systems.
- Designed thoughtful UI design systems that scale across user archetypes and devices.
- Collaborated with Agile development teams to optimize design deliverables and deliver cost-effective development solutions.
- Facilitated qualitative and quantitative user testing to track success metrics and achieve KPIs.
Senior Enterprise Product Designer
PepsiCo Global - DPS
- Headed the redesign of PepsiCo's "Joy" and "Kazandirio" loyalty programs in Mexico and Turkey, respectively, using Lean UX methodologies to boost user engagement and enhance promotional campaign effectiveness.
- Participated in multi-department and cross-discipline workshops to identify pain points, document opportunities, and define success metrics for each loyalty program in its corresponding market.
- Designed a modular design system to accommodate multi-format promotion campaigns with varying participation mechanics that incentivized user participation to achieve campaign engagement metrics.
- Documented design processes to support user research efforts, obtaining qualitative feedback and quantitative data to evaluate success metrics.
Senior Enterprise Product Designer
PepsiCo Global - Digital Products and Services
- Designed a net-revenue dashboard for generative AI pricing scenarios to enable pricing strategies across all product categories to increase revenue and market share relative to competitors.
- Created a companion promotion calendar dashboard that mapped pricing scenarios to generative AI retailer in-store promotion calendars, spurring consumer spending to meet net revenue and market share goals.
- Designed a product category dashboard to review each category's historical performance and analyze progress toward future net revenue and market share targets based on adopted pricing and promotion calendar scenario adoption.
Senior Enterprise Product Designer
Envestnet
- Streamlined wealth management process to assist Envestnet advisors in their daily practices.
- Developed design solutions for holistic planning and proposal generation, advanced portfolio solutions, integrated practice management, and comprehensive and customizable reporting.
- Enabled advisors to create investment plans customized to client's needs and built on a solid foundation of proven tools and research.
Senior Enterprise Product Designer
AXA XL
- Streamlined AXA XL's Construction Ecosystem digital platform to enhance contractors' risk management efforts, advance technology adoption, and improve customer profitability.
- Enabled commercial policyholders access to a large ecosystem of pre-vetted technology solutions designed to reduce policyholders' losses and improve policyholders' operations.
- Awarded 2021 Model Insurer of the Year award from Celent for helping policyholders reduce risk and avoid potential losses.
Senior Enterprise Product Designer
ExxonMobil
- Facilitated organization-wide digital transformation projects to increase efficiency, streamline operations, and enable high-resolution data collection.
- Designed an internal open innovation portal to streamline innovation efforts, raise internal funding capital, and highlight employee contributions and achievements.
- Created a business strategy visualization platform that linked project-based budget spending to an associated corporate strategy to increase transparency, communicate vision, and enable employee recognition.
Interactive Art Director
A Hundred Years
- Guided design thinking and art direction for TED-Ed, UCLA Health Systems, LA Plaza de Cultura y Artes, and The Smithsonian.
- Managed the design team and collaborated with development teams.
- Won seven Webby People's Voice Awards for TED-Ed.
Interactive Art Director
MashOn
- Directed a creative team to design and develop a print-on-demand eCommerce platform.
- Pioneered partner branded content–creation experiences and print-on-demand eCommerce solutions utilizing a proprietary online platform.
- Worked for clients such as MGM, Dilbert, EA, FX, W!ldbrain, Sports Illustrated, 4Kids Entertainment, and Atlantic Records.
Interactive Designer
Yahoo, Inc.
- Established new design systems and launched Yahoo Summer Movie Guide, Yahoo Kids Holiday Gift Guide, and Yahoo Shine.
- Collaborated with art directors, information architects, and web development teams.
- Produced design solutions that embraced Yahoo's usability standards and corporate design system.
Interactive Designer
Wunderman Thompson
- Designed, prototyped, and developed interactive advertising solutions.
- Contributed to the design production standard operation procedures.
- Worked for clients such as ABC, Microsoft, Nissan, Target, and Warner Bros.
Education
Bachelor's Degree in Interactive Media Design
Art Institute of California Los Angeles - Santa Monica, CA (USA)
Certifications
Introduction to Vertex AI Studio
Responsible AI: Applying AI Principles with Google Cloud
Google Cloud via Coursera
Introduction to Responsible AI
Google Cloud via Coursera
Introduction to Large Language Models
Google Cloud via Coursera
Introduction to Generative AI
Google Cloud via Coursera
Google AI Essentials
Google via Coursera
Generative AI for Everyone
DeepLearning.AI | via Coursera
AI for Everyone
DeepLearning.AI | via Coursera
Human-Computer Interaction - HCI
Interaction Design Foundation
Oxford Blockchain Strategy
Saïd Business School, University of Oxford
Skills
Tools
Adobe CC, Sketch, InVision, Apple Keynote, Marvel, Adobe Illustrator, Principle, Origami, OmniGraffle, Flash, Web GIS, Adobe Photoshop, Axure RP Pro, Vertex AI Studio
Platforms
Figma, Axure, iOS, Android, MacOS, Video Platforms
Industry Expertise
Education Technology (Edtech), Education
Languages
CSS, HTML
Other
UI Design, UX Design, User Journeys, Design Thinking, Digital Innovation, User Experience (UX), Systems Thinking, Human-centered Design (HCD), Digital Product Design, Visual Design, Prototyping, Web Design, E-learning, Edtech Design, User Research, Remote User Testing, User Acceptance Testing (UAT), Product Design, Enterprise, Enterprise SaaS, Design Workshops, System Design, Ideation, Disruptive Innovation, User Flows, Leadership, Internet of Things (IoT), Graphic Design, Strategy, Concepting, Principal, Pixate, Mobile UX, Mobile App UI, Mobile App Design, Apps, Mobile Apps, App UI, iOS UI Design, Lesson Development, Blended Learning Design, Webby, Award-winning, Responsive UX Design, Responsive UI, Adaptive Design, YouTube API, Platform Design, Educational Platform Design, Art Direction, UI Style Guides, Design Systems, Design Leadership, Interactive Advertising, Video Streaming, Smart TV, 2D Animation, 2D, Street Photography, Mapping, Activity Feeds, iPad, iPhone, Pitch Presentations, Content Management Systems (CMS), UX Direction, Asset Management, Catalog Design, Collection Building, Relational Data Mapping, Human-computer Interaction (HCI), Blockchain, Blockchain Platforms, Blockchain as a Service, Cryptocurrency, Interactive Media Design, Motion Design, Audio Interaction Design, Typography, User Interface (UI), Design Patterns, Usability, Agile UX, Lean UX, Web App UX, Web App UI, Web App Design, Data Visualization, Trading Systems, UX Research, Risk Management, Credit Risk, Market Risk, Global Risk, Risk Analysis, Analytics, Dashboards, Compliance, P&C Insurance, Insurance APIs, Insurance Processing, Fintech, Finance, Financial Modeling, Branding, Business Strategy, CX Strategy, Big Data, UX Strategy, Artificial Intelligence (AI), Data Analytics, Smart City Technology, Machine Learning, Automation, Wearable Technology, Augmented Reality (AR), Virtual Reality (VR), tvOS UI, Microsites, Movies, Interaction Design (IxD), UX Prototyping, UI Prototyping, UX Leadership, Design Strategy, Web Dashboards, Innovation, Innovative UX, Innovation Labs, Innovation Strategy, User Experience Design, User Experience Strategy, Workshops, UX Workshops, User Workshops, Ideation Workshops, Discovery Workshops, Industrial Internet of Things (IIoT), Enterprise Systems, Enterprise Design, Enterprise Software, Enterprise Integration, B2B, SaaS, SaaS Design, User Personas, User Testing, Sitemaps, Storyboarding, User Journey Maps, Wireframing, User Validation, High-fidelity Prototypes, Web Applications, B2C, Artificial Intelligence as a Service (AIaaS), Generative Artificial Intelligence (GenAI), Data Science, Large Language Models (LLMs), Retrieval-augmented Generation (RAG), Fine-tuning, Pretraining, Reinforcement Learning from Human Feedback (RLHF), Prompt Engineering, Prompt Tuning, Responsible AI, AI Ethics, AI Principles, Frameworks, Multimodal, Use Cases
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