Abe Serrano

Designer in Los Angeles, CA, United States

Member since May 27, 2016

As a lead UX strategist and designer, Abe operates at the convergence of business, design, and technology to partner with enterprise, B2B, and B2C companies to align business objectives to user needs and define a clear pathway to desired outcomes. He is a creative leader with a human-centered, lean UX methodology that results in thoughtful design systems that scale across user archetypes and devices.

User Experience (UX)Prototyping User Research Adobe CC Sketch Figma User Flows iOS Android Digital Product Design Visual Design Web Design Internet of Things (IoT)Axure RP Pro Mobile App UI Show more

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Portfolio

Digital Design

7x Webby Award Winner TED-Ed
- Education
- Lesson Development
- Blended Learning Design
- Webby
- Award-winning
- Responsive UX Design
- Responsive UI
- Adaptive Design
- YouTube API
- Video Platforms
- Platform Design
- Educational Platform Design
- Art Direction
- UI Style Guides
- Design Systems
- Design Leadership
- Edtech
- Education Technology (Edtech)
XPRIZE Microsite for Potential Investors
- Responsive UX Design
- Responsive UI
- iPad
- iPhone
- Pitch Presentations
- UI Style Guides
- Design Systems
- Design Leadership
- Content Management Systems (CMS)
- Art Direction
- UX Direction
Oral-B iOS App to Sync with the Power Toothbrush
- Mobile UX
- Mobile App UI
- Mobile App Design
- iOS
- Apps
- Mobile Apps
- App UI
- UI Design
- iOS UI Design
Animation Design for Nissan Advertorial Unit
- Interactive Advertising
- Video Streaming
- Smart TV
- 2D Animation
- 2D
- UX Design
- UI Design
Online Gallery for Global Art Project INSIDE OUT
- Street Photography
- Mapping
- Web GIS
- YouTube API
- UX Design
- UI Design
- UI Style Guides
- Design Systems
- Platform Design
- Art Direction
- Design Leadership
- Activity Feeds
Responsive Website for Cornerstone West Los Angeles
- Responsive UX Design
- Responsive UI
- UI Style Guides
- Adaptive Design
- Platform Design
- Art Direction
- Design Systems
- Design Leadership
Digital Assets Library for Balboa Park Online Collaborative
- Responsive UX Design
- Responsive UI
- Platform Design
- Asset Management
- Catalog Design
- Collection Building
- Relational Data Mapping
- UI Style Guides
- Art Direction
- Design Systems
- Design Leadership
Website Design for Los Angeles-based Museum, LA Plaza de Cultura y Artes
- UX Design
- UI Design
- UI Style Guides
- Platform Design
- Art Direction
- Design Leadership

Employment

Freelance UX Strategist and Design Consultant
2012 - PRESENT
Think Abe
- 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 their user needs and define a clear pathway to desired outcomes.
- Defined UX strategies and lead UX research and discovery initiatives.
- Implemented a 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.
Technologies: Human-centered Design (HCD), Systems Thinking, Design Thinking, Android, iOS, Axure, Origami, Pixate, Principle, Marvel, Figma, InVision, Adobe Illustrator, Adobe Photoshop, Sketch, Digital Innovation, User Experience (UX)
Interactive Art Director
2010 - 2012
A Hundred Years
- Guided design-thinking and art direction for TED-Ed, UCLA Health Systems, La Plaza de Cultura y Artes, & The Smithsonian.
Technologies: OmniGraffle, Sketch, Adobe Illustrator, Adobe Photoshop, Adobe CC
Interactive Art Director
2007 - 2010
MashOn
- Directed a creative team to design and develop a print-on-demand e-commerce platform with clients such as EA, FX, and Sports Illustrated.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe CC
Interactive Designer
2007 - 2007
Yahoo, Inc.
- Established new design systems and launched Yahoo Summer Movie Guide, Yahoo Kids Holiday Gift Guide, and Yahoo Shine.
Technologies: Adobe Illustrator, Adobe Photoshop, Adobe CC
Interactive Designer
2006 - 2007
Schematic
- Designed, prototyped, and developed interactive advertising solutions for ABC, Microsoft, Nissan, Target, and Warner Bros.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe CC

Education

Bachelor's Degree in Interactive Media Design
2002 - 2006
Art Institute of California Los Angeles - Santa Monica, CA (USA)

Certifications

Human-Computer Interaction - HCI
JUNE 2020 - PRESENT
Interaction Design Foundation
Oxford Blockchain Strategy
MARCH 2019 - PRESENT
Saïd Business School, University of Oxford

Experience

User Experience (UX)14 years
Prototyping14 years
Sketch10 years
Human-centered Design (HCD)10 years
User Research10 years
iOS6 years
Figma4 years

Tools

Location

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