Abe Serrano
Designer
Location
Los Angeles, CA, United States
Toptal Member Since
April 14, 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.
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Work Experience
2012 - PRESENT
Product Manager and Designer
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 user needs and define a clear pathway to desired outcomes.
- Defined UX strategies and led 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), UX Design, Web App UX, UI Design, Design Systems, UX Prototyping, UI Prototyping, UX Research, UX Strategy, Agile UX, System Design, Ideation, UX Leadership, Design Strategy
2022 - 2023
Enterprise Product Designer | Net Revenue Management
PepsiCo Global - Digital Products and Services
Technologies: Figma, Product Design, Web App Design, UX Design, UI Design, User Flows, Wireframing, User Testing, User Validation, High-fidelity Prototypes, Enterprise, Web App UI, Web App UX, Web Applications, B2B, Enterprise SaaS, User Research
2021 - 2022
Enterprise Product Designer | Fintech Advisor Portal
Envestnet
- Streamlined wealth management process to assist Envestnet advisors in their daily practices.
- Develop design solutions for holistic planning and proposal generation, advanced portfolio solutions, integrated practice management, as well as comprehensive and customizable reporting.
- Enabled advisors to create investment plans that are customized to client's needs and built on a strong foundation of proven tools and research.
Technologies: UI Design, User Interface (UI), Prototyping, Figma, Design Patterns, Usability, Design Systems, UX Design, User Experience (UX), Product Design, Agile UX, Lean UX, Web App UX, Web App UI, Web App Design, Data Visualization, Trading Systems, Fintech, Finance, Financial Modeling, Interaction Design (IxD), Enterprise SaaS, Design Workshops, System Design, Ideation, Enterprise, UX Leadership, Design Strategy, B2B, SaaS, SaaS Design
2020 - 2021
Enterprise Product Designer | Risk Management Platform, Capabilities, and Automation
AXA XL: Global Commercial Insurance and Reinsurance
- 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.
Technologies: UX Design, Visual Design, UX Research, Product Design, Risk Management, Credit Risk, Market Risk, Global Risk, Risk Analysis, Analytics, Dashboards, UI Design, Data Visualization, Compliance, P&C Insurance, Insurance APIs, Insurance Processing, Fintech, Interaction Design (IxD), Figma, Internet of Things (IoT), Enterprise SaaS, Design Workshops, System Design, Ideation, Enterprise, UX Leadership, Design Strategy, B2B, SaaS, SaaS Design
2017 - 2019
Enterprise Product Designer | Digital Technologies and Energy Innovation
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.
- Designed 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.
Technologies: Branding, User Interface (UI), User Experience (UX), Business Strategy, Digital Innovation, CX Strategy, Big Data, UX Strategy, Internet of Things (IoT), Data Visualization, Product Design, Artificial Intelligence (AI), Data Analytics, Smart City Technology, Machine Learning, Automation, Wearable Technology, Augmented Reality (AR), Virtual Reality (VR), Interaction Design (IxD), Enterprise SaaS, Design Workshops, System Design, Ideation, Enterprise, UX Leadership, Design Strategy
2010 - 2012
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.
Technologies: OmniGraffle, Sketch, Adobe Illustrator, Adobe Photoshop, Adobe CC, Interaction Design (IxD), UX Design, UI Design, Web Design, Product Design, Web App UX, Web App UI, Mobile App UI, Mobile App Design, Design Systems, Design Workshops, System Design, Ideation
2007 - 2010
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.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe CC, System Design, Ideation
2007 - 2007
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.
Technologies: Adobe Illustrator, Adobe Photoshop, Adobe CC, System Design, Ideation
2006 - 2007
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.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe CC, tvOS UI, Microsites, 2D Animation, Movies, Interaction Design (IxD), Typography, Graphic Design, Motion Design, Branding, Prototyping, UX Prototyping, UI Prototyping, System Design, Ideation
Education
2002 - 2006
Bachelor's Degree in Interactive Media Design
Art Institute of California Los Angeles - Santa Monica, CA (USA)
Certifications
JUNE 2020 - PRESENT
Human-Computer Interaction - HCI
Interaction Design Foundation
MARCH 2019 - PRESENT
Oxford Blockchain Strategy
Saïd Business School, University of Oxford
Experience
UI Design - 15 yearsUX Prototyping - 15 yearsUI Prototyping - 15 yearsProduct Design - 15 yearsHuman-centered Design (HCD) - 15 yearsUX Design - 15 yearsUser Research - 10 yearsFigma - 6 yearsTools
FigmaLocation
