Daniel Serrano, Designer in Medellín - Antioquia, Colombia
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Daniel Serrano

Verified Expert  in Design

Visual & Branding Designer

Medellín - Antioquia, Colombia
Toptal Member Since
October 29, 2015

Daniel is a capable UI and UX designer with a strong focus on design and extensive experience in branding and marketing. He exceeds in communicating with clients ensuring that the product meets the client's requirements. With an entrepreneurial background, he has a great eye for detail for product design and UX. Daniel has a great aesthetic eye but always keeps in mind to maintain high standards for the usability and functionality of a product.


Work Experience

Lead Product Designer

2019 - PRESENT
  • Worked with product owners and developers on features designed for a wide variety of users and devices.
  • Created features and applications that helped the company expand to new markets.
  • Built a design system from scratch and helped developers and other stakeholders understand it and use it.
Technologies: Figma, Adobe, Illustrator CC, Photoshop CC, Google Docs, After Effects CC

UX/UI Designer

2014 - PRESENT
  • Developed the UX/UI style guide and the design systems to guarantee a consistent and coherent experience throughout the whole IoT product.
  • Worked on the promotional side of the website, designed to acquire IoT users and launch their enterprise targeted products.
  • Redesigned the web (desktop) app to improve the consistency and look and feel of the product in order to facilitate data analysis.
  • Designed an IoT Android app to monitor and understand data collected by sensors—all without a line of code.
  • Created icon sets, illustrations, and brand assets to help both growth and user engagement goals.
  • Designed case studies that showed success stories told by software enthusiasts and makers.
Technologies: InVision, Sketch, Adobe After Effects, Adobe Illustrator, Adobe Photoshop

Director of Culture

2010 - PRESENT
  • Met with clients to define and understand the real needs of the company to achieve desired goals.
  • Worked on the concept and visual identity for several brands from different industries concerning logos, stationery, and guidelines.
  • Created wireframes, flowcharts, and visual designs for responsive websites.
  • Worked on the function and design portion of mobile and desktop apps intended for diverse groups of users.
  • Designed, animated, and edited corporate videos for explanatory and commercial purposes.
  • Developed and maintained digital strategies that included inbound and outbound marketing channels (e.g., email marketing, blogs, or social media).
Technologies: InVision, Sketch, Flash, Adobe After Effects, Adobe Illustrator, Adobe Photoshop, Figma, Slack, Google Docs, Webflow, Squarespace, Shopify

Teacher of Campaigns II and Portfolio

2013 - 2020
Colegiatura Colombiana
  • Taught other designers tools and techniques to achieve better creative results.
  • Worked with diverse groups of people and guided them through a learning process that increased their abilities to create successful advertising campaigns.
  • Mentored students to improve their technical skills and graphic criteria.
  • Taught students the basic concepts of communication while working on challenging tasks such as non-commercial marketing and propaganda.
  • Trained students in different forms of research and consumer understanding.
  • Worked in highly creative environments full of inspiring ideas and brainstorming new approaches to common problems.
  • Implemented gamification tools and techniques to increase engagement and extend the life of knowledge.
Technologies: Apple Keynote, Adobe Illustrator, Adobe Photoshop

UX/UI Designer

2016 - 2019
OpenZNet (via Toptal)
  • Designed apps for TV interfaces, overcoming challenges related to input devices and hardware limitations.
  • Created animated videos to explain the interface's behavior, motion, and flows showing, at the same time, the remote's input.
  • Created the UX and UI of the website, designed to promote OpenZNet and acquire enterprise clients.
  • Developed the UX/UI style guide and the design systems to guarantee a consistent and coherent experience throughout the apps.
Technologies: InVision, Adobe Animate, Adobe After Effects, Adobe Illustrator, Adobe Photoshop

Co-founder and Chief of Marketing and Design

2012 - 2015
  • Led user research and product strategy by working with designers and developers.
  • Developed wireframes and user interactions to get a more enjoyable and friendly game dynamic.
  • Worked on user interfaces for multiple devices including smartphones, tablets, and desktop computers.
  • Designed the desktop, iOS, and Android apps and led the marketing efforts.
  • Created and managed digital strategies to enable user acquisition.
  • Designed and maintained the inbound marketing campaign, that included SEO, social media, and content marketing.
  • Managed the outbound marketing campaign, which included PR, email marketing, and events.
  • Designed email templates and social media content.
Technologies: Mailchimp, Adobe Illustrator, Adobe Photoshop
2009 - 2012

Bachelor's Degree in Advertising

Colegiatura Colombiana - Medellin, Colombia