Felix Cruz, Designer in Santo Domingo, Distrito Nacional, Dominican Republic
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Felix Cruz

Verified Expert  in Design

Designer

Santo Domingo, Distrito Nacional, Dominican Republic

Toptal member since September 15, 2020

Expertise
Prototype DesignMockupsWeb DesignUI DesignVisual DesignLanding Page DesignResponsive Web DesignMobile App DesignWordPress DesignAndroid Design
Bio

Felix, a senior product designer with 17+ years in UI/UX and branding, excels in creating engaging interfaces for both web and native applications across mobile and desktop. His global experience spans the USA, the Dominican Republic, France, Guadeloupe, Iraq, Greece, and Haiti. Collaborating with startups, enterprises, and Fortune 500 companies, Felix has significantly enhanced online sales, demonstrating his skill in elevating user experiences to drive business growth.

Portfolio

Work Experience

Senior UX/UI Designer

2012 - PRESENT
Pauermedia (Self-employed)
  • Designed and developed products for the largest and most popular bank in the Dominican Republic (which has received international recognition from various organizations).
  • Contributed to the conceptualization, flow, and development of the design and experience of a boat rental platform in Guadeloupe.
  • Placed in second place/runner-up at The Pitch 2018 for a medical app design, It was the first mobile application of its kind in the local market.
  • Worked on the UI/UX, product, and digital strategy for an online retail SaaS application, with operations in the Dominican Republic and Guadeloupe.
  • Helped customers realize the importance of wireframing, defining user journeys, and the user-centered design process to ensure the continued progress of the project helping them to reduce costs and risks.
  • Created the digital strategy and website design (in the Dominican Republic) for the largest Chinese car brands, Brilliance, Dongfeng, and BYD.
  • Helped startups and medium-sized companies with their mobile and web apps' user interfaces and user experiences in various niches, such as mental health, fitness, retail, finance, and marketing.
Technologies: Retail & Wholesale, Cars, Healthcare, Branding, User-centered Design (UCD), Prototyping, SaaS, Mobile App Design, Android Design Guidelines, Android UI Design, iOS UI Design, UI Design, UX Design, Web Design, Figma, InVision, Adobe Photoshop, WordPress, Adobe Illustrator, Sketch, Fitness, Web App Design, Mobile Design, Accessibility, Dashboard Design, Marketplaces, Online Sales, Leadership, Responsive Web Apps, Web App UI, Online Banking, Consumer Banking, B2B, Business to Business to Consumer (B2B2C), B2B2C, Mockups, Websites, Landing Pages, Interface Design, Sales Pages, Design Systems, Reservation Flow, Consumer Products, MVP Design, Mobile UI Design, Social Media Platforms, Web App UX, Web UI, Web UX Design, Website Redesign, Web UI Design, High-fidelity Prototypes, Dashboards, Rapid Prototyping, Content Management Systems (CMS), Conversion Rate Optimization (CRO), A/B Testing, Mobile First, Social Media Apps, Onboarding, App Design, Online Ordering, Food Ordering Platforms, Interactive Prototypes, Food Ordering, Blockchain & Cryptocurrency, Visual Assets, UX Wireframes, Brand Design, Direct to Consumer (D2C), Interaction Design (IxD), Responsive Design, Logo Design, Social Media Design, Instagram, Design, Design Leadership, UI Components, Gamification, UX Strategy, Consumer Applications, Customer Journeys, Component Libraries, UI Style Guides, User Journey Maps, Layout Design, Style Guides, Finance, Design Guidelines, Low-fidelity Prototypes, User Personas, User Stories, Artificial Intelligence (AI), iPad, Usability, Automotive, Industrial & Manufacturing, Adobe, UI Templates, User Experience Design, Storyboarding, Landing Page Design, Product Comparison, Corporate Websites, Marketplace Design, Crypto, Advertising, Personas, Web Dashboards, High-fidelity Mockups, Google SEO, Software as a Service (SaaS), Information Technology, App UI, User Workflows, Design Consultation, Use Cases, Fintech Design, Real Estate, Investments, Banking & Finance, User Interviews, User Research, Research, Cryptocurrency Exchanges, Nonprofits, UI Prototyping, Conversational Interfaces, Apps, Sports & Recreation, Google Slides

Product Designer

2024 - 2024
Black Wedding Experience LLC
  • Developed a scalable design system that standardized UI components across four products, reducing development time for new features by 35% and ensuring brand consistency.
  • Designed an end-to-end user interface for a B2B SaaS platform, improving navigation and adding interactive features to enhance user engagement.
  • Led a cross-functional team in a design sprint to streamline the product’s onboarding process, focusing on reducing complexity and improving user flow.
  • Created detailed user stories to define user needs and expectations, aligning the design process with key business and user objectives.
  • Developed comprehensive user flows that mapped out end-to-end interactions, ensuring a seamless experience across various user journeys and touchpoints.
  • Designed an intuitive dashboard specifically for vendors, integrating key features such as inquiries, service management, and performance analytics to enhance usability and engagement.
  • Established a clear tiered subscription structure with distinct feature sets for each level, optimizing the value proposition for both basic and premium users.
  • Synthesized research findings into actionable insights, creating personas and empathy maps that guided design strategies and aligned the team on user-centered objectives.
  • Designed culturally inclusive user interfaces that highlight and celebrate minority-owned businesses, ensuring representation and accessibility within the wedding planning platform.
  • Created user flows tailored for event planning, including wedding and pre-wedding events, that guide users from vendor discovery to booking seamlessly.
Technologies: Marketplace Design, Web, WordPress, Layout, Product Design, Web Design, Consumer Products, Professional Services, Events, Wireframing, User Journey Maps, User Flows, Branding, Responsive Web Design (RWD)

Senior Product Designer

2024 - 2024
AskElephant
  • Designed and implemented AI-driven features to enhance user interactions on AskElephant's platform, improving engagement and workflow efficiency by 30%.
  • Engineered a comprehensive design system for AI-driven applications, ensuring seamless UI/UX consistency across AskElephant’s platform, allowing for faster development and improved user experience.
  • Conceptualized and designed AI-powered meeting summaries, transforming complex meeting data into concise, actionable insights that reduce cognitive load for users by 40%.
  • Developed a visually intuitive, AI-driven workspace dashboard, incorporating productivity widgets that deliver real-time insights to help users stay organized and make informed decisions.
  • Crafted a seamless user experience for AskElephant's AI-driven conversation analysis tools, providing an intuitive interface for users to extract actionable insights from team interactions.
  • Designed an interactive, AI-enhanced trial progress system, implementing visual cues and timely notifications to improve trial-to-subscription conversions through a clear understanding of platform benefits.
  • Led the redesign of the onboarding experience with an AI-guided approach, enabling a smoother, more engaging journey for new users, tailored to their roles, which increased feature adoption and user retention.
Technologies: Figma, AI Design, A/B Testing, Artificial Intelligence (AI), Artificial Intelligence as a Service (AIaaS), Generative Artificial Intelligence (GenAI)

Product Designer via Toptal

2024 - 2024
Jounce In LLC
  • Conducted comprehensive UX research to identify core functionalities for Jouncein and inform product design decisions.
  • Developed information architecture. Created a scalable information architecture for Jouncein's web app, optimizing navigation paths for both parents and professionals.
  • Designed mid-fidelity wireframes. Produced a complete set of mid-fidelity wireframes, laying out the user interface that enhanced user interaction and experience.
  • Implemented a clickable prototype in Figma. Developed a fully interactive Figma prototype for Jouncein, facilitating early testing and feedback and improving the efficiency of the product development cycle.
  • Facilitated user journey mapping. Mapped detailed user journeys for Jouncein, pinpointing critical touchpoints.
  • Crafted a cohesive design system. Built a comprehensive design system for Jouncein from the ground up, including UI components and branding elements, which streamlined the design process across teams.
Technologies: Product Design, Figma, Web App Design, UI Design, UX Design, Prototyping, Wireframing, User Journeys, User Experience (UX), User Interface (UI), Responsive Web Apps, Sitemaps, User Stories, User Personas, Business Models, Design Systems, UX Research, Apps

WordPress Designer via Toptal

2023 - 2024
Winston County Self Help Cooperative
  • Conducted a comprehensive analysis of the Farmers Cooperative's existing website, identifying critical areas for structural and visual enhancement to improve user experience and online presence.
  • Developed and executed a modern, responsive design for the Farmers Cooperative's WordPress site, enabling the seamless publication of articles, texts, and images to foster community engagement and connection.
  • Implemented advanced security measures, successfully resolving existing malware issues and safeguarding the website against future vulnerabilities, ensuring uninterrupted service.
  • Revitalized the Farmers Cooperative's digital brand identity, establishing a user-friendly WordPress interface that reflects the cooperative's ethos and commitment to the farming community.
  • Engineered an adaptive content management solution that empowers the Farmers Cooperative to autonomously update their online content, fostering a dynamic exchange of resources and insights within the rural farming network.
  • Enhanced the website's SEO performance through strategic design improvements, significantly increasing organic traffic and improving the cooperative's search engine visibility, thereby connecting more farmers to valuable resources.
Technologies: WordPress, Web Design, WordPress Design, WordPress Themes, Web UX, Web UI, WordPress Theme Design, PSD to WordPress, Figma, Mailchimp, Responsive UI

Senior Product Designer

2023 - 2024
Bazaarvoice
  • Worked actively on design system documentation that ensured consistency across both applications, improved usability, and increased user engagement. Collaborated hand-in-hand with stakeholders to understand gaps in the existing design.
  • Conducted primary and secondary research based on product pages and identified areas for improvement in the UI, resulting in a new and more intuitive UI, leading to increased user engagement and a greater number of sign-ups.
  • Redesigned the onboarding process, reducing the time it takes for users to complete the setup by 40%, resulting in higher user satisfaction and retention.
  • Spearheaded the complete redesign of the user interface, resulting in a 30% increase in user engagement and a 20% reduction in bounce rate.
  • Ensured compliance with accessibility standards, resulting in a 30% increase in accessibility scores and making the product more inclusive for all users.
  • Innovated a "Review Coach" AI tool, boosting review quantity and quality, enhancing user engagement, and providing brands with richer product insights.
Technologies: User Flows, Product Design, Web, Mobile, B2C, Design Systems, HTML, CSS, Product Discovery, Consumer Products, Consumer Applications, Customer Journeys, A/B Testing, Feature Planning, Accessibility, iOS, Android, Web UI, Mobile Apps, App UX, Component Libraries, UI Style Guides, User Journey Maps, Feature Prioritization, Layout Design, Style Guides, Design Guidelines, Low-fidelity Prototypes, User Personas, User Stories, Artificial Intelligence (AI), Usability, Dark UIs, User Experience Design, Product Comparison, Agile, ChatGPT, Natural Language Processing (NLP), Journey Mapping, Personas, High-fidelity Mockups, Chatbots, Chatbot Conversation Design, Software as a Service (SaaS), Information Technology, AI Design, App UI, User Workflows, Use Cases, User Research, Research, UI Prototyping, Enterprise, Enterprise Design, Apps

Product Designer

2023 - 2023
Triple Crescent LLC
  • Conducted in-depth UX research, enhancing user personas and journey maps, significantly influencing Shopadeal's product strategy.
  • Spearheaded the creation of an eCommerce strategy for Shopadeal, integrating market analysis and competitive insights to shape the platform's user engagement approach.
  • Implemented innovative product design solutions, focusing on enhancing user interaction and experience through user-centered design principles.
  • Designed a suite of user-friendly interfaces for Shopadeal, prioritizing simplicity and aesthetic appeal to improve the overall user journey.
  • Developed responsive web layouts for Shopadeal, ensuring optimal user experience across various devices and screen sizes, emphasizing adaptability and accessibility.
Technologies: Product Design, UX Design, UI Design, Mobile UX Design, Mobile UI Design, Branding, Logo Design, Color Schemes, Typography, UI Research, UX Research, Responsive Design, eCommerce, Figma, Journey Mapping, User Journeys, User-centered Design (UCD), Web UI Design, Accessibility, Component Libraries, User Workflows, Use Cases, User Research, Research, UI Prototyping

UX/UI Designer

2023 - 2023
Pro Ready Inc
  • Conducted user research studies to gather insights and understand user needs, resulting in data-driven design decisions that improved the overall user experience and satisfaction.
  • Developed comprehensive wireframes and prototypes using industry-standard tools, translating user requirements and business goals into intuitive, user-friendly interface designs.
  • Led the design process from scratch, creating innovative and visually appealing UI designs that aligned with brand guidelines, resulting in a cohesive and consistent user interface across the product.
  • Implemented design best practices and conducted regular design audits to ensure the product adhered to industry standards, resulting in improved usability, accessibility, and overall product quality.
Technologies: Web App Design, Web App UI, Web App UX, UI Style Guides, Prototyping, Responsive UI, Stripe API, Google API, Layout Design, Style Guides, Design Guidelines, Low-fidelity Prototypes, User Stories, Usability, Adobe, UI Templates, User Experience Design, Personas, High-fidelity Mockups, Information Technology, Component Libraries, Design Consultation, User Research, Research, UI Prototyping, Apps

Product Designer

2023 - 2023
SportsMedAnalytics, LLC
  • Created a seamless user experience for a new social media web app for sports fans, featuring personalized content categories, search features, and user-friendly navigation.
  • Designed an attractive interface that integrates with ESPN and Yahoo accounts, providing users with real-time injury analysis, player stats, and live updates in audio, video, and text formats.
  • Utilized expertise in product design to create user flows, wireframes, and mockups that resulted in a fully functional prototype ready for launch.
  • Conducted comprehensive primary and secondary UX research for a new sports web app, resulting in key insights used to inform the app's design and development.
  • Utilized user interviews, surveys, and competitor analysis to gain a deep understanding of the target audience and their needs.
  • Synthesized research findings into clear and actionable recommendations for the client, resulting in a more user-focused and effective design for the app.
  • Performed branding optimization for a new sports web app, resulting in a fresh, modern look that aligns with the target audience's preferences.
  • Developed branding guidelines for the client that ensure consistent messaging and visuals across all aspects of the app, resulting in a stronger brand identity and user recognition.
Technologies: Product Design, Visual Design, Web App Design, Branding, UX Design, Sports, UX Research, Responsive Web Apps, Primary Research, Secondary Research, Figma, Adobe Illustrator, Component Libraries, UI Style Guides, User Journey Maps, Layout Design, Style Guides, Design Guidelines, Low-fidelity Prototypes, User Personas, User Stories, Usability, Adobe, UI Templates, Dark UIs, User Experience Design, Journey Mapping, Personas, High-fidelity Mockups, Information Technology, Dark Design, APIs, Design Systems, Use Cases, User Interviews, User Research, Research, UI Prototyping, Apps, Sports & Recreation, Fantasy Sports

Game UX/UI Designer

2022 - 2023
Ven LLC
  • Designed an engaging and intuitive game interface that improved user experience and increased player engagement.
  • Designed custom illustrations that added a fun and playful aesthetic to the game.
  • Collaborated with the development team to implement a new game for the company. Participated in the decision-making of the game's aesthetic, usability, and operational aspects.
  • Utilized wireframing to effectively communicate design concepts to stakeholders, resulting in a 50% decrease in revisions and a more efficient design process.
  • Created high-fidelity prototypes in Figma that accurately conveyed the game's functionality, resulting in a 40% decrease in development time and increased confidence in the design direction.
  • Developed a modular design system for the game that improved consistency and scalability.
Technologies: Design, Product Design, UI Design, UX Design, Game Design, Illustration, Web App UX, Web App Design, Figma, Prototyping, B2B, Component Libraries, UI Style Guides, Layout Design, Design Guidelines, Low-fidelity Prototypes, Usability, Adobe, Journey Mapping, Advertising, High-fidelity Mockups, Information Technology, Design Consultation, UI Prototyping, Gaming

Website Designer

2022 - 2022
LaGrande Marketing, LLC
  • Received client information, organized it, and proposed and created responsive and functional interfaces to sell legal services in different states in the United States.
  • Rebranded multiple legal firms. The rebranding included a logo, typography, color selection, a design system applied to the web, and an imagery proposal. It resulted in better brand positioning and better conversion on the web.
  • Managed all the legal projects providing a timeline, wireframes, design system, prototype, and final designs.
Technologies: Web Design, UI Design, UX Design, Legal Technology (Legaltech), Legal, Legal Research, Business Law, Immigration Law, Intellectual Property Law, Law, Responsive UI, Product Design, Visual Design, MVP Design, Blog Design, Design Systems, Figma, Prototyping, Mobile Design, Responsive Web Design (RWD), Web Marketing, SEO Marketing, Agency Websites, Agency, B2C Marketing, Web UI, Website Redesign, Web UI Design, Content Management Systems (CMS), Conversion Rate Optimization (CRO), Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Design, UI Components, B2B, UI Style Guides, Layout Design, Design Guidelines, Low-fidelity Prototypes, Usability, Adobe, Landing Page Design, High-fidelity Mockups, Google SEO, Information Technology, UI Prototyping

UI/UX Designer

2022 - 2022
Dasvandh Network
  • Created user flows for a new page to encourage users to donate regularly. The platform was designed under a mobile-first approach.
  • Built a design system that was used for the development of the platform.
  • Constructed the wireframes and worked on clickable prototypes to validate or discard hypotheses; also defined the user journey successfully.
  • Made all the components in Figma using the most friendly methodology for future designers and engineers who would interact with the document.
Technologies: UI Design, UX Design, User Flows, User Journeys, Figma, Desktop Web Design, Mobile Web Design, Responsive UI, Landing Pages, Landing Page Optimization, UX Audits, Mobile First, Web Platforms, Web App UX, Web UI, Web UX Design, Website Redesign, Web UI Design, Conversion Rate Optimization (CRO), Onboarding, App Design, Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Design, UI Components, UX Strategy, Consumer Applications, Customer Journeys, Component Libraries, UI Style Guides, Feature Prioritization, Layout Design, Design Guidelines, Low-fidelity Prototypes, Usability, Landing Page Design, Journey Mapping, High-fidelity Mockups, Information Technology, User Workflows, Use Cases, Nonprofits, UI Prototyping

Visual Designer

2022 - 2022
Promark Digital Services, LLC
  • Defined objectives with the client and participated in structuring content for a legal platform in New York City.
  • Designed the web platform for one of the top divorce-focused law firms in Manhattan, New York City.
  • Involved in high-end design, focusing on acquiring top clients in New York City.
Technologies: Visual Design, Responsive Web Design (RWD), B2C, Web Design, Branding, B2C Marketing, Business Law, Law, High-end Design, Mockups, Websites, Landing Page Design, Landing Pages, Legal, Interface Design, Web UI, Web UI Design, Figma, Content Management Systems (CMS), Conversion Rate Optimization (CRO), Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Design, UI Components, UI Style Guides, Layout Design, Low-fidelity Prototypes, Usability, Adobe, High-fidelity Mockups, Information Technology, UI Prototyping

Product Designer

2021 - 2022
Sync Technologies
  • Worked hand-in-hand with the stakeholders to understand the gaps in the existing design.
  • Served as a lead designer, handling a small amount of research; worked on the interfaces, improving the UX of the onboarding process and other aspects of the platform.
  • Optimized the reservation process, improved the interface, standardized the design system, and componentized elements that would serve as support for engineers.
  • Designed native applications (iOS and Android), including micro-interactions and the optimization of SVGs to improve the speed of the application.
  • Contributed to the development of a second-home mobile application. The work included the creation of a pivotal feature that ensured fair allocation of property usage days for co-owners throughout the year, striking a balance for all important dates.
  • Provided product design for a mobile app designed to democratize the process of owning and managing real estate. The app allows users to own a fraction of a property asset, thus offering them flexibility in usage and the potential to sell their shares.
  • Designed an interactive calendar feature, allowing co-owners to easily view and book their preferred dates. The work also involved developing a fair allocation system, ensuring all co-owners receive equitable access to the property.
Technologies: Zeplin, Figma, Android App Design, iOS App Design, Mobile UX Design, Mobile UI, Mobile Mockups, Booking Systems, Visual Design, B2C, UI Design, Mobile Design, Accessibility, Leadership, iOS, Mockups, Startups, Residential Real Estate, Commercial Real Estate, Property Investment, Property Management, Legal Technology (Legaltech), Blockchain, User Onboarding, Interface Design, Mobile Apps, Android Design Guidelines, Mobile UI Design, UX Audits, Data Visualization, Web UI, High-fidelity Prototypes, Dashboards, Mobile App UI, Mobile App Design, Native Mobile Apps, Web & Mobile Applications, Mobile UX, Mobile, Onboarding, App Design, Interactive Prototypes, Visual Assets, Direct to Consumer (D2C), Interaction Design (IxD), Responsive Design, Design, UI Components, Consumer Applications, Customer Journeys, Component Libraries, UI Style Guides, Layout Design, Style Guides, Design Guidelines, Low-fidelity Prototypes, Adobe, High-fidelity Mockups, Software as a Service (SaaS), Information Technology, App UI, User Workflows, Use Cases, Research, UI Prototyping, Apps

Senior Product Designer

2021 - 2022
Gartner
  • Led the company's 1st 2022 Q2 key result—surface reviews information in more helpful ways—leading to a decrease in bounce rate on the category template from 50% to 45%.
  • Oversaw the company's 2nd 2022 Q2 key result and increased the percentage of users who compare the category and subcategory template by surfacing feature information in more helpful ways.
  • Worked on the company's IT glossary based on information gathering and findings made by the UX researchers of the UX team, thus increasing traffic and contributing to the positioning of Capterra.com.
  • Managed the blog design and content hub of the Capterra.com platform from scratch based on the studies, experiments, and findings found by the UX researcher team together with the content team and the collaboration of a team of engineers.
  • Collaborated in the growth of the company's robust design system, optimizing the process of creating new interfaces and experiments, among other internal and external management facilities.
Technologies: Product Design, UX Design, UI Design, MVP Design, Enterprise SaaS, SaaS Design, Design Systems, Design Sprints, Prototyping, Figma, UX Research, Contentful, WordPress, Wireframing, Responsive, Enterprise, Fortune Global 500, Visual Design, B2C, Accessibility, Ideation Workshops, Minimum Viable Product (MVP), Google Design Sprints, Web Design, Data Listing, Product Listings, System Design, A/B Testing, Blog Design, UI Frameworks, B2B, B2B2C, Business to Business to Consumer (B2B2C), Mockups, Websites, Qualtrics, Google Analytics, Microsoft Power BI, Dovetail, SharePoint, Interface Design, Sales Pages, Mobile UI Design, UX Audits, Web Platforms, Web App UX, Data Visualization, Web UI, Web UX Design, Website Redesign, Web UI Design, High-fidelity Prototypes, Rapid Prototyping, Content Management Systems (CMS), Conversion Rate Optimization (CRO), Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Interaction Design (IxD), Responsive Design, Design, UI Components, UX Strategy, Consumer Applications, Customer Journeys, Component Libraries, UI Style Guides, User Journey Maps, Feature Prioritization, Layout Design, Style Guides, Design Guidelines, Low-fidelity Prototypes, User Experience Design, Product Comparison, Marketplace Design, Agile, Journey Mapping, High-fidelity Mockups, Information Technology, User Workflows, Use Cases, User Research, Research, UI Prototyping, Enterprise Design

Product Designer (UX/UI)

2021 - 2021
VERTICAL FOLD LLC
  • Created low and high-definition prototypes for the client during the refining process.
  • Worked on the responsive design of a modern and sophisticated website, achieving the main objective of showing the company as an experienced company.
  • Completed a small design system for the brand and the elements used in the web eCommerce.
Technologies: UX Design, UI Design, WooCommerce, WordPress, Figma, System Design, Visual Design, Holistic Wellness, Mockups, Websites, Interface Design, Digital Health, Sales Pages, Consumer Products, eCommerce Web Design, Web UI, Web UI Design, Content Management Systems (CMS), eCommerce UX, Conversion Rate Optimization (CRO), Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Design, UI Components, Consumer Applications, Component Libraries, UI Style Guides, Layout Design, Low-fidelity Prototypes, Landing Page Design, High-fidelity Mockups, Information Technology, UI Prototyping

Senior Product Designer

2021 - 2021
Toptal Client
  • Used the Lean Canvas methodology and crafted a business model for a product focused on automating the collection of documents via API integrations. This solution streamlined the retrieval process of critical documents from financial and legal institutions.
  • Employed methodologies like design sprints to shape and validate a socially-driven mobile app intertwining politics. My pivotal role ensured the product resonated effectively with the target user base, increasing its market impact.
  • Validated early-stage ideas, conducting comprehensive interviews with target user groups to ensure product-market fit. Using Figma, I meticulously crafted interactive prototypes, allowing for robust hypothesis testing and iterative improvement.
  • Leveraged insights from interviews, translating them into dynamic Figma prototypes. The prototypes were scrutinized by potential users, enabling actual user feedback to guide the design iterations.
  • Collaborated as a product designer in a team, creating a digital product for the legal and banking market in the US. The platform manages documents in the cloud and connects with multiple public and private institutions through an API.
Technologies: Figma, Google Design Sprints, Design Sprints, Lean Canvas, Prototyping, User Interviews, Visual Design, UI Design, Web App Design, Design Workshops, Ideation Workshops, Fintech, Online Banking, Legal Technology (Legaltech), Mobile Apps, System Design, SaaS Design, MVP Design, Minimum Viable Product (MVP), B2B, B2B2C, Business to Business to Consumer (B2B2C), B2B Lead Generation, Mockups, Startups, Websites, Cloud, File Management, Digital File Management, New Media, Interface Design, Private Banking, Social Media Platforms, Web UI, Website Redesign, Web UI Design, Rapid Prototyping, Mobile App Design, Mobile App UI, Mobile UX, Mobile UI, Social Media Apps, Onboarding, App Design, Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Design, Consumer Applications, UI Style Guides, Layout Design, Design Guidelines, Low-fidelity Prototypes, Agile, UI Prototyping

eCommerce Website Designer

2020 - 2021
Recalibrated Bodies Limited
  • Worked on the complete redesign of the interfaces and user experience that included the process of acquiring multiple services.
  • Completed small market research based on information from their web measurement tools; obtained relevant information that included cultural aspects, which we used to work on the entire process.
  • Increased the number of new clients, expanded the niche to other markets and improved the experience of existing clients with the new design and service acquisition process, among other achievements.
Technologies: Web Design, eCommerce Design, eCommerce, eCommerce UX, eCommerce UI, eCommerce Web Design, eCommerce Platforms, Responsive Web Design (RWD), Checkout, User Experience (UX), User Interface (UI), UX Design, UI Design, Web UX, Stripe Checkout, Stripe Payments, PayPal, Nutrition & Supplements, React, Figma, Visual Design, B2C, Web App Design, Mobile Design, Accessibility, Dashboard Design, Holistic Wellness, Online Sales, Leadership, Mockups, Websites, Headless Commerce, Stripe, Stripe API, PayPal API, Interface Design, User Flows, Digital Health, Sales Pages, Landing Page Design, Fitness, Web Platforms, UX Audits, Profile Design, Form Design, Web App UX, Data Visualization, Web UI, Web UX Design, Website Redesign, Web UI Design, Content Management Systems (CMS), Conversion Rate Optimization (CRO), App Design, Interactive Prototypes, Visual Assets, Direct to Consumer (D2C), Responsive Design, Design, Consumer Applications, Customer Journeys, UI Style Guides, Layout Design, Design Guidelines, Low-fidelity Prototypes, Google SEO, Information Technology, User Research, UI Prototyping, Sports & Recreation

UX/UI Designer

2020 - 2021
Simcha S.A.
  • Spearheaded UX enhancements for a therapy platform, hosting certified psychologists and counselors. Strategic improvements in the user journey fostered a seamless interaction, elevating the platform's usability and user satisfaction.
  • Employed expertise to simplify the service acquisition process. Innovative interface enhancements made it more intuitive, streamlining user interactions and expediting the service acquisition journey.
  • Meticulously designed user-friendly interfaces for both iOS and Android platforms. By meeting the distinct technical specifications of each operating system, I ensured seamless performance and optimal user engagement across both platforms.
  • Collaborated with psychologists and therapists to craft a robust iOS and Android app. This app, offering video call capabilities, provides comprehensive psychological therapies to users, bridging the gap between mental health care and technology.
Technologies: User Interface (UI), User Experience (UX), UX Design, UI Design, Mobile Design, Mobile UI, Mobile UX, Sketch, Visual Design, B2C, Accessibility, Spanish, Psychology & Mental Health, Education, Holistic Wellness, Online Sales, iOS, Mockups, Startups, Stripe Checkout, Web, Women's Health, Digital Health, Health IT, Chat Support, Interface Design, User Flows, Mobile Apps, Android Design Guidelines, Mobile UI Design, Web UI, Web UI Design, Figma, Dashboards, Mobile App Design, Mobile App UI, Native Mobile Apps, Mobile First, Onboarding, App Design, Interactive Prototypes, Direct to Consumer (D2C), Interaction Design (IxD), Responsive Design, Design, Gamification, Consumer Applications, UI Style Guides, Layout Design, Design Guidelines, Low-fidelity Prototypes, Landing Page Design, App UI, User Research, UI Prototyping, Apps

eCommerce Web Designer

2020 - 2021
Toptal Client
  • Designed wireframes and a web platform connected to a CMS.
  • Created a dashboard design aimed at end-users. Users can connect and document their progress through a mobile-friendly interface.
  • Completed the design of the purchase experience of a product or service on the platform.
  • Collaborated with a developer where we discussed the usability of the screens, functionalities, and interactions.
  • Researched the target audience and reviewed data from Google Analytics to help with decision-making on specific screens and content.
Technologies: InVision, Sketch, Adobe Illustrator, Adobe Photoshop, Figma, B2C, UI Design, Mockups, Websites, Interface Design, Form Design, Web UI, Web UX Design, Website Redesign, Shopify, eCommerce UX, Interactive Prototypes, Visual Assets, Direct to Consumer (D2C), Responsive Design, Design, Consumer Applications, UI Style Guides, Layout Design, Low-fidelity Prototypes, UI Prototyping

Senior Product Designer

2012 - 2015
Berry Whale
  • Worked with brands like LEGO, Hotel Tonight ,and Windham Resorts, Puerto Vallarta,.
  • Developed the brand identity for major brands in the Dominican Republic.
  • Represented the company in front of many important clients, getting them to work with us and transforming their requirements into successful products.
Technologies: Web Design, UI Design, UX Design, Product Design, WordPress, Adobe Illustrator, Adobe Photoshop, Sketch, Visual Design, B2C, Web App Design, Information Architecture (IA), Mockups, Websites, Landing Pages, Interface Design, User Flows, Sales Pages, Web UI, Web UX Design, Website Redesign, Rapid Prototyping, Content Management Systems (CMS), Conversion Rate Optimization (CRO), Interactive Prototypes, Visual Assets, Brand Design, Direct to Consumer (D2C), Interaction Design (IxD), Responsive Design, Design, Design Leadership, UX Strategy, Consumer Applications, Customer Journeys, UI Style Guides, Layout Design, Low-fidelity Prototypes, Landing Page Design, Corporate Websites, App UI

Web Designer

2008 - 2011
Pellerano & Herrera
  • Worked and maintained the design of the most prestigious law firm in the Dominican Republic for several consecutive years, contributing to aspects of design, web positioning, and digital marketing.
  • Worked on the positioning strategy of the firm's digital platforms. We managed to be the top firm in the search results based on a strategy that I worked on and put into practice for 12 months, and then we used it for several years.
  • Created the SEM strategy in conjunction with the SEO of the platforms.
  • Reduced the budget from $10,000/month to $5,000/month with my SEM and internet positioning strategies.
  • Designed the most efficient landing pages that the firm had had, achieving a high capture of leads for services such as divorce, intellectual property, and residences.
Technologies: UI Design, Web Design, Search Engine Marketing (SEM), On-page SEO, SharePoint, Adobe Dreamweaver, Adobe Creative Suite, B2C, Mockups, Websites, Landing Pages, Interface Design, User Flows, Sales Pages, Landing Page Design, Web UI, Website Redesign, Conversion Rate Optimization (CRO), A/B Testing, Visual Assets, Direct to Consumer (D2C), Responsive Design, Design, Consumer Applications, UI Style Guides, Layout Design, Low-fidelity Prototypes, Corporate Websites, Enterprise, Enterprise Design

Art Director | Web Designer

2008 - 2008
Rubycom
  • Contributed to local and international projects for the Nissan vehicle brand, improving the user experience and working on specific vehicle launches and promotional campaigns.
  • Led eCommerce innovations in the Dominican Republic, being one of the first companies to develop web platforms for online sales under platforms such as Joomla, WordPress, Magento, and custom web apps.
  • Helped to develop the most crucial real estate online projects in the eastern part of the island by designing and building one of the most important online sales channels in the eastern part of the Dominican Republic.
  • Acted as the lead designer of multiple projects at CapCana, one of the top tourist destinations in the world; planned and created multiple projects to attract investment tourism, effectively closing many vital businesses.
Technologies: UI Design, Web Design, Adobe Flash, Adobe Dreamweaver, B2C, Magento, Mockups, Websites, Landing Pages, Interface Design, Sales Pages, Web UI, Website Redesign, Content Management Systems (CMS), Visual Assets, Brand Design, Direct to Consumer (D2C), Responsive Design, Design, Layout Design, Low-fidelity Prototypes, Landing Page Design, Corporate Websites

Flash Animations and Graphic Designer

2005 - 2007
Freelance Work
  • Was hired by important brands as a freelancer to work on their projects.
  • Helped small businesses to transmit their message in traditional media and alternative media of the time.
  • Worked with products that had international exposure.
Technologies: Adobe Illustrator, Adobe Dreamweaver, Adobe Photoshop, Adobe Flash, UI Design, Mockups, Web UI, Visual Assets, Direct to Consumer (D2C), Design, Layout Design, Low-fidelity Prototypes

Art Director

2004 - 2005
Automóvil Club Dominicano
  • Designed the manuals for acquiring a driver's license in different countries around the globe.
  • Redesigned the club's brand, worked on the brand manual, and defined the behavior of the brand for its different applications. The presence of the brand has grown considerably since then. To date (2020) the club continues to use the same brand.
  • Created work that gained exposure at trade shows around the world.
Technologies: Adobe Creative Suite, UI Design, Mockups, Web UI, Visual Assets, Direct to Consumer (D2C), Design, Layout Design, Low-fidelity Prototypes

Web Designer

2003 - 2003
Dominisys
  • Worked on the design of the top ten best radio stations in the Dominican Republic.
  • Designed and built more than ten websites from scratch for different radio business groups, where these websites served as the platform to listen to music online.
  • Implemented good SEO practices, which included developing and improving the positioning of all these platforms on the internet.
Technologies: Fireworks, JavaScript, PHP, Audio Streaming, CSS, HTML, Adobe Dreamweaver, Adobe Flash, UI Design, Mockups, Websites, Interface Design, Web UI, Visual Assets, Direct to Consumer (D2C), Design, Layout Design, Low-fidelity Prototypes
MAY 2016 - PRESENT

Investment Readiness

Barna Business School

JULY 2007 - PRESENT

Branding and Marketing

Altos de Chavón School of Design

Tools

Figma, Adobe, AI Tools, Sketch, Google Slides, Adobe Experience Design (XD), Adobe Creative Suite, Adobe Flash, Adobe Dreamweaver, Fireworks, InVision, Adobe Illustrator, Adobe Photoshop, Stripe Checkout, Zeplin, Qualtrics, Google Analytics, Microsoft Power BI, Mailchimp

Industry Expertise

Marketing, Sports, Retail & Wholesale, Consumer Products, Healthcare, Fitness, Automotive, Advertising, Information Technology, Real Estate, Banking & Finance, Sports & Recreation, Psychology & Mental Health, Education, Investments, Professional Services, Events

Platforms

Android, iOS, Web, Mobile, WooCommerce, WordPress, Contentful, Magento, Dovetail, SharePoint, Shopify, WordPress Theme Design

Languages

HTML, CSS, PHP, JavaScript

Other

Landing Page Design, Icon Design, Graphic Design, Branding, Design Systems, User-centered Design (UCD), Mobile Apps, eCommerce, Search Engine Marketing (SEM), Property Listings, Digital Product Design, Responsive Layout, Minimal UI, Tablet UI, Sales Pages, System Design, Reservation Flow, Visual Design, Spanish, Responsive Web Design (RWD), Prototyping, UI Design, Web Design, UX Design, eCommerce UI, User Interface (UI), eCommerce Web Design, iOS UI Design, Android UI Design, Mobile App Design, Wireframing, MVP Design, Product Design, User Experience (UX), Web App Design, Dashboard Design, SaaS, Mobile Design, SaaS Design, Sports Websites, Android Design Guidelines, Mobile UI, eCommerce UX, Web UX, Enterprise SaaS, Responsive, Enterprise, Fortune Global 500, iOS App Design, Mobile UX Design, Responsive UI, B2C, B2C Marketing, Business Law, Law, High-end Design, Responsive Web Apps, Web App UI, B2B, Mockups, Startups, Websites, Landing Pages, User Flows, Interface Design, Mobile Web Design, Mobile UI Design, Mobile First, Web App UX, Web UI, Web UX Design, Website Redesign, Web UI Design, High-fidelity Prototypes, Dashboards, Rapid Prototyping, Content Management Systems (CMS), Social Media Apps, Onboarding, App Design, Online Ordering, Interactive Prototypes, Visual Assets, UX Wireframes, Direct to Consumer (D2C), Responsive Design, Social Media Design, Instagram, Design, UI Components, UX Strategy, Consumer Applications, Customer Journeys, App UX, Component Libraries, UI Style Guides, User Journey Maps, Feature Prioritization, Layout Design, Style Guides, Design Guidelines, Mobile Prototypes, Low-fidelity Prototypes, Usability, UI Templates, User Experience Design, Product Comparison, Corporate Websites, Journey Mapping, Personas, Web Dashboards, High-fidelity Mockups, Software as a Service (SaaS), App UI, User Workflows, Design Consultation, Use Cases, Nonprofits, UI Prototyping, Enterprise Design, Apps, AI Chatbots, WordPress Design, On-page SEO, User Interviews, Marketplaces, Mobile UX, Accessibility, Leadership, A/B Testing, Data Visualization, Conversion Rate Optimization (CRO), Food Ordering Platforms, Food Ordering, Blockchain & Cryptocurrency, Brand Design, Interaction Design (IxD), Logo Design, Design Leadership, Gamification, Finance, User Personas, User Stories, Artificial Intelligence (AI), iPad, Dark UIs, Storyboarding, Marketplace Design, Agile, ChatGPT, Natural Language Processing (NLP), Crypto, Google SEO, Chatbots, Chatbot Conversation Design, AI Design, Typography, Big Data, Fintech Design, User Research, Research, Cryptocurrency Exchanges, Conversational Interfaces, Fantasy Sports, Gaming, Explainable Artificial Intelligence (XAI), Web Illustration, Audio Streaming, Cars, Google Design Sprints, Design Sprints, Lean Canvas, eCommerce Design, eCommerce Platforms, Checkout, Stripe Payments, PayPal, Nutrition & Supplements, React, UX Research, Android App Design, Mobile Mockups, Booking Systems, Electric Vehicles, Car Dealerships, Social, Networking, B2B2C, Booking Apps, Booking UX, Booking, Online Sales, Holistic Wellness, Fitness Trackers, Ideation Workshops, Design Workshops, Medical Cannabis, Cannabis, Science, Medicine, Information Architecture (IA), Fintech, Web Applications, Online Banking, Legal Technology (Legaltech), Minimum Viable Product (MVP), Data Listing, Product Listings, Blog Design, UI Frameworks, Consumer Banking, Women's Health, Wellness, New Products, B2B Lead Generation, Legal, Residential Real Estate, Commercial Real Estate, Property Investment, Property Management, Blockchain, Headless Commerce, Stripe, Stripe API, PayPal API, Digital Health, Health IT, Chat Support, User Onboarding, Cloud, File Management, Digital File Management, New Media, User Journeys, Desktop Web Design, Landing Page Optimization, Private Banking, Legal Research, Immigration Law, Intellectual Property Law, Web Marketing, SEO Marketing, Agency Websites, Agency, UX Audits, Web Platforms, Social Media Platforms, Profile Design, Form Design, Mobile App UI, Native Mobile Apps, Web & Mobile Applications, Product Discovery, Feature Planning, Primary Research, Secondary Research, Game Design, Illustration, Business to Business to Consumer (B2B2C), Google API, Industrial & Manufacturing, Color Schemes, UI Research, Dark Design, APIs, App Infrastructure, Infrastructure, Maps, UI Maps, UX Review, Responsive UX Design, WordPress Themes, PSD to WordPress, Sitemaps, Business Models, Artificial Intelligence as a Service (AIaaS), Generative Artificial Intelligence (GenAI), Layout, Large Language Models (LLMs)

Experience

  • UI Design - 16 years
  • Web App Design - 10 years
  • B2B - 10 years
  • Prototyping - 9 years
  • B2C - 9 years
  • Mobile Design - 8 years
  • Mobile Apps - 5 years
  • Design Systems - 3 years
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