Fernando Martinez, Designer in Guadalajara, Mexico
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Fernando Martinez

Verified Expert  in Design

Bio

Fernando is a product designer who excels at connecting business and user needs to deliver functional and aesthetically effective digital experiences. His proven experience combining process flexibility and human-centered creativity has helped multiple companies achieve their business goals from a design perspective. He has collaborated with companies like IBM, Oracle, BlackRock, AOL, and Zillow on SaaS, fintech, proptech, AI, and data visualization projects.

Portfolio

Work Experience

Principal Product Designer

2024 - 2024
Zillow
  • Defined the design vision of the Home Loans dashboard by considering user needs and business goals within a tight deadline.
  • Collaborated intensively with product managers, marketing, design, engineering, content, and research leads to get the strategic alignment of the multiple requirements of the dashboard.
  • Created a collaborative and safe space within multiple teams to bring innovation to the real estate industry.
Technologies: Figma, FigJam, Miro, UserZoom, ProtoPie, Ideation, Mobile UX, UX Design, User Interface (UI), Prototyping, Object-oriented UX (OOUX), Responsive Web Design (RWD), User Journeys, Component Libraries, Infographics, Pitch Decks, Design Leadership, Strategic Design, Strategic Planning, Innovation, UX Strategy, Leadership, Data-informed Visual Design, Responsive Layout, Responsive UI, Dashboards, User-centered Design (UCD), Workshops, Discovery, Mobile App Design, Design Workshops

Data Visualization Expert

2023 - 2024
Visual Sectors Ltd
  • Defined a design vision and UX strategy in collaboration with product management to focus the product on user needs. This helped create a unique vision representing a strong product differentiator.
  • Explored iteratively multiple approaches to create interactive data visualizations that could be used to gain knowledge through experimentation and not only inform traders.
  • Scaled the design system from a basic UI Kit to a complete set of components and data visualization patterns while the product was being built.
  • Worked closely with the product owner, data scientist, and development teams to align correctly with the designed solutions.
Technologies: Data Visualization, Data-informed Visual Design, Trading Applications, Object-oriented UX (OOUX), Information Architecture (IA), Web App UX, Responsive Layout, Responsive UI, UX Design, Big Data UX Design, Product Design, UX Strategy, Design Systems, Ideation, User Interface (UI), Prototyping, Responsive Web Design (RWD), User Journeys, Component Libraries, Infographics, Design Leadership, Strategic Design, Strategic Planning, Leadership, FigJam, Miro, Dashboards, User-centered Design (UCD), Web Applications, Discovery, Design Workshops

Lead Experience Designer

2022 - 2024
BlackRock
  • Contributed as a key experience designer in developing a large and complex application in one of the largest investment companies in the world by designing a new product to manage assets that represent a market of over $3 trillion.
  • Worked closely as a product designer with project management, product, and development teams in four different tracks planning and prioritizing the roadmap of the first MVP to be launched in 2023.
  • Worked as a people manager inside the consulting firm by working on more than five initiatives that could help the growth of the design team and increase business opportunities.
  • Helped increase the headcount of our designers within the large investment company by 200% in 2022 in collaboration with business managers.
Technologies: Planning, Product Design, UX Workshops, Design Strategy, Design Consultation, UX Research, Figma, Azure, Jira, Jobs to be Done (JTBD), Object-oriented UX (OOUX), UI Design, UX Flows, User Research, Dashboard Design, User Experience (UX), UX Prototyping, SaaS, Stock Market, Stock Trading, Cryptocurrency, Crypto, Wireframing, Visual Design, Agile, User Flows, User Interviews, Mockups, Enterprise SaaS, Responsive UX Design, AI Design, App UX, Ideation, UX Design, User Interface (UI), Prototyping, User Journeys, Component Libraries, Pitch Decks, Design Leadership, Strategic Design, UX Strategy, Leadership, Data-informed Visual Design, Trading Applications, Big Data UX Design, FigJam, Miro, Dashboards, User-centered Design (UCD), Pitch Presentations, Business to Business (B2B), Workshops, Discovery, Design Workshops

Product Designer

2022 - 2022
Madrona Venture Labs IV, LLC
  • Designed a Web3 CRM app to help companies and Web3 projects understand and identify NFT and crypto-assets users to execute effective and targeted marketing campaigns across 100,000 NFT communities in a $500 billion market.
  • Worked in a fully agile environment collaborating closely with the CEO, CTO, and development team to define the product in an iterative environment while ideas were tested and redefined constantly.
  • Created a full design system from scratch with more than 20 components that could be used in future releases beyond the MVP to be launched by the end of 2022.
Technologies: UX Design, Product Design, Object-oriented UX (OOUX), Information Architecture (IA), Design Systems, UI Design, Design Strategy, Planning, UX Research, Figma, Jira, Crypto, UX Flows, Dashboard Design, User Experience (UX), UX Prototyping, SaaS, Stock Trading, Cryptocurrency, Wireframing, Visual Design, Agile, User Flows, User Interviews, Mockups, Customer Relationship Management (CRM), Progressive Web Applications (PWAs), Responsive UX Design, Design Consultation, App UX, Data Visualization, Ideation, User Interface (UI), Prototyping, Responsive Web Design (RWD), Web 3.0, User Journeys, Component Libraries, Infographics, Pitch Decks, Responsive Layout, Responsive UI, FigJam, Miro, User-centered Design (UCD), Web Applications, Pitch Presentations, Discovery, Mobile App Design, Design Workshops

UX/UI Designer

2022 - 2022
Hexical Labs
  • Designed a progressive web app that educates users about the benefits of buying and trading 500+ cryptocurrencies through a fun and engaging simulation social game.
  • Defined the concept of the app in collaboration with the CEO, as well as the definition of scope, requirements, and planning.
  • Built a mini UI kit that supported the product's scalability and delivered the MVP's design with a limited time budget.
Technologies: Figma, UI Design, Crypto, UX Flows, User Experience (UX), UX Prototyping, Stock Trading, Cryptocurrency, Wireframing, Visual Design, Agile, User Flows, Mobile Design, User Interviews, Mockups, Progressive Web Applications (PWAs), Responsive UX Design, Design Consultation, Mobile App UI, Ideation, Mobile UX, UX Design, User Interface (UI), Responsive Web Design (RWD), Trading Applications, Responsive UI, FigJam, Miro, Web Applications, Mobile App Design, Design Workshops

UX Manager and Principal Interaction Designer

2015 - 2022
Oracle
  • Contributed to the vision and design strategy of the customer experience (CX) suite for the telecommunications industry, increasing the annual product revenue to $350 million.
  • Improved the UX and usability of the field sales application, increasing the user score from 3.6% to 4.8%.
  • Collaborated with cross-functional leads to improve the experience of the financial apps.
  • Contributed to the seamless integration of an enterprise resource planning system and an enterprise performance management system.
  • Collaborated with the analytics team to create dashboards to be consumed by the pillars of Oracle Enterprise cloud applications.
Technologies: Design Strategy, Information Architecture (IA), User Experience (UX), Interaction Design (IxD), User Interface (UI), UX Research, Figma, UI Design, Artificial Intelligence (AI), UX Flows, User Research, Dashboard Design, UX Prototyping, SaaS, Wireframing, Visual Design, Agile, User Flows, Mobile Design, Inside Sales, B2B Sales Pipeline, User Interviews, Mockups, Customer Relationship Management (CRM), Enterprise SaaS, Supply Chain Management (SCM), Responsive UX Design, Jobs to be Done (JTBD), Design Consultation, Mobile App UI, AI Design, Chatbots, App UX, Data Visualization, Ideation, Mobile UX, UX Design, Prototyping, User Journeys, Pitch Decks, Design Leadership, Innovation, Leadership, FigJam, Miro, Dashboards, User-centered Design (UCD), Web Applications, Pitch Presentations, Business to Business (B2B), Discovery, Brand Design, Mobile App Design, Design Workshops

Senior Information Architect

2014 - 2015
IBM
  • Contributed to the digital transformation of one of the biggest banks in Mexico, collaborating with project managers, business analysts, and developers to deliver private and public portals.
  • Worked on the information architecture, functional flows, and prototyping and delivered design specs to developers, business analysts, and visual designers.
  • Played a pivotal role in launching the public banking portal for one of the biggest banks in Mexico.
  • Introduced IBM's design thinking framework to win an account with one of the other biggest banks in Mexico.
Technologies: Information Architecture (IA), UX Design, Interaction Design (IxD), UX Flows, User Research, Dashboard Design, User Experience (UX), UX Prototyping, Wireframing, Visual Design, Agile, User Flows, Mobile Design, User Interviews, Mockups, Responsive UX Design, Design Consultation, Mobile App UI, Data Visualization, Ideation, Mobile UX, User Journeys, Pitch Decks, Pitch Presentations, Business to Business (B2B), Workshops, Discovery, Mobile App Design, Design Workshops

UX Designer

2013 - 2014
Grupo Salinas
  • Owned the entire user experience and provided art direction for mobile and web financial apps for Banco Azteca, Elektra, and Punto Casa de Bolsa.
  • Partnered with marketing, product management, and development teams to create user-centered design experiences.
  • Produced high-quality design mockups, assets, and improvements through all stages of design, from concept to specification documentation to design QA.
Technologies: UI Design, UX Flows, Dashboard Design, User Experience (UX), UX Prototyping, Stock Market, Stock Trading, Wireframing, Visual Design, User Flows, Mobile Design, Mockups, Design Consultation, Mobile App UI, Data Visualization, Mobile UX, UX Design, User Journeys, Pitch Decks, Graphic Design, Trading Applications, User-centered Design (UCD), Discovery

Senior UI Designer

2007 - 2012
AOL
  • Collaborated with the UX/UI director and development teams in rebranding multiple channels and redesigning the Aollatino.com portal. This included elaborating UI wireframes, specification documents, high-quality mockups, and design QA.
  • Produced in-house and external artwork, conceptualization, and development of site hubs, specials, headers, banners, and promos.
  • Created UIs, mockups, cut art, specs, and design QA. Designed mood boards and logos for identity design projects.
  • Worked with large and multicultural teams based in the United States and India. Followed Agile and Scrum methodologies for CMS front-end development with HTML, CSS, and JavaScript.
Technologies: CSS, HTML, Agile, Wireframing, Visual Design, Branding, UI Design, User Flows, Mockups, Design Consultation, Marketing Design, Pitch Decks, Graphic Design, Brand Design
2015 - 2016

Design Thinking in Interaction Design

The Interaction Design Foundation - Denmark (Online)

2015 - 2015

Diploma in Project Management

Instituto Tecnologico de Monterrey - Monterrey, Mexico

2002 - 2003

Graduate Degree in Marketing

Universidad Tecnológica de México - Mexico City, Mexico

1999 - 2002

Bachelor of Arts Degree in Graphic Design

Universidad Tecnológica de México - Mexico City, Mexico

APRIL 2024 - PRESENT

Business Innovation

IDEO U

DECEMBER 2023 - PRESENT

Human-centered Strategy

IDEO U

AUGUST 2015 - PRESENT

Certified Member of the Interaction Design Foundation

Interaction Design Foundation

Tools

Figma, Jira, Miro, ProtoPie, FigJam

Languages

HTML, CSS

Platforms

Azure, UserZoom

Other

Prototyping, UX Research, Information Architecture (IA), Design Strategy, User Interface (UI), Interaction Design (IxD), Product Design, Mobile UX, UX Design, Design Thinking, Ideation, Web Design, Data Visualization, UX Flows, User Research, User Experience (UX), UX Workshops, UX Prototyping, User Interviews, Mockups, Design Systems, Customer Relationship Management (CRM), Enterprise SaaS, B2B Sales Pipeline, Inside Sales, Mobile Design, User Flows, Agile, Wireframing, Visual Design, UI Design, Planning, Design Consultation, Jobs to be Done (JTBD), Object-oriented UX (OOUX), Responsive UX Design, Progressive Web Applications (PWAs), Web App Design, Web App UI, Web App UX, High-fidelity Mockups, Consulting, UX Branding, Branding, Logotype, Graphic Design, Logo Design, Marketing Design, Responsive Web Design (RWD), User Journeys, Component Libraries, Pitch Decks, Design Leadership, Mobile App UI, App UX, Dashboards, User-centered Design (UCD), Web Applications, Business to Business (B2B), Mobile App Design, Artificial Intelligence (AI), Dashboard Design, Illustration, B2C, B2B, SaaS, Stock Market, Stock Trading, Cryptocurrency, Crypto, Mobile UI, Gaming, Gamification, Web 3.0, Infographics, AI Design, Strategic Design, Innovation, UX Strategy, Trading Applications, Responsive Layout, Responsive UI, Pitch Presentations, Discovery, Brand Design, Design Workshops, Supply Chain Management (SCM), Chatbots, Strategy, Strategic Planning, Business Strategy, Leadership, Product Development, Systems Thinking, Data-informed Visual Design, Big Data UX Design, Workshops

Experience

  • Information Architecture (IA) - 10 years
  • User Interface (UI) - 10 years
  • Interaction Design (IxD) - 10 years
  • Data Visualization - 8 years
  • Prototyping - 8 years
  • Product Design - 6 years
  • UX Research - 5 years
  • Design Strategy - 5 years
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