Laura Herbon
Verified Expert in Design
Designer
Amsterdam, Netherlands
Toptal member since October 12, 2022
Laura is a senior product designer with seven years of experience developing products for B2B and B2C companies in the fintech, banking, health, and eCommerce industries. She has led a team of remote workers and the entire project lifecycle. Laura specializes in creating meaningful products and services that solve complex problems by bringing human-centered design expertise, deep cross-functional collaboration, and an inspired vision to explore market opportunities and scalable solutions.
Work Experience
Freelance Lead Product Designer
Log & Solve
- Crafted detailed user personas from research insights, informing design decisions for Log & Solve. Tailored user experiences, enhancing solutions for the diverse user base.
- Led an app overhaul with research, an information architecture redesign, and UI/UX enhancements. Collaborated to introduce multiple new features, enriching the user experience.
- Designed new features showcasing data visualization, empowering users to make informed decisions.
Freelance Lead Product Designer
Bayer
- Designed an AI tool from scratch for the pharmaceutical industry, leveraging team expertise for innovative solutions.
- Created user personas and collaborated with colleagues to prototype, conduct research, and gather feedback for iterative improvements.
- Designed a landing page, crafted the brand identity, authored two blog posts, and developed marketing materials for the campaign.
Freelance Lead Product Designer
Penelope
- Revamped onboarding for a better user experience, aligning design with brand identity. Collaborated cross-functionally for seamless integration, enhancing the overall user journey.
- Designed and launched multiple new product features, prioritizing user experience enhancements. Collaborated cross-functionally to ensure seamless integration and successful implementation.
- Revamped the company website and marketing materials to align with brand identity and improve user engagement. Employed user-centered design principles to enhance visual appeal and usability, resulting in a cohesive brand experience.
Lead Product Designer and Manager
Shleep
- Led and mentored the product team of three content writers, one junior UI designer, three developers, and one marketing graphic designer.
- Created the vision, strategy, roadmaps, backlog, UX research, usability testing, PRD, competitive analysis, market research, MVP, design systems, and workshops.
- Developed a new program and app, resulting in a 10% increase in sleep duration, a 25% reduction in sleep debt, and neutral NPS. Launched the B2C program and its landing page.
- Established and rolled out better development practices for the team to improve productivity, timeline estimates, agile development, and regular bug triaging.
Senior Product Designer
Payvision
- Designed, tested, and launched Payvision's new website.
- Created Payvision's new branding in collaboration with Saffron Agency.
- Designed email campaigns, newsletters, social media, office decor, and merchandise.
Product Designer
Deplon
- Designed from the eCommerce website for Deplon from scratch.
- Created strategy and design for social media campaigns.
- Developed Deplon's branding and marketing videos.
Team Lead Product Designer
Innofis
- Led and mentored the product design team of four designers.
- Oversaw two website redesign projects for the banking sector.
- Managed four app redesign projects for the banking sector.
- Delivered results that convinced clients to offer us two more projects.
Art Director
BBDO Worldwide
- Created offfline and online campaigns for Bombay Original, Sanex, Cacaolat, and Gas natural.
- Collaborated with copy writers and other designers to design the client's website.
- Conducted brainstorming sessions with other teams to come up with solutions.
Education
Master's Degree in Art direction & Marketing
Blanquerna Ramon Llull University - Barcelona, Spain
Bachelor's Degree in Art & Design
UAB - Barcelona, Spain
Certifications
Product Management
Udacity
User Experience
Interaction Design Foundation
Conducting Usability Testing
Interaction Design Foundation
UX Research – Methods and Best Practices
Interaction Design Foundation
Human-Computer Interaction: The Foundations of UX Design
Interaction Design Foundation
Design Thinking
Interaction Design Foundation
Skills
Tools
Adobe, Sketch, Hotjar, Google Analytics, Trello, Maze, Lookback, Jira, Miro
Platforms
Figma, Mixpanel
Other
Graphic Design, Product Design, Design Thinking, Human-computer Interaction (HCI), Prototyping, Web UX Design, User Interviews, Web Design, UI Design, Mobile Design, Mockups, Mobile UX, Responsive Design, Software as a Service (SaaS), User Journeys, UX Wireframes, Design Documentation, Art Direction, Research, Usability Testing, Unmoderated Remote Usability Testing, Remote User Testing, Moderated Usability Testing, User Experience (UX), A/B Testing, App Design, Design Systems, User Interface (UI), Information Architecture (IA), Agile, UX Design, User Experience Design, Fintech, AI Design, Rapid Prototyping, Tablet UI, Tablet UX, Photography, Market Research, Product Management, UX Branding, Brand Design, UX Research, Wireframing, Remote Usability Testing, Mobile App Design, Remote Work, eCommerce, Card Sorting, Strategic Design, Design Workshops, Usability, Scrum, Task Analysis, Holistic Design, Process Design, Innovative UX, Observation, Project Design, Desktop App Design, Mobile UI, Physical Design, User Testing
Experience
- Web UX Design - 7 years
- UI Design - 7 years
- Product Design - 7 years
- User Experience (UX) - 6 years
- Prototyping - 6 years
- App Design - 5 years
- Research - 5 years
- AI Design - 1 year
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