Lis Fernandez Ojeda, Designer in Buenos Aires, Argentina
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Lis Fernandez Ojeda

Verified Expert  in Design

Bio

Lis is a seasoned UX Expert with over 12 years of experience working with top global companies. She uses various research techniques to promote a user-centered vision, from generative to evaluative, qualitative, and quantitative. She focuses on mobile-first approaches and WCAG accessibility guidelines. Lis has worked across various industries, creating impactful travel, health, and finance offerings.

Portfolio

Work Experience

Lead UX Researcher

2021 - PRESENT
Fueled
  • Led user research for high-profile clients across healthcare, retail, and entertainment industries, completing 200+ studies (interviews, surveys, usability tests) to inform product strategy.
  • Conducted bilingual (English/Spanish) research across multiple industries, leveraging cultural insights to shape products and enhance user experiences.
  • Conducted 30+ usability tests to validate design decisions, reducing bounce rates by 15% and boosting patient engagement on healthcare platforms.
  • Advised on accessibility improvements for 20+ projects, including research with elderly users in the US for a major benefits redemption brand to address usability barriers.
  • Collaborated closely with product designers and engineers to integrate research insights into product development, enhancing design decisions and user satisfaction.
  • Served as the primary contact for product owners conducting independent research; provided training sessions on research fundamentals for designers.
  • Conducted on-site research at three theme parks to uncover app usage pain points and propose user-centered feature enhancements.
  • Delivered 30+ detailed client-facing slide deck reports with actionable recommendations to drive product improvements.
Technologies: User Interviews, Lookback, Google Sheets, Maze, Optimal Workshop, Google Data Studio, Qualitative Research, User Experience (UX), Usability Testing, Interaction Design (IxD), Interviews, User Testing, Quantitative User Research, Prototyping, UX Analysis, Mobile First, Heuristic Analysis, Health, Google Workspace, UX Research, User Research, Google Slides, Presentation Design

Design Researcher

2020 - 2021
Wire
  • Designed and optimized key features for both the B2C and B2B platforms, ensuring compliance with end-to-end encryption protocols and enhancing data privacy for all users, including enterprise clients.
  • Led the visual redesign of the B2B admin platform, modernizing the outdated interface to optimize space and reduce clutter. Streamlined key actions, reducing clicks by 23% and improving usability for admin managers.
  • Synthesized research findings into actionable recommendations for product development, directly influencing 5+ feature rollouts that addressed client pain points.
  • Conducted accessibility research focused on color contrast and readability, ensuring compliance with WCAG 2.1 standards across all products.
  • Conducted 40+ interviews to identify onboarding pain points, resulting in a redesigned user flow that improved activation rates by 18%.
  • Defined UXR's long-term strategic needs for the company, identifying business and product problems to define UXR's OKRs.
Technologies: Optimal Workshop, Surveys, User Research, User Testing, Qualitative Research, User Experience (UX), Usability Testing, Interaction Design (IxD), Interviews, Quantitative User Research, Prototyping, UX Analysis, Wireframing, Heuristic Analysis, Google Workspace, Google Slides, Presentation Design, Pitch Deck Design

Head of UX Research and Design

2017 - 2019
Ualá
  • Led a talented group of designers to make great user interface decisions to provide our users with meaningful experiences.
  • Defined the long-term UX vision for the product, identifying value proposition and differentiation.
  • Collaborated with designers and content strategists in a highly collaborative environment.
  • Conducted weekly check-ins with team members to share designs and findings and keep up to date about the company and projects' initiatives.
  • Facilitated ideation sessions and design sprints with product owners, stakeholders, and developers.
  • Focused on content first, caring not only about the design but the messages and the way we talk to our users.
  • Conducted user testing regularly to validate all the design hypotheses.
Technologies: Qualitative Research, User Experience (UX), Usability Testing, Interaction Design (IxD), Interviews, User Testing, Quantitative User Research, Prototyping, UX Analysis, Mobile First, Heuristic Analysis, Google Workspace, User Research, UX Research, Product Design

Mobile UX Researcher and Product Designer

2015 - 2017
almundo.com
  • Collaborated with the CTO to define features and product UX strategy.
  • Created wireframes, user scenarios, and page flows to support design proposals.
  • Took initiative and ownership of responsibilities and deliverables.
  • Coordinated with the development team to understand service limitations to match the user's needs.
  • Ensured all copy aligned with the company's voice and tone guidelines.
  • Managed the interaction design for both companies' native apps respecting each operating system patterns of Android and iOS.
  • Conducted user research investigation for defining product value and using validation such as interviews, survey, card sorting, or user testing.
Technologies: Qualitative Research, User Experience (UX), Usability Testing, Interaction Design (IxD), User Testing, Prototyping, UX Analysis, Wireframing, Mobile First, Heuristic Analysis, Interviews, Google Workspace, Product Design

Mobile Product Designer

2014 - 2015
Tictapps
  • Redesigned of Aeropuertos Argentina 2000 app, improving the look, feel, and information architecture for both Android and iOS.
  • Partnered with a range of Argentinian companies focusing on their mobile app.
  • Analyzed and designed the UX for Personal Fest 2014 and its summer edition 2015.
  • Created complex workflows for every app to understand the scope.
  • Collaborated with engineers in developing the designed app.
Technologies: Qualitative Research, User Experience (UX), Usability Testing, Interaction Design (IxD), User Testing, Wireframing, Mobile First, Heuristic Analysis, Product Design

Education

2008 - 2014

Bachelor of Arts Degree in Graphic Design

University of Buenos Aires - Buenos Aires, Argentina

2005 - 2012

Bachelor of Arts Degree in Audiovisual Production

University of Buenos Aires - Buenos Aires, Argentina

Skills

Tools

Google Workspace, Lookback, Google Sheets, Maze, Google Slides

Industry Expertise

Health

Other

Prototyping, Usability Testing, User Experience (UX), Information Architecture (IA), User-centered Design (UCD), Mobile Design, UX Design, Interaction Design (IxD), User Research, Qualitative Research, Workshop Facilitation, Quantitative User Research, Product Design, Personas, User Flows, Mobile First, UX Analysis, Wireframing, Heuristic Analysis, Website Redesign, User Personas, Interviews, Optimal Workshop, Surveys, User Testing, Visual Design, Web UX Design, Videos, Storytelling, User Interviews, Google Data Studio, Business to Business (B2B), B2C, Stakeholder Interviews, Notion, Forums & Social Networking Portals, Beauty Products, User-generated Content, Design Evaluation, Admin Panels, Card Sorting, Reports, Pitch Deck Consultant, Healthcare Software, Medical Software, Information Design, Tree Testing, Cloze Testing, Usability Heuristics, Navigation Design, Responsive, UX Research, Presentation Design, Pitch Deck Design

Experience

  • User Experience (UX) - 12 years
  • Usability Testing - 10 years
  • Information Architecture (IA) - 10 years
  • Interviews - 10 years
  • User Research - 10 years
  • UX Research - 9 years
  • Product Design - 9 years
  • Qualitative Research - 7 years
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