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Publication
Keep It Tasteful: A Guide to Food App Design
https://www.toptal.com/designers/ux/food-app-design
Pili is available for hire
Hire PiliPili Fernandez Davila
Verified Expert in Design
Designer
Toronto, ON, Canada
Toptal member since January 29, 2019
Bio
Pili is a hands-on digital designer with wide-ranging experience in product design, UI/UX, branding, and visual communication. For over 15 years, she has created user-centered design solutions for various brands, companies, and individuals worldwide, collaborating with developers, product managers, data scientists, and others.
Experience
- Branding - 17 years
- Web Design - 17 years
- UX Design - 17 years
- UI Design - 17 years
- Brand Design - 15 years
- Visual Identity - 15 years
- Strategy - 15 years
- Brand Identity - 15 years
Portfolio
Work Experience
Founder and Lead Designer
2019 - PRESENT
Random Pattern Studio
- Led a multi-year brand and UX revamp for fertility company Bird&Be, creating a more scalable visual identity and redesigning their eCommerce experience to improve storytelling, usability, and conversion while supporting the company’s growth.
- Redesigned the Early Reveal website to shift from a clinical, science-heavy approach to a more human, storytelling-driven experience that better connects with expecting parents while maintaining medical credibility and improving conversion.
- Designed Bridge, a platform for hospitals and retirement homes to manage patient meal requirements and dietary restrictions. Conducted on-site research and user testing with clinical staff to replace paper workflows and reduce dietary errors.
Technologies: Principle, Webflow CMS, Webflow, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Sketch, Figma, Android, iOS, InVision, Adobe CC, Landing Page Design, eCommerce, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Fintech, Canva, Events, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Content Marketing, Brand Building, Marketing, Flowcharts, Infographics, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Print Design, Adobe Creative Suite, Marketing Materials, Blockchain, Blockchain Design, Web UI, Web UX, Material UI, Creative Direction, Direct Mail, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Android App Design, Dashboard Design, Enterprise Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Health & Wellness, Rich User Interfaces, User Experience Design, Membership Sites, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Artificial Intelligence (AI), Mockups, Pitch Decks, Sales Presentations, ChatGPT, Consumer Packaged Goods (CPG), Packaging, Package Design, Product Packaging, Digital Design, Marketing Collateral Development, Color Theory, Content Creation, Social Media, Template Design, Templates
Head of Design
2019 - 2020
Clearco
- Led the design department, a job that encompassed product design, branding, and marketing design.
- Redesigned the company's existing digital products, such as the sign-up and application flow, the public website and the customer dashboard, and new solutions like a mobile app and a physical transaction card.
- Redefined Clearbanc's brand strategy and redesigned the company's visual identity.
Technologies: Lingo, Zeplin, InVision, Principle, Adobe Photoshop, Adobe Illustrator, Sketch, Landing Page Design, eCommerce, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Fintech, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Brand Building, Flowcharts, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Creative Direction, Direct Mail, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Android App Design, Dashboard Design, Enterprise Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Rich User Interfaces, User Experience Design, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Mockups, Pitch Decks, Sales Presentations, Digital Design, Marketing Collateral Development, Color Theory, Figma, Content Creation, Social Media, Template Design, Templates
Product Design Team Lead
2018 - 2019
Compass Digital Labs
- Led and mentored the product design team (ten designers).
- Optimized methods for working, collaborating, and problem-solving.
- Defined goals and strategies with other team leads for products and the UX team.
Technologies: WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, eCommerce, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Brand Building, Flowcharts, Infographics, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Material UI, Creative Direction, Direct Mail, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Android App Design, Dashboard Design, Enterprise Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Health & Wellness, Rich User Interfaces, User Experience Design, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Digital Design, Marketing Collateral Development, Color Theory, Figma, Social Media, Template Design, Templates
Senior Product Designer
2017 - 2018
Compass Digital Labs
- Co-led the product design team with the other senior product designer, handling management duties such as hiring new resources, approving time off, and evaluating team performance.
- Mentored intermediate and junior product designers and promoted best practices in usability, design, and collaboration.
- Scoped design work and built the design roadmap in partnership with product management and development.
- Led the strategy and work for the core product design system for our in-house products.
- Conducted design reviews with the team and stakeholders.
- Gathered user, business, data, and technical requirements for new projects.
- Ensured that modular design work was cohesive across all products.
- Led an internship program in partnership with OCAD University.
Technologies: WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, eCommerce, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Brand Building, Flowcharts, Infographics, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Material UI, Creative Direction, Direct Mail, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Android App Design, Dashboard Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Health & Wellness, Rich User Interfaces, User Experience Design, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Digital Design, Marketing Collateral Development, Color Theory, Figma, Social Media, Template Design, Templates
Product Designer
2016 - 2017
Compass Digital Labs
- Led the food and hospitality design projects and coordinated with stakeholders, conducted user research and user testing, and redesigned and maintained the company’s in-house and custom products.
- Ideated, planned, and designed new user-centered solutions (including mobile and web apps, IoT solutions, and interactive spaces).
- Gathered business, data, and technical requirements for new projects.
- Created style guides and widget libraries. Developed responsive websites (front end). Explored new technologies, design trends, and behaviors.
- Designed and developed branding material for digital products.
- Guided and provided feedback to junior/intermediate designers.
Technologies: Sketch, JavaScript, CSS, HTML, InVision, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, eCommerce, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Brand Building, Flowcharts, Infographics, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Material UI, Direct Mail, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Android App Design, Dashboard Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Health & Wellness, Rich User Interfaces, User Experience Design, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Digital Design, Marketing Collateral Development, Color Theory, Figma, Social Media, Template Design, Templates
Lead Digital Design Consultant
2009 - 2017
Tondero Producciones
- Designed and developed digital communication strategies.
- Oversaw the visual communication and corporate identity of the company (graphic, multimedia, and web).
- Managed the company's social media accounts (Facebook, Twitter, and YouTube).
- Created digital campaigns, such as the video campaign “Artist of the week,” in which followers were invited by the artists to participate in weekly contests in order to obtain prizes.
Technologies: WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, Web UI Design, Landing Pages, Events, Professional Services, Design, Graphics, Graphic Design, Content Marketing, Marketing, Storytelling, Web UX Design, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Creative Direction, PDF Design, PowerPoint Design, Collateral Design, Social Media Design, Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, User Experience Design, High-fidelity Mockups, High-fidelity Wireframes, Mockups, Sales Presentations, Digital Design, Marketing Collateral Development, Color Theory, Content Creation, Social Media, Template Design, Templates
Lead Interaction Designer
2015 - 2016
Feast Interactive, Inc.
- Created and developed creative concepts for online platforms, branding, and digital campaigns.
- Designed and developed digital, graphic, and/or interactive pieces for social media campaigns.
- Designed and developed responsive websites.
- Designed and developed a social media contest using platforms such as Woodbox and Wishpond and adapting their templates through HTML and CSS edits.
- Designed and developed responsive websites such as Sylvania’s websites, mini sites, emailing, and other online/interactive pieces.
- Planned and developed the user experience of interactive projects.
- Guided junior designers and assigned them tasks.
- Led UI projects from beginning to end for brands such as Kitchen Stuff Plus, Sylvania Canada, Canadian Tire, PartSource, University of Toronto, and High Performance Sports Medicine.
- Researched and tested new technologies, online trends, and new behaviors as well as design and coding updates.
Technologies: WordPress, JavaScript, CSS, HTML, InVision, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, eCommerce, Web UI Design, Landing Pages, Wireframing, Web, Professional Services, Design, Graphics, Graphic Design, Content Marketing, Brand Building, Marketing, Infographics, Visual Storytelling, Storytelling, Web UX Design, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Creative Direction, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, Collateral Design, Social Media Design, Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, User Experience Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Consumer Packaged Goods (CPG), Package Design, Product Packaging, Digital Design, Marketing Collateral Development, Color Theory, Content Creation, Social Media, Template Design, Templates
Founder & Design Team Lead
2008 - 2015
Cafe con Leche
- Provided services in the areas of UI/UX design, visual communication (mostly for internal communication), and branding.
- Created and developed creative concepts and transformed them into design outcomes.
- Recruited and supervised the work team depending on the requirements of the project (this has provided me with the opportunity to work with professionals from different fields including programmers, designers, animators, photographers, and copywriters).
- Presented ideas and pieces to clients.
Technologies: Sketch, WordPress, JavaScript, CSS, HTML, InVision, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, Product Design, UX Design, User Experience (UX), SaaS, UX Audits, Web App Design, Component Libraries, Customer Portals, SaaS Design, User Journeys, Design Systems, Web UI Design, Landing Pages, Prototyping, Wireframing, User Flows, Web, Presentation Design, Fintech, Events, Professional Services, Design, Graphics, Graphic Design, Brand Building, Marketing, Flowcharts, Infographics, Visual Storytelling, Storytelling, Web UX Design, Responsive Web Apps, Dashboards, Print Design, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Creative Direction, PDF Design, PowerPoint Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Dashboard Design, Mobile Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Mobile App UI, Rich User Interfaces, User Experience Design, Membership Sites, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Consumer Packaged Goods (CPG), Packaging, Package Design, Product Packaging, Digital Design, Marketing Collateral Development, Color Theory, Content Creation, Social Media, Template Design, Templates
Visual Communication Designer
2009 - 2013
FD Arquitectos & Urbanistas
- Designed and developed communication pieces and presentations.
- Managed the visual identity of the company.
Technologies: Sketch, WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Landing Page Design, Web, Presentation Design, Professional Services, Design, Graphics, Pitch Deck Design, Graphic Design, Web UX Design, Adobe Creative Suite, Marketing Materials, Web UI, Web UX, Creative Direction, PDF Design, PowerPoint Design, Collateral Design, Social Media Design, Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Rich User Interfaces, User Experience Design, High-fidelity Mockups, High-fidelity Wireframes, Email, Mockups, Packaging, Digital Design, Marketing Collateral Development, Color Theory, Social Media, Template Design, Templates
Web Designer
2007 - 2008
SmartClick
- Created and developed concepts for web projects.
- Designed websites, banners, and multimedia CDs.
- Created illustrations (from sketches to completion of the artwork).
Technologies: Adobe Photoshop, Adobe Illustrator, Landing Page Design, UX Design, User Journeys, Web UI Design, Landing Pages, Wireframing, User Flows, Web, Design, Graphics, Flowcharts, Visual Storytelling, Storytelling, Web UX Design, Adobe Creative Suite, Web UI, Web UX, Dashboard Design, Minimum Viable Product (MVP), Branding, Luxury, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Rich User Interfaces, High-fidelity Mockups, High-fidelity Wireframes, Mockups, Consumer Packaged Goods (CPG), Digital Design, Marketing Collateral Development, Color Theory, Social Media, Template Design, Templates
Graphic Designer
2007 - 2007
Pasquale Hnos
- Designed promotional pieces for all the stores as well as the pieces for the internal and external communication of the company.
- Supervised the printing of the material and the installation of the indoor and outdoor advertising.
Technologies: Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Design, Graphics, Graphic Design, Marketing, Infographics, Print Design, Adobe Creative Suite, Marketing Materials, Creative Direction, PDF Design, Collateral Design, Branding, B2C, Marketing Design, Illustrator CC, InDesign CC, Illustration, Rich User Interfaces, Email, Mockups, Consumer Packaged Goods (CPG), Packaging, Package Design, Product Packaging, Digital Design, Marketing Collateral Development, Color Theory, Content Creation, Social Media, Template Design, Templates
Other Experience
Education
2013 - 2015
Master's Degree in Design
OCAD University - Toronto, Canada
2002 - 2008
Bachelor's Degree in Communications and Advertising
Pontifical Catholic University of Peru - Lima, Peru
Certifications
JUNE 2015 - PRESENT
Master of Design
OCAD University
OCTOBER 2012 - PRESENT
Web Designer Professional
MediaPro Training Center
MARCH 2009 - PRESENT
Online Businesses
Universidad Ricardo Palma
JUNE 2008 - PRESENT
Bachelor of Communications and Advertising
Pontifical Catholic University of Peru
Skills
Tools
Zeplin, Workday Payroll, Microsoft PowerPoint, Adobe, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Sketch, InVision, Adobe CC, Adobe Creative Suite, Illustrator CC, Principle, InDesign CC, Canva
Languages
Visual Design Language, CSS, HTML, CSS3, JavaScript
Platforms
WordPress, Figma, Webflow, Webflow CMS, iOS, Android, Web, Apple
Industry Expertise
Human Resources (HR), Hospitality, Food & Beverage, Advertising, Professional Services, Health & Wellness, Events, Marketing, Food
Other
Product Design, UX Design, UI Design, User Interface (UI), Mobile UI, Mobile UX, User Experience (UX), Lingo, Visual Design, Responsive Design, Information Architecture (IA), Interaction Design (IxD), Usability Testing, Usability, UX Research, Design Language, Platform Design, Digital Product Design, Design Strategy, Branding, Brand Identity, Design Systems, System Design, Design Reviews, Pattern Design, UX Pattern Design, Front-end Design, App Design, iOS App Design, Mobile Prototypes, Mobile UI Design, Mobile UX Design, Responsive UI, Graphic Design, Brand Design, Visual Identity, Brand Guidelines, Creative Design, Creative Thinking, Launch Strategy, Ads, Social Media Kits, Creative Strategy, Digital Brand Identity, Packaging, Package Design, Brand Management, Logo Design, eCommerce Design, Advertising Design, B2C, B2B, Strategy, Dashboard Design, SaaS, UI Audits, UX Audits, Web App Design, Responsive Web Design (RWD), Web App UI, Web App UX, WordPress Design, Time Management, Mobile Design, Web Design, User Personas, Journey Mapping, Landing Page Design, eCommerce, Component Libraries, Customer Portals, SaaS Design, User Journeys, Web UX Design, Web UI Design, Brand Strategy, Presentation Design, Landing Pages, Prototyping, Wireframing, User Flows, Design, Graphics, Pitch Deck Design, Brand Building, Flowcharts, Visual Storytelling, Storytelling, Responsive Web Apps, Dashboards, Print Design, Marketing Materials, Web UI, Web UX, Creative Direction, Marketing Design, PDF Design, Mobile App Design, Web Application Design, MVP Design, Collateral Design, Social Media Design, UX Strategy, Data Visualization, Enterprise Design, Minimum Viable Product (MVP), Luxury, Mobile App UI, Rich User Interfaces, User Experience Design, Mobile Web Design, Conversion Rate Optimization (CRO), High-fidelity Mockups, High-fidelity Prototypes, High-fidelity Wireframes, Email, Mockups, Pitch Decks, Sales Presentations, Consumer Packaged Goods (CPG), Product Packaging, Digital Design, Marketing Collateral Development, Color Theory, Social Media, Template Design, Templates, Market Research, Mentorship, Front-end, Leadership, Management, Project Management, Fintech, Infographics, Material UI, Direct Mail, PowerPoint Design, Android App Design, Illustration, Membership Sites, Artificial Intelligence (AI), ChatGPT, Content Creation, Wearable Technology, Presentations, Content Marketing, Blockchain, Blockchain Design, eCommerce UI, eCommerce UX, Mobile Wallet, Use Cases, Financial Records
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