Rafael Ono Pasquini, Designer in Amsterdam, Netherlands
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Rafael Ono Pasquini

Verified Expert  in Design

Bio

Rafael has an international double degree in UI/UX design and spent six years designing the best web experience for small and medium-sized companies. He specializes in conversion rate optimization across websites and apps, delivering wireframes, interfaces, and branding with the next level of professionalism. He is a great communicator, so you can expect a lot of transparency and empathy for users and clients he works for.

Portfolio

Work Experience

Freelance Senior UX Designer

2021 - PRESENT
Fietsenwinkel.nl
  • Designed a completely new website according to the new business direction the company is following.
  • Redesigned some brand elements to align with the company's new vision.
  • Worked directly with four developers in two weeks sprints.
Technologies: Figma, User Flows, Responsive Web Design (RWD), Jira, Visual Design, UX Prototyping

UX Design Mentor

2021 - PRESENT
Designlab Learning
  • Mentored eight new designers in 2021 during short and mid-term UX design courses (eight weeks to six months). The courses were built to help them improve their end-to-end design skills, mixed with weekly mentor meetings to support their project development.
  • Supported the development of 24 different projects and eight new portfolios.
  • Supported eight new students to land their (first) design job in 2021.
Technologies: Figma, User Flows, Responsive Web Design (RWD), Visual Design, UX Prototyping

Senior UX Designer

2019 - 2021
Etergo
  • Analyzed CX journeys, visualized opportunities, and design solutions from prototypes to hi-fi interfaces within an iterative process. Built user account feature that doubled the number of pre-orders in a week and improved the website traffic by 40%.
  • Built a crowdfunding website that generated €3.9 million and a PPT that helped the company's acquisition by one of India's most significant players in the electric mobility field.
  • Created and managed the product roadmap and product backlog of 1,000 user stories.
  • Conducted basic research such as surveys with 900+ replies, interviews, and phone calls with customers and investors.
  • Managed a remote development team of five and an internal growth team of three, taking care of team members' personal and professional development.
  • Worked on six different projects (features), some of them simultaneously, like a fast-paced startup environment.
  • Worked on CX flows for experience centers in the Netherlands and India, considering cultural aspects and behavior. Created the global concept for the experience centers (internal/external stakeholder management).
Technologies: Web Design, A/B Testing, Landing Page Optimization, Landing Page Design, Adobe Illustrator, Miro, Slack, ClickUp, Frontify, Google Analytics, Hotjar, InVision, Webflow, Figma, Sketch, User Flows, Responsive Web Design (RWD), Visual Design, UX Prototyping

Mid-level/Intermediary UX Designer

2018 - 2019
Gradient
  • Designed more than five new features in less than two months for a platform used to save time and boost revenue. I tested the platform every week with more than ten people internally and externally.
  • Collaborated with the research team on five different projects, presenting research findings through user personas, user journeys, and experience maps. I also participated in rounds of usability tests with more than 50 people.
  • Designed mostly websites to enhance the conversion rate by 20%, from conception, brainstorming, wireframing, and interface to testing.
  • Designed the brand book and all the 200+ assets and materials (icons, stationery, presentations, logos, and symbols), ensuring consistency in our deliverables.
  • Designed Gradient's website to reach more clients and new employees.
  • Hosted co-creation and prototyping sessions with clients to align expectations and generate design alternatives based on needs. Sessions were designed to select the best three options to work with the following week.
Technologies: Web Design, Adobe Photoshop, Adobe Illustrator, InVision, Sketch, Figma, User Flows, Jira, UX Prototyping

QA Designer

2017 - 2018
Spotzer
  • Worked closely with more than 15 large, international companies, like ItaliaOnline, Yell, 1&1, FCR, and Orange, ensuring quality, overall consistency in the 3000+ built websites and alignment with Spotzer design guidelines.
  • Did weekly calls with the quality team in Bulgaria (ten designers) to ensure overall quality and trained as necessary.
  • Optimized internal design guidelines based on the ongoing project progress to improve designer- and quality-team jobs.
  • Ensured personal development for each team member, promoting weekly training in areas such as coding, web design, and SEO.
Technologies: Web Design, Mono, CSS, HTML, Responsive Web Design (RWD)

UI/UX, Visual Designer

2015 - 2017
Agripa Innovation Labs
  • Designed the branding, including a logo, stationery, and website from Agripa Innovation Labs.
  • Gave design consultancy for more than 15 startups at the beginning level of product development.
  • Designed wireframes and high-fidelity interfaces for more than five small-to-medium companies from diverse market industries.
  • Managed two more designers in a more extensive project to design a web and mobile app (iOS/Android) platform to manage startups and mentors.
Technologies: Web Design, InVision, Adobe Photoshop, Adobe Illustrator, Sketch, User Flows, Visual Design, UX Prototyping

Co-founder | UI/UX Designer

2014 - 2017
EternalWED
  • Designed the native Android and iOS app and the landing page and its development. The app is specialized in new media for weddings and events. We attended more than 25 events and achieved more than one thousand downloads.
  • Managed two developers specializing in Android/iOS and back-end development.
  • Managed social network marketing campaigns, designing 3 weekly content for Facebook and Instagram.
  • Worked with more than 15 clients and partners to enhance our network and reach people in the market.
Technologies: Web Design, Final Cut Pro, Adobe Photoshop, InVision, Adobe Illustrator, Sketch, User Flows, Visual Design, UX Prototyping

Project Manager | UX Designer

2014 - 2015
HOTMILK
  • Managed four UX designers and two web/app developers through different projects such as apps, websites, and web apps.
  • Designed an interface for an educational platform of Lego Zoom.
  • Created an app for doctors to prescribe medicines and treatment to customers and these customers could also schedule new appointments.
  • Designed an app to alert people in case of theft. This app was linked to smart jewelry, once activated, alerts people close by and the authorities.
  • Made design of a web app to manage startups and mentors in the HOTMILK accelerator of startups.
Technologies: InVision, Adobe Photoshop, Adobe Illustrator, Sketch, Visual Design

National Marketing Support Manager

2013 - 2015
AIESEC
  • Collaborated with the Brazilian offices' marketing managers to implement new strategies to improve the conversion rate at the AIESEC platform.
  • Helped Turin’s committee (Italy) to receive an award for being the best committee in the marketing area in Italy in June 2014 through online and office marketing campaigns.
  • Designed the whole campaign of the two biggest local conferences for the Curitiba’s Committee (Brazil), including the logo, promotion video, stationery, T-shirts, social media content, and material for all the workshops.
  • Hosted brainstorm sessions for the local committees in AIESEC Italy and Brazil, coming up with actionable ideas to improve our conversion rate of voluntary employees and voluntary exchange participants for local projects.
  • Attended more than ten national and international conferences in order to be in line with the national and international guidelines of AIESEC.
Technologies: Visual Design

Education

2010 - 2015

Bachelor's Degree in Graphic and Product Design

Federal University of Technology – Paraná - Curitiba, Paraná, Brazil

2012 - 2014

International Exchange in Graphic and Service Design

Polytechnic University of Turin - Turin, Italy

Certifications

MAY 2020 - JUNE 2022

Growth-driven Design

Hubspot

AUGUST 2018 - PRESENT

Professional Scrum Master I

Scrum.org

Skills

Tools

Adobe Photoshop, Adobe Illustrator, InVision, Sketch, Final Cut Pro, Hotjar, Google Analytics, Frontify, Slack, Miro, Jira

Platforms

iOS, YouTube, Android, Mobile, Desktop, Figma, Webflow

Languages

HTML, CSS

Industry Expertise

Healthcare

Other

Wireframe to Product, App UX, App UI, Prototyping, UI Design, UX Design, User Flows, UX Prototyping, Wireframing, Web Design, Responsive Web Design (RWD), User Interface (UI), User Experience (UX), Visual Identity, Branding, Graphic Design, Design Leadership, Visual Design, Concepting, Naming, Mono, Wedding & Bridal, Startups, Landing Page Design, Social Media, Bike Rentals, Tablets & Smartphones, Wearable Technology, Smart Cities, Wellness, Rentals, Residential Real Estate, eCommerce, Small & Medium-sized Enterprises (SME), Trucking, Resellers, Marketplaces, Data & Backup Management, Goal Management, Routines, Data Visualization, Co-design, Experience Maps, Healthcare Services, UX Research, Interviews, ClickUp, Landing Page Optimization, A/B Testing, Research, Google SEO, Product Design

Experience

  • Adobe Illustrator - 7 years
  • UX Design - 6 years
  • User Interface (UI) - 6 years
  • User Experience (UX) - 6 years
  • UI Design - 6 years
  • Branding - 4 years
  • Sketch - 4 years
  • Visual Identity - 4 years

Tools

  • Adobe Illustrator
  • Sketch
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