Rafael Serrano, UX Designer in Santiago, Chile
Rafael Serrano

UX Designer in Santiago, Chile

Member since February 10, 2016
Rafael is an experienced UX/UI designer focused on the implementation of agile and lean methodologies that invite measure value, quality, and continuous learning to amplify improvements for startups and users. His methods and interfaces impact over 1.3 million users monthly. As a UX/UI designer Rafael has worked as a lead and team member in projects related to telecommunication, health services, education, and social networking.
Rafael is now available for hire


  • UX/UI Designer

    2018 - PRESENT
    WOM Chile | Wom.cl
    • Work in an Agile team focused on best practices and fast-pace decision making.
    • Participated in a sprint of two weeks in a double-track experience that allowed me to work on a UI design (two weeks ahead of the development team) and a third track that goes along for the UX process.
    • Tested, every two weeks, key histories with real users to collect real data that brings insides which allow me to iterate fast a create improvements to WOM's app.
    • Continuously participated in negotiations between stakeholders, the development team, TI, and the UX team for the creation and upgraded features in WOM's app.
    • Contributed to the creation and improvement of WOM's design system as a key part of our iteration and prototyping process.
    Technologies: Adobe Creative Suite, Principle, Figma
  • Freelancer UX Director

    2017 - 2018
    Acid Labs | Acid.cl
    • Worked for Salcobrand, a major drugstore chain in Chile, which coordinates and handle a massive stock of items and ad campaigns around the country.
    • Created and designed its intranet that is part of a new strategy that aims to improve the interaction between it central office (admin) and its 402 stores (trade). This new intranet focuses on the exchange and recollection of information among the parts involved. By using reports and notifications that help to know who, when, and how the instructions from the admin are made at the same time that the trade keeps the stock movement, the campaigns running and communicate the last update our concerns in real-time.
    • Spent around 240 hours during the UX/UI process which contemplates the following steps: kick-off, general analysis, user personas, scenario map, and benchmarks.
    • Designed the architecture: card sorting, content map, and user journeys.
    • Created wireframes (low- and high-fidelity), prototypes and implemented testing.
    • Managed the interaction between Salcobrand and Acid Labs to have a smooth exchange of information about the status of the project.
    • Conducted project analysis and management.
    • Was involved in UX development.
    Technologies: Microsoft Office, Adobe Photoshop, InVision, Sketch


  • Bachelor's degree in Graphic Design
    2002 - 2007
    University José Maria Vargas - Caracas, Venezuela


  • How to Design for Augmented and Virtual Reality
    JULY 2020 - PRESENT
    The Interaction Design Foundation
  • UX Management: Strategy & Tactics
    APRIL 2020 - PRESENT
    The Interaction Design Foundation
  • UX Research — Methods and Best Practices
    MARCH 2020 - PRESENT
    The Interaction Design Foundation
  • Production and Management of Digital Projects
    University of Chile
  • Information Architecture
    University of Chile
  • Design Sprint Foundations
    MAY 2018 - PRESENT



Santiago, Chile

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