Rafael Serrano

Rafael Serrano

UX Designer
Santiago, Chile
Member since February 10, 2016
Rafael is a product designer focused on building user interfaces that help the interactions between a user and a product by the implementation of best practices and methodologies that support all decisions made during the creation and implementation process. He thrives working in a fast-paced environment where ideation, experimentation, analysis, and learning are part of the whole.
Rafael is now available for hire
Digital Design
  • Design Heaps
    Design Heaps
  • Hope Makers
    Hope Makers
  • Salcobrand Intranet
    Salcobrand Intranet
  • Appetite+ | Mobile App
    Appetite+ | Mobile App
  • DNA Consultants
    DNA Consultants
  • Mezcal Gastro Pub
    Mezcal Gastro Pub
  • 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: Figma, Principle, Adobe Creative Suite
  • 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: Sketch, InVision, Adobe Photoshop, Microsoft Office
  • Certificate in Design of Web Experience: "Definition of Strategy and Management Results"
    2016 - 2016
    International Centre of Professional Actualisation (CIAP) - Caracas, Venezuela
  • Certificate in French Language
    2014 - 2014
    The French Preparation Course GEOS Languages Plus - Montreal, Canada
  • Certificate in Languages
    2009 - 2010
    Flinders University - Adelaide, Australia
  • Bachelor's degree in Graphic Design
    2002 - 2007
    University José Maria Vargas - Caracas, Venezuela
  • Information Architecture
    University of Chile
  • Design Sprint Foundations
    MAY 2018 - PRESENT
  • UI Design14 years
  • Adobe Creative Suite14 years
  • UX Design7 years
  • Adobe Creative Suite
  • Figma
  • Sketch
  • Principle


Santiago, Chile

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