Sofia Toso, Designer in Antwerp, Belgium
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Sofia Toso

Verified Expert  in Design

Designer

Location
Antwerp, Belgium
Toptal Member Since
April 6, 2018

Sofia is a product designer with a graphic and UX design background who believes in designing every pixel with a purpose: useful, usable, and beautiful. She has been focusing on digital design for the past eight years but hasn't lost touch with print. She has experience working in multidisciplinary teams and single-designer roles in organizations of all sizes. Sofia's work ranges from websites, apps, and design systems to branding and illustration.

Portfolio

Work Experience

UX/Design Lead

2019 - PRESENT
Frontastic
  • Launched a redesign of the platform with great reception, improving our user's experience.
  • Created and studied the developer journey and started transformed insights into action points to improve friction areas in our application and tooling.
  • Created and maintained the Frontastic Design System. Together with the development team, we've created a growing system with proven results for consistency, faster delivery, and more usable pattern implementation.
  • Supported marketers in their work by creating an easy-to-use visual library and brand guidelines.
  • Participated in creating and tackling product briefs to achieve our company goals as a design representative and user advocate in the Product team, which resulted in key objectives for the whole company.
Technologies: Product Design, Usability Testing, Figma, UI Design, UX Design, Information Architecture (IA), Visual Design, Design Systems

UI Designer

2018 - 2019
Radikal
  • Created prototypes that showed high usability standards and a creative approach that lead to winning new and bigger customers.
  • Designed digital flagship stores (from research to workshops to prototypes) for leading brands with successful results in visits, cart size, and conversion.
  • Completed a full website ecosystem redesign for one of the biggest breweries in Belgium, creating unique web experiences for each sub-brand in a shared system, which allowed for delivery in record time.
  • Worked on the UX and UI of desktop and on-premise applications for companies B2B and B2C companies.
Technologies: Adobe Illustrator, Adobe Photoshop, Principle, Sketch

UX/UI Designer

2018 - 2019
Springbok Agency
  • Grown and maintained design systems, introducing and testing new patterns with every iteration, which allowed the launch of a successful new service from one of Belgium's top energy providers.
  • Worked as the design expert in the AI team where I designed guidelines for conversational user interfaces, increasing our customer's conversion rates up to 122%.
  • Created web apps based on content campaigns generating thousands of leads per day, over 22k participants, and a successful social media campaign for a top automotive company.
  • Optimized flows based on feedback, testing, and benchmarking and applied that knowledge to UI changes on key pages (purchase flows, baskets, landing pages, etc).
Technologies: Adobe Illustrator, Adobe Photoshop, InVision, Sketch, Abstracts

UI/UX Designer

2015 - 2017
Entravision Communications
  • Designed an Android native app for radio streaming and the corresponding responsive websites for each radio. Used that design as a basis to develop social media material.
  • Revamped the UX and UI of a news website of the company. Helped create the visual style guides used for all communications across the company, social media, set design, tv animations, and more.
  • Designed branding and graphic pieces for various festivals and radio and tv shows. Material included landing pages, social media posts, posters, and promotions.
  • Created internal website repositories to access videos and company information so we could centralize proprietary material, UGC videos, and photos.
  • Designed the UX and UI from scratch for a new video hub for Latin food and lifestyle.
Technologies: Adobe InDesign, Adobe After Effects, Adobe Experience Design (XD), Adobe Illustrator, Adobe Photoshop, InVision, Sketch

Web and Graphic Designer

2014 - 2015
Pulpo Media
  • Designed the dashboard Pulpo's advertising clients used to visualize data on performance, CTR's, spend, and earnings.
  • Created the company website, landing pages for new products Pulpo offered, and other lead generation material.
  • Designed all sales presentations, infographics, and videos.
  • Created websites and blogs for the publisher teams.
  • Developed a banner creator website to help advertisers through the creative process.
Technologies: InVision, Adobe After Effects, Adobe Animate, Adobe Illustrator, Adobe Photoshop

Visual Designer

2010 - 2013
Freelance
  • Designed and developed the website for the University of Buenos Aires's Typography - Gaitto Sabado's Class.
  • Contributed to the branding including photography, stationery, and overall graphic design in addition to website development incorporating checkout and payment flows for a Buenos Aires-based bakery.
  • Developed branding and online portfolio of a furniture company. Worked on photo edition and styling.
  • Created branding and visual style for an online florist startup.
  • Designed posters and visuals for musical productions.
Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop
2011 - 2017

Bachelor Degree in Graphic Design

Buenos Aires University (UBA) - Ciudad Autónoma de Buenos Aires, Argentina

2012 - 2013

Professional Degree in Webmaster

National Technological University (UTN) - Ciudad Autónoma de Buenos Aires, Argentina

2008 - 2011

Technician Degree in Multimedia Design Communication

Da Vinci School of Multimedia Arts - Ciudad Autónoma de Buenos Aires, Argentina

FEBRUARY 2021 - PRESENT

Conducting Usability Testing

Interaction Design Foundation

NOVEMBER 2020 - PRESENT

Discoveries: Building the Right Product

Nielsen Norman Group

NOVEMBER 2020 - PRESENT

UX Management: Strategy and Tactics

Interaction Design Foundation

AUGUST 2017 - PRESENT

User Research — Methods and Best Practices

The Interaction Design Foundation

AUGUST 2017 - PRESENT

Mobile User Experience Research

The Interaction Design Foundation

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