Sofia Toso
Verified Expert in Design
Designer
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
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.
UI Designer
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.
UX/UI Designer
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).
UI/UX Designer
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.
Web and Graphic Designer
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.
Visual Designer
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.
Education
Bachelor Degree in Graphic Design
Buenos Aires University (UBA) - Ciudad Autónoma de Buenos Aires, Argentina
Professional Degree in Webmaster
National Technological University (UTN) - Ciudad Autónoma de Buenos Aires, Argentina
Technician Degree in Multimedia Design Communication
Da Vinci School of Multimedia Arts - Ciudad Autónoma de Buenos Aires, Argentina
Certifications
Conducting Usability Testing
Interaction Design Foundation
Discoveries: Building the Right Product
Nielsen Norman Group
UX Management: Strategy and Tactics
Interaction Design Foundation
User Research — Methods and Best Practices
The Interaction Design Foundation
Mobile User Experience Research
The Interaction Design Foundation
Experience
Tools
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