Tatiana Salcedo, Designer in Los Angeles, CA, United States
Tatiana Salcedo

Designer in Los Angeles, CA, United States

Member since April 9, 2020
With almost 15 years as a product designer, Tatiana creates UX strategies for complex business goals using research, data, and customer insights. Her time at Ticketmaster enabled her to design and launch enterprise-scale features across the fan journey. At Winc, she recently defined the content and framework for their clean wine brand site. Tatiana believes in using design thinking methods to drive better conversations and testing ideas often.
Tatiana is now available for hire


Digital Design


  • Lead Product Designer

    2018 - 2020
    • Delivered customer-first UX strategic solutions for Winc's direct-to-consumer wine subscription site while balancing legal and business challenges.
    • Designed modular UI components to be used on category pages and the wine shelf based on the brand direction and SEO best practices.
    • Led design thinking sessions with customer service, analytics, and product teams to test solutions that reach desired metrics.
    • Created the UX/UI co-branded checkout experience for Winc’s short-term wine subscriptions (ie. Summer Water Societé, Wonderful Wine Co).
    • Conducted field testing, created a customer journey map, synthesized ideas from creative workshops, built both the content strategy and the POV wireframe for the homepage redesign that was launched in Q4 2019.
    Technologies: OptimalWorkshop, Jira, InVision, Sketch
  • Senior UX/UI Designer

    2005 - 2018
    • Served as a visionary and spokesperson for all fans, from production artists to senior designers, on a ticketing eCommerce responsive web app for 12 years.
    • Delivered designs to personalize the fan experience to improve brand loyalty and overall conversion rate.
    • Supported business goals to increase fan engagement through the discovery funnel.
    • Added valuable content to event row components as a way to improve Ticketmaster’s SEO index discoverability and higher page ranking.
    • Optimized designs and processes for front-end development to use React components that improved PageSpeed index speed to less than three seconds.
    • Conducted usability testing weekly to validate designs.
    Technologies: Jira, InVision, Adobe CC, Zeplin, Sketch


  • Bachelor of Fine Arts degree in Graphic Design
    1999 - 2003
    Otis College of Art and Design - Los Angeles, CA, United States


  • UX Certificate #1022220
    JULY 2018 - PRESENT
    Nielsen Norman Group




Los Angeles, CA, United States

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