Tatiana Salcedo

Designer in Los Angeles, CA, United States

Member since June 15, 2020

With 15 years as a product designer, Tatiana creates UX strategies to reach complex business goals using design thinking, research, and customer data insights. Recently, at a major healthcare company, she led the discovery and planning efforts to scale their telehealth customer support goals. Her time at Ticketmaster enabled her to design and launch enterprise-scale features across the event goer's journey. At Winc, she helped to define the content and framework for their clean wine brand site.

eCommerce User Experience (UX)Product Design UX Strategy Responsive Web Design (RWD)UX Design Sketch Wireframing Information Architecture (IA)UX Wireflows User Research Usability Testing UI Design Prototyping User Flows Show more

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Portfolio

Digital Design

Winery Brand UX Strategy
- UX Strategy
- Content Strategy
- Wireframing
- Checkout
- Product Detail Pages
- Information Architecture (IA)
Ticketing Artist Page Redesign
- UI Components
- Usability Testing
- SEO Content
- Product Detail Pages
- Responsive Design
- Event Planning
- React
- Ticketing
- Layout Design
- Mobile Web
Winery Brand Checkout Flow
- Checkout
- Responsive Design
- Mobile Web
- Wine & Wineries
- Subscriptions
- eCommerce UX
- Membership Sites
- Consumer Branding
- Online Payments
Winery Homepage A/B Testing
- A/B Testing
- UX Strategy
- Content Strategy
- Field Studies
- Customer Journeys
- Personas
- UX Wireflows
- UX Research
- Home Pages
- Split Testing
Visual Merchandising for Winery Site
- Product Category Pages
- Styled-components
- Visual Merchandising
- Personalization
- Recommendation Systems
- Website CMS
- Web Banner Design
- Responsive Design
- Wine & Wineries
Payment System API Integration
- API Integration
- Checkout
- Responsive Design
- Payment APIs
- Digital Payments
- Online Ticketing
- User Flows

Employment

Senior UX Designer
2021 - 2022
Intuit
- Improved the SaaS tools and processes that QuickBooks Online accounting experts use to deliver accurate bookkeeping so that small-medium sized business owners can focus on their craft.
- Created a preliminary workflow in the Books Review section to enable QuickBooks Live bookkeepers to complete a “soft reconciliation” within one week of small business owners sign up, which provides customer benefit up 53% vs. 3% default journey.
- Testimonial: "She has a wonderful ability to drive conversations, engage with the right people and create meaningful experiences that deliver benefit. Her background, craft, and skillset served her well while solving for our customers." – Gabe Sargenti, Design Mgr.
Technologies: Figma, MURAL
User Experience Designer
2020 - 2021
Anthem.ai
- Established a simplified workflow for the telehealth video conferencing platform end session survey to capture, improve, and troubleshoot as it scales to thousands of users.
- Created and managed email and text messages and contributed to the page content strategy for telehealth appointments between provider and patients to join video and dial-in HIPAA compliant calls.
- Facilitated workshops with the product and pilot team stakeholders to create the most impactful features that enable a frictionless video experience with patients.
- Received praise for my ability to deal with conflicting priorities which was crucial to the success of the team and was told I excel in both user-centered design approaches and content strategy by the design director at Anthem.ai.
Technologies: Sketch, Miro, Mixpanel, Jira
Lead Product Designer
2018 - 2020
Winc
- 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 and UI of the co-branded checkout experience for Winc’s short-term wine subscriptions, e.g., Summer Water Societé and Wonderful Wine Co.
- Conducted field testing, created a customer journey map, synthesized ideas from creative workshops, and built both the content strategy and the POV wireframe for the homepage redesign launched in Q4 2019.
Technologies: Optimal Workshop, Jira, InVision, Sketch
Senior UI/UX Designer
2005 - 2018
Ticketmaster
- 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

Education

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

Certifications

UX Certificate #1022220
JULY 2018 - PRESENT
Nielsen Norman Group

Experience

eCommerce14 years
UX Strategy8 years
Product Design8 years
User Experience (UX)8 years
Design Thinking6 years
Sketch5 years
User-centered Design (UCD)4 years
SaaS Design2 years

Tools

Sketch

Location

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Designer in Los Angeles, CA, United States

Portfolio

Employment

Senior UX Designer

User Experience Designer

Lead Product Designer

Senior UI/UX Designer

Education

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Experience

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Location