Freelancer profile translated to English.

Description

I am a Product Designer with over 4 years of experience creating digital experiences that connect user needs with business objectives. My approach combines creativity with analytical rigor; I don't just design interfaces, I build products based on real user behavior data.

Throughout my career in sectors like e-commerce and healthcare, I have led end-to-end processes—from discovery and UX Research to handoff with development teams—always validated through the use of metrics and tools like Google Analytics 4 and Hotjar. My specialty lies in identifying friction points in the User Journey, optimizing information architecture, and validating design decisions before they go into production.

What I bring to a team:

• Data-driven design: I use heatmaps, session recordings, and conversion analytics to make strategic decisions.

• Business Acumen: Proven experience in improving KPIs (conversion, average ticket value, and retention).

• Product Thinking: Ability to adapt design to commercial hooks and changing market needs.

• Technological Innovation: Currently, I am deepening my learning and application of Artificial Intelligence tools to enhance efficiency, automate workflows, and elevate the quality of UX/UI design.

Technical Stack:

Figma, UI/UX Design, Interaction Design, Design Systems, Responsive Design, User-Centered Design, Doofinder, Notion.

Open to new challenges as a Product Designer or UX/UI Designer (hybrid/remote). Shall we discuss how we can impact your business objectives through strategic design?

Languages

Spanish
Native or bilingual
English
Conversational

Workplace preferences

Remote only

Primarily works remotely

Akimbo Company
UX/UI Designer
E-COMMERCE
July 2022 - June 2026 (3 years and 11 months)
Bogotá, Bogota, Colombia
I led the end-to-end redesign of KOAJ's e-commerce platform, optimizing critical flows and information architecture through a data-driven approach.

Key Achievements:

• +53% in checkout completion rate after implementing Guest Checkout, increasing completion from 29% to 45% of users.
• +50% in interactions per active user after redesigning navigation and catalog, validated with GA4.
• +24% in navigation depth per user, driving catalog exploration.
• +12% in engagement time, optimizing the mobile experience where 85% of traffic is concentrated.

Strategic Responsibilities:
• Execution of commercial strategies by constantly adapting the Home page and landing pages for promotional offers, aligning visual design with marketing campaigns.
• In-depth analysis of user behavior using heatmaps, session recordings, and funnels to identify and resolve experience friction points.
• Definition of information architecture and user flows for web and mobile purchase processes.
• Cross-functional collaboration with development, marketing, and product teams, presenting proposals supported by conversion data.
• Technical validation through functional and user experience (UX) QA.
• Interface design for physical point-of-sale (KOAJ stores).

Technological Stack and Methodologies:
Figma, Google Analytics 4, Hotjar, Doofinder, User Research, Usability Testing, Responsive Design, User-Centered Design, Design Thinking, Handoff.
Figma GA4 Hotjar UX/UI Design Systems
AID FOR AIDS Internacional
UX/UI Designer
PUBLIC SECTOR
December 2021 - June 2022 (6 months)
Bogotá, Bogota, Colombia
Design and execution of digital solutions for telemedicine, focusing on accessibility and ease of use for vulnerable populations.

Strategic Responsibilities:
• Definition of differentiated user flows for patients and medical staff, optimizing interaction in high-criticality environments.
• Design of over 50 high-fidelity screens in Figma, ensuring visual and functional consistency.
• Creation of an administrative dashboard for efficient appointment management and patient tracking.
• Development of a reusable UI component library to maintain design system consistency.
• Adaptation of visual accessibility criteria and technical documentation for handoff to the development team.

Technological Stack:
Figma, UI Design, Accessibility, User Flows, Information Architecture, Design Systems, Handoff.
UX/UI Figma UI Design User Flows
BFS Marketing
Graphic Designer
June 2021 - July 2021 (1 month)
Bogotá, Bogota, Colombia
Optimization of digital assets and improvement of visual experience on web platforms for agency clients.

Responsibilities:
• Design, structuring, and optimization of WordPress landing pages, focused on improving conversion rates.
• Enhancement of visual presentation and content coherence to ensure effective communication with the end-user.

Technological Stack:
WordPress, Web Design, Landing Pages, Visual Optimization.
Web Design UX/UI