Lead the end-to-end creation of Design Systems, including design tokens, variables, and documentation in Supernova, ensuring scalability across products. Define service strategy and discovery roadmaps using Design Thinking and innovation methodologies. Design digital products such as mobile applications, websites, and interfaces for electrical devices (Hisense products), developing prototypes in Figma. Collaborate closely with development teams, product teams, and stakeholders throughout the entire project lifecycle to ensure design consistency and standardization. Use AI tools such as Claude and others integrated into the design process for research, ideation, documentation, UX writing, analysis, and productivity.

Designed solutions and user flows based on qualitative and quantitative data analysis. Organized and facilitated ideation and co-creation workshops with cross-functional teams and stakeholders, aligning business value with user needs. Optimized the onboarding and first deposit experience by reducing friction at key steps, contributing to an estimated 20–30% increase in conversion rates while balancing user needs and business objectives. Conducted research to identify and understand both business and user needs, transforming insights into effective design solutions. Applied methodologies such as Design Thinking, Scrum, Design Sprints, and Service Design.

Conducted usability testing with internal users to identify pain points and improve the app experience. Translated concepts into wireframes and interactive prototypes that demonstrated intuitive user experiences. Redesigned and documented the Design System, incorporating new components and updated guidelines. Collaborated with Business Analysts to define product strategy and service initiatives.

Redesigned the mobile transactional flow based on quantitative research (A/B testing) and Customer Journey Maps, identifying critical friction points in the payment process and achieving an estimated 40% reduction in abandonment rates during moderated usability testing. Conducted usability testing and redesigned the Design System, documenting all components. Presented design decisions to stakeholders, aligning design direction with business objectives. Worked on large-scale internal projects alongside multidisciplinary teams. Developed Personas, Customer Journey Maps, and Service Blueprints.

Redesigned the mobile application and implemented new features, improving the patient experience. Created and implemented a new Design System and style guides aligned with brand identity. Conducted user interviews. Designed brand manuals, logos, and digital assets for all social media channels.