Profile:  

• UX/UI product designer lead & Visual Designer with a background in marketing and general jack of all trades

• Experienced in UI/UX , photography, video, print, web, mobile design, project management, Quality assurance

• Ability to oversee successful projects from conception to completion under strict deadlines.

• Freelance designer for close to 15 years has made me confident that my combination of practical work experience and solid educational experience has prepared me for making an immediate contribution.  I understand the level of professionalism and communication required for a successful project.

• I am very comfortable working collaboratively with teams in remote locations and being self motivated and productive. 

• Quick learning, prioritizing tasks, working to deadlines, producing quality work at all times and using own initiative to make decisions have been the main success factors

• Cuban-American fluent in Spanish

Skills & Tools:

• UX Design: Wireframing, Prototyping, Usability testing, User flows, User research, Affinity Mapping, Heuristic analysis, mockups, information architecture

• UI/Visual Design: Conceptual ideation,  Interaction design, Design systems, Page layout, typography, Art research, Color theory, Branding, Illustration, Interface design for web, andoird and iOS, marketing and advertising design for print and web, package design, Presentation and deck design, Video production

• Tools: Figma, Figjam, Miro, Asana, Shortcut, Notion, Lottie, storybook, zeroheight Chat gpt, Balsamiq, Sketch, Invision, Adobe Creative Suite, Craft, Zeplin, HTML/CSS literacy, Microsoft Office, Pages, excel, tome,Pen and Ink

• Other: Problem solver, Collaboration, Communication and presentation, Prioritization and time management, Organic and viral marketing, Multi-tasking and organizational skills, Entrepreneurial spirit, Project management, Multimedia marketing and print design

Experience :   

UX/UI Product & Creative direction, Reserve, (San Francisco + Remote) |  July 2019 - May 2023

• Rebranded the company image and creative direction, building guidelines and helping to maintain continuity

• Lead discovery, research and architected, designed and maintained the current mobile product and the backend web application used by compliance, operations and independent liquidity providers to manage the customer application

• Did a complete overhaul as far as branding and architecture of the product 3 times

• Built the initial designs and plans for the protocol side of the companies web dapp Register

• Designed the official RSV portal web app

• Developed, built, and maintained the design system for the mobile application that exists on Figma and worked with engineering to make it functional

• I've played an active and integral role in research, testing, prototyping, and designing experiments and seeing them through to iterate or to learn more about features or directions we wanted to go in

• Opened fiat to stable coin onboarding and off boarding ramps for the app in the US, Venezuela, Mexico, Peru, Colombia, Panama, Ecuador, El Salvador, Argentina, Paraguay, Uruguay working with business development, creating prds and working with marketing, operations, CX, Engineering and QA to successfully launch in these countries

• Ideated, created and executed, designed and launched crypto (BTC + ETH) accessibility feature to the reserve app

• Ive taken all features currently existing in the app from discovery to wireframes to high-fidelity to checking with stakeholders, success criteria, testing, staging, qa, production and project management. Crypto access, Stable coin access, P2P, Transaction history and activity, cancelation reasons, Invites, QR, Onboarding, Waitlist, Password recovery, Educational explainer, Currency selector, Profile management and hamburger menu

• Worked with engineering and QA on a daily maintaining and improving the product constantly doing identifying and pushing improvements to the product. With a strong focus on small details

• Was an integral part of bringing a product from 0 to pmf in Venezuela. Working across multiple squads: Design, Product, QA, Expansion, Velocity and new utility all at the same time handling major projects all at once as a single designer

• Cultivated the design vision and saw it through with the growth of the team 

• Got the whole company transitioned to using Figma from previously using no tools 

• Interviewed and cerated onboarding’s and supported new members of the product and design team

• Created and outlined the design process for the teams to follow and understand, from how tooling and project states work to project management to working through how each individual section ( Design, QA, ENG ) take a project from start to completion

UX/UI Design, La Cocina, San Francisco ( project )  |  June 2019

• 2-week collaborative design sprint with Liana Ramos. Primarily I focused on an in-depth content inventory and information hierarchy analysis, research, wireframing, branding, graphic design and hi-fidelity mockups. We redesigned the La Cocina website to make content easy to find, remain responsive and easily implementable in Squarespace.

Creative Director, Key Introductions, client ( Remote )  |  2018–Present

• UI/UX for responsive websites working on a remote team with developers and project managers to create successful products. Conceived, developed and actualize the branding for clients. Create content including but not limited too: video, web, mobile, social assets, promotional items, marketing and sales decks and product design.

• Clients: Ana Maria Polo, Yunel Escobar, Neoderma, Laser Center of Miami.
  

Visual Designer, Poplife99 ( Miami, fl & Remote ) | 2013-Present

• Conceived, developed and actualized the branding for Poplife. Have been an integral part of the creative team, collaborating and designing campaigns for clients. Continuing to create content including but not limited to: video, social assets, promotional items, and product design. Developed and created on site installations for events and locations.

• Clients: Diesel, Red Bull, and Heineken, Miami Music Week, Ipanema

Design Assistant, Barbara Hulanicki Design, client ( Miami, Fl )  | 2013 - 2019

• Collaborating with creative director to create textiles, vector illustrations, video production, Interior design layouts, Product mock-ups, Patterns. Work with international fashion brands and home design brands

• Clients: Graham & Brown, Peony & Moore, Lime Tree Bay

Visual Designer, Technique Records, client ( Miami, Fl & Remote ) | 2018-2019

• Conceived, developed and actualized the branding for Technique including the UI/UX of the website. Continue to create content including but not limited to: video, social assets, promotional items, and product design. Also, acted as a consultant when first developing the initial social media strategy guide.

Visual Designer, Super Music group, client ( Miami, Fl & Remote ) | 2015-2018

• Artist management company. Handle marketing and promo graphics for artist production and also branding for company.

• Clients: Amtrac, Ape Drums, Craze, DJ DZA, Durante, Helado Negro, Luges, Mike Deuce and Promnite

Visual Designer, Ultra Music Festival ( Miami, Fl )  |  2017-2018

• Ultra Music festival is an international festival branded in 27 countries. While working here I handled assets for all festivals in all countries including web, mobile, print, billboard, product design, floor-plan, and social assets. Spearheaded concepts for Ultra beach and Ads placed in Dj Mag.

Design Assistant, Oko llc, client ( Miami, Fl )  | 2017 - 2018

• Operates as a real estate development company in the United States and internationally. It offers commercial, retail, mixed-use, and luxury residential properties. Began working on all branding for Missoni Baia Project and USA Project which includes ads in major publications such as NY Post, Ocean Drive Magazine and Washington post along with billboards and other major print work and account presentations and advertising and marketing materials including pdf presentations for sales team.

Visual Designer, Radio-Active records, client ( ft.lauderdale, Fl ) | 2015-2018

• Independent record store based out of Ft. Lauderdale. I handled the Branding and created marketing and promo elements for the store and for events. Also product packaging design, step and repeats, swag etc

Visual Designer, Grand Central ( Miami, Fl ) | 2013 - 2015

• Develop weekly ad programs for print in Miami New times and circulation on the web. Design marketing and promo materials for Print and Web, Design Press/Media Packages and layouts for events. Spearhead creative for events and brand including stage design video projections and conception of weekly parties.

Visual Designer, Maurice Cooper Et cie, client ( Miami, Fl ) | 2013-2015

• Creating Brand materials and designing marketing collateral on an international level for Domain De Canton a high end liqueur and Sweet Revenge. Including product design, print including large scale billboards and advertisements and in house sale and marketing decks.

UX/UI Designer, SD SOl Technologies ( Miami, Fl )  |  2012 - 2013

• User Interface and User Experience designer for web and mobile. Projects manage, Conceptualize, wire-frame and design mobile apps and websites and skin them. Strategic consulting and strategy development. Project management and working on a team with remote and local developers to meet tight deadlines.

Production Manager and Graphic designer, Engine room Audio ( Ny,Ny ) | 2009-2011

• Successfully manage and coordinate graphic design projects from concept to execution. collaborate with clients to create vision, conceive designs, and consistently meet tight deadlines and requirements.

• Manage all operational, strategic, quote/bid, and administrative functions.

• Successfully translate ideas and subject matter into designs for promotional materials. Project responsibilities range from full creative art direction and conception to layout and prepress services of CD and DVD packaging, marketing materials and web graphics. Also do in-house duplication of CDs and DVDs

• Responsible for all other administrative duties including bookkeeping, sales, product development, customer service, web site development, e-mail campaigns, etc Education

Design Case Studies & Projects:

Education :   

Florida State University, Tallahassee, Fl - 2005 - 2009

• Commercial Music (French Horn), Business Minor

User Experience design immersive, SF, California — 2018

• 10-week, 400 hour immersive program at General Assembly in San Francisco studying User Experience Research and Design.

Extra :  

Music Nation  (NY) / May 2008 - Aug 2008 / Intern

China Shop Music  (Mia) / Apr 2008 – Aug 2008 / Intern

Young Democrats of America  (Tallahassee) / 2008 Canvasser / Awareness campaigns

WVFS / Sep 2007- May 2008 / Legal identifications / Public Service Announcements / Producing pre-recorded stingers

Miami Girls Rock Camp / Summer 2015 / Asst. Guitar Tech and Asst, Band Coach