Fernanda Soto

Fernanda Soto

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Detail

🚀 Senior Product Designer | SaaS | Automation | Workflow Management Systems
Querétaro, Mexico
Contact Fernanda regarding: 
Flexible work
Starting at USD65/hour

Timeline

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Résumé

Jobs verified_user 0% verified
  • Yext
    Lead Product Designer
    Yext
    Aug 2024 - Current (1 year 9 months)
    🔹 Leading the Compliance Product: Responsible for the end-to-end redesign of the compliance product, shaping not only the UI/UX but also reframing and optimizing data workflows, improving efficiency, automation, and decision-making logic. 🔹 Designing Scalable Systems & Binary Thinking: Cross-collaboration to restructure system-wide redesign, ensuring a structured, binary approach that optimizes compliance processes and aligns with operational goals. 🔹 Data-Driven Optimization & Automation: Improved the system’s data workflows, focusing on automation, risk management, and decision accuracy, reducing manual effort while ensuring compliance integrity. 🔹 Beta Release Leadership: Spearheaded the beta release strategy, aligning with engine
  • Hearsay Systems
    Senior Product Designer
    Hearsay Systems
    Nov 2023 - Aug 2024 (10 months)
    🔹 Transitioned to Yext following Hearsay’s acquisition, continuing my work on enterprise SaaS solutions for compliance-heavy industries. 🔹Led the design of internal tools and data-driven dashboards, optimizing complex workflows for financial and compliance teams. 🔹Developed scalable automation frameworks to streamline compliance processes, reducing manual intervention and improving efficiency. 🔹Specialized in structuring and visualizing complex data, ensuring better decision-making for enterprise users. 🔹Collaborated closely with engineering and product teams to drive strategic design initiatives post-acquisition.
  • Bitso
    UX Design Director
    Bitso
    Jul 2022 - Feb 2023 (8 months)
    I led two major initiatives focused on scalable internal tools and automation-driven workflows: 1️⃣ Building an internal CMS for marketing & website management, allowing teams to launch, manage, and optimize public-facing websites autonomously without engineering or design dependencies. 2️⃣ Developing internal compliance tools, creating a SaaS platform for regulatory teams to manage legal processes, onboarding compliance, and multi-country operational flows across Mexico, Brazil, Argentina, and Colombia. 🔹 Internal CMS & Scalable Website Management Designed & led the development of an internal CMS, enabling marketing teams to deploy and optimize websites independently, reducing reliance on engineering and cutting operational costs. Autom
  • Bitso
    Product Designer
    Bitso
    Apr 2020 - Jul 2022 (2 years 4 months)
    As a Product Designer, my approach was rooted in design thinking, user-centricity, and data-driven design. I consistently delivered innovative solutions that harmonized user needs with business objectives. Data-Driven Design: I leveraged metrics and analytics to guide design decisions, continuously optimizing our products for superior user engagement and satisfaction. I actively collaborated with data teams, creating data-gathering boards to collect valuable insights into user behavior and business efficiency. KYC Processes: In projects related to Know Your Customer (KYC) processes, I streamlined onboarding and internal verification procedures. Through meticulous design iterations, we achieved a remarkable 15% reduction in user drop-offs
  • S
    Director creativo
    Spice Creative Studio
    Oct 2016 - Jul 2017 (10 months)
    In charge of making a seamless and unforgettable design experience for Spice's clients, in a marketing setting. This meant designing high conceptual storytelling and visual campaigns. I was involved in all decision-making of the projects. Helping take new products, campaigns, and experiences from brainstorming to production.
  • Freelance Self employed
    User Experience Designer
    Freelance Self employed
    Jan 2016 - Apr 2020 (4 years 4 months)
    Specializing in UX/UI and visual design, my work was dedicated to delivering exceptional user experiences tailored to the unique needs of each client and their products. E-commerce Excellence: I took the lead in end-to-end management of various e-commerce projects, where I crafted intuitive and visually captivating interfaces. These designs were meticulously optimized to enhance user journeys and boost conversion rates. I seamlessly integrated user requirements with business objectives, resulting in superior online shopping experiences. CMS Dynamic Content: Collaborating with clients seeking dynamic content management systems (CMS), I excelled in designing interfaces that facilitated effortless content updates and management. My solutions
Education verified_user 0% verified
  • RMIT University
    Diplomatura, Diseño y comunicación visual, general
    RMIT University
    Jan 2015
  • Universidad Anáhuac Querétaro
    Licenciatura, Diseño gráfico
    Universidad Anáhuac Querétaro
    Jan 2012 - Jan 2017 (5 years 1 month)