Hello, I’m Ale, a Product Designer with 5 years of experience in new product development, tech migrations, redesigns, and continuous platform improvements. I’ve led teams and always aim to contribute to the company’s goals.
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👩🏻💻My Role
Project Lead - Freelancer
❓About
Doorvel is a platform for renting and/or buying properties, featuring tools to compare different areas and showcase various activities and businesses near your property all designed to enhance your lifestyle.
🎯Goal
The purpose of this project was to create a design that is both visually appealing and easy to use for users. Most importantly, it was designed to stand out visually and remain competitive in the market.
👷🏻♀What did I work in?
A responsive proposal was developed for Web, Mobile, and Tablet, ensuring an optimal user experience across all devices. Adaptive designs were implemented to adjust to different screen sizes, guaranteeing smooth and intuitive navigation. Additionally, usability and accessibility principles were considered to enhance user interaction, optimizing performance and loading speed on each platform.
👩🏻💻My Role
Lead Web Platforms
❓About
This project was a proposal developed to evaluate the viability between two options: a complete redesign from scratch or simply updating the user interface (UI) while maintaining the current user experience (UX). The goal was to determine which alternative best addressed the new needs of both the company and the users. The organization aimed to refresh the design of our sales platforms, aligning with current trends to offer a more user-friendly experience and to meet the needs that had emerged since the last version of the platform.
🎯Goal
The goal of this proposal was to update only the UI of our product while preserving the existing UX, making only minimal adjustments. This approach aimed to optimize development time and enhance our platform within a very short timeframe.
👷🏻♀What did I work in?
I designed a new UI based on Bootstrap 4, the framework on which our product was originally built.
👩🏻💻My Role
Lead Web Platforms
🎯Goal
In my daily work, one of my responsibilities is planning continuous improvements for our platforms to enhance the user experience. All these improvements are based on research supported by tools such as Hotjar and Google Analytics.
👷🏻♀What did I work in?
Web Menu - Megamenu
Based on our research, we found the need to redesign our website menu.
Our users were taking too long to find the products we offered, spending a significant amount of time exploring due to the number of clicks required. Additionally, we realized that our best-performing category was ‘Drinkware,’ but users were having difficulty finding it easily.
👩🏻💻My Role
Lead Web Platforms
❓About
This project emerged from new user needs and the necessity to completely redesign everything—from the business model to the sales platforms.
🎯Goal
The purpose was to focus on creating a more intuitive purchase flow, starting from the moment a SKU is added from its Product Detail Page (PDP). We improved the fields where users had to enter information for flower deliveries, as they often entered their own details instead of the recipient’s.
👷🏻♀What did I work in?
Together with the BI team and using tools like Google Analytics, Hotjar, and UXCam, we analyzed the points where users would get lost in the flow or moments of frustration caused by UX errors that prevented them from completing their purchase smoothly.
With the sales team, we evaluated whether we should consider implementing upselling opportunities before users completed their purchase, while also taking into account potential drop-off moments caused by factors like changes in city, time, date, or even product availability at the time of purchase.
With the development team, we discussed the permissions and licenses needed to enable payments via PayPal, Apple Pay, and associated cards, aiming to align with new payment trends and reviewing whether there were any blockers preventing implementation.
👩🏻💻My Role
Senior Ux Design
❓About
This project was part of the development of our personalized products app. At this stage, we focused on designing a user experience that allowed customers to preview how the final product would look, while also making it easy to edit and try out different styles in an intuitive and seamless way.
🎯Goal
The main goal was to provide a user-friendly customization experience for our customers. We aimed to design a simple and intuitive flow that made it easy to edit products, while also taking into account the constraints from the customization workshop.
Since this was an MVP, we also faced time and technical limitations, which prevented the development of complex features. This had a direct impact on the workshop team, as the available customization options needed to stay within certain boundaries.
The challenge was to strike a balance: making the customization process easy to implement in the app without it feeling too basic or limited, while still giving users enough flexibility to create something that felt personal and unique.
👷🏻♀What did I work in?
In this project, I worked closely with both the workshop team and the development team to identify the limitations and possibilities from each side — what could be handled by the workshop and what could be implemented by developers.
The goal was to align both perspectives and translate them into a coherent and functional user experience.
I was responsible for the UX design of the SKU customization section, taking into account all technical and business requirements. I analyzed the different types of customizations we wanted to offer and how they could be unified into a consistent user experience, while also ensuring the development team wouldn’t need to build overly complex or vastly different solutions for each SKU.
I worked on this project as the Web Lead Designer, leading the web team from the start. I organized tasks, set priorities, and made sure communication between designers and developers was smooth. I also handled documentation, workflows, access and permission reviews, and prepared the designs so the platform could scale easily. On top of that, I supported the team with feedback, reviewed deliverables, and helped solve design and technical questions throughout the process.
I also designed responsive layouts for web, mobile, and tablet to ensure a consistent user experience across devices.
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