Senior product designer with 7+ years across complex B2B SaaS, AI products, and enterprise software. Recent work spans AI-driven content platforms, autonomous systems, and data-heavy operator interfaces — designing for products where the AI is the primary actor and the UI supports oversight. Previously led design teams (4 designers, 2 researchers) at a B2B SaaS company; comfortable across senior IC and management contexts.…

Diana Patricia Aya Calderón

Senior product designer with 7+ years across complex B2B SaaS, AI products, and enterprise software. Recent work spans AI-driven content platforms, autonomous systems, and data-heavy operator interfaces — designing for products where the AI is the primary actor and the UI supports oversight. Previously led design teams (4 designers, 2 researchers) at a B2B SaaS company; comfortable across senior IC and management contexts.…

Available to hire

Senior product designer with 7+ years across complex B2B SaaS, AI products, and enterprise software. Recent work spans AI-driven content platforms, autonomous systems, and data-heavy operator interfaces — designing for products where the AI is the primary actor and the UI supports oversight. Previously led design teams (4
designers, 2 researchers) at a B2B SaaS company; comfortable across senior IC and management contexts.

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Skills

Experience Level

Language

English
Fluent
Spanish; Castilian
Fluent
Portuguese
Advanced
German
Advanced
Italian
Beginner

Work Experience

Founding Designer at Zelara
October 1, 2025 - May 1, 2026
Founding designer at an AI startup, working directly with founders to take the product from concept to deployed v1. Led product design across user-facing surfaces and internal workflows, including AI-driven flows where the system acts as the primary actor and the UI supports human oversight. Partnered with engineering on shipping velocity, design systems, and component architecture (shadcn/ui, modern AI-assisted workflows).
Lead Product Designer at Flowcore (Agritech)
October 1, 2024 - December 1, 2025
Designed end-to-end UX for an autonomous agricultural rover platform — iPad and mobile applications used by vineyard managers in California to oversee rover-collected field data. Worked across hardware, firmware, software, and ISO compliance teams. Defined interaction patterns for autonomous systems where the AI is the primary actor and the UI supports oversight. Delivered for product launch following field testing with real vineyard operators. Case study: dianaaya.com/projects/vineops
Co-founder & Product Designer at Blimp
February 1, 2025 - Present
Co-founded a SaaS product for business planning and idea validation; built and shipped MVP end-to-end (design, frontend, deployment) using a modern AI-assisted workflow (Claude Code, Lovable, shadcn/ui). Led user research, value proposition refinement, and go-to-market strategy. Engaged with VCs, angels, and grant funders for early-stage funding conversations. Live product: we-blimp.tech
Co-founder & Product Designer at DTSecLabs
June 1, 2024 - February 1, 2025
Designed MVP for an industrial cybersecurity platform protecting operational technology (OT) environments in manufacturing. Conducted cognitive load assessments and expert interviews to validate design direction. Generated 200+ leads with 10% conversion through cold outreach and product positioning. Owned design, research, and business outreach across early-stage product development. Case study: dianaaya.com/projects/dtseclabs
Freelance Engagement at Various
May 1, 2024 - Present
Research-led product design and senior IC work across ed-tech, career platforms, and HR/payroll systems. Key client engagements listed separately.
Workshop Facilitator at Startup Incubator Berlin
February 1, 2024 - Present
Facilitate Lean Startup Sprint workshops on no-code prototyping for incubator program participants. Develop curriculum on human factors, UX psychology, and MVP testing. Mentor participants through building, testing, and iterating their MVPs.
Product Design Manager at Market Logic Software
August 1, 2022 - October 1, 2023
Managed a team of 4 designers and 2 UX researchers; established a DesignOps framework that improved team efficiency by 15%. Led UX for B2B SaaS platforms including AI-powered decision tools and complex search/filter interfaces. Drove a 22% increase in feature engagement and a 3% reduction in churn. Integrated new components into the company-wide design system.
Product Designer at Market Logic Software
May 1, 2021 - August 1, 2022
Designed B2B SaaS features for market intelligence and decision-support workflows. Contributed to design system governance and cross-product consistency.
UX/UI Designer at Freelance — Berlin, Germany
July 1, 2019 - May 1, 2021
UX & Brand Designer
UX & Brand Designer at Freelance — Bogotá, Colombia
August 1, 2016 - October 1, 2017
Industrial design and pharma sales background shaping UX/brand projects.
Industrial Design & Pharma Sales at Bogotá, Colombia
January 1, 2009 - January 1, 2018
Earlier career in industrial design and pharma sales.

Education

Master's in Marketing Research at Universitat de Barcelona
January 1, 2017 - January 1, 2018
Postgraduate in Marketing Management at Universidad EAN, Bogotá
January 1, 2012 - January 1, 2013
Bachelor's in Product Design at Universidad Autónoma de Colombia
January 1, 2003 - January 1, 2009

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Education, Manufacturing, Agriculture & Mining, Professional Services

Skills

Experience Level