Laura Vanessa Bejarano

Designed a validation model 'Mago de Oz' supported by AI, enabling the design team to adopt agile methodologies to validate hypotheses and optimize resources. Adapted service logic and business rules for agnostic account identification (Personal vs. Business) across 4 countries, aligning backend constraints and regional legal requirements with the end-user experience. Participated in mixed-method research (quantitative data analysis + qualitative CX feedback) to diagnose friction points impacting user retention; defined a proactive UX design strategy. Co-designed and validated unified login/registration flows in Brazil, using moderated usability tests that reached ~90% clarity.

Focused on UX writing for the brand manual related to registration and login screens, including the ideation of user flows and the creation of automation prompts for daily tasks.

Led the SEO strategy and information architecture for the web ecosystem redesign, managing an organic traffic of approximately 2.7M. Ensured site authority (Authority Score) of 65 during migration to the new site; defined URL architecture, heading hierarchy and content guidelines for SEO + UX. Ensured WCAG 2.2 compliance in web/app redesign, adapting flows and content for accessibility. Participated in the training of virtual assistant Vivi (Verte X AI), applying brand-driven behavioral principles to improve interaction.