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Hello! I’m Sourelly Heredia, a UX/UI designer with 12+ years of experience crafting intuitive digital products. I specialize in user research, information architecture, interaction design, accessibility, and building scalable design systems that align with business goals and user needs. I thrive in collaborative, cross-functional teams and enjoy turning complex problems into simple, elegant experiences. I’m passionate about accessible design (WCAG 2.2, Section 508) and delivering measurable impact through data-informed decisions.…Hello! I’m Sourelly Heredia, a UX/UI designer with 12+ years of experience crafting intuitive digital products. I specialize in user research, information architecture, interaction design, accessibility, and building scalable design systems that align with business goals and user needs. I thrive in collaborative, cross-functional teams and enjoy turning complex problems into simple, elegant experiences. I’m passionate about accessible design (WCAG 2.2, Section 508) and delivering measurable impact through data-informed decisions.

Sourelly Heredia

Product Designer, UX Designer, UI Designer, +3

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Hello! I’m Sourelly Heredia, a UX/UI designer with 12+ years of experience crafting intuitive digital products. I specialize in user research, information architecture, interaction design, accessibility, and building scalable design systems that align with business goals and user needs. I thrive in collaborative, cross-functional teams and enjoy turning complex problems into simple, elegant experiences. I’m passionate about accessible design (WCAG 2.2, Section 508) and delivering measurable impact through data-informed decisions.…Hello! I’m Sourelly Heredia, a UX/UI designer with 12+ years of experience crafting intuitive digital products. I specialize in user research, information architecture, interaction design, accessibility, and building scalable design systems that align with business goals and user needs. I thrive in collaborative, cross-functional teams and enjoy turning complex problems into simple, elegant experiences. I’m passionate about accessible design (WCAG 2.2, Section 508) and delivering measurable impact through data-informed decisions.

Available to hire

Hello! I’m Sourelly Heredia, a UX/UI designer with 12+ years of experience crafting intuitive digital products. I specialize in user research, information architecture, interaction design, accessibility, and building scalable design systems that align with business goals and user needs.

I thrive in collaborative, cross-functional teams and enjoy turning complex problems into simple, elegant experiences. I’m passionate about accessible design (WCAG 2.2, Section 508) and delivering measurable impact through data-informed decisions.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Product Designer Lead at Aviarai

August 1, 2024 - Present

Drive the full product design lifecycle from discovery through prototyping to implementation. Define and execute user research strategies, develop research plans, conduct interviews and usability studies, and synthesize insights into personas, journey maps, and information architectures. Translate product and business requirements into wireframes, high-fidelity mockups, and interactive prototypes; establish the product design vision and maintain a scalable design system. Collaborate with engineering to ensure high-quality implementation, facilitate design critiques, and iterate based on user feedback and metrics. Champion accessibility (WCAG 2.2, Section 508) and support data-informed decision making in startup/agile environments. Contribute to backlog planning and AI-feature integration for predictive analytics and real-time farm optimization.

UX/UI Designer Lead at Brillio

November 1, 2021 - August 31, 2024

Led end-to-end UX design for B2B/B2C products, shaping product strategy at the intersection of user needs and business goals. Defined requirements with product managers, conducted user research, and created personas, user journeys, IA, and flows. Designed wireframes, mockups, and clickable prototypes; facilitated design sprints; advanced accessibility and inclusive design practices; reviewed and refined designs across the product lifecycle. Collaborated with Product and Engineering to resolve accessibility issues and promote design-system–driven consistency; mentored junior designers and presented outcomes to stakeholders; supported AI integration in the design process.

UX/UI Designer Lead & Web Developer at Conduent

March 1, 2019 - October 31, 2021

Created information architecture, screen flows, wireframes, and interactive prototypes for B2B/B2C web and mobile apps, including blockchain-enabled solutions. Worked with product owners to understand goals, translated requirements into usable experiences, and delivered wireframes and mockups within a consistent design system. Conducted stakeholder and user interviews, prototyped and validated designs with customers and development teams, and communicated UX rationale to key stakeholders. Delivered designs to engineers, supported implementation, and ensured quality and accessibility compliance; managed user stories in Azure DevOps and served as Scrum Master for the Agile team; produced designs and prototypes in Adobe XD and Figma.

UX/UI Designer Lead & Web Developer at Bersys Solutions, LLC

November 1, 2017 - March 31, 2019

Led end-to-end UX design for web solutions, defining information architecture, IA-driven navigation, wireframes, and prototypes. Developed front-end (HTML5, CSS, JavaScript, jQuery) and back-end (PHP, MySQL) capabilities to deliver functional web applications. Created information architecture, low-mid-high fidelity renderings, and clickable prototypes; ensured accessibility and cross-browser compatibility; collaborated with clients and cross-functional teams to meet business requirements; maintained design systems and project documentation; built and deployed client websites and applications.

UX/UI Designer, Project Lead (Contractor) at Lenovo (DynPro)

April 1, 2016 - October 31, 2017

Led the UX for a core business application—the hardware configurator. Conducted user research, developed UI concepts, and guided solution strategy. Mentored teammates, led usability discussions, and ensured design quality, visual consistency, and alignment with business goals across the project lifecycle.

Senior Consultant, UX/UI Designer & Developer at Signature Consulting Group

March 1, 2014 - March 31, 2016

Led UX/UI design and development for complex web apps, delivering wireframes, mockups, prototypes, and interactive experiences. Conducted user interviews, created personas and scenarios, and produced design specifications using tools like Axure and Adobe XD. Ensured WCAG/Section 508 accessibility and collaborated with cross-functional teams to align with client goals; provided development guidance in HTML5, CSS, JavaScript, PHP, and MySQL; managed project documentation and client communications.

Consultant, UX/UI Designer & Developer at Signature Consulting Group

April 1, 2012 - February 28, 2014

Developed web solutions for clients, focusing on information architecture, user-centered design, and accessible interfaces. Conducted user research, created personas, scenarios, wireframes, mockups, and prototypes; delivered designs and prototypes in Axure and Adobe XD; collaborated with developers to ensure feasibility and adherence to design guidelines; documented processes and specifications for ongoing maintenance.

UX/UI Designer Lead at Conduent

March 1, 2019 - October 1, 2021

Created information architecture, screen flows, wireframes, and interactive prototypes for B2B/B2C web and mobile applications. Applied user-centered design principles, translated requirements into usable experiences, and designed consistent experiences using a design system. Conducted stakeholder and user interviews, prototyped and validated designs with customers and product teams, and communicated UX rationale to stakeholders. Served as Scrum Master on agile teams and ensured alignment with accessibility and visual guidelines.

UX/UI Designer Lead at Lenovo (DynPro)

April 1, 2016 - October 1, 2017

Led the user experience for a core business application—the hardware configurator. Conducted usability reviews, led design thinking sessions, and translated requirements into UI concepts and wireframes. Collaborated with cross-functional teams to solve complex problems, guided front-end development, and ensured design decisions aligned with business constraints and accessibility standards.

UX/UI Designer & Developer at Signature Consulting Group

April 1, 2012 - February 1, 2014

Developed web solutions grounded in user research and industry best practices. Created personas, scenarios, wireframes, mockups, and prototypes; defined information architecture and navigation for complex web apps. Coordinated with stakeholders and developers to ensure usability, quality, and accessibility. Performed front-end work (HTML5, CSS, JavaScript, jQuery) and contributed to corporate website initiatives.