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I’m a UX/UI designer based in Vancouver with 16+ years of experience shaping accessible, scalable digital experiences across enterprise SaaS and live-service AAA game products. I lead UX strategy from discovery and research through IA, prototyping, and design systems—partnering closely with product, engineering, marketing, localization, and content teams to ship work that improves engagement and conversion. I’m comfortable across the full spectrum from brand/print production to modern web and AI-assisted design workflows. My background includes multilingual experience (English, Korean, Japanese, and Chinese) with attention to inclusive design and WCAG 2.1+ standards, plus hands-on work with headless CMS platforms and component-based publishing systems to support ongoing content operations at scale.…I’m a UX/UI designer based in Vancouver with 16+ years of experience shaping accessible, scalable digital experiences across enterprise SaaS and live-service AAA game products. I lead UX strategy from discovery and research through IA, prototyping, and design systems—partnering closely with product, engineering, marketing, localization, and content teams to ship work that improves engagement and conversion. I’m comfortable across the full spectrum from brand/print production to modern web and AI-assisted design workflows. My background includes multilingual experience (English, Korean, Japanese, and Chinese) with attention to inclusive design and WCAG 2.1+ standards, plus hands-on work with headless CMS platforms and component-based publishing systems to support ongoing content operations at scale.

Fernanda Nauata

UX Designer, UI Designer, Product Designer, +2

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I’m a UX/UI designer based in Vancouver with 16+ years of experience shaping accessible, scalable digital experiences across enterprise SaaS and live-service AAA game products. I lead UX strategy from discovery and research through IA, prototyping, and design systems—partnering closely with product, engineering, marketing, localization, and content teams to ship work that improves engagement and conversion. I’m comfortable across the full spectrum from brand/print production to modern web and AI-assisted design workflows. My background includes multilingual experience (English, Korean, Japanese, and Chinese) with attention to inclusive design and WCAG 2.1+ standards, plus hands-on work with headless CMS platforms and component-based publishing systems to support ongoing content operations at scale.…I’m a UX/UI designer based in Vancouver with 16+ years of experience shaping accessible, scalable digital experiences across enterprise SaaS and live-service AAA game products. I lead UX strategy from discovery and research through IA, prototyping, and design systems—partnering closely with product, engineering, marketing, localization, and content teams to ship work that improves engagement and conversion. I’m comfortable across the full spectrum from brand/print production to modern web and AI-assisted design workflows. My background includes multilingual experience (English, Korean, Japanese, and Chinese) with attention to inclusive design and WCAG 2.1+ standards, plus hands-on work with headless CMS platforms and component-based publishing systems to support ongoing content operations at scale.

Available to hire

I’m a UX/UI designer based in Vancouver with 16+ years of experience shaping accessible, scalable digital experiences across enterprise SaaS and live-service AAA game products. I lead UX strategy from discovery and research through IA, prototyping, and design systems—partnering closely with product, engineering, marketing, localization, and content teams to ship work that improves engagement and conversion.

I’m comfortable across the full spectrum from brand/print production to modern web and AI-assisted design workflows. My background includes multilingual experience (English, Korean, Japanese, and Chinese) with attention to inclusive design and WCAG 2.1+ standards, plus hands-on work with headless CMS platforms and component-based publishing systems to support ongoing content operations at scale.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Advanced

Korean

Beginner

Japanese

Beginner

Portuguese

Fluent

Spanish; Castilian

Intermediate

Work Experience

Lead UX/Web Designer at Proto Pie

April 1, 2025 - May 1, 2026

Led on-site UX and design strategy for ProtoPie.io, positioning the website as the company’s “digital front door” to support acquisition, onboarding, and retention. Re-designed the site’s information architecture end-to-end, migrated four sites into a CMS-driven Framer architecture using reusable content structures and scalable publishing patterns, and created high-impact marketing and product landing pages in Framer in collaboration with cross-functional teams and external agencies. Worked hands-on in Sanity CMS to improve content authoring workflows and prepare data for migration (including JSON form structures routed via Zapier into tools such as Salesforce and HubSpot). Supported localized experiences across English, Korean, Japanese, and Chinese with consistent product terminology, managed CJK typography and word-breaking constraints, and partnered with an SEO specialist to align SEO considerations with IA and content decisions.

Freelance UX/UI Designer

September 1, 2024 - Present

Designed player journeys, web experiences, interaction flows, and UI for digital products and live-service experiences, extending established design systems into new feature areas. Translated stakeholder and business requirements into wireframes, prototypes, and high-fidelity designs in Figma, balancing user needs, technical constraints, and information hierarchy. Conducted UX audits and design reviews to identify usability issues and inconsistencies, collaborated with developers during implementation via build reviews and detailed feedback, and validated designs through usability testing and stakeholder feedback. Contributed to design systems by defining reusable components and interaction patterns with documentation to support consistency and scalability.

Experience Designer (NHL Live-Service UX/UI) at NHL x Electronic Arts (EA)

January 1, 2023 - August 1, 2024

Designed high-fidelity UI, screen layouts, and player-facing content systems for NHL live-service features (NHL 23, NHL 24, NHL 25) used by millions of players across seasonal and live-service content. Created reusable interaction patterns, UI components, navigation structures, and content hierarchy for high-traffic experiences including HUT and World of Chel (with MOTD and player-card event interfaces), introducing new features without disrupting established player workflows. Built a Figma-based banner and Battle Pass UI toolkit to enable game producers to extend interfaces safely using reusable patterns, improving delivery efficiency. Built a design system and component documentation, and wrote process documentation including Battle Pass toolkit guidance.

Associate Experience Designer (Digital Product UX/UI) at EAX / Electronic Arts (EA)

October 1, 2020 - January 1, 2023

Designed responsive, accessible UX/UI experiences across EA.com, the EA App, and global player-facing journeys on mobile and web, supporting EA’s digital rebrand and Origin-to-EA App transition. Shipped 100+ localized digital experiences across 20+ locales by adapting content hierarchy, layouts, and interaction patterns to improve content discoverability and contribute to measurable performance lift. Created user flows, wireframes, prototypes, and production-ready specs informed by user research, A/B testing, and behavioral insights. Built WCAG-compliant responsive web pages and scalable UI patterns, templates, and component systems across EA franchises and digital touchpoints. Worked hands-on in AEM implementing front-end changes (HTML/CSS/JavaScript) and integrating JSON APIs (including game-library-driven page updates and external integrations such as Google Maps/places via API).

Graphic Designer (Esports/Brand Visuals) at Gears Esports, The Coalition Studio, Microsoft (Contract)

March 1, 2017 - July 1, 2020

Exclusive graphic designer for the Gears Esports team, creating player-facing visuals across web, esports, live events, marketing, social, merchandising, broadcast, and in-game touchpoints for Gears of War. Established the Gears 5 esports brand from scratch and developed reusable visual systems, templates, and production assets for campaigns, community, esports, and game-related pipelines. Designed 1,000+ assets supporting AAA game updates, major LAN events, and 300+ online/offline regional tournaments worldwide, contributing to social engagement, DLC sales, ticket sales, stream retention, and game engagement. Collaborated with Xbox, Mixer, Twitch, MLG, EGL, PGL, licensing partners, technical artists, developers, producers, and UI teams to maintain brand consistency and implementation quality across digital, physical, and in-game experiences.

Web and Graphic Designer at In Suits Marketing

October 1, 2016 - March 1, 2017

Led end-to-end website creation from initial concept and wireframes through responsive design, layout, and front-end development, delivering functional and visually engaging user experiences. Designed and built websites from the ground up, ensuring seamless navigation, clean UI, and mobile-friendly performance across devices. Developed developer-centered mockups and interactive prototypes to address usability needs and ensure alignment with user requirements and business goals. Applied creative strategy to digital projects by aligning design decisions with brand objectives, marketing goals, and target audience behavior, maintaining UI/UX consistency across digital and print deliverables including websites, social media graphics, brochures, and promotional materials.

Art Director (MKT Brasil) at Doze – Design Propaganda / MKT Brasil (as listed in resume chronology)

January 1, 2013 - June 1, 2014

Led the visual direction of advertising campaigns, translating brand strategy into compelling designs for web, social media, and print. Partnered with copywriters to craft cohesive concepts and selected typography, color palettes, photography, and layout to bring ideas to life. Built trusted client relationships by understanding client goals, presenting concepts, and delivering tailored creative solutions meeting both aesthetic and strategic objectives. Designed short-run print collateral including stationery, business cards, brochures, and email invitations, consulting directly with clients on feedback and print-ready file readiness.

Art Director / Junior Art Director / Junior Graphic Designer at Doze – Design Propaganda / Midia Nova Estratégia em Comunicação (as listed in resume chronology)

January 1, 2012 - October 1, 2013

Owned design projects from concept to delivery, managing both copy and visual direction independently. Developed creative concepts and executed a wide range of materials (stationery, business cards, brochures, and email invitations), ensuring deliverables met print production quality standards and were properly prepared for print. Progressively increased ownership of creative tasks, designing visual assets such as stationery, business cards, internal brochures, email invitations, and print ads, collaborating with copywriters, producers, and stakeholders to ensure alignment between creative vision and client expectations. Worked with government agencies and various clients across the state, adapting designs for different audiences and communication goals.

Social Media Marketing Manager at 80/20 Marketing

June 1, 2011 - November 1, 2011

Gained hands-on experience in how a digital-focused agency operates from strategy to execution, participating in brainstorming sessions to shape digital strategies and strengthen clients’ online presence. Designed and developed blogs and landing pages to support marketing campaigns and enhance brand visibility, creating engaging digital assets including social posts, email marketing campaigns, and blog templates while ensuring visual consistency and alignment with brand goals.

Marketing Graphic Designer (Internship) at Remat Marketing & Propaganda

November 1, 2010 - June 1, 2011

Partnered with copywriters to develop creative marketing campaigns including event invitations, internal communications, and personalized materials such as birthday cards. Designed print advertisements for magazines and newspapers, and promotional materials like brochures and posters, contributing cohesive visual solutions aligned with client goals and brand messaging.

Graphic Design Marketing Intern at Latina, Novo Engenho (Internship)

March 1, 2010 - November 1, 2010

Collaborated closely with experienced art directors and copywriters to gain insight into the creative process, working alongside marketing teams to ensure creative concepts aligned with campaign goals and brand strategy. Participated in client meetings, helping translate client needs into visual ideas and contributing to brainstorming sessions.