Success is the sum of small efforts

repeated day in and day out.

— Robert Collier

Hi, I'm Fernando.  I’m passionate about creating Human-Centered Interfaces, evaluating complex situations, turning them into pleasingly and desirable experiences for the end-user across different platforms.

Over the past 15 years I have helped companies leading cross-disciplinary teams and built intuitive products from concept to creation.

I’m an endless explorer, diving into the clients’ business needs, competitive landscape, researching users to understand their behaviour and their expectations, identifying opportunities and constraints to define a roadmap for the design and development of greater User Experiences.

UX is a process that involves multiple groups iterating, merging the small pieces until they complete the puzzle, making a strong empathetic connection that resonates deeply with the audience.

Design philosophy

  1. Eliminate the noise.
  2. Good design doesn’t always translate into good User Experience.
  3. Identify the problem and provide solutions for it.
  4. Know and empower your users, the rest will follow.
  5. Make the result the focus point, not on the design itself.
  6. Iterate in small pieces.
  • Customer Journey Maps.
  • User-Centered Design.
  • User Flows.
  • Analytics & Research.
  • A/B Testing.
  • Usability Testing.
  • Interaction Design.
  • Storyboards.
  • Prototyping.
  • Wireframing.
  • UI and Visual Design.
  • Front-End development.
  • Responsive Web Design.

Technical Background

  • Sketch, Photoshop, Illustrator, InVision, Axure RP, OmniGraffle, Principle.
  • HTML5, CSS3, Bootstrap.

Thanks for taking the time to stop by.