Fernando Ruiz

About

With over 4 years of experience as a UX Leader and Product Strategist, I thrive on bridging the gap between business goals and user needs. I specialize in untangling complex systems and redesigning them into intuitive, engaging, and—above all—profitable digital products. My data-driven approach has delivered measurable business impact: ► Led a UX initiative for a SaaS product that increased new user activation by 400%, resulting in a 3x increase in the trial-to-paid conversion rate. ► Spearheaded the strategic product and UX overhaul for a seed-stage startup, which was pivotal in securing their first $250,000 funding round. Whether in gaming, SaaS, or fintech, I believe the principles of user psychology and business-centric design are universal. My core strength is transforming visionary ideas into tangible, high-value experiences. I'm always open to discussing how I can help your team solve complex challenges and drive growth. Key areas of expertise: ✓ Product Strategy & Vision ✓ UX Research & Data Analysis ✓ User Onboarding & Activation (FTUE) ✓ Leadership & Cross-Functional Collaboration ✓ Design for Engagement & Retention ✓ AI related Integrations

Experience

• UX Lead · Digital Daylight10-01-2023

  As a UX Lead, responsible for guiding the design and user experience strategy, ensuring seamless and intuitive user interactions.

• UX Lead · RocketSnail10-01-2022

  As a UX Lead, responsible for guiding the design and user experience strategy, ensuring seamless and intuitive user interactions.

• UX Strategist and UX Analyst · WTFast01-01-2021 – 10-01-2022

  Drove a 400% increase in new user activation by redesigning onboarding flow, leading to a 3x increase in trial-to-paid conversion rate. Led UX strategy for service expansion, overseeing UI team for app delivery. Initiated behavioral research uncovering a critical bug, collaborating with CTO for resolution. As a UX Analyst, focused on simplifying user experience, identifying pain points, and proposing solutions. Worked closely with teams to build prototypes and flows, and communicated design feedback effectively.

• Marketing Manager · WTFast08-01-2021 – 12-01-2021

  Led a team of artists, content creators, and experts in SEO and copywriting. Collaborated with departments and executives for effective product communication to the gaming public. Achieved notable success by getting WTFast featured in WORLDS 2020 with team Rainbow7.

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