Fernando Vergel

About

· Product UX Designer with 20+ years in digital design, combining UX research, visual systems, and product thinking. · Translate business goals and user insights into strategic, scalable design decisions. · Experienced delivering full platforms and MVPs in 5-week sprints using Figma, Lovable, and other standard AI-accelerated tools. · Used AI workflows to reduce iteration cycles and align design/dev teams under tight deadlines. · Applied Growth Design and AARRR frameworks to drive acquisition and activation in early-stage products. · From early years in print and web design to launching full AI-powered platforms — a journey driven by iteration, insight, and adaptability. · Obsessed with tools, teams, and methods that turn smart ideas into functional, scalable products.

Experience

• Product Designer · Play Attention Argentina04-01-2025 – 05-01-2025

  Team size:11 Reporting to: Team Leader Transformed a licensed product idea into a fully functional platform — live in five weeks. · Led the UX and product design of a digital platform for Play Attention Argentina, including landing page, CRM, and tailored flows for clients, agents, and admins. · Built and prototyped the system using Lovable and Gemini workflows, reducing delivery time and resolving dev blockers. · Conducted market and competitor research using Perplexity to define product positioning and strategy. · Applied AARRR (acquisition, activation) and Growth Design principles to guide early-stage design and content flow. · Collaborated daily with developers and stakeholders to align design, functionality, and business goals. · Live platform: https://playattentionargentina.com Reason for leaving: My engagement ended after the platform was deployed and launched.

• Product Designer · Elite Language Services04-01-2024 – 09-01-2024

  Team size: 5 Reported to: Product Manager Redesigned a platform to support medical, legal, and multi-industry interpretation services — delivered under pressure and ready for relaunch. · Led UX redesign focused on increasing lead conversion and fixing critical usability, accessibility, and security flaws. · Achieved 98% accessibility compliance across redesigned flows (WCAG-based). · Boosted conversion flow by 40% through improved navigation and clearer visual hierarchy. · Delivered dev-ready design documentation with 95% implementation accuracy. · Conducted user research and analytics review to identify friction points and reshape content strategy. · Collaborated daily with stakeholders under a fixed launch deadline tied to marketing campaigns. · Live product: https://elite-ls.com Reason for leaving: Contract concluded following the successful launch of the platform.

• UX Designer · No Country10-01-2023 – 09-01-2024

  Team size: 14 Reported to: Team Leader Delivered multiple MVPs under tight deadlines — each one refining my skills in UX strategy, agile execution, and team collaboration. · Designed wireframes, user flows, mockups, and high-fidelity prototypes aligned with business goals and user insights. · Conducted in-depth user research and rapid research (desk, survey) to define content strategy. · Delivered consistent UI kits tailored to MVP scope and sprint constraints. · Developed responsive navigation and component libraries across platforms to accelerate delivery. · Accelerated initial projects by 50% by focusing on delivering MVPs within five weeks. · Improved post-launch user retention through rapid iteration cycles and direct feedback integration. Reason for leaving: Accepted a new opportunity for growth and ownership.

• Web Designer · Full Ice12-01-2016 – 09-01-2020

  Reported to: Operations Manager Built the company’s digital presence with insights from client-facing experience, improving clarity and mobile usability. · Led design using Joomla, improving layout clarity and mobile responsiveness for a conservative B2B audience. · Applied a user-informed approach, leveraging client interaction insights to prioritize navigation and content hierarchy. · Built custom templates aligned with company goals and industry expectations, increasing trust and engagement. · Laid the groundwork for future UX understanding by solving real problems with design intuition and cross-role communication. Reason for leaving: Transitioned to a new role within the same company.

Education

• CourseraGoogle UX Design Professional Certificate | Diseño de Experiencia del Usuario (UX) de Google, UX Design
• CoderhouseProduct Design | Diseño de Productos, Product Design

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