Luis Martinez

About

I am a Product Designer (and Front-End Developer) with over ten years of experience creating web applications for small companies and startups. For the past eight years, I ran a small web design agency in Mexico City, where I helped companies combine business strategy with visual design without neglecting user experience. My goal is to find the "why" behind every design decision to improve efficiency and user experience, leading to better products. This approach was vital when I guided a successful shift for an English language school, increasing its profits by 150%.

Experience

• Product Designer · CapitalBBQ05-01-2022

  Capital BBQ has been in business for 30 years as the largest specialized BBQ and grill store in the Ottawa/Gatineau region. BBQing.com is Capital BBQ's online store and one of the first to offer grilling accessories across Canada. ● Simplified the email newsletter design process by establishing a system of procedures reducing the time from plan to launch by 66% ● Updated the information architecture of Capital BBQ’s e-commerce website to allow the correct categorization of over 1000 products and reduce the stress set on the data entry personnel ● Standardized Capital BBQ’s and BBQing.com brand colors, typographic use, and stock images to create a coherent look across all marketing materials. ● Improved email marketing segments by pairing user actions and past buyer information to better target campaigns resulting in a 37% increase in open rates ● Created wireframes for a mobile version of the e-commerce site, reducing the time to market by 25%

• Senior Product Designer · Oven Brothers09-01-2022 – 01-01-2023

  Oven Brothers is a wood-fired pizza oven company based in Canada that manufactures flat-packed steel ovens that last a lifetime. ● Led the strategy, user flows, and information architecture of the website redesign, which increased subscribers by 50% in the first two months since the site relaunch. ● Improved the site’s navigation by eliminating unnecessary pages and categories, reducing the number of clicks from the homepage to the checkout to four. ● Built a Help Center to aid in solving customer inquiries which reduced the number of support requests by 20% ● Directed a photo and video shoot to generate marketing assets and stock imagery. ● Authored Oven Brothers’ brand style guide to ensure consistency across web, print, and social media channels

• UX/UI Designer and Email Developer · ProGroup X09-01-2021 – 09-01-2022

  ProGroup X specializes in email marketing and provides subscribers with the most relevant job postings with their managed network of over 20 job aggregators. ● Designed and developed an email toolkit to enable teams to quickly build mobile-responsive emails and maintain visual consistency, leading to time savings of over five hours per week for 20+ brands. ● Designed and resized advertiser ad units, branded units, and social media visuals for various web projects. ● Effectively collaborated with PM, engineers, and business stakeholders remotely. ● Developed websites, design systems, and landing pages in WordPress and Next.js for 20+ web properties. ● Prepared user flows, wireframes, mockups, and visual elements for four new projects.

• UX/UI Designer · Cómo Se Llama06-01-2014 – 09-01-2021

  Como se llama was a boutique web design studio helping small to medium businesses compete online. Closing its doors in September 2021. ● Designed engaging wireframes, information architecture, and sketches according to the client’s objectives, achieving faster development. ● Owned product design end-to-end, from requirement analysis to ideation, workflows, to wireframes, prototypes, and testing for 10+ brands. ● Developed 10+ Shopify and WooCommerce e-commerce sites; reduced bounce rates by 30% and increased leads by 20% ● Revamped website flows and navigation menus, reducing the frequency of misdirected customer service queries by 150% and increasing traffic to previously neglected pages for a language school ● Led multi-disciplinary 4-person team to design, develop, and launch online e-commerce store; prioritized and resolved 15+ new features and bug fixes

• UX/UI Designer · TV Azteca01-01-2013 – 10-01-2014

  TV Azteca is the second-largest broadcasting company in Mexico. They were the first network to start content creation for a variety of online platforms, such as podcasts, social media and Youtube. ● Implemented a design system establishing layouts, typographic styles, and colors; that cut the design process time by 20% ● By designing dashboards for various Key Performance Indicators (KPIs), I was able to decrease internal testing time by 30%.

• Visual Designer · Tres y tres02-01-2011 – 12-01-2013

  Tres y tres was a small graphic design studio located in the heart of Mexico City. It operated for two years, developing a reputation for delivering high-quality designs that captured the essence of its clients' brands. ● Established brand strategy and marketing campaign, utilizing social media, guest blogging, and affiliates to grow awareness and build brand loyalty; over 80k followers across all social media platforms. ● Produced wireframes, mockups, prototypes and programmed for a weekly interactive infographic with HTML, CSS, and Javascript for a medical clinic

Education

• Universidad IberoamericanaSocial Entrepreneurship Diploma
• Universidad IberoamericanaBachelor of Arts, Communication
• University of New South WalesMaster, Design

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