Mariana Herrera

About

With nearly a decade of experience, I have helped early-stage startups and established companies transform their visions into user-centric digital products. My consultancy, concepto.studio, has secured $11 million in funding for clients by delivering high-quality design solutions for MVPs.

Experience

• Product Design & Management · Concepto2020

  • Collaborate with early-stage startups to help define their product offering, launch their MVP, and iterate to improve their product • Led design projects for over 13 clients, resulting in $11 million in capital raised by these companies • Facilitate UX research and product strategy sessions to define product direction and identify new business opportunities. • Conduct user research to develop strategic approaches that result in high adoption rates, user satisfaction, and market fit ultimately helping clients raise capital. • Create design solutions from early concept through final implementation and iteration (user and market research, user journeys, information architecture, user flows, wireframes, visual brand identity, prototyping, design systems, usability testing). Use Figma and Miro for research and design. • Monitoring project progress, tasks, and timelines.

• UX/UI Designer · Distillery2018 – 07-01-2020

  • Crafted UX/UIs for clients informed by user research including: usability studies, contextual inquiries, interviews, and surveys, providing guidance to enhance understanding of user behavior. • Led the end-to-end UX/UI process, including developing user flows, site maps, wireframes, prototyping, visual designs and user tests. • Collaborated closely with development teams to ensure seamless implementation and discuss technical parameters. • Directed the redesign of the company website, overseeing a distributed team of four designers, which led to a remarkable 
150% increase in conversion rate.

• Web and Brand Designer · Isadora Agency10-01-2015 – 01-01-2017

  Design websites, brand identities, and print and digital marketing assets for clients including Logitech, News Corp, and Belkin. Create wireframes and site maps for websites. Conduct user experience research including analytics reports, competitive analysis, and user personas. Maintain existing websites including content updates and UX and visual enhancements. Manage and monitor social media platforms. Visual and written content creation for social media, digital banner ads, presentation decks, and email marketing campaigns.

• Freelance Designer · Lux Typographic + Design08-01-2015 – 10-01-2015

  Designed print collateral including invitations, brochures and banners for launching event of Resource Decor furniture company. Designed indoor and outdoor store signage. Responsible for prepping, processing and packaging documents for print production. Generated email templates for monthly newsletter.

• Design Intern · Mullen Lowe U.S.01-01-2015 – 08-01-2015

  Collaborated with designers and art directors to develop new campaign pitches. Prepared decks for client presentations. Created mock ups and edited photos for client decks and campaigns including Acura, Patron, and Einstok.

Education

• Universidad Internacional de La Rioja (UNIR)Master of Arts - MA, User Experience Design
• Champlain CollegeBachelor of Fine Arts - BFA, Graphic Design and Digital Media
• Universitat Autònoma de BarcelonaStudy Abroad, General Art Studies

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