Nataly Valencia

Leading the design and user experience of the product while working with business stakeholders and engineering for cross-functional alignment, from creating the service blueprint to the UX flows, wireframes, prototyping, testing and UI design.

• Conduct research and analysis to understand the user behaviour.
• Created and structured product documentation in Notion to facilitate remote collaboration between team members.
• Managed multiple tasks and deliverables effectively with tight deadlines and budgets.
• Identified new opportunities to improve users' digital experience and enhance usability.
• Shared wireframes at every project stage to foster team collaboration.

Web platform SaaS designer. I collaborated with business stakeholders and engineering to lead UI design and user experience of the product, bringing order and simplicity to the product's complex interactions. In this role, I created user flows, wireframes, and prototypes while collaborating with others to ensure cross-functional alignment and articulate design solutions from content information architecture to UX and UI design.

• Lead the development and maintenance of the Design System for web applications and mobile components; I defined standards and processes with engineers to ensure consistent UX/UI design implementation across products.
• Participate in the product ideation process from definition to implementation.
• Lead and improve team processes to improve how engineering, product management, and design work together.

Projects

• Payments processing: I designed the UX/UI for the platform pre/post-booking payments, ad hoc payment requests, invoicing, reporting and reconciliation using Stripe and Tyro payment providers, boosting revenue per transaction for the business.
• Custom Patient Forms: Designed and ideated user flows for healthcare managers to create custom patient forms, automate sending to target audience, and integrate with client management software.
• Booking notifications: Designed an end-to-end experience for practice managers to manage and send patient notifications for bookings made outside the platform. This feature aimed to increase the app installs for patients by notifying them of their bookings made outside the platform.
• Enterprise Actions / Internal tool: Created an automated workflow exclusively for Customer Support Managers, to streamline the management of enterprise user data. Managing and updating information was a time-consuming and expensive process for the company. Since the implementation of the new automation flow, there has been a significant improvement in business efficiency and resource management. The process now saves days of manual work.
• Platform Usability: Redesigned complex UI elements based on customer feedback to improve platform usability across multiple features.
• Management of the Design System: Implemented efficient collaboration processes between design and engineering teams. Maintained components and styles. Conducted UI and usability audits. Created new components from scratch or based on React component libraries like Material UI while aligning practices with engineering.

Contributed to creative marketing ideas to help achieve business goals through design, developed design processes, created marketing assets. I was the brand custodian and led the brand visual design, collaborating with external parties for marketing material creation, and reviewed junior designers' work and external outsourcing to ensure high-quality deliverables.

• Created original design assets, including landing pages for A/B testing, product marketing illustrations, and motion graphic animations used across all products and marketing materials.
• Advocated, led and design the company's Email Design System creation. This approach solved the problem of inconsistent emails by creating a component-based library, using MJML and the atomic design methodology. As a result, the time it took to create emails was reduced by 60%. Within two weeks of launching the system, the click-through rate for app downloads increased by 13.5%, and conversion rates increased by 39%.
• Brand Design custodian and liaison. Developed a comprehensive Brand toolkit that was accessible to everyone in the organisation. This toolkit included guidelines, image libraries for product marketing, and a Canva repository of brand templates. By providing these repositories, I increased the visibility of design assets and made them easily accessible for other team members, which in turn helped to improve brand awareness across the organisation.
• Australian Healthcare Index report design and landing page. The report's objective was to summarize complex data through infographics about people's experiences with healthcare in Australia, resulting in over 1.2k leads and downloads.

Design and execution of projects that created a positive impact on the Western Australian community. From the conception, design, and delivery of graphic design and multimedia projects like Annual reports, animated videos, e-commerce and directory websites. I also coordinated print production and promotional materials following an established marketing strategy.

Key projects

• Connect with me: Co-design guide and training toolkit. People with Disabilities WA in partnership with the state government created a guide to focus on services for people with disabilities. The design process for this booklet included testing sessions with people with disabilities from diverse cultural backgrounds and disabilities.
• "Stories of Chance" booklet. This publication aimed to share stories and raise awareness about the negative effects of gambling. My role was to design powerful infographics to visually represent the impact of gambling costs on the Canberra community. This publication was one of the most important policy works of the Australian Capital Territory Council of Social Services (ACTCOSS) in 2018.

Designed logo and branding for various Colombian companies on different industries, including motion graphics, corporate videos, packaging, logo design, multimedia presentations, infographics, web design, and editorial design.

Designed the organisation's logo and created the visual brand. This included the stationery, corporate identity, and promotional videos that were displayed at exhibitions in Barcelona and Milan. The new brand helped establish the organization internationally and led to increased participation and popularity in Mexico and Barcelona compared to previous years.