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Uriel Soriano
Senior Ux Designer @TERAN\TBWA
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WORK HISTORY
Senior Ux Designer @TERAN\TBWA
Mexico City, MX
User Research & Testing: Conducting usability tests, heuristic evaluations, and A/B testing to identify friction points in the purchasing journey- Interaction & Visual Design: Enhancing usability and accessibility in the new application to improve customer satisfaction- Information Architecture & Flows: Proposing new user flows and navigation structures to maximize revenue and engagement.
EDUCATION
Thinking Dojo
Curso "Realidad aumentada"
Universidad del Valle de México
Lic, Diseño Gráfico
Universidad Nacional Autónoma de México
Diplomado "Apps para iPad con Adobe"
Imparture
Imparture, Google Analytics Immersive (Dallas)
SKILLS
ABOUT URIEL SORIANO
I’m a UX Designer with over 10 years of experience leading digital product initiatives across industries such as travel, fintech, e-commerce, and tech. Throughout my career, I’ve delivered user-centered solutions that have directly improved key performance indicators such as conversion rates, retention, and operational efficiency.My design decisions are always guided by metrics, user behavior data, and business goals. I combine strategy, creativity, and usability best practices to craft experiences that are not only intuitive but also measurable and results-driven. I’ve led successful initiatives where redesigns and user flow optimizations led to measurable increases in NPS, purchase completion rates, and overall customer satisfaction.I’ve worked in multidisciplinary teams as UX Lead and Head of Commerce UX, applying methodologies like Design Thinking, Lean UX, and iterative testing. My strength lies in turning complex challenges into simple, scalable, and high-impact digital solutions—always with attention to detail and a strong focus on delivering value to users and the business.
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