Fernanda Maciel Email & Phone Number

Mexico City, Mexico

Ciudad De México, México

• Defined the brand identity and communicated a clear message to users through the website design, establishing a user-friendly navigation flow.• Designed detailed product pages, shopping cart functionality, and purchase processes, incorporating various payment options and purchase confirmation.• Applied Design Thinking and Journey Mapping to optimize the user experience, conducting A/B testing with prototypes to gather user feedback.• Developed the website’s visual structure and functionalities using information architecture, style guides, wireframes, and prototypes at various fidelity levels.• Adapted the website design for mobile app integration, ensuring a seamless user experience across platforms.

•Adapted visual content, including images and reels, for Ford Mexico’s social media channels (Instagram, TikTok, Facebook) using Photoshop, Illustrator, Canva, iMovie, and CapCut, aligning with Grupo Andrade’s marketing strategies.

•Conducted customer research to deeply understand client needs, expectations, and preferences, informing CX strategies.•Created customer experience designs ensuring positive and consistent interactions across all customer touchpoints.•Managed and monitored high-impact accounts, ensuring client satisfaction and retention.•Led the development of an analysis team dedicated to high-risk management, enhancing risk mitigation strategies.•Established and monitored CX metrics and KPIs, achieving an 85% improvement in customer service and process flows.

• Conducted user research to identify opportunities for enhancing safety feature awareness and usability within the Didi app.• Analyzed current app safety tools through surveys and interviews with 50 users, assessing their awareness, usage experience, and feedback on iconography and accessibility.• Benchmarked against competitors such as Cabify and Uber to integrate best practices and improve safety feature visibility and user interaction before and during trips.• Proposed design improvements focused on anomaly detection, trip cancellation, and vehicle identification, enhancing user security, among others.• Designed, developed, and tested prototypes using Figma, employing Design Thinking and Double Diamond methodologies, empathy guides, and style guides. • Presented findings to users and Didi stakeholders, incorporating feedback to refine the design, ensuring user confidence with reimbursement options for added security

Industrial And Product Design

Education record

Activities and Societies: •Led the eco-friendly redesign of beauty product packaging, emphasizing sustainability and aesthetic appeal.

Design Team

Activities and Societies: •Created brand identity manual, establishing cohesive branding guidelines across all touchpoints. •Applied User.

Escuela De Arquitectura, Arte Y Diseño (Eaad) Del Tecnológico De Monterrey