Fernando Licona Lases

I transformed a developer-led interface into a highly intuitive, user-centered experience across platforms, defining design methods and a comprehensive design system. I led cross-functional collaboration with developers and stakeholders to align user needs with business objectives, while coaching designers to drive design excellence.

Directed product design strategy and vision across multiple projects, managing and aligning diverse design teams while driving user research. Managed wireframes, prototypes, and high-fidelity designs for various projects, ensuring consistency and quality.

Managed projects by identifying improvement opportunities through market and user research, transforming insights into strategic initiatives and solutions that influenced business decision-making.

Standardization of UX principles and guidelines. Creation of visual specifications for workflows, wireframes, and UX/UI elements to propose the most effective user experience. Testing and implementation of features against requirements.

I founded the business and led multiple creative teams, overseeing design direction, project workflows, and customer alignment, while mentoring staff and driving strategic initiatives that strengthened brand impact, supported business goals, and promoted team growth.

-Master of Business Administration (MBA) with specialization in Design Management (certified by the University of Roehampton, UK). -Graduated with Merit. -Focus areas: User-Centered Design, Design Strategy, Product Positioning, Consumer Behavior.

-Strong performance in CENEVAL National Marketing Examination -International Management Certificate, Zagreb School of Economics and Management — Croatia -Focus areas: Market Research, Customer Insights, Brand Strategy.