Sofia Yepez

Product designer

  • +6 Years of experience in the design field.
  • MIT certified — No Code AI & Machine Learning: Building Data Science Solutions
  • Passionate about crafting intuitive digital products with ISO-certified standards.
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  • (+52) 442 351 9672
  • sofia.yepez@outlook.com
Expertise
  • Figma Pro
  • Perplexity Pro
  • Keyshot Pro
  • Adobe Adv
  • Chat GPT Pro
  • Mouseflow Pro
  • Rapidminer Low
  • Solidworks Mid

Data analysis & interpretation

User flows & journey maps

Prompt writing

Web auditing

ISO 9241-11

Design thinking

Responsive design

Digital painting

MIT Professional Education

AI/ML Data Science Solutions
2024 Certification

University of Minnesota

UI/UX Design
Course

ITESM University

Industrial Design
Bachelor’s degree

ITESM University

Management Skills
Diploma

Google Digital Garage

Customer Online Behavior
Course

Google Digital Garage

Responsive campaigns
Course

SENIOR UX DESIGNER
WORTEV 2023 - Present

Research, analysis, design, and user behavior audits for over 10 digital products, including custom code SaaS platforms, mobile apps, and websites for ad campaigns.

  • UR: Conducting interviews, meticulous data interpretation, crafting proto-personas, and shaping the product’s purchasing and usage experience.
  • UI design: Developing visual prototypes, crafting detailed wireframes, and refining intuitive navigation flows.
  • Product evaluation (UX): Pinpointing inefficiencies, analyzing user behaviors on websites, and fine-tuning usage flows for optimal performance.

SENIOR UX DESIGNER
DEVARANA 2021 - 2023

Led projects across both traditional marketing and digital products, including photography, UI/UX web design, consumer experience, social media, wayfinding design and manufacturing supervision, and printed media.

  • Expanded the brand’s marketing channels by 5+, driving increased lead attraction, improved consumer satisfaction, and building a stronger digital presence.
  • Designed and implemented customer experience (CX) initiatives, conducting in-depth user research to inform strategies and enhance consumer engagement.
  • Developed UI/UX designs for web applications, including Google Ads, incorporating A/B testing to optimize user interaction based on marketing insights.
  • Led the design, development, and implementation of traditional media campaigns, promotional products, and event organization, ensuring cohesive branding across all channels.

co-founder
UNBRANDED STUDIO 2020 - 2021

Intern at ITESM University at the Faculty of Arquitecture, Arts and Design. Graphic and industrial design projects; from ideation to hands-on execution.

  • Project management for Regional Architecture, Digital Arts and Design expo.
  • Lead Graphic designer for the first virtual AAD expo.
  • Designed an improvement plan for the Design Faculty curriculum.

junior designer
ITESM QUERETARO 2018 - 2020

Junior designer at ITESM’s Faculty of Arquitecture, Arts and Design. Ideation and execution management for graphic and industrial design projects under Regional Principal Designer’s direction.

  • Project management for Regional Architecture, Digital Arts and Design expo.
  • Lead Graphic designer for the first virtual AAD expo.
  • Designed an improvement plan for the Design Faculty curriculum.
  • Eugenio Garza Sada National Award Nominee
  • Entrepreneurship program scholarship at ITESM Incubator
  • Selected project for World Design Capital 2018
  • National T-People Project – State representative
  • Queretaro’s Industrial Design Leader at ITESM Class of 2020
  • Advanced Academic Excellence Program at ITESM University
  • Community Management for non-profits Gigi’s Playhouse, QUPLD, Fundación Kristen (Volunteer)
  • Freelancer design projects 8+ recurring clients
  • Congreso Factor staff (2017 & 2018 editions)
  • Visual Arts & Photography Instructor

SHARKTAG 2017-2022

In collaboration with NGO Chooj’ Ajauil Cancun
Industrial design project for whale shark (rhincodon typus) research. Design, prototyping and validation in research center. (Patent pending)

  • Selected for the World Design Capital 2018 exposition (Franz Mayer museum)
  • Featured in online magazines and Televisa Regional TV science segment.
  • Eugenio Garza Sada Award Nominee under Best Innovation Project

T - PEOPLE ITESM 2017 - 2018

(Multidisciplinary) Urban intervention design project for Atlampa, Mexico in collaboration with NGO Mejor Ciudad. Experience design focused on life quality for commiunity in a crime ridden neighborhood.

  • Data collection via ethnographic reseach methodologies and design proposal

Expertise

Figma Pro

Perplexity Pro

Keyshot Pro

Adobe Adv

Mouseflow Pro

Solidworks Mid

ChatGPT Pro

Rapidminer Low

Skills

Data analysis & interpretation

User flows & journey maps

Prompt writing

Web auditing

ISO 9241-11

Design thinking

Responsive design

Digital painting

CREDENTIALS

MIT Professional Education

AI/ML Data Science Solutions
2024 Certification

ITESM University

Industrial Design
Bachelor’s degree

Google Digital Garage

Customer Online Behavior
Course

University of Minnesota

UI/UX Design
Course

ITESM University

Management Skills
Diploma

Google Digital Garage

Responsive campaigns
Course

work experience

SENIOR UX DESIGNER WORTEV 2023 - Present

Research, analysis, design, and user behavior audits for over 10 digital products, including custom code SaaS platforms, mobile apps, and websites for ad campaigns.

  • UR: Conducting interviews, meticulous data interpretation, crafting proto-personas, and shaping the product’s purchasing and usage experience.
  • UI design: Developing visual prototypes, crafting detailed wireframes, and refining intuitive navigation flows.
  • Product evaluation (UX): Pinpointing inefficiencies, analyzing user behaviors on websites, and fine-tuning usage flows for optimal performance.

SENIOR UX DESIGNER DEVARANA 2021 - 2023

Led projects across both traditional marketing and digital products, including photography, UI/UX web design, consumer experience, social media, wayfinding design and manufacturing supervision, and printed media.

  • Expanded the brand’s marketing channels by 5+, driving increased lead attraction, improved consumer satisfaction, and building a stronger digital presence.
  • Designed and implemented customer experience (CX) initiatives, conducting in-depth user research to inform strategies and enhance consumer engagement.
  • Developed UI/UX designs for web applications, including Google Ads, incorporating A/B testing to optimize user interaction based on marketing insights.
  • Led the design, development, and implementation of traditional media campaigns, promotional products, and event organization, ensuring cohesive branding across all channels.

co-founderUNBRANDED STUDIO 2020 - 2021

Lead designer in a collective formed by four recent graduates during the COVID-19 crisis, offering high-quality, flexible design solutions adapted to remote work demands. Through UNBRANDED, we built a resilient brand while navigating market challenges.

  • Delivered adaptable design solutions to clients in a time of uncertainty, while doing business training and creating job opportunities for undergraduates impacted by the global crisis.

Junior designerITESM QUERETARO 2018 - 2020

Junior designer at ITESM’s Faculty of Arquitecture, Arts and Design. Ideation and execution management for graphic and industrial design projects under Regional Principal Designer’s direction.

  • Project management for Regional Architecture, Digital Arts and Design expo.
  • Lead Graphic designer for the first virtual AAD expo.
  • Designed an improvement plan for the Design Faculty curriculum.
Awards
  • Eugenio Garza Sada National Award Nominee
  • Entrepreneurship program scholarship at ITESM Incubator
  • Selected project for World Design Capital 2018
  • National T-People Project – State representative
  • Queretaro’s Industrial Design Leader at ITESM Class of 2020
  • Advanced Academic Excellence Program at ITESM University
  • Community Management for non-profits Gigi’s Playhouse, QUPLD, Fundación Kristen (Volunteer)
  • Freelancer design projects 8+ recurring clients
  • Congreso Factor staff (2017 & 2018 editions)
  • Visual Arts & Photography Instructor

SHARKTAG 2017-2022

In collaboration with NGO Chooj’ Ajauil Cancun
Industrial design project for whale shark (rhincodon typus) research. Design, prototyping and validation in research center. (Patent pending)

  • Selected for the World Design Capital 2018 exposition (Franz Mayer museum)
  • Featured in online magazines and Televisa Regional TV science segment.
  • Eugenio Garza Sada Award Nominee under Best Innovation Project

T - PEOPLE ITESM 2017 - 2018

(Multidisciplinary) Urban intervention design project for Atlampa, Mexico in collaboration with NGO Mejor Ciudad. Experience design focused on life quality for commiunity in a crime ridden neighborhood.

  • Data collection via ethnographic reseach methodologies and design proposal

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