# Angélica Roberts > Principal Product Designer | Turning Complexity into Clarity | Designing End-to-End Product & Service Experiences Location: San Francisco Bay Area, United States Profile: https://flows.cv/anglicaroberts As a Principal Product Designer, I bring over ten years of experience creating intuitive, scalable, and deeply human enterprise and consumer products. I've designed products and services in various industries—including enterprise software, biosciences, fintech, and e-commerce—easily adapting to complex domains and user needs. I excel at the intersection of design systems, emerging technologies, and strategic impact, guiding teams through uncertainty to deliver elegant, effective solutions. From prototyping AI-powered tools to leading design sprints and developing future visions, I bring clarity, curiosity, and teamwork to every part of the product development process. ## Work Experience ### Senior Interaction Designer @ Hewlett Packard Enterprise Jan 2020 – Present | San Francisco Bay Area I am working with a talented and diverse team, helping to shape many companies' digital transformation worldwide, leveraging the insights that predictive and descriptive analytics provide to any company in any market. My team and I create and deliver a seamless user experience to our clients saving them money and time when it comes to operate in the public and private cloud. ### Lead Product Designer @ BD Jan 2019 – Jan 2020 | San Jose Conducted research to identify user needs and pain points. Translated complex tasks into user interfaces to provide intuitive user experiences. Created user stories, user flows, and wireframes. Built user interface mockups and prototypes to validate the team’s ideas and solutions.  Designed and implemented visual design systems across a range of platforms in an iterative software development environment. Conducted design thinking workshops with multidisciplinary teams to understand and build product requirements and user interactions. Conducted usability tests with click-through/interactive prototypes to validate design and user experiences before software development. ### UX Designer @ Emergent Technology Jan 2018 – Jan 2019 | Santa Clara, California Performed user research, such as interviews, focus groups, surveys, task analysis, card sorting, personas, storyboards, and journey maps to define and understand the target audience of products, and design for user needs. Created low and high fidelity mock-ups to discuss ideas among company teams, iterated the results, and then finished with pixel perfect designs ready for development. Planned and conducted participatory design sessions to promote UX Design thinking among diverse teams. Completed usability testing with click-through prototypes, looking for design flaws before starting the development phase, resulting in substantial time and money savings. Added value to design strategy decisions in different product cycle phases. Conduct heuristics evaluations of current digital enterprise products to redesign user flows and interfaces to improve overall user experience. ### Design Manager @ Ingedesign Jan 2012 – Jan 2017 | Bogotá D.C. Area, Colombia The first company I have ever funded where I designed and developed more than 60 diverse industry websites that converted visitors in prospects by applying advanced user experience research and techniques, such as user stories, user journeys, navigation schemes, wireframes, mock-ups, and prototypes, to deliver professional and powerful user-centered sites with high rate conversions. Utilized specialized CMS web development skills in WordPress, Contao, and Prestashop in addition to HTML, CSS, and JavaScript to produce functional prototypes and websites. Created and developed logos, visual materials, and consistent imaging for brand identity creation and development by use of diverse graphic design software. ### Graphic Designer, Front-End Web Developer @ Optima TM Jan 2011 – Jan 2012 | Bogota - Colombia Designed and developed websites which anticipated user needs by applying user-centered design research and techniques. Conducted user testing interviews to re-design websites, and improve traffic and conversions, which enabled client companies to increase their revenue. Conducted in-depth customer and trend research to support the creation of highly successful paid search marketing campaigns. ### Graphic Designer, Front - End Developer @ Okton Group / Xivitas Jan 2009 – Jan 2011 | Bogotá D.C. Area, Colombia Designed and developed websites and SaaS based on user research and product engagement analysis to help diverse industries position in their markets. Designed graphic visual material for diverse industries. Built companion virtual communities around diverse products and brands. Deployed websites with CMS such as Contao and WordPress. ### Graphic Designer, Front - End Developer @ Global Solutions Jan 2008 – Jan 2009 | Bogotá D.C. Area, Colombia Created appealing and modern website designs Coded websites with HTML ,CSS, and Flash Create and develop logos, visual materials, and consistent imaging for brand identity creation and development with diverse graphic design software ## Education ### Master's degree in Human Factors / Ergonomics San José State University ### Certificate in Digital Transformation Dartmouth College ### Negotiation Programme in International Business The London School of Economics and Political Science (LSE) ### Bachelor’s Degree in Graphic Design Bellevue University ### Associate’s Degree in Graphic Design Corporación Unificada Nacional de Educación Superior CUN ## Contact & Social - LinkedIn: https://linkedin.com/in/a-moreno-uxdesign - Portfolio: http://www.ingedesign.com - Portfolio: http://angelicacreative.com/ --- Source: https://flows.cv/anglicaroberts JSON Resume: https://flows.cv/anglicaroberts/resume.json Last updated: 2026-04-13