# Ingrid Aguirre Lataban > Sr. Product Designer Location: Belmont, California, United States Profile: https://flows.cv/ingridaguirrelataban A thoughtful, multi-faceted Senior Product Designer who thrives on collaborating with cross-functional partners to solve complex industry problems. With 5+ years of experience, I apply a full-stack UX approach, from interaction design and design systems to data-driven strategy to deliver state of the art, impactful experiences. I am passionate about systemic thinking, compelling storytelling, and leveraging both quantitative and qualitative data to improve users' lives. ## Work Experience ### Sr. Product Designer @ Banamex Jan 2023 – Jan 2025 | Remote Lead a team of 7 designers, partnered with product managers, product owners and engineers to lead the rebranding and UX modernization of the online banking platform, serving millions of users in the financial services industry. Architected and built a design system extension for web components from the ground up, applying systemic thinking to ensure consistency, improve scalability, and slash new screen design time. Translated complex quantitative data and user research into an intuitive account details redesign for all credit and debit cards, enhancing clarity and user trust. Drove the design strategy for the integration of Ethoca by Mastercard, tackling 73% of chargeback calls by introducing recognizable purchase information, simplifying a complex industry-specific problem. Orchestrated the redesign of the Bill Payments experience using user research, working with engineering to ship a solution that reduced interaction cost by 50% and processed 410k successful transactions in three months. Championed a new framework that united design, research, business, and analytics, fostering a culture of data-driven design decision-making and ensuring all teams were aligned on customer goals. ### Senior Product Designer @ Banamex (Citibanamex) Jan 2023 – Jan 2025 ●​ Led the rebranding implementation team of 7 designers for Banamex online banking platform and four secondary applications; created from the ground up the Roseta Design System extension for web components, improving scalability, ensuring consistency, and slashing design time by 40%. ●​ Data-driven account detail redesign implementation for all credit and debit cards. Enhanced digital card activation by introducing motion elements while being delightful and technically feasible. ●​ Designed and shipped the integration Ethoca by Mastercard, an API that tackles 73% of chargeback calls stemming from unrecognized transactions, introducing recognizable purchase information. ●​ Orchestrated the Bill Payments feature redesign using User Research methodologies, resulting in a 50% interaction cost reduction and landing 410k successful transactions in less than three months. ●​ Championed the use of quantitative data in design decisions by creating and socializing a new framework that unites design, research, businesses, and analytics efforts in the same place. ### Se. Designer @ Kinez Jan 2020 – Jan 2023 Facilitated co-creation workshops and interviews with users and internal teams to translate complex insights into actionable service designs and business ideas. Designed a user-centered service model for an ornamental items brand, conducting both quantitative and qualitative research to inform the business launch. Transformed the layoff experience for a nationwide bank in collaboration with Tecmilenio, aiming to upskill or reskill +200 employees who lost their jobs due to their team’s restructuring during the pandemic. Creación de marcos de trabajo personalizados que ayudan a las empresas a alcanzar objetivos. Crear estrategias mediante análisis interno y externo que nos ayuden a detectar oportunidades donde se pueda aplicar la innovación. Realizar talleres de diseño para emprendedores y empresas. ### Service Designer @ Kinez Jan 2020 – Jan 2023 ●​ Created a business and service model for the launch of an ornamental items brand. Conducted quantitative and qualitative research to define a user-centered service. ●​ Transformed the layoff experience for a nationwide bank in collaboration with Tecmilenio, aiming to upskill or reskill +200 employees who lost their jobs due to their team’s restructuring due to the COVID-19 pandemic. ●​ Facilitated co-creation workshops and interviews with users and internal teams in the educational industry, helping them translate complex insights into actionable design and business ideas. ### UX/UI @ Digita Studio Jan 2020 – Jan 2022 Collaborated with product, engineering, and design teams to define product strategy and craft responsive websites for a variety of small business clients across multiple industries. Translated user research insights and qualitative data into actionable design strategy, developing core personas that directly influenced the product roadmap. Developed an internal component library that standardized UI elements, reducing inconsistencies and streamlining the collaboration process with engineering and QA teams. ### User Interface Designer @ Digita Studio Jan 2020 – Jan 2022 ●​ Crafted responsive websites for small businesses. Partner with product, engineering, and design teams to define the product’s strategy. ●​ Translated user research insights into actionable design strategy by developing core personas that directly influenced the product roadmap and feature prioritization. ●​ Developed an internal component library that standardized UI elements across projects, reducing design inconsistencies and streamlining the QA process. ### Intern @ Tecnológico de Monterrey Jan 2019 – Jan 2019 | Gudalajara and surroundings ## Education ### Bachelor in Industrial Design Tecnológico de Monterrey ### UX Certificate in UX Design Wizeline Academy ### Engineering School (JTH) Jönköping University ### Licenciatura in Diseño industrial y de productos Tecnológico de Monterrey ### Master of Business Administration in Design and Visual Communications, General Jököping University ## Contact & Social - LinkedIn: https://linkedin.com/in/ingridalataban - Portfolio: https://www.ingridaguirre.com/ --- Source: https://flows.cv/ingridaguirrelataban JSON Resume: https://flows.cv/ingridaguirrelataban/resume.json Last updated: 2026-04-13