# Patricia Fernanda M. > UX Manager at GoDaddy Location: Vancouver, British Columbia, Canada Profile: https://flows.cv/patriciafernandam Architect and strategist of solutions, as a product designer I like to understand every axis involved on a product, approaching to opportunity areas with a critical eye and open mind. Team work enthusiast, I always try to bring down communication barriers and silos, so we can work together and create the best experience possible with noticeable outcomes for the bussines and stakeholders. Technical Skills: UI: Adobe suite, atomic design, design system building, sketch, Figma, zeppelin, Invision, prototyping, high definition mock-ups. UX: Information architecture, full design discovery, poll creation, usability testing, a/b testing. Facilitating and methodologies: Design thinking, Design sprints, workshop facilitation, Kanban practitioner, scrum, user story mapping. Product Management: Azure, JIRA. ## Work Experience ### UX Manager @ GoDaddy Jan 2025 – Present | Vancouver, British Columbia, Canada ### UX Lead @ GoDaddy Jan 2025 – Present | Vancouver, British Columbia, Canada ### Senior UX Designer @ GoDaddy Jan 2022 – Present | Vancouver, British Columbia, Canada ### Senior Product Designer @ Bhuvi IT Solutions Jan 2021 – Jan 2022 | San Francisco, California, United States Responsibilities: Contact stakeholders to share changes to project scope and timelines. Lead sessions with stakeholders to align the product vision Create and document product requirements using agile frameworks (Scrum, Kanban) Lead discovery workshops online and presential using design thinking (Miro, zoom, rapid paper prototyping) Create and lead the design strategy for product creation, discovery to implementation Create the information architecture for the whole platform Design a general scalable layout Create high resolution UI for prototyping and testing using as a baseline Material design and Ant design for references Run User experience testing with groups of final users to corroborate the product hypothesis Run design QA sessions to review the final delivery Actively participate in a continuous handoff with the technical teams Establish the baseline framework of collaboration between other platforms to create a design system. Achievements: Lead the design, discovery and creation of a self service, data management tool used to clean marketing performance data and export it for one of the largest independent performance marketing firm in the US Lead full design process for an Predictive advertising investment platform. Lead full design cicle for the revamp of the user portal / shopping cart for one of the Telecom / Entertainment leads on the US and LATAM ### Ux Designer @ Wizeline Jan 2020 – Jan 2021 | Guadalajara, Jalisco, Mexico Responsibilities: Contact stakeholders to share changes to project scope and timelines. Lead several usability testing sessions (Zoom, mural, miro, invision) Anchor and lead the design team podcast. Create the information architecture of several applications using workshop and discovery methodologies with the client (Whimsical, User experience canvas) Conduct the whole redesign of a healthcare data science application (Kanban, jira) Work and converge with the development team to create design systems and applications for diverse industries clients (Invision, storybook, jira) Conduct several discovery and planning workshops using design thinking and gamification techniques (Miro, mural, whimsical, zoom) participate in the product management of all the worked projects (From implementing kanban methodologies in low maturity startup teams to lead grooming and planning sessions with internal teams and client stakeholders of international organizations and teams) Convert project specifications into design materials that would be used to create products.(invision prototypes, sketch, figma) Create high resolution mockups and prototypes (Sketch, figma, invision) Manage cohesive design quality across projects, adhering to prescribed themes and functional choices. Apply both qualitative and quantitative analysis techniques to continuously improve end-user experiences Participate in the several design review sessions as a reviewer Mentor external partners in facilitating workshops and design techniques ### Ux Engineer @ Best Day Travel Jan 2018 – Jan 2020 Responsibilities: Led projects and analyzed data to identify opportunities for improvement.(Optimize, analytics and hotjar) Led the adds implementation project in the B2B2C platform (Google adds, html, css) Created the personas of a whitelabel booking engine (User interviews, workshops, quantitative research, qualitative research) Led full research studies to improve the platform performance (Optimize, hotjar, research,viability studies) Conduct and Designed Usability testing Plan, design and created A/B testings with an audience of more than 500,000 users per day (Optimize) Code the front-end of personalizations, modifications and new sites for the whitelabel booking engine Conducted Several workshops for discovery, mapping and democratizing information (Design thinking, design sprints) Design plan and documented full projects using Azure administration platforms (Azure DevOps Server, Kanban) Implemented Ux research and experimentation within the agile development cycle (Kanban, scrum) Drove continuous improvement culture in engineering to provide clear product design standards, improve manufacturability through enhanced documentation, and reduce engineering cycle time. Analyzed user feedback to influence future UX updates, ameliorating user concerns and pain points during subsequent patch cycle Led product management sessions to organize and manage projects and information between the business, technical and design side Helped multidisciplinary teams to generate knowledge together creating a research information compendium Achievements: Redesign a full whitelabel booking engine, created a design system for 6 LOB’s, reduced 10% of the calls related to requesting information with research and testing and integrated UX work within the product and development cycle (Kanban, SCRUM). Environment: Sketch, whimsical, miro, azure, angular, html, css, javascript, material design, GIT, visual studio, optimize, analytics, hotjar, figma, invision zeppelin. ### UX Designer @ KaitenSoft Jan 2017 – Jan 2018 Responsibilities: Performed manual testing on UX design elements and complete UX designs, authoring feedback reports for use in future updates. (Heuristic evaluations, monitoring, usability testing) Review and monitored user behaviors through heatmaps and recordings (Hotjar) Take project requirements from the client Ideate and designed full solutions from the client requirements (sketch, figma) Lead and delivered Results per iteration (Scrum) to the client Managed multiple projects effectively in a demanding environment with tight deadlines. Converted project specifications into drawings and other materials that would be used to create products Created High resolution mockups and prototypes for the client (Based in several frameworks, Material Design, Bootstrap, react, vue.js, ios, android) Designed the information architecture for several sites (miro) Created user flows, blueprints and swimlanes based on the technical and business requirements that covered the user needs (miro) Moderate and designed several workshops using design sprints, design thinking and several gamification methods Achievements: Design a system for organizing and distributing consumables for Mexico’s Government, Design and lead the implementation of a security documenting app for Mexico’s Government. Environment: Sketch, Bootstrap, React, angular, iOs, android, material design, GIT, css, html, javascript, analytics. ### University Lecturer @ Universidad del Valle de México Jan 2016 – Jan 2018 Responsibilities: Reviewed program materials and coordinated updates to keep department materials relevant and accurate. Guided students in researching, structuring and presenting debate cases. Led and Lecture Communication theories class to design and communication students Led and Lecture Advanced communication theories and models to design and communication students Led and Lecture “Critical thinking” and “Communication Skills” bootcamps for design, communication and engineering students Plan and execute communication studies diffusion events and conferences Participate and proposed several changes in “Communications theories ” curriculum focus to give a more global and critical approach and vision to the students Review and graded diverse student research projects Achievements: Renew the academic curriculum of 3 subjects. Environment: Scholar google, office suite. ### Ux Designer @ Semiósfera Jan 2016 – Jan 2017 Responsibilities: Developed creative design for marketing packages, including print materials, brochures, banners and signs for the organization and internal clients (Adobe suite) Design and planed research strategies for clients in the alimentary, public administration and music entertainment fields Reviewed and designed client face presentations and research deliverables (Adobe suite) Created functional mockups based on previous research (Simply mind, sketch, Adobe XD) Moderate and designed usability tests to prove previously stated research hipotesis Ideate and moderated discovery workshops Ideate and moderated focus groups Collect, define and translated user requirements into project designs and implementation plans. Present research results and design products to clients Achievements: Design a branding strategy for public transportation system (METRO), created marketing assets for an international food supplier, conducted focus groups for several brands. Environment: Adobe suite, sketch, html, css, javascript, wordpress, joomla. ### UX Designer @ ValuGlobal Jan 2014 – Jan 2016 Responsibilities: In charge of mockup creation and renders for internal and client facing proposals (Adobe Suite) Participated in diverse research viability projects for subjects like “viability of smart microcities in Mexico City”. Redesigned client facing communications (Adobe Suite) Website redesign (Wordpress, adobe suite) Review and styled all external communications and presentations for clients (Adobe suite) Supported client projects and internal initiatives by producing quality deliverables and participating in meetings and brainstorming sessions (Lego Serious Play, design thinking, gamification techniques) Produced high-quality documents, spreadsheets and presentations for internal and customer-facing needs Moderated design thinking workshops for complex solution ideation and information architecture discovery Participated in the viability analysis for funding startup ideas Analyze and created proposals to apply and bid for non refundable resources from the World Bank Achievements: Revamp of the company brand look, company website creation. Environment: Adobe suite, PMP, office suite, css, html, javascript, wordpress. ## Education ### Análisis de Redes sociales con python in Ciencias de la computación Universidad Nacional Autónoma de México ### Maestría in Diseño multimedia Universidad Tecnológica de México ### Licenciatura in Ciencias de la Comunicación Universidad del Valle de México ## Contact & Social - LinkedIn: https://linkedin.com/in/fernanda-martinez-falcon-5b337097 --- Source: https://flows.cv/patriciafernandam JSON Resume: https://flows.cv/patriciafernandam/resume.json Last updated: 2026-03-31