# Sabina Pareja > Associate Director of Product Design at The Holding Co., Design for Sustainability MA Location: San Francisco, California, United States Profile: https://flows.cv/sabinapareja Hola! I'm a versatile and passionate designer aiming to create meaningful things. Growing up in a mixture of cultures and languages has made me curious to explore new behaviors, people, and thoughts. My ability to observe everything in detail has allowed me to develop a keen eye for human centered solutions. I am a hybrid thinker that offers holistic approaches to business needs, with an ability to apply creative and strategic methods. I believe that good experiences go beyond good design, and brings together data, research, input from stakeholders, technology and storytelling to create a user experience that drives results and increases engagement and KPIs. I am an advocate that any design should apply the values of service design, in that it should derive co-creation value brought by both the business and the user. Mindful, service oriented design is how I aspire to see my work have positive impact in the world around me. I enjoy working with people who share my energy and ambition to always do the best work, never stop pushing the limits of what’s possible, and who always look for the next iteration of ideas. www.bina-design.com ## Work Experience ### Associate Director of Product Design @ The Holding Co. Jan 2025 – Present | San Francisco, California, United States ### Senior Product Design Lead @ The Holding Co. Jan 2021 – Present | San Francisco, California, United States ### Product Design Lead @ The Holding Co. Jan 2021 – Jan 2021 Redesigning how we care for each other in the 21st century. In collaboration with IDEO and Pivotal Ventures, the investment and incubation company by Melinda Gates, The Holding Co. partners with innovators to build care solutions and make women's and families' lives more functional, joyful, and just. Currently working with: • Hatch • Wellthy • Caringbridge ### User Experience Lead @ Huge Jan 2020 – Jan 2021 | Washington, District of Columbia, United States • Howard Hughes Corporation - Tin Building App & Web design • Brooks – Retail Augmented Reality • Huge x BRASH – Drink Ordering App + Brash branding implementation • Dovel Technologies – GrantSolutions redesign ### Senior Product Designer @ Huge Jan 2018 – Jan 2020 | Washington, District of Columbia, United States Designing products for a broad spectrum of industries: • Centers of Medicare and Medicaid Services (CMS) – QPP Web Interface • Centura Health – Website discovery • Home Advisor – App redesign ### Sr. User Experience Strategist @ Royal Caribbean International Jan 2017 – Jan 2018 | Miami/Fort Lauderdale Area • Oversaw the UX and design implementation of projects • Worked with analytics, seo, strategy, business and brand needs to build out frameworks for new digital products • Lead usability testing program • Developed documentation like user flows, user journeys, system diagrams and concept diagrams to help understand projects in deph and to share across product owners, business analysts, developers and QA • Aligned and managed expectations of important stakeholders within the digital marketing team and larger marketing department • Project managed timelines for successful delivery of project deadlines • Managed resources tracking through Jira ticketing system and Confluence • Worked with scrum teams and agile workflows • Lead design and content QA testing and front-end clean-up • Collaborated with front-end developers for accurate design implementation RESPONSABILITIES • Pitched strategy frameworks and concepts to CMO and leadership teams, defined framework and implementation strategy of one of the biggest projects of the web • Collaborated on design of content data model in Adobe Experience Manager • Trained authors about complex data models and asset management in the DAM of Adobe Experience Manager • Developed compelling business cases for future product development with analytics team • Developed user flows and complex scenarios with data in order to improve business goals and have a better user experience within the booking funnel. PROJECTS New itineraries pages: • UX/D product owner, oversaw the overall implementation of project • Defined framework and implementation strategy for 1k+ itinerary pages • Presented strategy to CMO, VP of brand and other marketing stakeholders • Lead usability testing and worked with POs to incorporate key findings and feedback from sessions • Liase with visual and interaction designers for weekly handoffs to dev team • Managed vendor and 160k for editorial content ### User Experience Strategist @ Royal Caribbean International Jan 2016 – Jan 2017 | Miami/Fort Lauderdale Area RESPONSABILITIES - Designed curriculum and facilitated for product positioning workshops with key stakeholders of the brand - Designed and co-facilitate workshop like briefing and journey mapping - Created a chat bot with Google Diagflow (api.ai) able to answer FAQs. Managed content in spreadsheets and json files, structured dialog flows, tested bot in hi-fi prototypes and third-party integrations like Twilio, Facebook Messenger and Slack. Defined the brain of the bot: user intents, entities, fulfillments, responses and contexts. - Presented competitive research to the executive leadership team for new product development. PROJECTS New ships pages: - Collaborated in the wireframes and design of experience - Co-lead implementation - Design and facilitation of workshops to re-position marketing strategy for 24 ships Cruise search: - Worked with analytics and consumer insights team to define key insights and personas - Defined design brief of project - Designed for specific scenarios/journeys of customers searching - Hosted usability testing sessions starting with prototypes all the way to production environments - Developed the 2017-2018 vision Booking funnel 1.0: - UX and some UI for the payment and guest info pages ### Design For Miami Coach @ Miami Dade College Jan 2016 – Jan 2017 | Miami/Fort Lauderdale Area Supporting the teaching staff and 14 students in a Design Thinking 12-week program at the 'Idea Center' from the Miami Dade College. This program is ran by a Stanford University d.school alumni and a facilitator from 'Design Thinking Miami' group. Coaching students by sharing personal knowledge and experience in the subject as well as being their eyes and ears in class. ### Experience Designer @ Wayfinder | Creative | UX Jan 2016 – Jan 2016 | Miami/Fort Lauderdale Area Improving digital interfaces and site architecture for complex B2B systems developing site audits, wireframes, high fidelity mockups and Q/A with development teams. - Main UX/UI designer of 6 different micro-sites of a religious organization targeting young adults, adults, families and kids. - Designed a web portal for complex b2b systems in detail with developing hi-fidelity mockups in Photoshop. Mockups include user’s state messages, active/inactive components, roll overs, error messages and no-content components. - Defined and designed user case scenarios to map the experience of complex B2B tools, consumer facing sites and a customer portal for Underwriters Laboratories. - Documented detailed CSS comps from mockups in order to handoff to developers. - Main web designer for an architecture firm and corporation. Design was handled by iterating an existing template for new designs and managing content on a CMS (Wordpress). - Supported ethnographic interviews and created research reports from findings. - Used a variety of tools and software for client reviews: Marvell, Google Drive, Slack, Teamwork, Github, Lync, among others. ### User Experience Intern @ adidas Jan 2015 – Jan 2015 | Portland, Oregon Area Working within the digital creation team designing 3D tools to make designers life easier. Learning quickly to use different 3D softwares was essential to trouble shoot designers frustrations within their design process. Being able to thinking as the user in order to understand common user scenarios when designing sports goods, mapping key touch points to improve the future experience with the software. - Audited 3D software and tools to improve the UX for our designers - Worked with software development company to give feedback on UX/UI of tools - Helped to document bugs of software using Jira ticketing system - Developed the UX/UI of a web application to help designers get inspired and explore future concepts for accessories - Managed 20k to develop the proof of concept with external contractors - Managed the relationship with contractors - Worked with legal department to onboard contractors, NDAs and ICAs ### People Research Intern @ Philips Design Jan 2015 – Jan 2015 | Greater Pittsburgh Area Worked in design research as a part of the healthcare Respironics design team. - Performed ethnographic, qualitative interviews - Gathered and synthesized user research to develop customer journey maps and experience flow diagrams - Collaborated in creating usability testing guides - Facilitated usability testing testing sessions - Delivered a personal research project in sleep apnea, interviewed patients, doctors, physician assistants and lab techs. - Read many design, psychology and business books related to how to treat and reach people ### Collaborative Project @ BMW of North America, LLC Jan 2014 – Jan 2014 | Savannah, Georgia Area Collaborative project in between BMW and Savannah College of Art and Design. Service and interaction design proyect to explore digital lifestyles in three to five years from now, insights and opportunities for the BMW consumer ecosystem. ### Service Design Intern @ La Victoria Lab Jan 2014 – Jan 2014 | Lima, Peru Worked on human-centered innovation for La Victoria Lab in collaboration with IDEO. Developed graphic design material to prototype services. Assumed responsibility of the user experience in the lab for clients and workers. http://lavictoria.pe/ ### Product Design Intern at Fisher-Price @ Mattel Jan 2014 – Jan 2014 | East Aurora, NY Sketched toy designs for the infant design team, which were later on developed into working kinetic mechanisms in many prototypes. ### Collaborative Project @ Fossil Group, Inc. Jan 2013 – Jan 2013 | Savannah, Georgia Development of woman watch line: concept, sketches, CAD construction, prototypes, packaging and displays. ### Product Development Intern @ NUK USA LLC Jan 2013 – Jan 2013 | Reedsburg - Wisconsin, Tarrytown - New York Developed concept sketches and CAD models (using Solidworks and Rhinoceros) for baby products; pacifiers, cups, teethers, bottle designs, packaging, displays, etc. ## Education ### Master of Arts - MA in Design for Sustainability Savannah College of Art and Design ### Minor in Service Design Savannah College of Art and Design ### Bachelor of Fine Arts (B.F.A.) in Industrial and Product Design Savannah College of Art and Design ### Bachelor of Fine Arts (B.F.A.) in Industrial and Product Design Pontificia Universidad Católica del Perú ### High School/Secondary Diplomas and Certificates San Silvestre School ## Contact & Social - LinkedIn: https://linkedin.com/in/sabinapareja - Portfolio: http://www.bina-design.com --- Source: https://flows.cv/sabinapareja JSON Resume: https://flows.cv/sabinapareja/resume.json Last updated: 2026-04-13