# Victoria Macias Paniagua > Sr. Product Designer at SEPHORA | UX Strategy | Enterprise Design | Location: Brooklyn, New York, United States Profile: https://flows.cv/victoriamaciaspaniagua Hi! I’m Victoria — a Senior Product Designer with a love for untangling messy systems, simplifying complex workflows, and building scalable tools that actually help people work smarter. I’ve spent the last few years designing enterprise platforms and internal systems at Sephora, where I led UX for Product Experience Management, Location Master Data Management, and the Sephora Brand Portal — a platform now used by 500+ brand partners across North America. I’m most energized by cross-functional collaboration: partnering with engineering, data teams, and business stakeholders to bring structure to ambiguity and improve accuracy, efficiency, and governance across large organizations. If you work in UX, data systems, or enterprise tooling, I’d love to connect. ## Work Experience ### Senior Product Designer @ SEPHORA Jan 2024 – Present | San Francisco, California, United States • Lead designer across three enterprise platforms: Product Experience Management (PXM), Location Master Data Management (Location MDM), and the Sephora Brand Portal used by 500+ brand partners in the US & Canada. • Designed and scaled the Sephora Brand Portal from a small pilot to a full enterprise rollout, creating workflows for asset uploads, validation, SKU relationships, and Bill-96 locale compliance. • Led major UX enhancements to PXM, including advanced filtering, AND/OR logic, bulk editing, and multi-SKU operations to improve accuracy and reduce downstream errors. • Defined the UX for Sephora’s first centralized Location MDM platform, creating attribute editing, bulk update, and governance workflows in partnership with engineering, data architecture, and store operations. ### Product Designer @ Photon Jan 2023 – Jan 2023 • Developing and conceptualizing a comprehensive UI/UX design strategy for the brand. • Producing high-quality UX design solutions through wireframes, visual and graphic designs, flow diagrams, storyboards, site maps, and prototypes. • Designing UI elements and tools such as navigation menus, search boxes, tabs, and widgets for our digital assets. • Testing UI elements such as CTAs, banners, page layouts, page designs, page flows, and target links for landing pages. • Collaborating with the marketing team, and internal and external designers to ensure the creation and delivery of tailored experiences for the digital user. • Providing advice and guidance on the implementation of UX research methodologies and testing activities in order to analyze and predict user behavior. ### Product Designer @ Wise Systems, Inc. Jan 2022 – Jan 2023 | San Francisco Bay Area Job Summary • Wise Systems Inc.'s solutions portfolio focuses on the supply chain and transportation industries. Solutions include delivery route planning, last-mile dispatch (the last leg of a journey comprising of movement of people and goods from a transportation hub to a final destination), and routing software that helps improve fleet efficiency for drivers, customers, and deliveries. • During my time with Wise Systems, I owned the design and performance for the Wise Driver App and Mobile Manager App, working closely with product managers, developers, and stakeholders to ensure innovation and performance, and solutions meeting business goals and user needs. Projects Wise Driver App: Used by truck drivers to manage last-mile routes, site visits, inventory deliveries, and pickups. Allows drivers to see daily performance results and metrics related to their daily delivery schedule. • Designed and developed a user-friendly iOS/Android interface that allowed clients to track driver work break data and increased user conversion rate by 10%. • Spearheaded and conducted 50+ research in-person and remote user interviews over 3 months, as well as conducted A/B testing on multiple prototypes, leading to a 19% user base expansion. Mobile Manager App: Pushes details to Managers, Merchandisers and Field Reps to increase communication. • Created a feature that allowed managers to follow drivers along route. Improved the mobile user experience resulting in a 23% increase in user retention in the first 30 days after sign-up. Design System Library • Lead heuristic evaluation to document use cases of existing UI elements to ensure platform wide consistency. • Standardized interface elements that enabled designers and engineers to reduce time-to-market metric by 13% ### Product Designer @ Digit Jan 2021 – Jan 2022 | San Francisco Bay Area • Produced high-quality solutions through flow diagrams, graphic designs, storyboards, and site maps • Provided guidance on the implementation of UX research techniques and testing activities to assess user behavior Design System & Library: Ensured consistency, speed, and scalability of app creation by spearheading implementation of the new design system. Expanded and maintained a component library in Figma. Streamlined partnership workflows by standardizing metrics shared with UI engineering teams. Lock Savings Goal: Developed designs based on market research. Created user flows, wireframes, mockups, and prototypes. Collaborated with PM and developers to plan feature roadmap. Poised to increase Digit s retention and CSAT score. ### Executive Assistant @ Digit Jan 2020 – Jan 2022 | San Francisco, California, United States ### People Operations Specialist @ Zume Inc. Jan 2019 – Jan 2020 | San Francisco Bay Area • Partnered cross-functionally with (Engineering, Product, and Design) teams in order to develop strategic planning for corporate and engineering on-boarding. • Overhauled people team administrative functions such as updates and document storage, owning, creating and supporting people team library and managing over 200 playbooks for recruiting, D&I, COE, and HR to streamline and repeat processes. • Collaborated with L&D team to develop three companywide employee recognition programs for exempt and non-exempt employees in response to employee survey results. Saw an increase of employee engagement and retention. • Partnered with Zume’s D&I lead to spearhead the planning and execution of diversity and inclusion focused programs and events related to professional development. ### Executive Assistant @ Salesforce Jan 2018 – Jan 2019 | San Francisco, California, United States • Provided high-level support to SVP of Sales, Head of Engineering, and Chief Customer Officer. Launched and drove several employee engagement focused programs. • Volunteer Time Off Lead for Salesforce.org Circle of Schools program and coordinated ten field trips for students within the Oakland Unified School district to visit Salesforce. • Managed and organized companywide VTO events for 120-150 employees with external non- profits. • Complete expense reports within Concur. ### Executive Assistant @ JUUL Labs Jan 2018 – Jan 2018 | San Francisco, California • Provided direct administrative support to the Chief Quality Officer, including managing complex and frequently changing travel arrangements as well as completing expense reports, team budgeting and office filing systems. • Offered administrative support to quality team which included 12 employees. ### Early Admissions Coordinator @ Academy of Art University Jan 2017 – Jan 2018 | San Francisco Bay Area • Managed calendars, scheduled appointments, and coordinated meetings and conferences. • Prepared and distributed correspondence, reports, and presentations. • Maintained and organized departmental files and records, both physical and electronic. • Assisted in budget tracking and expense management. • Coordinated travel arrangements and accommodation for team members. • Liaised with internal and external stakeholders, maintaining positive and professional relationships. • Handled incoming calls and inquiries, directing them to the appropriate personnel. ### Campus Ambassador @ Lyft Jan 2016 – Jan 2017 | San Francisco Bay Area Promote Lyft at local community and company sponsored events. ## Education ### User Interface User Experience University of California, Berkeley ### Bachelor’s Degree in Architecture University of California, Berkeley ## Contact & Social - LinkedIn: https://linkedin.com/in/victoria-macias-paniagua --- Source: https://flows.cv/victoriamaciaspaniagua JSON Resume: https://flows.cv/victoriamaciaspaniagua/resume.json Last updated: 2026-02-23