Clarify the goal
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Product Designer turning technical data into intuitive insights for non-technical users.
My goal is simple:
Help users understand what they’re seeing, why it matters, and what to do next.
I help teams translate technical products, data-heavy platforms, and complex services into clear digital experiences that people can understand, trust, and use.
Do you have a product that is hard to explain?
I work best with teams that have complex products, services, or data.
Understand the audience
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Map the complexity
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Structure the experience
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Design the interface
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Make it scalable
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UX/UI portfolio
Selected works
ESOS-C RESNET
Creating an ecosystem services data hub
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Project summary
CloseESOS-C RESNET
Project challenges
The SoC project was created in collaboration with RESNET and CurbCut to make ecosystem-service data more accessible and understandable.
Ecosystem services include the benefits people receive from nature, such as crop pollination, carbon storage, sediment retention, timber, nutrient regulation, flood regulation, freshwater provision, nature-based recreation, and aesthetic appreciation.
Before this project, the existing SoC viewer was highly technical and data-driven. While it contained valuable scientific information, it was difficult for non-specialist users to quickly understand what ecosystem services were, how they related to one another, and how they connected to the underlying data framework.
The main challenge was to translate a complex environmental data platform into a clearer, more user-friendly experience without oversimplifying the science behind it. The platform needed to support both non-technical users who needed a plain-language introduction and more technical users who wanted to explore the framework behind each ecosystem service.
A key design challenge was organizing the experience around different levels of complexity. Users needed to start with a high-level understanding of each ecosystem service, then move deeper into related services, framework categories, model inputs, and map-based data. This required a layered information structure that could introduce the topic clearly while still preserving access to more detailed technical information.
Because direct user research was limited, the design direction was informed primarily by stakeholder input, domain research, content analysis, and the need to make a technical data platform more approachable for mixed audiences.
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Project roundup
The final experience created a clearer way for users to explore ecosystem services and understand how they connect. Instead of presenting the platform as a purely technical data viewer, the design introduced a more approachable structure where users could begin with simple explanations, explore relationships between services, and then drill into more technical framework views when needed.
One of the main design goals was to balance accessibility with scientific accuracy. The experience needed to help laypeople understand concepts like carbon storage, crop pollination, and freshwater provision, while still giving more technical users access to the underlying ecosystem-service framework, including supply, demand, realized service, and gap.
The project helped transform a complex data-heavy tool into a more guided exploration experience. By using progressive disclosure, plain-language orientation, and a clearer relationship between overview content, framework logic, model inputs, and map data, the platform became easier to navigate and understand.
If expanded further, the next step would be to validate the experience through usability testing with both non-technical and technical users. This would help confirm whether users understand the terminology, can move through the layered structure confidently, and know how to interpret the relationship between ecosystem services and the map-based data.
Jiu Jitsu World League User Web App
Building the Jiu Jitsu Hub of America
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Canadian Housing Observatory
Designing Clarity for a Nation’s Housing Future
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The Canadian Housing Observatory (CHO) set out to make vital housing data accessible to the public through a powerful, user-friendly digital tool.
Project summary
CloseCanadian Housing Observatory
The Canadian Housing Observatory (CHO) set out to make vital housing data accessible to the public through a powerful, user-friendly digital tool.
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I care about clear product thinking, useful interfaces, and design decisions that help users and teams move forward.
Relevant history
Experience
Product Design Lead & Art Director
Jiu Jitsu World League
Led product design and brand experience for a high-traffic digital platform. Focused on usability, trust, interface clarity, and decision-making across complex user journeys.
Web Designer, Product Designer & Webflow Expert
Jiu Jitsu World League
Designed and built user-centered platforms with an emphasis on flows, interface clarity, responsive behavior, and reducing friction across key product interactions.
Web Strategist and Designer
360 House Remodeling
Led website strategy, UX structure, interface design, and build. Focused on helping users understand scope, process, and fit before starting a conversation.
Creative Director, Web and Branding
La Resistance Agency
Led web and digital design projects where user clarity, business requirements, and stakeholder alignment shaped the final experience.
Lead Web Designer & Brand Strategist
La Resistance Agency
Oversaw end-to-end website projects from discovery to delivery, translating user needs, content requirements, and business goals into clear digital experiences.
Web & Brand Designer
La Resistance Agency
Created visual systems and digital design foundations that improved clarity, consistency, and usability across multiple touchpoints.
Branding and Graphic Designer
Dtail Studio
Worked on brand and interface-adjacent systems where consistency, hierarchy, and clear communication were essential across multiple user-facing materials.
Senior Graphic Designer
Blacknosaur
Led high-visibility design projects, mentored junior designers, and strengthened systems thinking around clarity, hierarchy, and scalable visual decisions.
Junior Graphic Designer
Blacknosaur
Built a foundation in visual design, layout, hierarchy, and communicating design decisions clearly on real client projects.
Graphic Designer
Play Business School
Designed identities and visual materials for educational programs, focusing on making information clear, accessible, and easy to understand.
Graphic Designer
Humana Plus Asesores
Supported branding and design needs across marketing materials while building early experience translating requirements into clear visual output.
I appreciate you taking a look at my work and experience.
Send me a message and we can get to know each other.
Send me a message and we can get to know each other.
Contact info
sferminf@gmail.com
Dribbble portfolio
Download my CV