SAYURI SANTIBÁÑEZ CORONADO
Senior UX Designer | Product Designer
FRONT-END & Generative Art enthusiast
👋 Hi there! I’m Sayuri, a Senior UX Designer with 6+ years of experience shaping digital products that are user-centered, business-driven, and built to scale.
I specialize in UX design, research, and strategy, and I've worked across E-commerce, Fintech, and renewable energy, designing thoughtful experiences for global consultancies, fast-paced startups, and in-house product teams.
My background in project management (5+ years) and web development (1.5 years) gives me a well-rounded, cross-functional perspective on building digital products that actually work — from concept to delivery.
I’m passionate about creative, out-of-the-box problem-solving, and love blending design with the latest tech and UX trends to craft solutions that are as smart as they are beautiful. I care deeply about attention to detail, human impact, and collaboration.
Let’s build something meaningful, scalable, and a little unexpected 🚀
Personal interests:
🪩 Vinyl collector & analog synth enthusiast
🎬 Horror/thriller fan (yes, even the weird ones)
📚 Lifelong UX/UI learner, always leveling up
🎛️ Currently experimenting with Processing and NodeBox to explore generative art
Skills
Problem Solving
Decision Making
Storytelling
Adaptability
UX strategy
UI Design
Visual Design
UX research (qualitative & quantitative)
Wireframing
Prototyping
Workshop facilitation
Information architecture
Figma
Creativity
Business savviness
Design systems
Collaboration & Teamwork
Step by step process
My approach is rooted in UX principles and adapts to both new product design (with a strong focus on UX strategy) and redesign projects. The process varies based on the project's complexity.
In Agile environments (Lean UX), I prioritize research, analytics, and testing to ensure that even with fast MVP deliveries, the product remains high-quality, user-friendly, and valuable to the business.
Research
Analysis
- Stakeholders and user interviews (screening process, face-to-face/videoconference interviews, surveys)
- Competitive and Marketing research
- Identify user needs and pain points (Design Thinking, assumptions, hypothesis)
- Identify business needs (Prioritization matrix)
- User story mapping
- Develop (assumption personas, personas, end users)
- Create user flows/journeys (Figjam, Keynote, Mural, Miro, Figjam)
- Affinity diagram
- User statments
- User cases
- Affinity diagrams and debrief
Design
- Sitemap (Mural, post-its, Miro, Figjam)
- Sketching (Balsamiq, paper)
- Wireframes (whiteboard, figma)
- High fidelity designs (Figma)
- Prototypes (Figma)
- Design systems implementation
- Review sessions with stakeholders, clients and development team
Test
Quantitative and qualitative research
- Usability evaluation
- Usability testing
- Proof of concept
- Metrics analytics
- Findings debrief
Deliver/Implement
- UI mockups
- Prototypes
- Development team and stakeholders handoff
Tools
UX Research & Strategy
Projects that showcase my expertise in user research, uncovering key insights that drive strategic decisions, improve product experiences, and align business goals with user needs.
UX/UI Design & Implementation
Projects that demonstrate my ability to transform research insights into user-centered digital solutions for web and mobile.
Nov 2022 - Present | Jönköping, Sweden
Senior UX/UI software designer, SESOL AB (Via MT3 technologies)
Key Responsibilities
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Led UX research, UI design (Figma), and design system implementation (Figma) for mobile and web applications.
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Conducted user research, competitive analysis, and usability testing, driving data-informed decisions.
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Designed wireframes, user flows, prototypes, and high-fidelity screens for seamless experiences.
Experience
Feb 2020 - Oct 2022 | Guadalajara, Jalisco, México
UX Designer III, Wizeline
Key Responsibilities
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Led ideation, wireframing, UI design (Figma), and prototyping for multiple client projects.
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Conducted quantitative and qualitative user research, providing data-driven insights that helped clients make strategic business decisions and improve user experiences.
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Facilitated workshops and collaborated in client-facing meetings to align goals.
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Worked on projects directly contributing to company revenue.
Jan 2019 - Feb 2020 | Guadalajara, Jalisco, México
UX Designer, IBM CIO Partner Ecosystem organization
Key Responsibilities
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Pain points definition (users and business), wireframing, mockups, coordination, and communication with the development team and 2 UX designers, understanding technical limitations and business needs, Lean UX, defining user flows, personas, Agile, prototyping, user research
Jan 2014 - Jan 2019 | Guadalajara, Jalisco, México
Project Manager, IBM Marketing Services Center - WEB
Key Responsibilities
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Project management, team coordination, communication with clients (digital strategists and portfolio managers) and development team (developers and QA), leadership, people management
Sep 2012 - Jan 2014 | Guadalajara, Jalisco, México
Web Developer Jr., IBM Marketing Services Center - WEB
Key Responsibilities
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Development, understanding complexity and considering effort, time management, teamwork, collaboration, communication
Education
COURSES AND CERTIFICATES
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User Research – Methods and Best Practices by Interaction design foundation
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How to Design for Augmented and Virtual Reality by Interaction design foundation
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Human Computer Interaction by Interaction design foundation
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Get Your Product Used: Adoption and Appropriation by Interaction design foundation
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Psychology in UX (Face to face course)
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UX applied in WEB (Face to face course)
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WEB design (Train simple - now part of Pluralsight - online certificate)
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Strategic digital marketing (certificate provided by ITESO university)
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Digital marketing specialization (Coursera - online certification)
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CSM and CSPO (Scrum alliance - certificate)
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UX Management: Strategy and Tactics by Interaction design foundation
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UI Design Patterns for Successful Software by Interaction design foundation
** Bachelor's degree Computer Systems Engineering
BOOKS
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UX strategy by Jaime Levy
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Lean UX by Jeff Gothelf, Josh Seiden
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Outcomes Over Output: Why customer behavior is the key metric for business success by Josh Seiden
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UX elements by Jesse James Garrett
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Running Lean: Iterate from Plan A to a Plan That Works by Ash Maurya
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Badass: Making Users Awesome by Kathy Sierra
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Mapping Experiences: A Complete Guide to Creating Value Through Journeys, Blueprints, and Diagrams by James Kalbach
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Seven Step UX: The Cookbook for Creating Great Products by Csaba Házi
Generative Art
Contact
Let me know if you are interested in know more about my work. In case you need help with something related with UX consulting, conferences, or any work related with UX/UI, please feel free to drop me a email or you can find me through my Linkedin profile enlisted below!