SAYURI SANTIBÁÑEZ CORONADO
Senior UX Designer | Product Designer
FRONT-END & Generative Art enthusiast
👋 Hi there! I’m Sayuri, a Senior UX Designer with 7+ 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 (over 5 years) and web development (over 1.5 years) provides 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.
Project focused on research and data analysis for a platform that protects from bot attacks. The findings helped to suggest UX improvements during the redesign of the platform
Bot mitigation and protection software
📉 30% drop in traffic detected
📑 Retention insights and reports via Gainsight
📦 Redesign proposals delivered
Key results
Gainsight Reports
Metrics & Analytics
UX Optimization
UX Strategy
Quantitative Research
Bot Protection Software
Competitve analysis
B2B
Definition of the scope for an online digital payment method as POC, taking into account the business and users' needs, and competitors.
Future of digital payments - Fintech POC
💳 Defined future payment methods as POC for retail and e-commerce
🔬 Research-driven strategy
📊 Competitive analysis (Fintech and India's and China's payment methods)
Key results
Fintech
Mobile & Desktop POC
UX Research
Retail
E-Commerce
Competitve analysis
B2C
UX&UI Design & Implementation
Projects that demonstrate my ability to transform research insights into user-centered digital solutions for web and mobile.
Sole designer for a mobile application enabling users to track and manage energy usage
Customer-facing mobile app
Solar monitoring & EV charging
📈 30% engagement
📉 35% less onboarding issues
📈 25% faster UI development time
Key results
Renewable energy
Mobile Application
UX Research
Product Design
B2C
Design System
UX Strategy
Sole designer for an operational platform driving sales and installation efficiency
Internal web app
Sales & project installation mgmt.
📈 45% faster sales creation
📉 35% less project management workload
📈 30% faster UI development time
Key results
Renewable energy
Desktop Application
UX Research
Product Owner Role
B2C
Design System
Product Design
UX Strategy
UX Designer for the redesign of an E-commerce digital product (desktop, mobile, and admin panel)
E-commerce mobile and web app
👤 200,000+ users
🧑🏻💻 Led 5 designers
📈 Improved customer app & admin portal UX
Key results
E-Commerce
Retail
UX Strategy
Qualitative Research
Team Leadership
B2C
UX Optimization
Desktop & Mobile Application
Nov 2022 - Present | Jönköping, Sweden
Senior UX/UI software designer, SESOL AB
Sole designer for a customer-facing mobile app and an internal web platform. Took on Product Owner duties to define
roadmaps and prioritize features aligned with business and technical goals. Built a cross-platform design system to streamline
development and ensure consistency. Partnered with dev, QA, and stakeholders to translate complex requirements into
high-impact, feasible design solutions, ensuring smooth implementation and reducing rework.
Experience
Feb 2020 - Oct 2022 | Guadalajara, Jalisco, México
UX Designer III, Wizeline
Led a 5-designer team on an e-commerce platform redesign. Contributed to UX research and strategy across fintech,
e-commerce, and cybersecurity. Conducted workshops and delivered prototypes and design specs for cross-platform tools,
aligning client expectations and technical constraints with user needs in close partnership with U.S. and Mexico-based dev
teams and clients.
Jan 2019 - Feb 2020 | Guadalajara, Jalisco, México
UX Designer, IBM CIO Partner Ecosystem organization
Designed enterprise platforms using IBM's Carbon Design System, contributing to IBM Partner Plus and other global tools;
Drove alignment with international teams and presented design proposals to senior stakeholders, ensuring adoption of
consistent patterns across global platforms.
Jan 2014 - Jan 2019 | Guadalajara, Jalisco, México
Web Developer Jr., IBM Marketing Services Center - WEB
Key Responsibilities
-
Built responsive UI components and CMS-driven sites for IBM.com, collaborating with designers and developers.
Sep 2012 - Jan 2014 | Guadalajara, Jalisco, México
Project Manager, IBM Marketing Services Center - WEB
Key Responsibilities
-
Led global IBM.com web projects, managing timelines, budgets, and stakeholder alignment across cross-functional teams.
Education
COURSES AND CERTIFICATES
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Behavioural Design - Hyper Island.
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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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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!
