Resume · Updated Aug 2026Download PDF ↓

Alejandro Serpas

Senior UI/UX Designer
Houston, TXhrbrtserpas@gmail.com832-866-8715linkedin.com/in/herbert-serpas

Senior UI/UX Designer who led end-to-end product design for a regulated digital bank storefront driving $1 billion in deposits and growing organic traffic from 1,700 to 13,000+ monthly users. Designs e-commerce and fintech experiences that increase conversion through A/B testing, journey mapping, and usability research. Builds component-based design systems and accessible interfaces in Figma for web and mobile.

Experience
Senior UI/UX Designer — Jenius Bank (SMBC-Backed Digital Bank)Jul 2022 - Mar 2026
Remote
  • Owned end-to-end product design for the regulated digital bank storefront, driving $1B in deposits in year one.
  • Grew organic traffic from 1,700 to 13,000+ monthly users (665% growth), raising Google Search impressions month over month.
  • Designed interactive savings calculators, deposit flows, and onboarding that converted technical rules into clear user steps.
  • Built and scaled a component-based design system across web and mobile to improve UI consistency and developer handoff.
  • Led user research, usability tests, A/B experiments, and journey mapping to identify fixes that boosted engagement and reduced friction.
  • Ensured WCAG 2.1 AA accessibility compliance across digital touch points for a federally regulated banking platform.
  • Redesigned mobile onboarding with Figma prototypes to reduce step abandonment and simplify account setup.
Senior Product Designer (UI/UX) — Luminess CosmeticsOct 2018 - Jun 2022
Stafford, Texas
  • Led product design across Salesforce Commerce Cloud and Shopify, redesigning customer journeys and purchase flows for a global beauty brand with 5M+ products sold worldwide.
  • Improved conversion performance through data-informed UX optimization, experimentation, and responsive experience design across e-commerce surfaces.
  • Designed mobile product experiences supporting educational content, promotions, and customer engagement initiatives grounded in user research.
  • Built and maintained a component-based design system in Figma, improving UI consistency and reducing revision cycles across cross-functional teams.
  • Collaborated with engineering and marketing to launch CMS-driven experiences (Contentful), lifecycle campaigns, and scalable UI components supporting business growth.
  • Produced motion and interaction patterns that improved engagement and strengthened digital product experiences across channels.
Product Designer (UI/UX) — Valora Life (Backed by MassMutual)Mar 2016 - Nov 2017
Houston
  • Owned product design for an insurtech startup backed by MassMutual, redesigning the quote-to-purchase experience supporting 11,000+ users and contributing to approximately 2,000 new customer accounts.
  • Standardized mobile and desktop purchase experiences through high-fidelity product design and interaction improvements.
  • Partnered with stakeholders to design acquisition-focused digital experiences supporting customer growth and retention.
  • Led end-to-end Figma prototyping for purchase flows, reducing user friction across mobile and desktop.
Production Designer — Imprint.comAug 2014 - Feb 2016
Houston
  • Reviewed, edited, and prepared customer-submitted graphic files for production, ensuring brand accuracy, print quality, and compliance for custom promotional products distributed through an online platform.
  • Prepared print-ready dielines and color-separated files in Illustrator for large-format promotional runs.
  • Communicated technical file issues to customers with clear revision steps, reducing rework cycles.
Multimedia Web Designer — Tigo El SalvadorJun 2011 - Jul 2013
San Salvador, El Salvador
  • Web designer for El Salvador's largest mobile operator, 40% national market share, 3M+ customers, and a brand that needed to show up consistently everywhere.
  • Owned day-to-day management of the corporate website, keeping content accurate, on-brand, and usable across all channels.
  • Produced digital assets for marketing campaigns that supported brand identity and customer communications at scale.
Skills
Design & Prototyping
Figma, Adobe Creative Cloud, After Effects, LottieFiles, wireframing, prototyping, interaction model design, AI-enabled UX design
Systems & Engineering
Design systems, component libraries, Webflow, HTML5, basic JavaScript, developer handoff, design QA
Platforms & Tools
Contentful, Shopify, Salesforce Commerce Cloud, Jira, Agile/Scrum
Research & Strategy
User research, usability testing, A/B testing, customer journey mapping, persona development, data visualization, service design, experience framework design, product strategy, conversion optimization
Craft & Practice
UX/UI design, digital product design, ecommerce experience design, responsive web design, mobile-first design, user flows
Leadership & Collaboration
Cross-functional leadership, stakeholder management, collaboration, design storytelling, creative problem solving, attention to detail
Education
BA, Graphic Design
Universidad Dr. José Matías Delgado, San Salvador · Oct 2009
Courses
Project Management Foundations - Google
UI/UX Design - California Institute of the Arts (CalArts), via Coursera
From Ideas to Action - IDEO
Languages
English
Highly proficient
Spanish
Native
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