Hands-on Experience ​together with

Education

• Hyper Island: Digital Media Creative 2021 Sweden

• MBA London School of Commerce 2018 Malta
  

• BA Industrial Design PUC PR 2016 Brazil
  

Summary:

UX/UI Product Design Selected Projects:

01. Energimyndigheten & Mission Innovation’s Web GUIDE

02. ISGAN´s Knowledge Hub

03. ICA Self Checkout

04. Miniware EU e-commerce platform

Skills:

Interaction Design:

• Figma
  
• CMS (Wix; Shopify; Webflow)
  
• User Experience Mapping
• Information Architecture
• Wireframe Flows

Visual Design and UI:

• Web and Mobile Layout
• High Fidelity Mockups
• Interactive Prototypes
• Presentation Design

UX Research

• User Interviews
  
• Heuristic Evaluation
  
• Contextual Inquiry
  

Web GUIDE

The Swedish Energy Agency entrusted me with the task of designing ​and developing an Interactive Web Guide to facilitate knowledge sharing ​and provide support on "how to join Mission Innovation's Global Calls"

Mission Innovation is a global initiative to accelerate public and private ​clean energy innovation to address climate change, announced at COP21 ​in 2015 by President Obama of the United States.

This was a six-month project that involved brainstorming and sketching ​on Mural with a team of four: a project manager, two content writers, ​and myself as the UX/UI product design and development.

The Web Guide was created from the ground up using a web ​design platform to ensure a quick launch.

My responsibilities and deliverables for this project included:

• Sketching, prototyping and launching an interactive and ​responsive interface that accurately reflects Mission ​Innovation's brand guidelines.
  
• Creating an intuitive user flow to guide users through each ​step of the application process, with smart categorization to ​direct different audience groups to the content most ​relevant to them.
  
• Providing supporting documentation and clear calls to ​action.
  

Triple Diamond design process

To achieve our goals for this project, I began by focusing on ​understanding the "who" — the target audience for this Guide.

Given the complex, global process of advancing clean energy ​solutions, this Guide is specifically designed for those within ​government or private organizations who will collaborate to ​launch calls, fund successful consortia, and provide support ​throughout project implementation.

Given this scenario, I navigated the complexities of a global ​audience to design a guide that is inclusive for everyone. ​Avoiding assumptions, I conducted multiple user tests with ​users from various backgrounds in the field to refine and ​enhance the usability of this tool.

Key takeaway: Designing for a global audience is more ​challenging than designing for a specific cultural group. It's ​essential to discard assumptions and prioritize accessibility.

Interactive Web Design & CMS

The International Smart Grid Action Network (ISGAN) collaborated to ​develop an online "Knowledge Hub" to support Smart Distribution Grid ​planning and implementation.

Featuring an extensive database of expert-written materials, this ​webpage aims to make information accessible globally. As the UX/UI ​product designer for this platform, my role was to create a user-​friendly yet professional hub, with a comprehensive content ​management system (CMS) that showcases ISGAN's expertise ​effectively.

Working alongside a project manager, a content manager, and a ​copywriter, I spent four months developing design wireframes, high-​fidelity mockups, and conducting user tests to create a complex ​platform from a predefined structured framework.

An intensive project focused on accurately representing ​each phase of the complex grid distribution process. ​Using information architecture skills, I organized ​relevant materials according to their respective phases ​and actor groups (user needs) by developing a robust ​content management system (CMS).

This CMS strategically linked content to the appropriate ​sections of the platform, creating a valuable tool to ​support various stakeholders involved in grid ​distribution.

Key takeaway: "Less is more" is a valuable ​design principle, but it can be difficult to ​apply when designing for field experts, as ​every word matters and lengthy content is ​often necessary. Prioritizing structure and ​wireframes upfront helps minimize rework, ​as understanding technical limitations early ​on informs a more effective design ​strategy.

Three-step Self Check-out

User Interface and Experience Design (Figma)

In a two-month project using Figma, I collaborated with ICA’s Digital ​Communications team to create a streamlined three-step checkout process.

Alongside my team of five colleagues at Hyper Island, I:

• Conducted user interviews both before and after developing the ​mockups.
  
• Explored Figma extensively to maximize the effectiveness of its design ​tools.
  
• Prototyped a seamless three-step checkout experience.
  
• Carried out user testing and refinements to enhance the final design.
  

In this project with ICA, the process was more crucial than the final result.

To achieve a satisfactory prototype, we had to rethink and improve an already ​effective design, making it even better and more seamless than the current ​solution. This can often be more challenging than creating something entirely

new from scratch.

In every design thinking approach to problem-solving, ​I apply the content and process model that I learned ​during my two years at Hyper Island. By understanding ​the "WHAT" and the "WHY," I stay focused on the ​project's core purpose and approach design challenges ​with practical and logical thinking.

Key takeaway: user test, user test, user test again, and ​again..

E-commerce design & development

Miniware is a Swedish-American brand that creates eco-friendly tableware for kids. After rapidly gaining ​trust and boosting sales on Amazon USA, the CEO decided to expand into the European market and saw ​the need for a more sophisticated e-commerce solution in the EU, especially in Sweden.

I was assigned to design an information architecture for Miniware EU and build an intuitive web solution ​with storytelling sections to guide users to the different collections and promotions.

Given those prerequisites, here’s an overview of my research process on this project:

• Brand analysis: Who is Miniware? What is their brand? What are their business goals?
  
• Business & competitive analysis: Who are Miniware’s competitors? What are their strengths, ​weaknesses, opportunities, threats? What is the market for children’s goods sales online?
  
• Heuristic analysis: How do their sites compare? How would one of our targeted users discover ​products, checkout or register for an account? How many clicks does it take for the user to reach their ​goal?
  
• Contextual inquiry: Upon a visit to Analytics reports and past metrics from the USA store, I observe ​how shoppers shop. What are their shoppers’ pain points? What are their behaviors in the context of ​shopping within the store?
  

• Checkout Process: Finding Items. How do users search for and locate the ​products they need? Saving Favorites: How do users save their favorite items for ​future reference? Adding to Cart: What steps do users follow to add items to their ​cart? Payment: How do users complete their purchase and pay for their items?
  

• Marketing Automation: Post-Order. What processes are triggered after an ​order is placed? Customer Retention: How do we engage and manage returning ​customers?
  

After the research is completed, my design and testing process included:

• Sketching and Wireframing: I drafted and wireframed my ideas of how the ​information architecture will look on the site page by page, first on Figma, then ​recreated the design on Shopify platform as chosen by the CEO.
  

• Usability Testing: I asked users in tests for their initial impressions of what they ​were seeing and gave them a scenario of what they would be looking for on the ​site. Insights from these users led to refinement and improvements.

Throughout this year-long project my vision went beyond creating a typical online store ​with basic product categories. With the trust of the CEO and the sales team, I chose to ​concentrate on the genuine needs of parents buying children's tableware.

Collaborating closely with a skilled copywriter and regional sales experts, I strategically ​developed collections tailored to babies' developmental stages for feeding and weaning.

This project required more than just visual design and technical skills. Leveraging ​Miniware’s brand guidelines, I crafted an intuitive interface that effectively showcased ​the brand's key attributes and selling points, guiding users through an engaging and ​informative journey into baby mealtime and modern parenthood.

Key Takeaway: E-commerce stores are dynamic web solutions that must continuously ​adapt to meet customer needs, align with marketing goals, and accommodate new ​product launches and promotions.

“Fernanda is a positive force you want in your team. She is a self starter that easily fits into diverse teams and settings. She thinks outside the box, and works hard to deliver. Her honest and straightforward approach mirrors her high level of integrity. During her time in GIVEWATTS Fernanda contributed beyond her specific areas of responsibility, and leaned into the processes, always looking for ways to make things better.”

Jesper Hörnberg

Head of Innovation & Scaling at Global Resilience Partnership; ORIC Lead at ORRAA and Co-founder of GIVEWATTS

Fernanda is a passionate, skilled, and ambitious professional. She loves challenges and is a great team player. We have worked together in Web Development and Digital Transformation projects and she has been instrumental, always giving the extra mile. I would choose her again all the time.

Sandy Escobar

Product Designer at ARC Group

+46(0)706611382

fernandaritzdorf@gmail.com