UX/UI · Retail & E-commerce · 15+ yrs
Daniela Alvarez — Senior UX/UI Designer Expert
15+ years in design, 12+ leading retail experiences that balance what users need with what the business needs to grow.
Conversion rate, PDP delivery options
Interaction on redesigned category banner
Sales growth, made-to-measure curtains
I lead end-to-end UX/UI initiatives on large-scale retail platforms, partnering closely with Product, Engineering, and business stakeholders to ship experiences that are user-centered and commercially sound. My background spans graphic design and product design, and I specialize in translating complex retail operations — fulfillment, personalization, merchandising — into interfaces people can use with confidence.
Selected work
05Retailer B · 2026 · Expert UX Designer
An image-first category view system for fashion, beauty and footwear — built to scale beyond soft-line categories.
scalable system across soft-line categories
- Role
- Expert UX Designer
- Year
- 2026
Retailer B · 2026 · Expert UX Designer
A banner that stops cropping brands and starts filtering, plus a single-row filter bar ordered by best practice.
interaction on the redesigned banner
- Role
- Expert UX Designer
- Year
- 2026
Retailer A & Retailer B · 2025 · Expert UX Designer
One tabbed component — and one backend call — replacing three inconsistent delivery surfaces across two retail brands.
conversion rate on the affected flow
- Role
- Expert UX Designer
- Year
- 2025
Retailer A · 2023 · Product Designer
Bringing a tactile category online with a guided selection and quantity-calculation module.
new validated model shipped
- Role
- Product Designer
- Year
- 2023
Retailer A · 2022 · Product Designer
Turning a dense made-to-measure form into a guided, step-by-step buying flow across web and mobile.
sales growth after launch
- Role
- Product Designer
- Year
- 2022
Skills snapshot
- UX Research
- Journey Mapping
- Card Sorting
- Guerrilla Testing
- A/B Testing (Dynamic Yield)
- Interaction Design
- Design Systems
- Figma / Figma Make
- Prototyping (Marvel, Maze)
- HTML/CSS/JS literacy
- Stakeholder Management
- Workshop Facilitation
- Cross-functional Leadership
- Business-aligned UX
Experience
- 2024 — Present
Expert UX Designer
Major LatAm retail marketplace
PDP delivery options, category browsing and filtering across two retail brands.
- 2017 — 2024
Product Designer
Major LatAm home-improvement retailer
End-to-end product design for configurable, high-consideration categories.
- 2010 — 2017
Web & Campaign Designer
Retail & agency work
Digital campaigns, brand systems and web design across retail accounts.