Hey, I’m Paula Sierra.
UI/UX Product Designer!

I’m a Product Designer with 4.5+ years of experience and 3 in marketing. My mix of design skills, marketing experience, and the business knowledge I gained from my MBA, I don’t just focus on execution, I think about the product, the users, and the bigger business picture.

Let's Chat!

Available for new project

Let's Chat!

Available for new project

About

I recently led UX/UI initiatives for clients like Netflix and Amazon, boosting user satisfaction by 12.5% in a month and solving 113 pain points end-to-end, from deep user research to design and prototyping. I’ve also independently designed for startups, platforms, apps, landing pages, and new product features.

I love both sides: designing clean, intuitive interfaces & diving into UX challenges, running A/B tests, and optimising user conversion rates.

I'm proud of my work!

Just a normal day at the office!

I'm proud of my work!

Just a normal day at the office!

Here’s What I’ve Been Up To.

IMAGO Redesign

Redesigned IMAGO's shopping cart and checkout flow to align with the new brand design and enhance the overall user experience.

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IMAGO Redesign

Redesigned IMAGO's shopping cart and checkout flow to align with the new brand design and enhance the overall user experience.

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Wheels: Ride Sharing App

I led the end-to-end UI design process for Wheels, from low-fidelity wireframes to high-fidelity screens. Wheels is an app that connects drivers and passengers for convenient, eco-friendly carpooling, helping users save money and reduce their carbon footprint.

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Wheels: Ride Sharing App

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Design System for IMAGO

An overview of the scalable design system I built for IMAGO, ensuring consistency, efficiency, and a unified visual language.

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Design System for IMAGO

An overview of the scalable design system I built for IMAGO, ensuring consistency, efficiency, and a unified visual language.

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Fitfriends: Social Fitness App

I oversaw the complete UI/UX design process for FitFriends, including high-fidelity prototyping, persona creation, usability testing, and journey mapping to create location-based fitness communities.

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Fitfriends: Social Fitness App

I oversaw the complete UI/UX design process for FitFriends, including high-fidelity prototyping, persona creation, usability testing, and journey mapping to create location-based fitness communities.

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Practical Jobs: Learn & Land Technical Careers

I designed the Practical Jobs app from scratch as part of my MIT MBA thesis project, creating a technical education platform that helps users build the skills needed to secure in-demand roles and find job opportunities in the tech industry.

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