Mission Control / Portfolio

Awwwards-grade signal pass

UX / CRO / Systems

Scroll-native presentation

Mode

Signal-heavy UI

Output

Portfolio + CRO cases

Motion

GSAP / Framer / Scroll

Status

Live local redesign

Product Designer & CRO Architect

Designing interfaces that convert.8+ years optimizing digital products.

I audit friction, design systems in Figma, and build Next.js experiences that convert without sacrificing performance.

Senior Product Designer & CRO Specialist. I turn technical complexity into measurable revenue gains for e-commerce, GovTech, and healthcare.

I combine visual design, CRO judgment, and Next.js execution to turn complex ideas into clear, measurable experiences built to scale.

From insight to delivery

Design, system, and implementation aligned to convert better.

Audit, visual system, and technical implementation aligned so design looks better and converts better.

Diagnosis, system, and implementation connected to improve both perception and conversion.

UX/CRONext.jsProduct Systems

8+

years optimizing products

3

layers: UX, CRO, code

AA

accessibility baseline

Response Model

active

Research depthforensic

Visual languageHUD editorial

Delivery biasbuildable

Priority Stack

Detect

01

friction before the redesign

Design

02

clear, reusable hierarchy

Launch

03

without compromising performance

Operational credentials across product, growth, and delivery:

Latam e-commerceGovTechB2B product

InfracommerceLatam

IDB(Sinapsis Global)

BunjiLLC

8+

years shipping digital products

3

layers: UX, CRO, and code

AA

accessibility by default

Verified impact

Case studies

A selection of projects where visual strategy, measurement, and implementation connect to reduce real friction.

Intervention map

UX/UI & CRO

Aquinas Network

The challenge was grouping the online library, consulting, compliance, content development, IT solutions, and educational marketing under one promise without losing clarity.

Conversion focusCompress perceived compliance complexity into a guided first action that boosts qualified onboarding starts.

Six solution areas were turned into one modular suite narrative with stronger hierarchy.

LCP dropped from 4.2s to 1.1s through AI-assisted component generation, linting and modular code reviews.

Editorial case narrative

View full case

Intervention map

UX/UI & CRO

GANA Pay

The challenge was ordering a complex offer for education and healthcare SMBs into a clear first-scroll narrative while still communicating compliance and operational depth.

Conversion focusCompress perceived compliance complexity into a guided first action that boosts qualified onboarding starts.

Payroll, HR, and compliance services were clarified under one first-scroll value proposition.

A regulated payroll and HR offer condensed into a first-scroll promise with scannable service blocks.

Editorial case narrative

View full case

Intervention map

UX/UI & CRO

MP Asistencias Legales

The service addresses an emotionally loaded and legally complex situation, so the experience could not depend on empty promises or noisy UX patterns.

Conversion focusReplace legal uncertainty with an eligibility-first narrative that increases high-intent consultation requests.

A calmer editorial flow was designed around eligibility, process clarity, and the first step.

A legally complex service became an educational funnel that filters intent before contact.

Editorial case narrative

View full case

Intervention map

UX/UI & CRO

EDUC Solutions

The main challenge was condensing a broad, technically sophisticated offer into a sharp narrative that felt differentiated and easy to scan.

Conversion focusImprove narrative clarity and strengthen action intent at every key step.

A long list of capabilities was reshaped into a denser, more credible transformation narrative.

A broad enterprise offer became a scannable capability matrix with staged consultation entry points.

Editorial case narrative

View full case

Execution ecosystem

Capabilities to design and ship

A tool system connecting strategy, measurement, and front-end so every visual decision can reach production.

Design & Strategy

Figma (Advanced)
Design Systems
Atomic Design
Prototyping and wireframing
User research
Cognitive Immersion

CRO & Analytics

Google Analytics 4
Hotjar / Clarity
A/B Testing
Funnel Audits
WCAG Compliance
Heuristic Evaluation

98/100WCAG

Technical Development

React.js
Next.js
TypeScript
Tailwind CSS
VTEX IO / CMS
Node.js

Discovery

Diagnóstico de fricción y prioridades de impacto.

Design

Sistema visual y narrativa listos para implementación.

Delivery

Front-end medible con foco en rendimiento y conversión.

What I build

Services

Tactical interventions where design informs code and data validates each decision.

01

UX/UI & Brand Posture

Focus: Eliminate cognitive load and reinforce visual identity.

Design SystemsAccessibility (a11y)Cognitive LoadPrototyping

I do not stop at aesthetic wireframes. I design DOM-ready atomic components that reduce technical debt from day one.

02

CRO & Data Architecture

Focus: Maximize ROI by isolating and removing friction points.

Funnel AuditsA/B TestingEvent TrackingZero-Impact Analytics

I measure the invisible. I turn erratic user behavior into actionable event maps before moving a single pixel.

03

Front-End Development (The Engine)

Focus: Pixel-perfect execution with a Lighthouse score target of 100.

Next.js 15React 19SSR/SSG/ISRPerformance Budgets

My code is the design's last line of defense: 60 fps animations and millisecond-level FCP that both users and Google crawlers appreciate.

04

AI & Workflow Automation

Focus: Scale productivity and eliminate repetitive work.

n8nClaude APILLM WorkflowsAsset Generation

I implement agents that process data, enrich leads, and automate repetitive UX reporting, reducing operating costs to a fraction.

Journey

Track record

I evolve products through a clear sequence: diagnosis, system, and measurable delivery.

May 2023 - Present

CRO & Senior UX Designer @ Infracommerce Latam

Achieved a 22% increase in checkout completion rates, measured by GA4 conversion metrics, by auditing complex user journeys and implementing data-backed interface optimizations for enterprise VTEX accounts.
Identified deep navigational friction on mobile VTEX environments using Clarity scroll-depth and rage-click session data. Restructured the mobile architecture based on a Mobile-First approach, executing A/B tests that reduced the bounce rate by 22% and increased the Add-To-Cart rate by 13% on mobile devices, ultimately driving a 35% lift in measurable bottom-of-the-funnel engagement.
Achieved enhanced design-to-development handoff efficiency, measured by a 40% reduction in front-end revision cycles, by establishing a standardized design system.

Mar 2022 - Dec 2025

Senior CRO & UX/UI Consultant (Independent Practice)

Aquinas Network SAS

Architected and orchestrated a Headless WordPress architecture with a React.js frontend. Utilized advanced LLM prompting to accelerate component generation, while personally enforcing strict linting rules, component modularity, and code reviews.
This AI-assisted pipeline eliminated visual-builder bloat and drastically reduced LCP from 4.2s to 1.1s without compromising codebase maintainability.

Sinapsis Global SAS (Gov/IDB Project)

Architected the scalable digital infrastructure for the Chile Energy Hub.
Standardized the design system and optimized front-end DOM depth, reaching a 98/100 Lighthouse accessibility score, aligned with WCAG 2.1 AA, through continuous CI/CD audits.
This structural accessibility upgrade directly reduced support tickets related to UI friction by 25% and decreased user time-to-task-completion by 18%.

Bunji LLC (Health & Edu Portfolios)

Achieved a 42% boost in lead generation for health and education portfolios by executing end-to-end UX strategies.
Achieved 18% higher user satisfaction by conducting deep-dive user research and cognitive immersion sessions.

Feb 2021 - Mar 2022

E-commerce Manager @ Codelín SAS

Increased e-commerce revenue by 24% by taking full ownership of the digital strategy and optimizing the end-to-end user journey for a specialized children's retail brand.
Maximized user delight and reduced cart abandonment by redesigning the checkout flow with Poka-Yoke visual mechanisms, preventing user errors before they occurred.
Enhanced mobile conversion rates through CRO audits and micro-interactions that provided immediate visual feedback, following a strict Mobile-First design approach.

May 2018 - Feb 2021

UX/UI Designer @ Kiero International Group LLC

Spearheaded the end-to-end product design lifecycle for a complex B2B2C marketplace, architecting intuitive multi-sided platforms that connected independent vendors with end consumers.
Accelerated vendor onboarding completion by 42% by minimizing non-essential elements and designing progressive disclosure flows that reduced cognitive load.

Contacto

Ready to optimize
your metrics?

Conversion is not an accident; it is science and empathy applied to design. Let's talk about how I can help your team scale its product.

Ruta 1

Auditoría estratégica para priorizar impacto en UX, conversión y performance.

Ruta 2

Conexión profesional en LinkedIn para explorar colaboración o advisory puntual.

joseemava@gmail.com +57 313 670 9858Medellín, Colombia

Schedule a 15-minute call Connect on LinkedIn

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Designing interfaces that convert.8+ years optimizing digital products.

Case studies

Aquinas Network

GANA Pay

MP Asistencias Legales

EDUC Solutions

Capabilities to design and ship

Design & Strategy

CRO & Analytics

Technical Development

Services

UX/UI & Brand Posture

CRO & Data Architecture

Front-End Development (The Engine)

AI & Workflow Automation

Track record

CRO & Senior UX Designer @ Infracommerce Latam

Senior CRO & UX/UI Consultant (Independent Practice)

Aquinas Network SAS

Sinapsis Global SAS (Gov/IDB Project)

Bunji LLC (Health & Edu Portfolios)

E-commerce Manager @ Codelín SAS

UX/UI Designer @ Kiero International Group LLC

Ready to optimize your metrics?

Case studies

Aquinas Network

GANA Pay

MP Asistencias Legales

EDUC Solutions

Capabilities to design and ship

Design & Strategy

CRO & Analytics

Technical Development

Services

UX/UI & Brand Posture

CRO & Data Architecture

Front-End Development (The Engine)

AI & Workflow Automation

Track record

CRO & Senior UX Designer @ Infracommerce Latam

Senior CRO & UX/UI Consultant (Independent Practice)

Aquinas Network SAS

Sinapsis Global SAS (Gov/IDB Project)

Bunji LLC (Health & Edu Portfolios)

E-commerce Manager @ Codelín SAS

UX/UI Designer @ Kiero International Group LLC

Ready to optimize your metrics?

Ready to optimize
your metrics?

Ready to optimize
your metrics?