My experience is a well of mental models I rely on to understand things quickly and a source of creative fuel to be mixed and matched when creating something new.
Luis Salinas
West Palm Beach, FL USA
2016 — Now
Citrix Systems
Responsible for driving design process and consistency across all of Citrix Virtual App and Desktops apps, and DaaS solutions.
Nurture a team of talented designers to create their best work yet.
Collaborate and create partnerships with Product Management and Engineering to push the boundaries of what’s possible.
Lead the design and innovation of Citrix's first cloud based DaaS product
Contributed many of our most widely user interaction patterns across our design system.
2015 — 2016
Zumba Fitness
Responsible for two major product launches, desktop & mobile eCommerce experience, leading Design Thinking workshops, checkout conversion, and A/B testing strategy.
Responsible for the launch of Strong by Zumba, a new category of trainings aimed at a younger audience, with record breaking results of 5,000 plus registrations in two days – leading to its spinoff as a standalone product
eCommerce store usability and checkout recommendations, leading to a 32% increase in conversions
Lead the customer journey mapping, digital strategy, and UX architecture for the launch of Zumba Shakes
Design of shop bundles, resulting in over $1 million in additional sales at Q4 launch• Implement usability testing methodologies and provide A/B testing strategy
2015
Office Depot
Responsible for the user experience of Office Depot's Loyalty/Rewards eCommerce roadmap, as well as Office Depot’s major website overhaul including architecture and visual design.
User experience for eCommerce loyalty & rewards initiatives resulting in 20% enrollment increase• Co-hosted Design Thinking sessions leading to updated eCommerce customer journeys.
Co-lead the visual design of 2015/16 website overhaul, and its design system• Redesign of product (SKU) page.
Redesign of user login/account creation.
Ideated and architected the product selection assistant, to help customers choose technology products.
2013 — 2014
Tradestation Securities
Worked modernizing TradeStation's award-winning flagship product line as part of a major initiative to improve usability for the worldwide customer base, while improving the user experience among desktop, web and mobile platforms.
Worked closely with a talented team of product managers, product owners, developers and fellow designers to envision and materialize a new host of real-time, mission critical trading tools.
Platform integration of Japanese equity trading.
Next generation charting & data visualization.
Desktop platform UI modernization / vision roadmap.
Design and documentation of global iconography, UX design patterns & libraries.
2010 — 2013
3DCart eCommerce
Direct all creative efforts of this SaaS eCommerce platform including software UX/UI, branding, art direction, ad creation, creative and technical copywriting, video production, email marketing, software templates, designer/developer supervision, HTML/CSS technical recommendations, marketing strategies, coordination of tradeshows and print media.
Create and implement brand strategy, software’s UI/UX, corporate website and all related marketing media.
Provide UI/UX supervision and art direction for the eCommerce design division.
Execute all creative copywriting for marketing and user interfaces with minimum input.
Coordinate corporate tradeshows and provide support to our design partners and SEM division.
Instrumental in improving the UI/UX and marketing media for the launch of version 3.2 resulting in the doubling of our customer base from four thousand to eight thousand clients in only 5 months.
Introduced new technically efficient templates based strictly on CSS for rapid development, decreased inconsistencies and testing time as well as improving visual appearance.
2007 — 2010
Interactive Art Director
Directed all aspects of the interactive division including website development, interactive art direction, information design, client relationship, coordination of search engine, social media and marketing efforts, planning and project management of database driven websites, as well as educate and make recommendations to graphic artists, developers and Creative & Art Directors.
Contributed with business strategy, sales consulting, estimating and general leadership. Responsible for all Hispanic media advertising, radio, copy and creative strategy.
Responsible for the interactive division including UI and UX design and execution, raising billables by 260%.
Coordinated and supervised all interactions with internal and external programmers, SEO/SEM partners and creative teams.
Created radio commercials and Jingles resulting in best month of the year (2009), best weekend sales in 5 years (2010) for dealership and overall increment in sales from 7th to 4th Toyota dealership in Dade County in only two weeks of broadcasting.
