Hi, I'm Joaquina.

Starting as a visual artist and graphic designer, I moved into web design and development, before transitioning into Product & UX design, where I’ve spent working for the last six years.

I’ve designed for a wide range of industries—from social and ecological organizations to artists, galleries, and tech startups, even taking on the corporate environment.

While working as a designer for artists taught me to work aesthetically and with perfect attention to detail in my work, collaborating for non-profits and social organisations reinforced my focus in accessible and inclusive design. My experience in visual arts trained me to be more curious about different disciplines, to think critically and outside the box.

Graphic Design: Brand identity materials, including logos, pamphlets, business cards, brand exposés, and posters in sizes from small to XXL.

Web Design & development: Responsive, mobile-first websites using WordPress and WebFlow, with customizations in HTML & CSS. I’m experienced in managing hosting and domain configurations, and installing and setting up plugins to optimise website performance and SEO.

UX & UI Design: Websites, web applications, SaaS, cloud-based, and AI-powered software, as well as mobile applications for iOS and Android. Skilled in creating MVPs, building scalable design systems from scratch, or adopting complex design systems from larger companies.

Assets: I’m used to create digital assets like illustrations, icons, app store screenshots, and presentation mockups.

Design Thinking and user-centered design are at the core of everything I do. I always aim to conduct more usability tests, interviews, surveys, and competitor analyses, but time, technical, and budget constraints often require a resourceful approach. I adapt my methodologies to each project, working within these factors to achieve the best possible solution.

I’ve been asked to take the lead in nearly every project I’ve been involved in! While I don’t see myself as a traditional leader, I believe that recognizing team achievements, encouraging progress, empathizing with challenges, and being resourceful help make a strong leader. I prefer to lead by example, staying positive, communicative, and open to feedback. These soft skills have been honed over the years and prove valuable in any situation—whether I’m designing, cooking pizza with friends, or organizing an event.

Turning outdated, cluttered interfaces into innovative, simple and beautiful ones.

Simplicity is the ultimate sophistication

─ Leonardo da Vinci

This quote may be centuries old, but in today’s fast-paced world, it’s more relevant than ever!