Daniela Melissa Contreras Villafuerte

Translate complex business and analytical needs into intuitive product experiences, defining user flows, information architecture, KPIs, filters, interaction patterns, and data granularity. Lead the transition from embedded Power BI dashboards to web-based analytical experiences, redesigning how users explore, filter, and export business data.

Collaborated with Product Owners, business stakeholders, and development teams to define product requirements and priorities for a B2B portal within an omnichannel ERP ecosystem. Led the end-to-end intranet redesign, increased task autonomy, reduced implementation time and post-release fixes by 30-40%, and redesigned a fragmented analytics ecosystem for 54 brands across 11 countries.

Provided end-to-end digital product design for web and mobile across e-commerce and retail, owning the full product lifecycle including user research, information architecture, user flows, prototyping, and validation. Collaborated with product managers and engineering teams in agile environments and designed scalable Design Systems integrating UX/UI with data analysis and visualization using Power

Developed a mobile app proposal for a consumer-facing fashion platform, aligning product experience with user engagement and market positioning through market research, competitive analysis, and UX-driven design decisions.

Improved conversion rates and product reach by implementing customer-centered design improvements based on UX analysis and user needs. Led MVP definition and prioritized high-impact features to ensure alignment between user needs and business priorities.

Designed the end-to-end UX/UI experience for a food delivery platform, ensuring consistent and intuitive cross-platform interactions by creating user flows, responsive interfaces, and reusable UI components for mobile and web.

Completed a Data Scientist program at Henry.

Completed a Programming from Scratch course at EDteam.

Completed a UX Design Masterclass at ISIL.

Completed Experience Design Methods at Open UX.

Completed a Diploma in Digital Product Design (UX / UI / IxD) at Area 51.

Completed Graphic Design studies at New System.

Completed Photography studies at ENAG (Escuela Nacional de Artes Gráficas).