¡Hola! I’m Sylvia.
I’m a design leader helping organizations innovate, bring regenerative products and services to life, and scale their positive social impact.
Over the last decade, I co-founded and have managed SocioFabrica, an award-winning user experience design agency. I have led our cross-functional team to build innovative product experiences for NTT & IBM, redesigned the end-to-end product experience for Ruth Health to improve maternal health outcomes, and partnered with NOLABA in post-Katrina New Orleans to build trust and launch new services that catalyzed economic development.
Previously, I worked at global consulting firms advising companies in creative strategy, experience design, branding and innovation for clients that include: PwC, Better Place, CPUC, (RED), PepsiCo, Target, Starbucks.
Featured Projects
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Official
Official, a web 3 product democratizing ownership, needed help taking their product from initial concept to a sound customer offering. Consulting as their Design Lead, I helped them further define the product, streamline the experience and designed tools for implementation and growth.
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Ruth Health
Access to quality maternal healthcare in the US is stratified by race, ethnicity and income. Ruth Health aims to solve for that by providing affordable Telehealth. I led a year long engagement at SocioFabrica helping fine-tune product-to-market fit, branding and the end-to-end product experience.
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NTT Global Threats Intelligence
With as a growing business threat, NTT aimed to capture the business audience. But, their main cybersecurity product was inaccessible to these decision-makers. I led this 2-year long project at SocioFabrica designing an innovative product experience from the ground up and relaunching this service to increase addressable market.
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New Orleans Business Alliance (NOLABA)
Mired by corruption scandals and a struggling economy, post-Katrina New Orleans economic development organization needed to attract investors and build trust. At SocioFabrica, I led design strategy and crafted the experience design to help this organization spur economic development.
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Farm from a Box
Regenerative toolkit Farm from a Box was seeking to redesign their website to increase adoption and better communicate income opportunity of their solution. I led a year-long project at SocioFabrica fine-tuning market fit and redesigning their site which helped double purchase intent and earned a Shorty Award for Social Good.
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Catalina Labs
Startup Catalina Labs aimed to quickly resolve customer’s WiFi connectivity issues. I led a six month project at SocioFabrica helping them refine positioning, streamline the product experience and develop their marketing strategy. Our work contributed to their growth, which ultimately resulted in a successful exit to Asurion.
Growing up in Puerto Rico shaped my purview of the world: the geographic constraints taught me to be resourceful, the ocean’s horizon instilled curiosity for what lies beyond, and the warmth of a close-knit community made me joyful and optimistic. These characteristics inform how I work.
Areas of Expertise
Design Leadership
Helping organizations go from something abstract to tangible and viable in the market
Leading brand and product experience efforts end to end
Creating systems to scale vision from product to marketing
Operationalizing strategy through values, culture & processes
Aligning with C-level executives and facilitating design sprints with cross-functional teams contributing to strategy, concept & product definition
Identifying and materializing new market opportunities
Regenerative Design
Materializing regenerative products, services, and experiences
Leveraging systems thinking to align multiple stakeholders and co-create new regenerative models for delivering products and services
Implementing equity-focused UX design practices that increase addressable market
Streamlining complex experiences into sustainable products and services that help educate and shift audiences into more planet-friendly behaviors
Developing branding that resonates with and inspires collaboration from multiple stakeholders
Design Management & Operations
Building design teams from scratch, establishing processes and capabilities to support the product life cycle end-to-end
Managing hybrid teams spanning research, content strategy, UX, UI, brand, systems and marketing disciplines
Responsible for recruiting, hiring, career coaching and capacity building for individual contributors and managers
Establishing design process, optimizing performance management and streamlining collaboration with developers and marketers
Accountable for project scoping, budget, team make up (including identifying and securing domain knowledge expert partners), project performance and outcomes
Product Design
Creating measurably successful products
Collaborating with leadership to define business and customer needs, translate those into requirements and scope, and plan, execute and measure project performance
Designing, managing build out, and delivering functional and easy-to-use experiences that achieve measurable outcomes
Growing impact and agility of UX across organizations by creating design systems and enabling quick experimentation