I work with founders and product teams to turn complex workflows, ambitious ideas, and legacy software into products people can understand and use.
Selected Work
From live venue operations to multi-platform SaaS, the challenge is the same: make complex systems easier to understand and use.
Case study
247Software supports safety, operations, incident management, and resource coordination across major stadiums and live-event environments in the United States.
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Case study
A product modernization spanning core gym operations, reporting, franchise workflows, mobile experiences, student check-in, kiosk experiences, and emerging AI-assisted workflows.
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Independent track record
Years of direct client work across startups, enterprise teams, and complex digital products.
Awarded Top 1% talent on Upwork, one channel in a broader career spanning direct clients, long-term partnerships, and enterprise teams.
Fernando A.
$400K+
169
2,885
Capabilities
I work across product definition, UX architecture, interface design, Figma systems, functional prototypes, and implementation support.
Think
Define product structure, workflows, requirements, and priorities before engineering begins.
Design
Design complex interfaces, responsive experiences, interaction patterns, and scalable Figma systems.
Build
Create functional prototypes, support front-end implementation, and accelerate delivery with AI.
How I work
I turn messy requirements, stakeholder input, business constraints, and technical realities into a product model teams can act on.
High-fidelity prototypes let teams validate workflows and decisions before committing major engineering resources.
I turn validated workflows into clear interfaces, reusable patterns, and scalable Figma design systems that keep the experience consistent as the product grows.
I stay close to engineering through implementation, helping resolve edge cases, refine behavior, and make sure the shipped product reflects the design intent.
Why work directly with me
You work directly with me: from product strategy and UX architecture through interface design and functional prototypes. No account managers, no handoffs, and no junior team translating decisions downstream.
Client feedback
“Working with Fernando felt like having a senior UX partner on the team. Clear thinking, strong communication, and no unnecessary process.”
Magda Miller
About
Sixteen years working across UX and digital products, with startups, enterprise teams, and complex software in real operating environments.
I think across product, business, UX, and implementation, and work directly with founders, executives, product managers, and engineers.
FAQ
No. I translate complexity into clear decisions. Whether you are technical or not, I will explain tradeoffs and keep the team aligned.
Have a complex product, workflow, or new idea you want to explore?