Mexico City · Open to Remote
NADIA GARCÍA HEREDIA
Leading product strategy, design teams & digital transformation
Product Design Director with 14+ years of experience leading multidisciplinary teams and creating digital products across Fintech, Healthcare, Education, Automotive, Gaming, and Enterprise Software. I connect user needs, business goals, and technology to turn complex challenges into scalable products, stronger design organizations, and measurable outcomes.
Design isn't about better interfaces — it's about helping organizations make better decisions. Real transformation happens when product, engineering and business align around one shared strategy.Nadia García Heredia · Product Design Director
How I lead
Leadership, in practice
Building & scaling teams
I've built design and product orgs from zero — hiring, onboarding, and structuring them so quality holds as the team grows. Systems and rituals do the work that heroics can't.
Coaching & decisions
I coach through clear goals, structured design reviews, and daily feedback. My teams don't need me in every room to make good decisions — that's the point of leading well.
Working with executives
I translate design into the language of the business — outcomes, risk, and roadmap — so design earns a seat in the decisions that shape the product, not just the screens.
Selected impact
Outcomes, not just output
Featured work
Portafolio
UX & Product
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Data monetization · Surveys · 0→1
BigToken — Data-Rewards App Redesign
Led the end-to-end redesign of a data-monetization and surveys app — from a 9-competitor benchmark and a ~3.9K-response survey to evidence-driven decisions that lifted engagement ~25% and grew the user base ~40%.
UX & Product
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Insurance · Fintech · LATAM
Zurich Santander — Claims Platform
Rebuilt the claims platform end to end for 1.5M+ customers across five countries — adding a login to save progress, upfront document requirements by claim type, and a responsive flow that collapsed 20+ steps into 4.
UX & Product
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Higher Education · Design Leadership
Universidad Anáhuac — Building a Design Org from Zero
Built and led a 10-person design & engineering org from scratch, established the university's first design system, and shipped 15 end-to-end products.
UX & Product
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Retail · Loyalty · Mobile
Club Tucané — Loyalty Product
Defined the product and UX for a premium fashion loyalty app — turning points and rewards into status and belonging across iOS and Android.
UX & Product
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FMCG · Enterprise · Experience Design
MiBIMBO — Museum Digital Ecosystem
Directed the digital experience for Grupo Bimbo's flagship interactive museum — a 5-page site and four gamified installations spanning kiosk, mobile, and web in two languages.
UX & Product
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Wellness · Consumer · Mobile
ENÚ — Wellness Product, End-to-End
Led product design end-to-end for a women's wellness platform — concept, research, A/B testing, and UI — lifting onboarding completion by 34%.
UX & Product
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Wellness · Multi-platform
TILA — Multi-Platform Meditation Product
Led product design across iOS, Android, and wearable for a meditation platform — one coherent system spanning three platforms and a dedicated parent mode.
UX & Product
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Retail · Fashion · E-commerce
Paola Nájera — Couture E-commerce
Led the full e-commerce experience for a couture fashion brand — a dual-homepage strategy, content architecture, and a conversion-focused checkout.
UX & Product
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Gaming · Product · End-to-end
Street Football League — Game Product
Led an end-to-end mobile game — concept, gameplay, character design, 3D, and full UX/UI — across six creative disciplines.
Brand & Strategy
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Founder · Consultancy
PSD — Consultancy Brand & Positioning
Founder-led brand and positioning for my own consultancy — strategy, identity, website, and a go-to-market system running since 2012.
Brand & Strategy
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Founder · EdTech
Kaans — Company Built From Zero
Founded and built a training company end-to-end — business model, brand, website, and a repeatable curriculum system.
Brand & Strategy
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Executive Coaching · C-suite
Dana Bezborodko — Executive Brand
Executive-coaching personal brand for a C-suite audience — editorial identity, brandbook, website, and content strategy.
Brand & Strategy
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Brand Strategy · Events Platform
Sequire — Brand & Platform System
Led brand identity and digital platforms for an events and academy company — a system built to scale from physical merch to web.
Brand & Strategy
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Healthcare · Cardiology
Dr. Manuel García — Healthcare Brand
Brand identity and patient-education system for a cardiology practice — built on clinical trust and clarity.
Brand & Strategy
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Healthcare · Pediatrics
Neonatal — Pediatric Brand System
Brand identity and content system for a pediatric practice — designed to reassure parents at a sensitive moment.
Brand & Strategy
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Brand System · Services
GLS — Brand Identity System
Complete brand system for a construction & landscaping company — from identity to field and social applications.
Speaking & community
Sharing the craft beyond my teams
I speak, teach, and mentor across the design community — as a conference speaker, a university lecturer, and a mentor to emerging designers building their careers.
- Microsoft
- Women in UX
- UX Nights
- UTEL University
- Smart City Expo LATAM
- Girls in ICT
- SRAX Summit
Thoughts
Ideas born from design, still growing
En un mundo donde todos pueden crear, el criterio se vuelve el verdadero diferencial.
Recuerdo que al inicio de mi carrera podía pasar mucho tiempo ajustando una tipografía, alineando elementos o moviendo un botón…
Read more →Documentar no es el problema. Posponer decisiones, sí.
Con los años dejé de ver la documentación de un Design System como un entregable. Empecé a verla como la…
Read more →La IA no está reemplazando a los diseñadores. Está cambiando lo que significa aportar valor.
Durante mucho tiempo pensé que aprender una nueva herramienta era suficiente para mantenerme vigente. Pasó con Sketch, después con Figma…
Read more →Let's build something together
Great products start with better decisions. Let\'s make the next one count.
I'm always open to conversations about product leadership, design transformation, and meaningful digital challenges.
naidegh@gmail.com