Mexico City · Open to Remote

NADIA GARCÍA HEREDIA

Leading Product Strategy, Design Teams & Digital Transformation across Enterprise Organizations

Product Design Director with 14+ years leading multidisciplinary teams across Healthcare, Fintech, Education and Enterprise Software. I partner with executives to transform complex business challenges into scalable digital products, build high-performing design organizations and create experiences that drive measurable business impact.

Portrait of Nadia García Heredia

Leadership Highlights

Where I create value beyond the screen

Design leadership

  • Team building
  • Hiring
  • Mentoring & coaching
  • Design critiques
  • Design culture

Strategy & vision

  • Product strategy
  • Product vision
  • Roadmapping
  • Executive communication
  • Stakeholder management
  • Cross-functional collaboration

Systems & operations

  • Design systems
  • DesignOps
  • Component libraries
  • Documentation standards
  • Quality at scale

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

14+Years leading design
100+Digital products
20+Designers mentored
7Industries
5Countries
1.5M+Users reached
Zurich Santander 01 UX & Product View case study →

Insurance · Fintech · LATAM

Zurich Santander — Enterprise Claims Redesign

Led the end-to-end redesign of the insurance claims experience for 1.5M+ customers across five countries — turning a fragmented, high-cost process into a clear self-service journey that cut support calls by 40%.

−40%Support calls
−55%Completion time
1.5M+Users impacted
Universidad Anáhuac 02 UX & Product View case study →

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.

10Team built from zero
15Products shipped
1First design system
BigToken 03 UX & Product View case study →

Blockchain · Fintech · 0→1

BigToken — 0→1 Product Redesign

Owned the full UX/UI redesign of a blockchain data-monetization app — from research and A/B testing to a rebuilt earning experience that restored user trust in the product.

7Research methods
2Platforms
MiBIMBO 04 UX & Product View case study →

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.

4+Installations
3Platforms
ENÚ 05 UX & Product View case study →

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%.

+34%Onboarding completion
3A/B test rounds
TILA 06 UX & Product View case study →

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.

3Platforms
2App modes
Paola Nájera 07 UX & Product View case study →

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.

2Homepage strategies
Club Tucané 08 UX & Product View case study →

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.
Street Football League 09 UX & Product View case study →

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.
Selected Creative Work
PSD 10 Brand & Strategy View case study →

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.
Kaans 11 Brand & Strategy View case study →

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.
Dana Bezborodko 12 Brand & Strategy View case study →

Executive Coaching · C-suite

Dana Bezborodko — Executive Brand

Executive-coaching personal brand for a C-suite audience — editorial identity, brandbook, website, and content strategy.
Sequire 13 Brand & Strategy View case study →

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.
Dr. Manuel García 14 Brand & Strategy View case study →

Healthcare · Cardiology

Dr. Manuel García — Healthcare Brand

Brand identity and patient-education system for a cardiology practice — built on clinical trust and clarity.
Neonatal 15 Brand & Strategy View case study →

Healthcare · Pediatrics

Neonatal — Pediatric Brand System

Brand identity and content system for a pediatric practice — designed to reassure parents at a sensitive moment.
GLS 16 Brand & Strategy View case study →

Brand System · Services

GLS — Brand Identity System

Complete brand system for a construction & landscaping company — from identity to field and social applications.

Design philosophy

Design is a business tool, not decoration

Design isn't about better interfaces — it's about helping organizations make better decisions. The interface is only the visible outcome. Real transformation happens when product, engineering and business align around one shared strategy. That alignment is where I focus my work.

AI in my design practice

A tool for judgment, not a shortcut

AI is part of how I work, not a headline. I use it to move faster on the overhead so my teams spend more time on judgment — synthesizing research, preparing workshops, exploring UX directions, structuring information architecture, drafting documentation, and pressure-testing decisions.

  • Research synthesis
  • Workshop preparation
  • UX exploration
  • Information architecture
  • Documentation
  • Rapid prototyping
  • Decision support

Insights

Writing on design leadership

Design Leadership Begins Where Interfaces End

Why the highest-leverage design work happens in strategy, alignment and decisions — long before the first screen.

Building Design Systems People Actually Adopt

Adoption is a leadership problem, not a component problem. What it takes to make a system stick across teams.

AI Won't Replace Product Designers. Poor Decisions Will.

A grounded take on where AI helps, where it doesn't, and why judgment is still the job.

Full essays are on the way — a running series on leading design at scale.

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.

Let's build something together

I build design teams and products that actually move the needle.

Founder of PSD (UX & product consultancy) and Kaans (design & technology training and consulting). Based in Mexico City, working with teams everywhere.

LinkedIn
naidegh@gmail.com