Nice to meet you, I’m Zoraida.

UX is the craft and science of making things easier to use. I do that for digital products — and what keeps me coming back is that being simple to use at scale means real people navigating something important with less friction than before.

I’ve done many things in my life. design is the throughline. I've been doing this since 2008, and the work that keeps me here now looks different from when I started. The problems are more layered, the user types are more varied, the stakes are higher. What hasn't changed is wanting the next problem to be harder than the last one.

I am very enthusiastic about learning new things. I’m a history buff, a video game geek, an aspiring peripatetic who’s had the privilege to live in Puerto Rico, Mexico, and currently Ohio.

Experience

Nearly two decades in design, the last several years in enterprise financial services at Nationwide — across retirement solutions, property & casualty, and life insurance — designing end-to-end for ambiguous, cross-functional problems with many moving parts and no clean brief.

What’s different now isn’t how much I collaborate — it’s who’s in the room. Fewer conversations happen with just other designers; conversations happen with architects mapping legacy systems, compliance teams protecting regulated data, and business partners working from a requirements doc instead of a screen. What I hand off still has to carry the decision on its own, because once it’s signed off, it’s what the rest of the team builds from.

What keeps me going hasn’t changed — great collaborators, products that keep getting better, and problems worth getting lost in.