About me

Fernanda Nauata, Senior Product Designer & Experience Strategist

10+ years across AAA games and SaaS, blending research rigor, systems thinking, technical fluency, and strategic design leadership.

View Case Studies ->

Get in Touch

Close-up of two professional women in conversation in a contemporary office space. The woman facing the camera has long wavy brown hair, wears a burgundy knit top and nose ring, and displays an engaged, friendly expression. Another woman with short dark hair and pearl earrings is shown from behind. The bright, modern workspace features other colleagues working at desks in the background.

I'm Fernanda, a Senior UX Designer and Design Strategist with strong Creative Technologist capabilities, operating at the intersection of research, product strategy, visual systems, and implementation. I lead with strategy before visuals, without compromising craft, and I own problems end-to-end from ambiguity to shipped outcomes.

What I bring

Strategy & Research

Evidence-based frameworks that inform IA and resolve stakeholder disagreements.

Systems Thinking

Operational systems and workflows that multiply team effectiveness.

Systems Thinking

Operational systems and workflows that multiply team effectiveness.

Systems Thinking

Operational systems and workflows that multiply team effectiveness.

Creative Technologist

Advanced prototyping with APIs, logic, and direct implementation.

Creative Technologist

Advanced prototyping with APIs, logic, and direct implementation.

Leadership

Mentorship, workshops, and process design that elevate teams.

Leadership

Mentorship, workshops, and process design that elevate teams.

Leadership

Mentorship, workshops, and process design that elevate teams.

Skill and tools

A focused snapshot of how I work across research, strategy, design craft, and implementation.

UX Design and Product Strategy

User research

Journey mapping and personas

Information architecture and navigation

Interaction and responsive design

Accessibility (WCAG)

Usability testing and iteration

Implementation, Prototyping, and System Thinking

Design systems and components

Interactive prototyping with logic and APIs

Website design and implementation

Front end (HTML, CSS, JavaScript)

Template driven localization

Cross functional workflow design

Tools I use regularly

Figma

ProtoPie

Framer

Photoshop

Illustrator

After Effects

HTML

CSS

Javascript

GitHub

Miro

Hotjar

Loom

Notion

Jira

Zapier

Wordpress

More about me

I’m a Senior UX Designer working at the intersection of research, strategy, and implementation. My background spans AAA games and SaaS, combining high craft, scale, and collaboration with systems thinking and iteration.

I lead with strategy, translate complex systems into clear, human-centered experiences, and demonstrate leadership through action.

Currently open to Senior UX and Product Design roles where I can shape product direction, build research practice, and elevate team capabilities.

Let’s Connect

My design process

Evolve

Design

Implementation

Launch

User testing

Discovery

Strategy

Click a step to explore my process.

Evolve

Design

Implementation

Launch

User testing

Discovery

Strategy

Click a step to explore my process.

Evolve

Design

Implementation

Launch

User testing

Discovery

Strategy

Click a step to explore my process.

Iteration as strength

I work adaptively, letting user testing and launch data guide refinements that improve the experience.

Iteration as strength

I work adaptively, letting user testing and launch data guide refinements that improve the experience.

Live service expertise

I’ve worked in fast-evolving environments and stay involved to validate, refine, and evolve experiences over time.

Validate everything

I challenge assumptions and test hypotheses to better understand users while aligning with business goals.

Validate everything

I challenge assumptions and test hypotheses to better understand users while aligning with business goals.

Experience

Senior UX Designer -> Creative Technologist

ProtoPie

2025

Present

Led the end-to-end redesign and rebuild of ProtoPie.io, owning UX research, information architecture, design system, and full Framer implementation across 50+ pages and multiple languages.

Defined and established the website’s UX research foundation, translating surveys, interviews, journey mapping, and content audits into personas and insights adopted by Marketing and Sales.

Defined and led a strategic website pillar positioning the site as ProtoPie’s digital front door, connecting education, conversion, retention, and operational efficiency.

Designed and implemented Jira workflows from scratch across Design Strategy, Marketing, and Creative Technology, including onboarding, documentation, and Slack integrations.

Led cross-functional initiatives including an internal hackathon, onboarding programs, and enablement resources that improved collaboration, clarity, and delivery speed.

Senior UX / Web Designer

ProtoPie

2025

Present

Led the end-to-end redesign and rebuild of ProtoPie.io, owning UX research, information architecture, design system, and full Framer implementation across 50+ pages and multiple languages.

Defined and established the website’s UX research foundation, translating surveys, interviews, journey mapping, and content audits into personas and insights adopted by Marketing and Sales.

Defined and led a strategic website pillar positioning the site as ProtoPie’s digital front door, connecting education, conversion, retention, and operational efficiency.

Designed and implemented Jira workflows from scratch across Design Strategy, Marketing, and Creative Technology, including onboarding, documentation, and Slack integrations.

Led cross-functional initiatives including an internal hackathon, onboarding programs, and enablement resources that improved collaboration, clarity, and delivery speed.

Experience Designer

Electronic Arts

Jan 2023

Aug 2024

Designed in-game and web-based experiences for the NHL franchise, supporting player-facing features, live service content, and event-driven experiences.

Collaborated closely with producers, designers, engineers, and live operations teams to ship features within tight production cycles.

Balanced usability, brand expression, and technical constraints within a AAA game environment.

Strengthened expertise in systems thinking, live service UX, and player-centered design at scale.

Associate Experience Designer

Electronic Arts

Oct 2020

Jan 2023

Designed player-centric web experiences across EA.com and EA Sports properties, supporting multiple franchises and global audiences.

Built scalable layouts, templates, and components within established design systems to ensure consistency and efficiency.

Partnered with marketing, brand, and product teams to translate campaign goals into clear, usable digital experiences.

Contributed to accessibility and inclusive design improvements across high-traffic web platforms.

Balanced brand storytelling, usability, performance, and scalability across complex, multi-region sites.

Graphic / UI Designer

The Coalition, Microsoft

Mar 2017

Jul 2020

Contributed to AAA game development on the Gears of War franchise, supporting both in-game and marketing experiences.

Designed UI assets, visual systems, and promotional materials within a large, cross-disciplinary studio.

Operated in a high-craft, high-bar production environment with tight timelines and complex pipelines.

Collaborated with art, UX, production, and engineering teams to ship polished, player-facing content.

Strengthened foundational skills in visual hierarchy, consistency, and large-scale collaboration.

Check my complete experience ->

Mentor & community leadership

FLUI Design Jam (2026)
Supported and mentored student teams, helping them shape ideas, strengthen UX thinking, and gain confidence presenting their work.
Tech Meetup: Designer Career Panel (2025)
Invited speaker at a Designer Career Panel where I shared practical insights on navigating the UX job market, building meaningful connections, and aligning design work with real business goals.
UX Design Hack: AI in UX (2025)
Mentor focused on UX fundamentals, AI-assisted design workflows, and concept validation.
AI Hackathon: Build the Future in 48 Hours (2025)
Mentor supporting teams building AI-driven products under tight constraints.
SparkJam – SFU Surge (2025)
Mentor at a multidisciplinary student hackathon, supporting ideation, UX thinking, and presentation skills.
Somos Latinx in Tech Vancouver Launch Event (2025)
Speaker contributing to the launch of the Vancouver chapter and discussing representation and career growth in tech.
IxDF Vancouver Case Study Event (2025)
Speaker presenting and discussing UX case studies, storytelling, and design impact.
1:1 Mentorship Sessions (10+ designers)
Ongoing personal mentorship supporting portfolios, career transitions, interview prep, and UX fundamentals (both in-person and online).
Art Vancouver Contemporary Art Fair (2025)
Volunteer supporting exhibition programming and on-site operations, contributing to community engagement and the delivery of a large-scale contemporary art event.

FLUI Design Jam (2026)
Supported and mentored student teams, helping them shape ideas, strengthen UX thinking, and gain confidence presenting their work.
Tech Meetup: Designer Career Panel (2025)
Invited speaker at a Designer Career Panel where I shared practical insights on navigating the UX job market, building meaningful connections, and aligning design work with real business goals.
UX Design Hack: AI in UX (2025)
Mentor focused on UX fundamentals, AI-assisted design workflows, and concept validation.
AI Hackathon: Build the Future in 48 Hours (2025)
Mentor supporting teams building AI-driven products under tight constraints.
SparkJam – SFU Surge (2025)
Mentor at a multidisciplinary student hackathon, supporting ideation, UX thinking, and presentation skills.
Somos Latinx in Tech Vancouver Launch Event (2025)
Speaker contributing to the launch of the Vancouver chapter and discussing representation and career growth in tech.
IxDF Vancouver Case Study Event (2025)
Speaker presenting and discussing UX case studies, storytelling, and design impact.
1:1 Mentorship Sessions (10+ designers)
Ongoing personal mentorship supporting portfolios, career transitions, interview prep, and UX fundamentals (both in-person and online).
Art Vancouver Contemporary Art Fair (2025)
Volunteer supporting exhibition programming and on-site operations, contributing to community engagement and the delivery of a large-scale contemporary art event.