About Tania Gonzaga

Hi, I am Tania 👋

I am an experienced creative thinker and problem solver focused on delivering great digital experiences. With over a decade of industry experience, I bring a holistic approach to crafting innovative solutions that align business goals, brand strategy, user needs, and consistent user experiences.

🚩 Born in based in

I begin my career with a degree in graphic design, and worked for several years with books, magazine, catalog and campaigns. After some years I decided to direct my career more in the direction of digital design. I moved to Germany sponsored by a scholarship to study a master in digital media. This journey has taught me a lot about researching and navigating complexity, and the connections between design, technology and art.

In recent years, I've focused on digital projects, partnering with top agencies and international clients to develop digital experiences, both simple and complex. My role involved leading design sprints, conducting user research, and developing design systems, all aimed at solving business challenges through design thinking.

My passion lies in understanding and solving user problems, creating intuitive and accessible design solutions. My experience has allowed me to master various design tools and processes, facilitating workshops, and leading projects that drive meaningful change. My work spans multiple sectors, demonstrating my ability to adapt, innovate and connect with varied audiences.

As the digital landscape evolves, so does my commitment to learning and applying new technologies and methodologies, ensuring my designs remain relevant and impactful. My goal is to create experiences that resonate with users and support business objectives, all while fostering a culture of creativity and collaboration.

Outside my professional life, I am deeply passionate about interactive art and immersive media. These interests fuel my creativity, driving me to explore and innovate beyond my day-to-day work. In my free time, I pursue projects and experiments that allow me to blend technology with artistic expression, continually expanding my boundaries and bringing fresh perspectives to my professional endeavours.

I am driven by a vision of creating great projects through thoughtful and purpose-driven design.

My work is based on method, collaboration, and purpose:

Strategic Design
I specialize in developing user personas and analyzing market trends and competition to strategically enhance a brand's positioning and customer journey design. This approach guarantees that my designs are user-focused, competitive, and driven by purpose, utilizing data analysis and stakeholder management to boost user engagement, ensure market success, and promote better collaboration.
  • . Persona Development
  • . Market Trend Analysis and Competitor Analysis
  • . Data Analysis and Interpretation
  • . Brand positioning
  • . Stakeholder management
  • . User Journeys and Flows
Product Design / UX/UI
My product design expertise revolves around empathetic user research and design thinking methods, aimed at comprehending and meeting user needs. I focus on developing clear information architecture, wireframes, and prototypes, prioritizing accessibility and coherent design systems to make products intuitive, functional, and scalable, ensuring they meet user expectations for a seamless experience.
  • . User Research
  • . Design Thinking
  • . Understanding User Behaviours and Needs
  • . Information Architecture
  • . Wireframing, information architecture and Prototyping
  • . Accessibility (WCAG)
  • . Interaction design principles: Heuristics and Gestalt
  • . Design Systems: documentation, scalability, consistency, and patterns
Visual Design and Creativity
Visual design and creativity are central to my design practice, significantly influenced by my background in classic design principles. This foundation allows me to place the right emphasis on typography, color, and visual hierarchy, ensuring that each design element is strategically employed to create cohesive and impactful compositions.
  • . Adobe Creative Cloud
  • . Figma and Principle
  • . Miro, Mural Figjam, and other similar tools
  • . Basics of CInema 4D
  • . Spark AR
  • . Google Webdesigner
Design Ops
I have experience streamlining processes, work in setting and tracking key performance indicators (KPIs) and orchestrating roadmaps for complex projects to align with strategic objectives. I enhance process efficiency through effective communication, feedback, and cross-functional teamwork, adapting to project requirements. My commitment to mentoring cultivates an innovative team atmosphere, improving project delivery and reinforcing operational excellence and success.
  • . Presentation and feedback exchange
  • . Cross-Functional collaboration
  • . Task prioritisation and time management
  • . Flexibility and openness to change
  • . Mentoring and empowering
  • . Project workflow and roadmapping
Front-end
In addition to my design skills, I possess a foundation in front-end development, particularly in HTML/ CSS and basic Javascript. I have working knowledge of page builders such as Webflow, Squarespace, Wix and Elementor, enabling me to create simple, effective websites.
  • . AI tools such as Codeium
  • . Html + CSS + Javascript
  • . CMS: Squarespace, Wix, Webflow, Wordpress

Working Ethos

1. Collaboration and diversity: great ideas are better built together.

2. Curiosity and resourcefulness: I am driven by learning new things.

3. Awareness and reponsability: perceiving your surroundings and learning from experience is key to growing.

4. Empathy: Understand different points of view.

5. Passion: My passion for design is so great that I even dedicated an entire career to it.

What I like doing

  • Brand positioning and strategy
  • Workshops
  • User research
  • Data Analysis
  • Branding
  • Logo Design
  • Corporate design
  • Social Media
  • Design Ops
  • Design Lead
  • Campaign
  • Editorial
  • Product Design
  • UX/UI Design
  • Webdesign and Front-end
  • Interactive Installations

Read about my design approach 💥.

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