Diego Fernandez — Portfolio

At Salsify, I led design for the Content Activation product line and shipped collaboration features that helped one early adopter cut their time-to-market by 60%. I also built the Habanero Design System, which cut the time from design to shipped code.

I joined ChatID as the 8th employee and first in-house designer. I turned the product from a proof of concept into something Walmart, Target, and Office Depot wanted on their sites. We scaled Chatbar to connect millions of shoppers with brand experts at the moment of purchase. 3x higher conversion, 34% less cart abandonment, 20% fewer returns. Acquired by Salsify in 2018.

A community I started for designers to practice mock interviews with each other. 50+ members. Also where I run most of my AI experiments.

A real estate site for the Bolivian market. I use LLMs to scrape, clean, and structure listing data, then fill gaps by inference. Built entirely with Claude Code to test whether a designer can ship something real without a dedicated engineer.

A Figma plugin Rolando and I built because we wished it existed. Synced design updates in real-time across team workflows. Launched on Product Hunt and iterated into a project management platform.

An educational app I helped design during COVID-19. Hit 80,000 downloads in the first month, broke into the top-20 Education apps. Later pivoted to a tutoring marketplace that grew to $75K MRR.

Guerrilla research with hourly workers showed that the real obstacle in job search was discoverability, not the application process. We built Workmaps around location and commute.