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 created the Habanero Design System, which sped up how quickly we moved from design to development.

I joined ChatID as the 8th employee and first in-house designer. I built the product from a proof of concept into something major US retailers like 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 to connect designers for mock interview practice. 50+ active members and growing. Also my playground for experimenting with genAI in my design process.

A real estate site for the Bolivian market. I use LLMs to extract, clean, and structure listing data, then enhance it through inference. Built entirely with Claude Code as a proof of concept for a design process where I get to build, not just design.

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 led us to discover the real problem in job search wasn't applying, it was discoverability. Built Workmaps around location and commuting.