About Fernando Ruiz

More than a Designer: A Product Founder

I’m not just making screens look good — I’m building products that scale, negotiating deals, and shipping code. My career has been anything but linear, and that’s exactly what makes it valuable.

The Non-Linear Journey

I’ve gone from:

  • Designing B2B Partner Portals for onboarding flows
  • Negotiating zero-cost sponsorships for the LoL World Championship
  • Building Design Systems for Roblox games
  • Increasing user activation by 400% at WTFast
  • Securing €250k in funding for United Gamers with strategic design work

What Makes Me Different

Most designers stop at Figma. Even tho I love the tool, I don’t stop there.

I code. Using AI as my co-pilot (“vibe coding”), I ship functional prototypes, not just mockups. I ’ve launched:

  • A UX Calculator
  • A specialized Job Board
  • A Design Almanac
  • A UX Resource Library
  • This Website

I understand business. I’ve sat in investor pitches, negotiated sponsorships, and optimized conversion funnels that directly impacted revenue. I don’t just design — I design for growth.

My Expertise

Product Design & UX Strategy

  • End-to-end product design (research, wireframes, prototypes, testing)
  • UX audits and heuristic evaluations
  • Design systems and component libraries

Growth & Conversion Optimization

  • Funnel analysis and optimization
  • A/B testing and data-driven iteration
  • Activation and retention strategies

Technical Design

  • AI-assisted prototyping
  • Functional code (HTML, CSS, JavaScript)
  • Working with engineering teams to implement designs

Business & Marketing

  • Sponsorship negotiation
  • Investor pitch decks
  • Go-to-market strategy

The Philosophy

I believe the best designers are tri-literate:

  1. Design-literate: They understand aesthetics, usability, and human psychology
  2. Tech-literate: They understand the code that renders their work
  3. Business-literate: They understand the business model that funds it

When you combine all three, you don’t just make beautiful products — you make profitable ones.

Let’s Build Something

I’m currently open to:

  • Product Design roles (Senior/Lead level)
  • UX Strategy consulting
  • Contract work on high-impact projects

Contact: hola@fernandoux.com
LinkedIn: linkedin.com/in/fernando-ruiz-ux