Senior UX/UI & Product Designer
Designing products that are usable, accessible, and measurably better.
Hi, I’m Paola Parra. 10+ years designing websites, digital products, and design systems for U.S. brands and Colombian institutions.
- 2 national complex systems
- +38.74%revenue per visitor
- WCAG 2.2accessibility
Selected work
Case studies with measurable results
Public-sector platforms — from research to dev handoff, CRO and strategic design.
07 projects
Design system + WCAG
Public sector · Colombia
B2B Transactional Platform & Design System
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10,868 studiesmade easier to find
Public sector · Colombia
Complex Information System Redesign
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+25.9%orders
DTC e-commerce · USA
Trust-driven conversion design for a DTC pet food brand
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+38.74%revenue per visitor
Regulated DTC · USA
Purchase flow UX for a regulated DTC wellness product
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+20%orders
DTC e-commerce · USA
End-to-end e-commerce UX for a handcrafted lighting brand
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+11.4%orders
Multi-brand e-commerce · USA
Multi-brand DTC e-commerce webpage design
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18% → 30%click-through rate
PPC landing page · USA
PPC landing page for a children’s educational podcast
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From the people I've worked with
“She always turned in impeccable deliverables, with great attention to detail and high quality. Paola has always stood out for being highly responsible, proactive, and having an excellent attitude toward collaboration”.
“Paola is an exceptional UX/UI and Conversion Designer who brings a rare balance of aesthetic brilliance and deep practicality. She approaches every interface from a problem-solving standpoint, elevating both user experience and business goals”.
Paola was one of the best collaborators I've worked with. She always aligned on scope before starting, translated client feedback into strong design decisions, and quickly picked up each client's brand voice across a rotating set of accounts.
“Paola cared about the person on the other side of the screen. She worked hard to provide what actually helped the visitor, and when those two things weren't the same, she chose the visitor every time”.