TATIANA OCHOA
PRODUCT DESIGNER

I designend-to-end productsfor and with AI.

Now at Codebranch — NVIDIA.

SELECTED WINS

+18.5%user-attributed sales lift, Zubale

144 in product · 10 in architecture (previous life)

NVIDIAinternal ops tools · NDA

Designed for & with

NVIDIAZubaleCodebranchPariTelevisaWalmart

How I work

Strategy, curation, AI, global

Strategy

I make the hard calls — what to build, what to cut, why it matters.

Curation

Every flow, every word, every interaction — intentional, not accidental.

AI-Powered

Claude, Figma AI, prompt engineering — a superpower, not a crutch.

Global

US, LATAM, worldwide teams. Multicultural collaboration is second nature.

Selected projects

Work I'm proud of

A selection of projects across industries — from conversational commerce to AI-powered real estate.

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Zubale· Consumer Connect

Conversational CommerceWhatsAppUX WritingFigma

Zubale — Consumer Connect

End-to-end WhatsApp shopping flows for Latin America's leading retail-tech platform. UX copywriting and conversion optimization that increased user sales up to 18.5%.

Retailers shipped

Walmart

Cashi

Decathlon

Subway

Pizza Hut

Sbarro

Hubii

Angeloni

Condor

Makro

Paris

Farmapronto

RoleProduct Designer — Consumer Connect

TimelineOct 2023 — May 2025

TeamPM · Engineers · Data · Ops

StatusLive in 6 LATAM countries

The problem

Many retailers, six countries, one chat thread

Zubale needed a unified WhatsApp shopping experience that worked across 100+ potential retailers in 6 LATAM countries — without each retailer building their own conversational flow.

What I designed

Conversational flow patterns, copy systems, and conversion optimization

Redesigned cart, checkout, and post-purchase flows. Authored the UX writing voice + tone for all 6 markets. Iterated on conversion choke-points with A/B tests.

Outcomes

+18.5%

User-attributed sales lift

100+

Potential retailers

LATAM countries

2yr

Tenure on Consumer Connect

Protected by NDA

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NVIDIA· Internal Ops

Protected by NDAEnterpriseFigmaPredictive AIClaude Code

NVIDIA — Internal Ops

Internal tools for Operations — predictive analytics, scenario modeling, and data-driven decision-making for cross-functional teams.

RoleLead Product Designer · Internal Ops tool

TimelineOngoing

TeamPM · PO · Eng · Data · AI · Ops users

StatusLive · Under NDA

What I designed

Four surfaces around one scenario

The tool isn't a real-time view — it's a workspace for exploring scenarios against the constraints of the business. The whole product orbits around the scenario as the unit of work, on four connected surfaces.

Scenario Manager — the entry surface. Lists owned & shared scenarios with fast filtering and previews.

Scenario Creator — a dense configuration platform for defining inputs, assumptions, and constraints.

Dashboard — answers two questions in one canvas: max supply we could hit, and how do we get there?

AI chat — interpretive layer scoped per scenario. No copy-pasting numbers into a generic assistant; the model already has the scenario.

What I learned

The first version was the most ambitious. The shipped version is the most useful.

Reshape, don't protect. Earlier iterations were more robust than what's live today — feedback kept shrinking the surface until what remained was what operators actually needed.

Busy users reward speed and clarity over depth. "Clever" lost to "clear" every time we tested.

Async-first is its own discipline. Three time zones forced every Figma frame to stand on its own.

Current state · NDA

Specific screens, data, and flows are under NDA

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La Central· SaaS · Fitness Operations

In progressSaaSFitness OpsClaude CodeRights protected

La Central — Gym operations, finally in one place

A management platform for independent gym owners — replacing spreadsheets, clipboards, and disconnected billing tools with a single workspace for memberships, money, and the daily floor.

RoleProduct Designer · UX Lead

CategorySaaS · Fitness Operations

Year2026

StatusIn progress

The problem

Five tools, one frustrated owner

Independent gym owners run their business across five disconnected tools: a POS for payments, a spreadsheet for members, a calendar for classes, a paper clipboard at the door, and a notebook for what didn't work. Revenue leaks through failed payments nobody chases.

Target user

Independent gyms that can't out-spend the chains

Owners and operators of independent gyms, boutique studios, and small multi-site franchises (1–5 locations, 100–800 active members). Software has to earn its keep on day one — no consultant required.

Design approach

Workflow-first, not feature-first

Research. 12 owner & front-desk interviews; mapped the real daily workflow against incumbent software.

IA reset. From feature-by-feature nav to workflow-first (Today · Members · Schedule · Money).

Prototyping. Mid-fi tests with 5 owners; iterated until time-on-task dropped 40%.

System. Lightweight design system in Tailwind v4 keeping front-desk density and owner-dashboard hierarchy consistent.

Outcomes

Front-desk check-in time (vs ~25s in incumbents)

1 view

To surface every failed payment

100%

Of test users completed find-at-risk task unaided

Prototype

Built in Next.js, React, Tailwind, TypeScript

Mocked data · for demo

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Conscious Communities· PropTech

In production · LAReal EstatePropTechB2BData Viz

Conscious Communities

Deal-finding platform for small-time General Contractors, investors, flippers, and realtors in Los Angeles — turning property search and multi-strategy financial modeling into one fluent workflow.

RoleLead Product Designer — end-to-end

TimelineOngoing — weekly cadence with founders

TeamFounders (investors+realtors+users) · PM · me · small eng team

StatusIn production · LA

The problem

Million-dollar decisions, run on spreadsheets

Small-time GCs, investors, flippers, and realtors in LA were drowning in property listings — hundreds of options across dozens of possible strategies (renovation, ADU, lot split, tear-down + new SFR, quadplex). The good deals went in a week, and pricing them required juggling Excel models for every renovation, ADU, SB-9, and tear-down scenario.

How I worked

Two meetings a week with the founders — who are also the users

The founders aren't just founders — they're active investors and realtors, the platform's primary power users. I introduced a weekly user-story template they filled in between meetings (what they tried, where they got stuck, what was missing). They surfaced the problem; I owned the solution.

What I designed

Strategy-first, not listing-first

Most real estate tools start with the property and bolt analytics on top. We inverted it: global assumptions drive every search, every property is auto-modeled across renovation/ADU/SB-9/tear-down, sensitivity tables show how YOC and ROI move with cost shifts, and comparison is a first-class view.

What I learned

The competitor checklist was a trap — the real product was smaller than we thought

Feature parity isn't the goal — feature fit is. Early on, the founders wanted to bring over many features from platforms they used. Working through the stories, most were noise.

When the user is the founder, separation of concerns becomes your job. The user-story template kept them as users describing problems, not clients writing specs.

Outcome

B2B

GCs · Investors · Flippers · Realtors

Strategies: Renovation · ADU · SB-9 · Tear-down

KPIs

Calculator + sensitivity tables

On-market + off-market deal flow

Experience

Where I've been

May 2025 — Present

Product Designer

Codebranch (US–Colombia)

Design studio with clients including NVIDIA. Leading product design for AI-powered sports apps, a real estate platform, and enterprise tools for NVIDIA Operations.

Claude CodeClaude DesignFigma

Oct 2023 — May 2025

Product Designer — Consumer Connect

Zubale

WhatsApp-based shopping flows for 100+ retailers across 6 LATAM countries. UX writing, CRO, and flow redesign that increased user-attributed sales by up to 18.5%.

FigmaWhatsApp BusinessMeta

Jun 2023 — Dec 2023

Design Project Manager

Pari Delivery — Mexico

Led the parallel redesign of three product surfaces as Pari pivoted from dark stores to public-facing retail: 15 stores across CDMX, Guadalajara & Querétaro; brand identity; and the customer app shipped to iOS & Android.

ArchitectureBrand DirectionFigma

Previous career

Architect — Retail & Entertainment

Mexico City & Colombia

50+ retail stores across 5 countries. TV sets for Televisa. 15+ public projects in CDMX including PILARES schools.

AutoCADSketchUpRevit

Tools & skills

What I work with

Design & AI

FigmaClaude CodeClaude DesignAdobe SuiteSketchUpAutoCAD

Languages

English (C1, IELTS certified)Spanish (native)Portuguese (basic)Chinese (basic)

Get in touch

Let's build something together

Currently open to remote product design roles. Let's talk about what I can bring to your team.

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