Paul Casanova

UX/UI Designer specializing in Service Design

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About Me

I'm an experienced Product & UX/UI Design expert who specializes in Service Design. I am based in the Hollywood Hills of Los Angeles, California and I bring over two decades of professional in-house experience from reputable organizations such as Mercury Insurance, UCLA Grad Studies Division, Epson Latin America, and Universal Music Group, as well as working with startups and smaller companies. My experience covers a broad range of industries such as E-commerce, Fintech, Insurance, Credit, Education, and much more.

As a Design freelancer, I have delivered many successful projects across various industries including Architecture, Construction, Fintech, Customer Packaged Goods, Print, Entertainment, and Non-profits.

I have become proficient with all aspects of the UX Design process and methods: Research, Analysis, Wire-framing, WebFlows, UI Design, Prototypes, and Testing. My graphic design background ensures that visual quality remains a priority in every project that I handle. Additionally, being a Certified Scrum Developer and Certified Product Owner underscores my commitment to continuously learn and adapt to diverse businesses and their unique needs.

I am also a versatile Graphic and Print Designer and have created many assets for various channels, mostly in aspirational marketing, where a sophisticated and high-end look and feel are a requirement.


2003 - Present

Freelance Designer

Fassade, LLC

As a freelance designer, I have had the privilege of delivering numerous successful projects that span various industries such as architecture, construction, fintech, consumer packaged goods, print, entertainment, and non-profit organizations. My expertise lies in UX/UI design, web design, software design, graphic design, and print design, and I have continuously exceeded client expectations by delivering quality work. Working collaboratively with clients to achieve their goals and objectives has been a cornerstone of my approach, and I am always keen on delivering projects within set timelines and ensuring utmost client satisfaction. My commitment to design innovation, technical expertise, and exceptional communication skills makes me a suitable fit for your design needs.

2020 - Present

Software Development Analyst and UXD

Mercury Insurance

As a professional at Mercury Insurance, I possess a skillful and proficient set of UX and service design abilities, mostly crafted towards digital sales channels. Through comprehensive research and thorough fact-finding, I create and adjust information systems, and utilize the gathered data to produce detailed designs and specifications that software programs will follow. As an expert, I spearhead service design projects from inception to completion, independently recognizing opportunities to optimize the user experience for business benefits. My achievement lies in collaborating effortlessly with cross-functional teams and efficiently completing time-sensitive projects while maintaining the highest level of professionalism throughout the process.

2020 - 2020

UX Designer

UCLA - Graduate Studies Division

As a leader for UX initiatives, I oversaw multiple projects that aimed to streamline academic services for students. Despite having tight deadlines, the team made significant progress. We quickly understood the often complex existing processes and converted them into user-centric experiences. By understanding and synthesizing the needs of stakeholders, we were able to deliver clean process flows and designs that were optimized for both desktop and mobile use. Through adopting and deploying a local style toolkit, we were able to ensure a consistent and professional appearance across all platforms. Additionally, I personally managed several usability sessions with end-users to gather feedback and further inform our design direction. Throughout the process, I remained responsive, thoughtful, and engaging, always striving to ensure the optimal user experience while meeting the critical deadlines of the project.

2013 - 2020

Lead UX/UI and Service Designer


Successfully increased eCommerce conversion rates, improved visual design quality, and facilitated growth in sales. I strategized and executed designs that seamlessly incorporated a credit lending portal into the UX flow, resulting in a 2.5M unique visitor increase in conversion. Through my strategic visual marketing, I drove over $17M in sales in 2018. I optimized eCommerce conversions by 75% through rapid A/B testing while reducing costs by 90% through an automated Web Application that optimized Catalog Design. I also facilitated large-scale promotional campaigns including thousands of banner ads, social media campaigns, email blasts to 300,000+ customers, and 30+ page print catalogs distributed to 600,000+ people four times a year. Finally, I designed and managed customer-assisted sales for tablets, touchscreen credit application modules, and interactive kiosks. As a result, the acquisition rate increased for brick and mortar retail businesses.

2012 -2013

UX Designer / Creative Consultant

Valoran USA, Inc

As a key contributor to the organization's success, I spearheaded the development of a highly successful e-commerce platform that targeted the US Hispanic and global Latin American markets. My responsibilities involved taking on a leadership role, overseeing both design and tech teams. Our team effectively established brand guidelines that catered to the specific needs of our Crossborder Shopper User Persona. Consequently, we observed a remarkable increase of 100% year-over-year in brand awareness.

2011 - 2013

Design Consultant

Epson - Latin America

As an independent contractor, I was able to achieve a 75% increase in efficiency by accelerating production and providing more competitive pricing. This resulted in significant cost savings for the client as compared to the alternative of hiring an agency. Furthermore, I have designed promotional materials for marketing campaigns targeting both Spanish and Portuguese-speaking markets. These efforts have led to an impressive 100% year-over-year growth in brand awareness for the client. As a result of my professional contributions, I have provided a valuable service to the client and established myself as a skilled and reliable partner.

2006 - 2011

UX/UI Designer

VNU Retail Group

As a skilled UX/UI designer, I successfully revitalized our corporate brand within the E-commerce and Fintech sectors - resulting in an impressive $215M in annual sales. Additionally, as Content Coordinator, I improved production efficiencies by implementing a process that enabled the uploading of over 100 items daily via Macros Automation. This method was ten times faster than manual uploading and resulted in reduced time and costs, as well as increased sales.

2005 - 2006

Creative Services Intern

Geffen Records - Universal Music Group

As part of acquiring the Music Business Journeyman Degree, I was privileged to have the opportunity to complete an internship where I gained valuable experience in the industry. During this period, I functioned in the capacity of an assistant to the Art Director in the Creative Services Department at Geffen Records. My role involved providing support to the team on various projects, contributing ideas, and ensuring that tasks were executed efficiently. This experience has equipped me with practical skills across several aspects of the music business, including project management, creative designing, and customer service.


2000 - 2004

Bachelor Degree in Graphic Design

Universidad Nuevo Mundo, A.C.
2004 - 2005

Journeyman Degree in Music Business

Musicians Institute

Software Skills


Adobe Photoshop

Adobe XD

Adobe Illustrator

Adobe InDesign





Adobe Character

Professional Experience by Industry

• E-commerce
• Fintech (Financial Technology)
• Credit Services
• Insurance
• Education
• Multimedia
• Print Services
• Construction
• Non-profit
• Entertainment









User Experience (UX) Design

User Interface (UI) Design

Service Design

Design Research

Web Design

Software Design

Print Design

Media Design

Production Artist

Information Architecture (IA)

Interaction Design

Visual Design


Usability Testing


Color Theory

Design Thinking



Ambassador to West Hollywood

City of West Hollywood


Certified Scrum Developer® (CSD®)

Scrum Alliance


Certified Scrum Product Owner® (CSPO®)

Scrum Alliance